4p 5c

Assignment 2

5 C’s for Viagra

Customer:

• Users are men between ages 18 to 55

• Diagnosed sufferers currently treating the condition, diagnosed sufferers not treating the condition, and undiagnosed sufferers

• Currently only an estimated 13 percent of men thought to have ED are seeking treatment

• Benefits sought: treatment of Erectile Dysfunction or for recreational purposes i.e. medical reasons, enhancement and recreation

Company:

• Pfizer is the pharmaceutical company that launched Viagra

• It has the new product launch and first-mover advantages

• It is currently the market leader in spite of the competition

• Viagra emphasizes that it is “tried and true” with the longest track record in the industry.

• Since Viagra established the category, “when a customer sees an ad for Cialis, he thinks about Viagra.

Competition:

• GlaxoSmithKline and Bayer launched Levitra, Eli Lilly introduced Cialis,

• Untapped market is still very huge. The competitors helped in expanding the market size.

• GlaxoSmithKline and Bayer launched "Tackling Men's Health," a national education program designed to decrease embarrassment about talking with a doctor about ED treatment options. They also sponsored the NFL, and tied up with former NFL player Mike Ditka as spokesman for a promotional tour.

• Levitra emphasized that it can take effect sooner, in 15 minutes compared to an hour for Viagra.

• Cialis could last longer, with an effect for 36 hours compared to four hours for Viagra, emphasizing that users could “choose the moment that is right for you.”

• This led to the view of Levitra as a drug for men already in relationships while Cialis, dubbed “Le Weekend” pill in France, was considered a better choice for the “Sex in the City” types.

• The new entrants distributed free samples to physicians that they can pass on to patients. This makes it very simple and cheap for users to try the new drugs...