handin 1 - cialis ppt presentation
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Marketing Case StudyProduct Team Cialis: Getting Readyto Market
By Group 8
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5 Cs - Part I
Erectile Dysfunction (ED)recognised as alegitimate disease
ED prevalenceincreases with age,affected byunderlying diseaseslike heart diseaseand diabetes
Context Customers
Eli Lilly and ICOS
working together. Semi-autonomous
affiliates conductpromotions
Collaborators
Joint Venture between
small biotech (ICOS) andpharma giant (Eli Lilly)called Lilly ICOS.
Lilly needs a new cashcow (see next slide)
Company
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Company Eli Lilly BCG matrix
(Original obtained from lecture
slides)
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Company
ProductLevitra Viagra
Half-life4-6 hours 4-6 hours
StrengthTreats diabetics
effectively
Dominant player, first moveradvantage, brandrecognition
WeaknessShort half-life,new entrant
Short half-life
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5 Cs - Part II
Competitors
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Segmentation Dimensions - Age
Prevalence of ED increases with age
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Segmentation Dimensions PartnerStatus
Men with different relationship statuses couldbe targeted differently
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Segmentation Dimensions PreviousViagra Experience
Only ~25% of Viagra users were very satisfied with theproduct
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Segmentation Dimensions PartnerAttitude
Partner experiences towards ED medication will differ some will be content, others less so
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Segmentation Dimensions Reasonsfor not seeking Treatment
Many ED sufferers will not have sought help. Thereare several different reasons for this each group canbe considered an untapped market segment:
Waiting for it to go away
Doesnt happen often enough
Embarrassing
Dont want to take medication Afraid of seriousness of underlying problem
Not affordable
Condition unimportant
Disbelief that ED is treatable
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Segmentation - Our Choice
Men aged 40+ in the US involved in a relationship,who have previously tried Viagra but are not satisfiedwith the experience.
Large segment and the lowhanging fruit. Other segments tobe targeted later
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Market Positioning
Natural, less macho, relationship booster as opposedto Viagras more macho image
VS
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Marketing Activities
Rep visits to Doctors,especially urologists and otherspecialists
Promotion of safety andefficacy information at medicalconferences
Promotion in womensmagazines advertising andarticles about Cialis
TV advertising during couplesshows and shows for older
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Questions?
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