Cialis Case Study

VIAGRA

* Viagra was an established leader with high brand recognition in treatment of male impotence. brand name immediately became the common noun for the symptom it said it would treat—erectile dysfunction

* Viagra is a prescription medication

* It has a 30-minute to one-hour onset time

* Viagra’s half-life was three to five hours

* Viagra is not safe to take with nitrates used to treat certain heart conditions and has a list of common side effects.

* Viagra costs around $10 per pill at retail

* Pfizer then rolled out a $53 million advertising blitz, and its sales force made close to 700,000 doctor visits to push the medication throughout 1999. The aggressive marketing turned around the downward spiral as sales that year topped $1 billion.

CIALIS

* Onset time of 30 minutes and a half-life of over 17 hours, significantly greater than that of Viagra

* Cialis effect isn’t affected by food intake

* Cialis didn’t cause blue vision a common side effect of Viagra

* A marketing team was put together to identify a target market for the drug and a way to position it against the competition.

* Acquire marketing presence on the team, using Lilly as a “scaffolding’’ upon which to build its own marketing competence.

* Conducted several meetings to let the product team present its vision for the positioning and branding of the new drug and lay out key drivers of success.

* After testing numerous alternatives, checking for potential negative associations in many languages and ensuring no trademark conflicts, the name “Cialis” was chosen

* Created the “Health Care Transaction Model” (HCTM)

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* 3 Market strategy policies:

1. Cialis could either follow a “niche” strategy, whereby a specific and relatively narrow segment would be identified and targeted

2. A direct “compete” strategy and go head- to-head with Viagra’s positioning

3. a “beat” strategy and try to come up with a differentiated...