Case Study - Cialis - Ready to Market

6941 Words Oct 4th, 2008 28 Pages
Table of Contents: Team Cialis
A) Introduction………………………………………………………………………………3

B) Situation Statement………..………………………………………………………….3

C) SWOT analysis……………………………………………………………………………5
1. Environment…………………………………………………………………………………………5
a. Opportunities
b. Treats
2. The Firm………………………………………………………………………………………………8
a. Strengths
b. Weaknesses

D) Options Generated…………………………………………………………………….10

E) Recommendations…………………………………………………………….………13

F) Suggested Plan of Implementation………………………………………………16
1. 6th month action plan…………………………………………………………………………...16
a. Objectives………………………………………………………………………………….16
b. Target market…………………………………………………………………………….16
c. Positioning…………………………………………………………………………………16
d.
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They could have chosen a compete strategy which would have the pharmaceutical product go head to head up against their main competitor Pfizer’s Viagra. Finally, they could have chosen a beat strategy, where the option is to come up with a different positioning in order to reach a broader market.
The marketers obviously had a few challenges ahead of them. First, they needed to agree on the patient target market. This means they had to agree on whether to go after Viagra’s estimated six to seven million dropouts (compared to their current three million users in the U.S.), on the basis that Cialas is a longer duration medicine really which is not affected by the consumption of high-fat meals. This could have meant that the pharmaceutical would have to be marketed differently in United States opposed to Europe given the significantly different eating habits?
In addition, due to limited resources, it was important to determine how marketing efforts should be targeted between physicians and patients. One possible option would be target both groups in the same manner in addition to targeting in a balanced manner. Another option includes marketing to the men and their partners so as not to alienate anyone in the process. Moreover, with Viagra’s five-year market advantage, doctors’ satisfaction with the drug was beginning to grow and there was a
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