Tam Minh Nguyen MKTG 6200 Summer 1 2015
Midterm Write-up: Cialis: Getting ready to market
1. Select a target market for the Lilly/Icos and briefly discuss
Before talking about the target market, in my opinion, we have to focus on some market segment. As can be seen from the case, the market segment should be geographic (USA, or 5 European countries) or Demographic ( age, marital status, employment, education,…). The customers were seeking the way to treat their problem about erectile dysfunction.
Now, let talk about the target market, the target market should be the Viagra customers, Viagra dropout customer and people never tried Viagra. In my standpoint, the target market is Viagra dropout’s customer and people who has already used Viagra.
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This is a new innovation.
Secondly, the body’s ability to absorb Viagra was diminished when the drug was taken during or after a high-fat meal, potentially leading to slower onset time. However, the absorption of Cialis was not affected by food intake, it was a generally favorable safety profile, and the incidence of visual irregularities of Viagra was notably rare for Cialis. Also, the FDA received reports of 130 deaths of patients taking Viagra because of their absorption to the body.
Subsequently, in the United States 91% of current Viagra users expressed high intent to continue taking drug in the future, 46% of Viagra dropout people in the future. The trend was similar in the other
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Outline the marketing mix:
Product: Cialis is good name, I do not think it need to change. First of all, it makes a professional name for some doctor and other users. Although the name is hard to remember, when users spend their money to owe one, they should think it is a special thing to resolve their problem with erectile dysfunction. It is a prescription and have to consult with primary care urologist first.
Price: the price should be $ 11, higher than 1 dollar, because it is better than Viagra with the durability and more safety; it is also sold with doctor prescription.
Promotion: Using the media advertising will grow the brand awareness of Cialis. In addition, they can promote via some magazine ads, like playboy, magazine, Maxim, GQ, Menshealth. Also, they can deliver the Cialis product to some family doctors or the urologist, and they probably present product to their patients. In addition, they can use the WOM (word of mouth). It is the kind of advertise that the fan of Cialis will represent the product to their friend, colleague, etc.
4. The respond and defend position of Viagra:
They should find a way to keep their customer by some follow
The target market is generally the most lucrative choice from among different market segments – each segment being identifiable, measurable, sizable, reachable. For best results, include a fair amount of demographic information (income range, education level, family situation, etc.).
After a series of successful medicine permitted for the erectile disfunction or the so-referred to as impotence(we could take as an instance Sildenafil, known as "viagra, offered for the reason that 1998 and Vardenafil, also called "Levitra", observed in pharmacies seeing that late August 2003), an extra remedy was created so as to entire the form of those merchandise and allow persons to opt for: this today's remedy is tadafil (its industrial identify is Cialis and could were purchased on account that November 2003).
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
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:
Q1. In 2002, Viagra was the only clinically proven, FDA approved medication for Erectile Dysfunction (ED) on the market (Cialis – Dec 2003, Levitra – Sept 2003). Viagra had the highest brand recognition of any pharmaceutical product on the market. It had generated over one billion dollars in annual sales for 3 consecutive years since its introduction in 1998. In 2002, Viagra accounted for 5.3% ($1.73 billion) in sales of Pfizer’s annual Revenue of $32.37 billion, compared to 4.3% ($1.3 billion) of total revenue ($29.5 billion) in 2000. Viagra was expected to continue to lead the ED market due to its unsurpassed medical profile. Future Viagra sales growth was expected to
Relationships are important to people, no matter what else is going on. Despite relationships being important, more and more men are losing their jobs due to the recession. After a while, they are also losing their insurance or having their plans downgraded to something that covers less. When a man is dealing with something like erectile dysfunction it can be extremely hard to see all of these problems going on. Luckily, there is a plan of action that men who are suffering from this problem can take. If your insurance plan does not cover a drug such as Cialis, you can find out how to buy Cialis online!
Target market refers to the group of customers that a given business aims to satisfy and serve in its marketing initiatives (Dave,2010). The company has a huge target market. Nike offers a a wide product rage with which it targets specific groups of individuals. The company strives to meet the sppec9ific requirements of a group of
-The probability doctors will switch from prescribing Viagra, which has first mover advantages and is already considered a reasonable solution to ED, to prescribing Cialis.
We’ve all seen the commercials of men using male enhancement drugs to better their sex lives. In the commercials the couples always seem to be as happy as can be as if they were on cloud nine. During the commercials the voice of the announcer can always be heard advising users of the risk of taking these drugs. Also during the commercial its advised to seek help from a physician. Seeking the help of a physician is crucial because they’ll be able to tell you which supplement is better for you. But too often these warnings go unheard and sometimes that mistake can be deadly. People put themselves at risk by taking substances that can affect their health. Those who suffer with heart disease, diabetes, and blood pressure issues should definitely be careful and are most affected.
1. Target Market Selection – Who is to be serviced needs to be determined. Target heavy users, all users, or even what age and gender to focus on.
Cialis is an erectile dysfunction healing drug to let a male get out of it. The introduction of the drug within the metabolism raises the blood flow to the penile tissues. The increase within the blood glide aids average sexual stimulation in preserving penile hardness and erection. As hardness of the organ is critical in having a pleasant sexual come across, intake of Cialis drugs show it in a long way.
There was a first-class increase these days in the usage of the "significant Three" (Viagra, Levitra & Cialis) collectively in an anti-impotence cocktail. This is not anything that's often endorsed, but many web web sites that market the merchandise most likely offer them collectively at a reduced price. This is publicly in order that people can benefit from the exceptional advantages that every offers, however many people believe it is certainly just to develop the quantity that's offered. Every of these drugs is legendary to rationale part effects and utilizing them collectively can in all probability increase the chance of you experiencing adversarial facet effects.
1. Who is your target market? -My target market is anyone that is energized and athletic from the ages of 7 to 67.
The first pillar, target market segment is essentially the discovery stage. The point of this stage is to determine whom the company is serving and to whose needs their product needs to be tailored. Some contributing factors in determining the target include demographics, psychographics, and other important characteristics. In the case of United Commercial Bank, their main target market is clear, the
target markets with respects to that product. For this reason, in this report I picked