Cialis Essay

1334 Words Mar 29th, 2008 6 Pages
1) What are the most relevant dimensions along which to segment the patient market for ED treatment? Of the segments identified, which would you target initially with Cialis?
The relevant dimensions are: age, occupation, marital/partner status, level of education, level of income and ED medication use habits (i.e. Viagra dropout).
Within these segments, the populations to target are:
• Age: Men ages 50+ (slight market with men ages 40-49)
• Occupation: Retired or employed full time
• Marital Status: Married or living together with a partner / have a sexual partner
• Education: U.S. – high level of education; Other countries – secondary to primary level of education
• Income: U.S. – mid to high level of income; Other countries –
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5) What competitive response do you anticipate from Pfizer? From Bayer-GlaxoSmithKline?
Pfizer will most likely play up its 5-year track record as safe and effective drug, will play up its brand recognition and will fight competitors aggressively.
Bayer will most likely pursue a niche strategy to gain market share of ED patients with diabetes.
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Critical Issues
• Viagra is already established in the marketplace
• History of health scare when Viagra was introduced, this may make consumers weary of a new ED product.
• Joint marketing venture between Lily & ICOS, Lily with lots of experience, ICOS with new talent, the two companies worked well together.
• Who should marketing focus on? Doctors? Patients? Partners?
• Levitra is expected to be niche market for diabetics with ED. Cialis may want to avoid competition with this market.
• What should the price point be? Viagra is at $10/pill.

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