Cialis

1334 Words Mar 29th, 2008 6 Pages
1) What are the most relevant dimensions along which to segment the patient market for ED treatment? Of the segments identified, which would you target initially with Cialis?
The relevant dimensions are: age, occupation, marital/partner status, level of education, level of income and ED medication use habits (i.e. Viagra dropout).
Within these segments, the populations to target are:
• Age: Men ages 50+ (slight market with men ages 40-49)
• Occupation: Retired or employed full time
• Marital Status: Married or living together with a partner / have a sexual partner
• Education: U.S. – high level of education; Other countries – secondary to primary level of education
• Income: U.S. – mid to high level of income; Other countries –
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a. What would be the most important message to communicate to the target patients? To physicians? To partners? o Cialis is better, safer, has fewer side effects and lasts longer. Cialis is a drug for people like you (ED can and does happen to many people).
b. What medium would you use to reach each of these parties and what would your relative resource allocation be to each?

o Through PCP and Urology offices, directly marketing to these physicians o Through magazine advertisements in men’s magazines and magazines that might target the female partner population o Through television advertisements run at times when a 50+ male audience (or their partners) would be watching
c. How would you price Cialis? What type of promotions would you offer? o Product:
 Cialis – a superior erectile disfunction drug
 Green pill (means go)

o Price:
 Slightly higher than Viagra
 Packaged in 4 pills at $12 per pill o Promotion:
 Market to
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