Cialis Case

In: Business and Management

Submitted By ssaqibali
Words 1828
Pages 8
PROBLEM STATEMENT:-
Develop a complete marketing strategy for Cialis identifying the target market and a way to position it against competition.
SITUATIONAL ANALYSIS:-
Cialis’s major competitor is Viagra, an established market leader. Not only had Viagra been generating over $ 1 billion in sales annually for 3 consecutive years but also it also enjoyed the highest brand recognition.
Viagra has settled in its product life cycle and now doctors revealed a certain degree of contentment with Viagra. Also Pfizer is a big pharmaceutical player who can spend more on R&D, marketing and advertisements. So to compete with them on that front is not a good option. So, during marketing, company must focus on better values provided by Cialis.
Levitra provides less threat as its segment is target to diabetic patients with ED and also it has tied up with GlaxoSmithKline for US market.
COMPETITIVE ADVANTAGES OVER VIAGRA:
The competitive edge that Cialis has is, it is a superior product than Viagra in following ways: * It is a safer method as it has very few side effects as compared to Viagra, i.e. no visual irregularities etc. * More efficient, lasts up to 36 hours, so the spouse doesn’t feel they have to have sex after the pill is taken. Hence a bigger window of opportunity * Faster onset time and absorption not affected by food intake. * Have already learned from Viagra’s mistakes, i.e. the knowledge that it cannot be used with nitrates without any fatalities could work in favor of Cialis. * The studies show high dropout rates of Viagra also high dissatisfaction levels of around 23-30% in countries like U.S and U.K which are huge markets. This opens windows of opportunity for Cialis.
COMPETITIVE STRATEGIES
There are 3 marketing strategies that can be adopted: * Project Cialis as a “niche” product * Follow direct “compete” strategy and be…...

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