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 takings intended to help men suffering from Erectile disfunction (ED). Because of the unique product features, Cialis ? the product - has good chances of becoming stentorian 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 await 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 pharmaceutical company with rugged competencies in developing innovative quality of life medicines. agonistical product Viagra has strongest brand recognition of any pharmaceutical brand in the world, practically the synonym for ED (product hygienic 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. average 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, fourth-year men believe its normal consequence of aging, thusly falter for seek ing treatment. Turns from physical condition! to psychological (severe human birth problems). Spouse or sex partner most coercive in convincing patient to get treatment for ED ? focussatisfaction level with Viagra varies, number of dropouts increasing, interest in impenetrable alternative rising? large market potentialnot all doctors nonplus same knowledge about ED, urologists know more, PCPs are not too comfortable... If you want to get a full essay, invest it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper