Cialis Case

Cialis I. Problem In this case, the main issue at sacrifice is to decide an effective marketing strategy for the introduction of new-made proceeds, Cialis by the joint venture Eli Lilly and ICOS. This strategy will help to recognize a identify market and also the future marketing endeavors necessary to cod competitive positioning in the market amongst Cialiss main competitors, Pfizer and Bayer. Cialis has to select among the alternatives struggle, niche and contest. II. Alternatives 1) Follow Beat Strategy by differentiating its product from competitors by emphasizing on its duration i. . 36 hours, targeting men suffering from erectile Dysfunction (ED) + brisk customer base + freighter convince existing, new users and dropouts that it is a superior product + Customers can wait for right bite + Better onset time and duration + Doesnt have dingy vision side effect that happens in case of sildenafil citrate + Can convince Primary Care Physicians (PCP) and urologists of its benefits high gross sales force essential to compete with sildenafil citrates effective sales force aggroup of 30000 Not safe with nitrates Time on Market is 0 compared to sildenafil citrates 5 years so Viagra has better rat reputation 2) Follow Niche Strategy by targeting Viagra dropouts estimated to be around 6-7 million as compared to Viagras current users i. e. 3 million + Can demand high price + The number of Viagra dropouts can grow with the launch and success of Cialis + Easy to boil down target market Low market share in total erectile Dysfunction (ED) market elusive to convince users who have lost trust in similar product i. e.Viagra Not safe with nitrates 3) Follow debate Strategy and go head-to-head with Viagras positioning + Existing customer base + Alternative means to attract customers such as by convincing partners and people who think it will go away(p) + Better onset time and duration Not safe with nitrates Difficult to convince existing users o f Viagra Difficult to convince physicians to prescribe Cialis Higher sales force call fored to compete with Pfizers effective sales force team of 30000 III. RecommendationI suggest that Cialis should adopt the beat marketing strategy focusing on its high duration i. e. 36 hours to make it a differentiated product in the market. On conducting the need and performance analysis of key buying circumstanceors, the aforementioned strategy topper suits for the product introduction. While there are drawbacks to this decision such as Viagras already developed brand reputation and fact that Cialis is not safe with nitrates, I believe that Cialis can successfully outmatch these issues through its competitive pricing which can be similar to that of Viagras i. . $10 so that target customers can get to a greater extent benefits (such as choosing the right moment for sexual intercourse) at the same price. Cialis should pass by significant amount on initial promotion of its new product through TV advertisement featuring famous personality (actor, politician, sportsmen), radio, social media and boy of mouth. It also needs a high sales force (to compete with Pfizers effective sales force team of 30000) who can livery the product initially in US and Europe where there is hard target market base and later on extend its focus on other countries.