Cialis Case Essay

1852 words - 8 pages

PROBLEM STATEMENT:-
Develop a complete marketing strategy for Cialis identifying the target market and a way to position it against competition.
SITUATIONAL ANALYSIS:-
Cialis’s major competitor is Viagra, an established market leader. Not only had Viagra been generating over $ 1 billion in sales annually for 3 consecutive years but also it also enjoyed the highest brand recognition.
Viagra has settled in its product life cycle and now doctors revealed a certain degree of contentment with Viagra. Also Pfizer is a big pharmaceutical player who can spend more on R&D, marketing and advertisements. So to compete with them on that front is not a good option. So, during marketing, company ...view middle of the document...

Following “Compete” strategy would mean going head-to-head with Viagra and trying to capture its market. Cialis would be positioned same as Viagra i.e. solution for ED only better and would be a safer substitute of Viagra. To capture a good market share, aggressive marketing would be required.
* Sales: Viagra sees huge sales of over $1billion every year. Positioning it same as Viagra would ensure a high sale. Since it is also a safer option slowly sales may increase even more. Future sales look optimistic.
* Target market: Here the target market would be everyone ranging from middle aged people suffering from ED to people from age group above 60 years. Physicians, Urologist and family doctors would also be targeted so as to prescribe Cialis which is much superior to Viagra. As partner’s impact is high in perception (perceive the ED problem) and evaluation (intend to refill prescription) phases of HCTM. 40-50% ED patients seek treatment on insistence of spouse or sex partners.
* Brand Image: It would have the brand image like Viagra, solution to ED, only safer and better. Positioning it against Viagra would help it gain recognition quickly as since there are no other alternatives to Viagra before Cialis would be welcome, especially for those who are unsatisfied with Viagra which is a huge 30% in most markets.
Based on the evaluation it is recommended that we adopt the Compete Strategy as the market is already created and with only one major competitor. Since the product is superior it would soon be able to grab the market share and would prove profitable.
CALAIS’S IMPLEMENTATION STRATEGY:
To win share of market, Cialis must win share of mind and share of heart from Viagra. As there are many Viagra dropouts and also current users like to try Cialis with high willingness, Cialis initially try to capture share of mind and heart market which further brings share of market to them. For that, they should provide good product awareness (promotional medium), product quality (values like less onset time, etc), availability (local as well as big drugstore and direct from doctors), and technical assistance (urologist and family doctors).
SEGMENTATION CRITERIA:-
ED Market Demographics: Age, Employment, Marital Status, Income, Education:-
* The demographic data yielded that ED treatment market prevails among males suffering dysfunction in their pre and maturity age (40 to 65 years or over), married or living together (73-80%), presenting a sexual partner (85-92%), post secondary educational level (21-67%) and with lower yearly income (<25K) (except for USA).
SEGMENTATION: USAGE STATUS
Co-Morbidities:
* High Blood Pressure
* High cholesterol
* Stress
Current Viagra users
* Experience with ED
* Good grasp of duration attribute
* Most willing to try new drugs that offer improvement in key dimension
* Less satisfied or somewhat satisfied
Viagra dropouts: People who discontinued to using...

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