Entering The Market: Lilly ICOS LLC

Entering the market, Lilly ICOS LLC has to focus on marketing strategy, especially marketing budget. The marketing budget of Cialis includes brand building (above the line and below the line), promotion (Above the line and below the line), Digital marketing, and other (Research and development and Marketing research). Cialis should spend the budget on SGA more than research and development. If Cialis did not invest in marketing, they cannot get money to use for R&D. Cialis, therefore, should focus on SGA to be the biggest potion and spend 20 percent for R&D. Cialis also need to set $500 million as the revenue.
The revenue of Cialis was supposed to get $500 million. According to the case study, ED patients in the USA were $300 millions. Half