Product Team Cialis: Getting Ready to Market
Autor: nikitadeherkar91 • October 27, 2016 • Case Study • 1,201 Words (5 Pages) • 996 Views
Issue Identification
Cialis (developed through a joint venture Lilly ICOS LLC) had an intimidating task of launching a medicine for the treatment of male impotence or erectile dysfunction (ED) in a market that had a well-established leader – Viagra, who had excellent brand recognition in the world. They have to come up with a strategy that would guide all future marketing activity: (i) Identify target market (ii) Positioning. They also have to decide the price for Cialis.
Factors to Be Considered
- “Quality of life” medicine- not covered my most health insurances.
- 30 million ED patients in USA, 150 million around the world.
- 50% of all men between the ages of 40 until 70 experienced some form of ED
- Viagra
• Viagra- Market Leader
• In their six months, the FDA received report about 130 deaths of patients taking Viagra
• Even though Viagra has a big market, consumers are not satisfied and do not continue using Viagra
- Looking at the SWOT analysis (Exhibit 1)
• Cialis is a better quality product
• Many Viagra dropouts due to bad experiences- which can be an opportunity and a threat too ex: potential future customers for Cialis / developed negative attitude towards the drug.
- Consumer’s perception towards seeking treatment (Exhibit 2). Most of the consumers are embarrassed to talk about it. In the case of older people they think it’s a part of their aging and don’t pay attention towards it and don’t want to take drugs for it.
- The top 3 things that drive men to take treatment are mostly the spouse or partner, newspaper articles or they decide on their own. (Exhibit 3)
Options Available
There are thee possible approaches:
- Niche strategy- where a small target would be identified.
- Compete strategy- go head-to-head with Viagra’s positioning.
- Beat strategy- try to come up with a different positioning.
Recommendations
I would recommend going with option 2 i.e. the “Compete strategy” by implementing a firm position of a superior product and adopt a different marketing approach
- 30 million ED patients in USA, 150 million around the world.
- 50% of all men between the ages of 40 until 70 experienced some form of ED
...