Case Analysis Cialis Essay

1608 Words7 Pages
Tracy Rucker
Marketing Mid-Term 2012
March 1, 2012

Product Team Cialis: Getting Ready to Market
Brief Background
Erectile dysfunction’ is the failure to achieve and maintain an erection sufficient for satisfactory sexual experience. It affects 150 million men globally. In March1998, Viagra (Sildenafil) was the first oral medication approved for use in ‘erectile dysfunction. Viagra had a very successful launch with a total of 600,000 prescriptions filled in the first month (April 1998), and instantly became a phenomenon for ED patients. Unfortunately, after six months Viagra suffered a huge setback when the FDA received reports of 130 deaths of patients taking Viagra; over half the incidents were cardiovascular related. Viagra
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I would have expected to see some type of data to substantiate all of the numbers especially since physicians are key players in the ED target market.

SWOT ANALYSIS OF CIALIS
Strengths – Cialis could be taken on an empty or full stomach, had a much longer half-life
Did not have blue-vision side effects, strong in R&D
Weaknesses—ICOS had no marketing skills, new comer into the market, no market share, no brand recognition, no safety reputation established yet, not a self-sufficient biotech company at the time
Opportunities-- Cialis has a very large target market that they could choose from can focus on the dropouts or the customers who were not completely satisfied with Viagra
Threats—Very competitive market Viagra already the brand name with a 5 year head start on safety and reliability, Pfizer has the largest sales force, Bayer’s niche ability to address the issues of diabetics, competitors very large R&D budget and Pfizer $108 million advertising budget, increased competition Even though Viagra was the leader in ED at the time of this case, there are several signs that Cialis could take their place in the industry as a strong competitor because data in the case and exhibit 10 stated that there was a large target market of

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