Cialis Case Study

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Question 1 The most relevant dimensions that should be used in order to segment the patient market for Erectile Dysfunction (ED) are geography, age, gender, family life cycle, user status, user rate, readiness stage, attitude to market offer and benefit. Having that in mind let’s develop the best segmentation possible. We can start with geographic dimension dividing the market in United States, Italy, Japan, France, United Kingdom and Germany. I choose those because there are consumers aware of a presence of a drug to face ED, which will smooth the progress of get aware of Cialis. In other dimension come demographic factors. In this category the most relevant are age, gender and family life cycle. The ED is present especially in men over 18, but mostly in 40 plus interval. The 18+ interval is the one who suits better, since it has the biggest concentration of ED patients and is a disease that affects men in the same way no matter their ages. The patient only can be male, but we can have a segment that the objective is to target the female gender, since they are the partners and could have a word in that matter, it could be a good solution. Finally, the ones that are currently with an active sexual life, or at least would want to, are other segmentation variable. Just to be clear this involves all of those having sexual partners, or currently does not having but willing to. Another important dimension that is worth to use in the segmentation is behavior factors. Here the most important is the user status. There are crucial questions to do: did the consumer already use an ED drug? Is he satisfied with the product performance? If both questions are “no” then we can qualify this consumers as dropouts consumers. For me this is the most important variable, Cialis should focus above all in these consumers. Why? There are four main reasons: first it is easier to

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