Cialis marketing case study

By: Psyhot On: 01-Jan-2019
Product Team <b>Cialis</b> Getting Ready to Market Harvard <b>Case</b>.

Product Team Cialis Getting Ready to Market Harvard Case.

Problem Statement Lilly- ICOS LLC is about to launch a new and innovative product intended to help men suffering from Erectile Dysfunction (ED). Because of the unique product features, Cialis – the product – has good chances of becoming successful even though it is entering a segment, where Pfizer’s Viagra is the undisputed market leader. In this context, Lilly- ICOS LLC must decide on a marketing strategy, in particular which groups to target and which positioning thus which communication strategy to choose. Situation Analysis (refer to Exhibit 1 2)Lilly- ICOS LLC is a joint venture between ICOS, a small biotechnological start up (no FDA registration experience and no marketing capabilities) and Elli Lilly Company, a large pharmaceutical company with strong competencies in developing innovative quality of life medicines. Competitive product Viagra has strongest brand recognition of any pharmaceutical brand in the world, practically the synonym for ED (product well established in market, dissolved taboo). Pfizer also known for fierce and sustained marketing campaigns post launch (exceptionally high marketing budget) and largest sales force in industry. Competition from Bayer’s Levitra not relevant, expected to mainly target niche market of diabetics. Promotion: Communication focus on classic media; print/ billboard advertising: mainstream magazines (i.e. Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to segment the market and which target market to focus on. The marketing plan should take advantage of Cialis's medical profile. In particular, they must pay special attention to the communication strategy to patients, physicians, and partners. The analysis, plan, and action should take into account extensive market research and recent competitive developments.

<strong>Cialis</strong> <strong>Case</strong> <strong>Study</strong> Questions Essay Example
Cialis Case Study Questions Essay Example

Cialis Case Study Questions Essay Sample. The most relevant dimensions along which to segment the patient market for ED treatment are Age- there are 30 million people in the US and 150 million worldwide are projected to have ED. Jan 20, 2014. CialisGetting Ready to Market Case Study Case Analysis by Taposh Dutta Roy HBS

Cialis marketing case study
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