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Cialis Case Study Essay

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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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While Levitra was thought to target a niche group of men with diabetes related illness, for which it was safer than Viagra, it did not materialize to creating its own segmented market.

Cialis should be positioned as a ‘Game-Changer,’ and not so much as a competitor. While the two drugs share the common goal of treating ED, they accomplish it in a much different manner and Cialis should be touted as an upgrade from the first drug of its kind to enter the market in Viagra.

Viagra Facts: * Effects last 4-6 hours after dosing * Higher doses taken * Effects nullified if taken with high-fat meal leading to slower onset time

Cialis Advantage * Up to 36 hours of effectiveness * Lower dosing * Not affected by food intake * Comparatively favorable safety profile * Not been linked to deaths

Cialis marketing has to take these advantages into account when going to market by playing off of Viagra’s weaker effects and potentially less flexible use by the patients.

Marketing Mix:

4. What marketing mix activities should accompany the launch of Cialis?

a. What would be the most important message to communicate to the target patients? To physicians? To partners? The most important message to communicate is going to be that Cialis covers more ground than Viagra and Levitra do. It lasts longer, is taken in smaller doses, isn’t impact by food
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