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VIAGRA® Market Plan

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by

Mostafa Diab

on 26 May 2011

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Transcript of VIAGRA® Market Plan

VIAGRA®
Market Plan Situational analysis
& Target market SWOT analysis •Efficacy
•Safety
•Innovative class
•Short half-life
•Best clinical trial program
•Room temperature storage
•Large prescriber experience Strength Weakness •High Price
•Multiple product priorities
•High side effects
•Short period of duration
•Limited offers Opportunities •Positive clinical results
•Positive publicity Threats
•New product launches
•Entry of generics
•Price reductions
•Price wars
•Aggressive competitive campaign PESTEL analysis Political
•Taxation
•Pressure Group Economic
•Social Class: A
•Employment rate: 4.3% Social Culture
•Social class A: 3 % of total population.
•Culture Legal
•Contract law
•Competition law
•Customer protection law Market Analysis Competitive Analysis Market Share:
Virecta®: 14%
Erec®: 11%
Cialis®: 8%
VIAGRA®: 5% Marketing Objectives Market Share
To achieve VIAGRA® market share 7.5% in the second half of 2011. Turnover
To reach VIAGRA® sales L.E. 16.3 M – L.E. 17.4 M in the H2 of 2011. Growth
To increase VIAGRA® growth in market by 0.75% the H2 of 2011. After decline of 6% by the end of 2010 Patient satisfaction
Most of our social class A no any patient satisfaction due to either high price or shorter duration. Innovation
VIAGRA® is the first oral treatment approved for the use of men with erectile dysfunction, in the United States. Brand awareness
Market leader in awareness due to multiple memorable campaigns. Marketing Strategies Market penetration Sponsor of great campaign in TV and Radio using aids of pressure groups, about Erectile dysfunction. Market penetration
Sponsor of great campaign in TV and Radio using aids of pressure groups, about Erectile dysfunction. New Market Development
1- Globalization of VIAGRA® by exporting to North Africa and Middle East.

2- VIAGRA® in addition of using in treatment Erectile dysfunction, can be used in:
o Pulmonary hypertension.
o Altitude sickness.
o Use in sports.
So sales team should visit suitable physicians to inform them with the new information. New Product Development

• Launch 25 mg in Egyptian market with lower price than 50 mg.
• Launch 100 mg double stealth in Egyptian market with a price lower than 2 tablets of 50 mg. Differentiation

Localize differentiation for social class A. Marketing Tactics
& Marketing Mix Market Segmentation, Targeting and Positioning (STP) Segmentation
VIAGRA® is segmented for males aged above 40 years diseased with ED and their income not less than L.E. 2000 monthly. Target Physician Specialty:
Impotence, Internist, Cardio and Psychiatrist. VIAGRA®, the most active product in its class, is the cornerstone of treatment in erectile dysfunction with unmatched efficacy and tolerability, both alone and in combination with other agents, in both advanced and early stage disease. Expensive Cheap High Market Share Low Market Share o x Perceptual map
O: Current Position
X: Objective Position Implantation This plan is estimated to start in the 1st of July 2011. Control Continuous follow-ups should be done for the sales field force.
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