Essay on Cialis Case Study

1554 Words May 13th, 2012 7 Pages
Product Team Cialis
MBA Level Marketing

Segmentation and Targeting:

1. What are the most relevant dimensions along which to segment the patient market for ED treatment (i.e., what are the different ways you could divide it up)? Of the segments identified, which would you target initially with Cialis?

With a potential total of 150M men worldwide (30M in the United States alone) suffering from medical Erectile Dysfunction, there is a wide range of factors identified as the potential causes:

* Caused my other medications * Medical diseases * Lifestyle factors (Smoking, Obesity, Alcohol) * Psychological effects (Stress, Depression are 20% of ED cases) * Age With the launch of Cialis, the focus should be
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The flexibility to not be forced into a small time to be intimate is a major marketing advantage. The facts say that more than 75% of Viagra users want a different option, and this is it.

b. What medium would you use to reach each of these parties and what would your relative resource allocation be to each? Physicians feel that Viagra is a suitable option that they are comfortable with. As such, Cialis should make their primary method of marketing as having as much contact with the potential patients as possible through television and print advertising. The idea here would be to alert the patients that there is a new alternative out there and that it has major advantages over its predecessor. Creating inquiring patients to go to their doctors asking about Cialis should be the goal. At the same time, Cialis should not (And can’t afford) to attempt to duplicate Viagra’s allocation to send monstrous sales teams out to doctors to win them over through presentation. This works in part for Viagra because of Pfizer’s other products being industry mainstays, such as Lipitor. Cialis should allocate to inform doctors of their products in a limited manner through this method, but should rely on discounting initial prescriptions and offering sampling rebates through pharmacies in order to win business. With 75% of Viagra users looking for an alternative, letting them know that drug is now here and available is the

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