The Marketing Strategy for Cialis’ Launch
Before selecting a target market for Cialis’ launch, Lilly ICOS needs to determine whether to market the product to mainstream or a niche market. Currently, Viagra is the only ED treatment drug in the market and 9 million men have used the drug. Pfizer has spent $108 million on advertising in 2000 and the product is generating over $1 billion in sales each year. These facts show that as a first-to-market drug, Viagra is marketed to all the ED patients and successfully established brand dominance in the industry. Moreover, physicians are generally content with Viagra and are not easily willing to switch prescriptions. Full-out marketing to the mainstream would be present more risk…show more content… In the U.S, 36% of the current Viagra users and 33% of the dropouts reported duration as the most important attribute. The drawbacks to Viagra, as reported by partners of Viagra users, include the awkward questions that ED patients must ask as well as the inability to refuse sex under drug. All these conditions can be alleviated with Cialis.
With the positioning of a relationship drug, Cialis would be able to withstand the negative connotations and criticisms associated with Viagra. In terms of marketing strategy, Cialis should not go head-to-head with Viagra using the same positioning due to Viagra’s first-mover advantage and giant sales force. Therefore, positioning Cialis as the drug for Viagra’s dissatisfied users in the first few years will help Cialis acquire market share and build brand awareness while enjoy free ride on Viagra’s costs on educating the market and broad advertising.
Cialis is developed in the form of a 20mg oral dose that can improve 81% of men’s ability to respond to sexual stimulation for 36 hours after taking the drug. It is a promising product but for improvement, I suggest Cialis distinguish the drug’s appearance from that of Viagra’s and produce in a different intake form.
Currently, Viagra comes in the form of small blue tablets. Personally I felt taking pills of this kind adds to the nervousness and anxiety of patients. If Cialis could be produced in the form of powder