Cialis Essay

6806 Words28 Pages
CIALIS Case Analysis October 6, 2010 Table of Contents Table of Contents 1 Problem Identification 2 Current Positioning Strategies 4 Cialis ”Beat” Strategy 4 Entities 4 Mission 5 Product 5 Distribution 6 Marketing Mix 6 Product 7 Price 8 Place 8 Promotion 9 Typical Consumer Behavior Purchasing Process 11 Cialis Market Analysis; SWOT Analysis 12 Cialis Market Analysis; Environmental Analysis 17 Macro Environment 17 Micro Environment 18 BCG Matrix 19 Product Life Cycle. 19 Marketing Program and Marketing Requirements 20 Recommendations 21 ATTACHMENTS 25 Problem Identification Lilly and ICOS are facing many challenges prior to launching their product, Cialis. They are launching a product in a market with a clear market leader, Viagra. Cialis has no brand recognition and no marketing strategy. They could use one of three types of strategies. They could target a niche market whether segmenting by age or type of health issue leading to the erectile dysfunction. Lilly and ICOS could also try a direct strategy and go head to head with Viagra and their positioning in the market. By doing this strategy, they would target the same target market as Viagra and use product features to gain consumers. Finally, Lilly and ICOS could try a “beat” strategy and differentiate themselves from their competitors in order to pursue a broad market. They could have a different target market than Viagra and position Cialis as a different sort of erectile dysfunction drug. Lilly and ICOS were also unsure who to target. They could target former Viagra users since 75 percent discontinue taking it within a year; it leaves millions of former users seeking treatment. Another possibility is to target a completely different demographic than Viagra such as younger men. Furthermore, Lilly and ICOS are unsure what benefits to emphasize with their

More about Cialis Essay

Open Document