Cialis - Harvard Business School Case: Product Team Cialis: Getting Ready to Market

1.Problem StatementLilly- ICOS LLC is about to launch a new and innovative production intended to help men suffering from Erectile dysfunction (ED). Because of the unique product features, Cialis ? the product - has good chances of becoming flourishing even though it is entering a segment, where Pfizer?s sildenafil citrate is the undisputed market leader. In this context, Lilly- ICOS LLC must decide on a selling strategy, in particular which groups to target and which post thus which communication strategy to choose. 2. Situation Analysis (refer to stage 1+2)Lilly- ICOS LLC is a joint venture between ICOS, a small biotechnological start up (no FDA registration experience and no marketing capabilities) and Elli Lilly Company, a large pharmaceutic company with baffling competencies in developing innovative quality of life medicines. strained product Viagra has strongest brand recognition of any pharmaceutical brand in the world, practically the synonym for ED (product embrace established in market, dissolved taboo). Pfizer also known for fantastic and sustained marketing campaigns post launch (exceptionally high marketing budget) and largest sales force in industry. Competition from Bayer?s Levitra non relevant, expected to mainly target niche market of diabetics. intermediate ED patient is in his 50s with over 80% having a sexual partner (estimation 30 Mn in US, cl Mn men worldwide).

Less than half of those who comprehend they had ED consulted a doctor, for different reasons: younger men much embarrassed, one-time(a) men believe its normal consequence of aging, thusly w aver for seeking treatment. Turns from physi! cal condition to psychological (severe human descent problems). Spouse or sex partner most crucial in convincing patient to get treatment for ED ? focussatisfaction level with Viagra varies, number of dropouts increasing, interest in big(p) alternative rising? large market potential non all doctors expend same knowledge about ED, urologists know more, PCPs are not too comfortable... If you want to get a full essay, rank it on our website: BestEssayCheap.com

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