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Cialis Essay

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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. …show more content…

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 …show more content…

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

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