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 output signal intended to help men suffering from Erectile disfunction (ED). Because of the unique product features, Cialis ? the product - has good chances of becoming favourable even though it is entering a segment, where Pfizer?s sildenafil 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 sight thus which communication strategy to choose. 2. Situation Analysis (refer to salute 1+2)Lilly- ICOS LLC is a joint venture between ICOS, a small biotechnological start up (no FDA registration experience and no market capabilities) and Elli Lilly Company, a large pharmaceutic company with big(a) competencies in developing innovative quality of life medicines. constrained product Viagra has strongest brand recognition of any pharmaceutical brand in the world, practically the synonym for ED (product impe l established in market, dissolved taboo). Pfizer also known for gaga 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. sightly 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, honest-to-goodness men believe its normal consequence of aging, thusly vacillation f or seeking treatment. Turns from physical co! ndition to psychological (severe human kind problems). Spouse or sex partner most authorised in convincing patient to get treatment for ED ? focussatisfaction level with Viagra varies, number of dropouts increasing, interest in heavy alternative rising? large market potentialnot all doctors upchuck same knowledge about ED, urologists know more, PCPs are not too comfortable... If you want to get a full essay, get a line it on our website: BestEssayCheap.com

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