handin 1 - cialis ppt presentation

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Marketing Case StudyProduct Team Cialis: Getting Readyto Market

By Group 8


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5 Cs - Part I

Erectile Dysfunction (ED)recognised as alegitimate disease

ED prevalenceincreases with age,affected byunderlying diseaseslike heart diseaseand diabetes

Context Customers

Eli Lilly and ICOS

working together. Semi-autonomous

affiliates conductpromotions

Collaborators

Joint Venture between

small biotech (ICOS) andpharma giant (Eli Lilly)called Lilly ICOS.

Lilly needs a new cashcow (see next slide)

Company

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Company Eli Lilly BCG matrix

(Original obtained from lecture

slides)

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Company

ProductLevitra Viagra

Half-life4-6 hours 4-6 hours

StrengthTreats diabetics

effectively

Dominant player, first moveradvantage, brandrecognition

WeaknessShort half-life,new entrant

Short half-life

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5 Cs - Part II

Competitors


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Segmentation Dimensions - Age

Prevalence of ED increases with age

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Segmentation Dimensions PartnerStatus

Men with different relationship statuses couldbe targeted differently

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Segmentation Dimensions PreviousViagra Experience

Only ~25% of Viagra users were very satisfied with theproduct

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Segmentation Dimensions PartnerAttitude

Partner experiences towards ED medication will differ some will be content, others less so

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Segmentation Dimensions Reasonsfor not seeking Treatment

Many ED sufferers will not have sought help. Thereare several different reasons for this each group canbe considered an untapped market segment:

Waiting for it to go away

Doesnt happen often enough

Embarrassing

Dont want to take medication Afraid of seriousness of underlying problem

Not affordable

Condition unimportant

Disbelief that ED is treatable

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Segmentation - Our Choice

Men aged 40+ in the US involved in a relationship,who have previously tried Viagra but are not satisfiedwith the experience.

Large segment and the lowhanging fruit. Other segments tobe targeted later

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Market Positioning

Natural, less macho, relationship booster as opposedto Viagras more macho image

VS

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Marketing Activities

Rep visits to Doctors,especially urologists and otherspecialists

Promotion of safety andefficacy information at medicalconferences

Promotion in womensmagazines advertising andarticles about Cialis

TV advertising during couplesshows and shows for older

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Questions?

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