Cialis Case Study

In: Business and Management

Submitted By mfun123
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Cialis case study * What r the most relevant dimensions along which to segment the patient market for ED market? * Demographic dimensions - Age (60+ and 50-59 groups), Employment (full time and Retired), Marital status (married or living together), have sexual partner, yearly income (low for Europe and medium & high for US), education (post graduate in US and primary & secondary in europe) * Viagra dropouts – people who discontinued to using Viagra. By end of 2001, 6 to 7 million Viagra dropouts compared to 3 million Viagra current users, which indicates a fertile market for cialis as a substitution to Viagra. Also Table B shows high willingness to try it across countries. * Compared to Viagra it provides more values like faster onset time, longer duration of effect, no side effects like in case of Viagra and lack of interaction with high-fat meals. (exhibit 10) * Comorbidities associated with ED * To whom it should be targeted for marketing: * Doctor - As cialis is a prescription drug. Also Urologists and family doctors (exhibit 7a) * Patient - As it is a “quality-of-life” drug, doctor alone will not ensure success. Also, patient awareness about ED is also important. (exhibit 7b) * Partner of ED patient – as partner’s impact is high in perception (perceive the ED problem) and evaluation (intend to refill prescription) phases of HCTM. (exhibit 7b) * Print media (exhibit 7b) * Drugstore (exhibits 9b)

* Of the segments identified, which would u target initially with cialis? * Viagra dropout * Demographic segments - Age group of 50-59 and 60+ having sexual partner, either full time employed or retired, married or living together, in US mid and high income group and in Europe low income group * Urologist and family doctor

* Devise marketing plan to…...

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