Cialis case
Case#6: Team Cialis
1) How will segment the patient market for ED treatment?
2) What is Viagra's position in the market in 2002?
3) How would you position Cialis?
4) What competitive response do you expect?
The most relevant market segmentation for ED treatment are demographic, psychographic behavioral.
Demographic segmentation divides the ED patients market into groups by age, marital status, employment, income, education and religion. The prevalence of ED increases with age, especially in individual over 50 years old, in all the countries analyzed. Couples, full time employees and retired are the sectors that have the higher number of ED patients.
The psychographic segmentation reveals that most cases of ED are associated with another medical disease, certain medications or lifestyle factors, such as stress and depression.
Behavioral segmentation divides the ED patients into: attitude toward, use of, or response to a product. Not everyone is willing to accept, use or repurchase the product. For example a large percentage of Viagra users did not refill the prescription.
A combination of segments would be the right approach for targeting the market and find the niche for Cialis. ED increases with age. There is also a strong correlation between age and reason for not seeking treatment. Young patients believe it is a temporary condition and old patients think it is part of the aging process and are reluctant to get treatment. Another important factor to consider is that about 70% of ED patients are married or have partner. Thus, a right segment to attack would be ED couples over 50 years old.
Viagra is the strongest competitor for ED medicine. Viagra positioning was focused on safety and efficacy of the drug.
Pfizer employed the largest sales force in the industry, which visit doctors and transfer the information about the product. Also direct-to customer advertising was an important part of the brand positioning. They were using celebrities on the
1) How will segment the patient market for ED treatment?
2) What is Viagra's position in the market in 2002?
3) How would you position Cialis?
4) What competitive response do you expect?
The most relevant market segmentation for ED treatment are demographic, psychographic behavioral.
Demographic segmentation divides the ED patients market into groups by age, marital status, employment, income, education and religion. The prevalence of ED increases with age, especially in individual over 50 years old, in all the countries analyzed. Couples, full time employees and retired are the sectors that have the higher number of ED patients.
The psychographic segmentation reveals that most cases of ED are associated with another medical disease, certain medications or lifestyle factors, such as stress and depression.
Behavioral segmentation divides the ED patients into: attitude toward, use of, or response to a product. Not everyone is willing to accept, use or repurchase the product. For example a large percentage of Viagra users did not refill the prescription.
A combination of segments would be the right approach for targeting the market and find the niche for Cialis. ED increases with age. There is also a strong correlation between age and reason for not seeking treatment. Young patients believe it is a temporary condition and old patients think it is part of the aging process and are reluctant to get treatment. Another important factor to consider is that about 70% of ED patients are married or have partner. Thus, a right segment to attack would be ED couples over 50 years old.
Viagra is the strongest competitor for ED medicine. Viagra positioning was focused on safety and efficacy of the drug.
Pfizer employed the largest sales force in the industry, which visit doctors and transfer the information about the product. Also direct-to customer advertising was an important part of the brand positioning. They were using celebrities on the