Cialis Case Study

1034 WordsFeb 8, 20135 Pages
Cialis Case Study Marking Scheme: Question 1 (25 Marks Total): According to information provided in the case, identify 3 main ED market segments. Describe each segment’s characteristics, including opportunities and barriers for adoption. Focus on key ED segments essential for future marketing campaign, as opposed to all possible segments. If sufficient information is provided in the case, identify potential size of the segment. - Correctly identifying demographics/age as a segment (2 marks) - Discuss main each age sub-group - 20-39, 40-49, 50-59, 60+ segments (2 marks) and main barriers/opportunities to Cialis adoption: ED as a normal part of aging vs. waiting for condition to go away (2 marks); reasonably justified additional…show more content…
the entire category and fit with each market segment. 1) Briefly state your marketing strategy (horizontal vs. vertical); summarize your product positioning and launch strategy (5 Marks Total) 2) Describe your chosen product attributes in the context of your positioning (hint: describe only attributes you can control: color, packaging, name, etc) (5 Marks Total) 3) Describe your pricing strategy and provide annual per customer revenue estimate (13 Marks total) - Analysis pricing target and market segments (5 Marks) - Analysis for pricing above/below Viagra (5 Marks) o Factors that should be covered:  Price image effects  Economic benefit to patient  Consumer willingness to pay  Impact of coverage by Health Plans - Per Customer Revenue Estimate (3 Marks Total): o Estimate revenue based on patient pills per year and proposed price (2 Marks) taking into account dropouts (1 Mark) or other relevant factors (up to 1 Mark) 4) Describe primary aspects of your launch strategy with respect to Pull vs. Push marketing (7 Marks Total). - Analysis should include the following factors: o Analysis of relevant physician behavior – urologists vs. generalists; doctors may refuse prescriptions and do not initiate treatment o Analysis of relevant consumer behavior o Role of partners o Product promotions, other means to encourage trying Cialis o Sales force requirements o Consistency with each target market and positioning
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