Cialis Case Study

c. How would you price Cialis (assuming no health care coverage)? What types of promotions would you offer?

Question: Outline the marketing process and explain the importance of each element of the marketing plan.

Before proceeding with the next section (objectives), it is recommended that you complete the Marketing Plan Worksheet. Ask the academic mentor in the learning community for this if you do not have it.

Outline your marketing strategy, mission and goals. Include financial highlights such as sales and revenue forecasts, projected growth and market share, and expected profitability. Briefly reference the current market situation as it relates to your product/service and company and outlines the opportunity. Point out key success factors and/or major pitfalls you plan to avoid. Reference major actions, changes or trends you anticipate over the next three years, and how these will impact your marketing strategy.

I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

c. What should Sorrell Ridge's push and pull strategy be? How does the first year marketing program you recommend fit into this push-pull strategy? (the push-pull model will be helpful in this

1. A brief overview of your company’s Marketing Plan, including marketing objectives and performance targets to staff.

3. Repeat the Question 2 analysis, but now assume that the new marketing program is implemented.

3. Defining the firms marketing scope – basing it on customer satisfaction; comparisons to competitors; and maintaining strategy development

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

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

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.

Recognition of consumer behavior towards the decision of marketing strategy is necessary for developing effective marketing plan

specific elements of your Positioning Strategy by writing down how each applies to your business in

At the stage of preparation for the phase III trial and launching, when brand council is in two weeks, Cialis is in need of a strategy that guides future marketing. This article will conclude such a strategy that provides solution to the problems concerning marketing of this future ED drug. Apart from the major decisions such as target customers and advertising methods, more specific marketing problems will also be included, for example, how to convince doctors to switch drug.