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Product Team Cialis: Getting Ready To Market

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What was Viagra’s positioning in the marketplace 2002?ā€¢Viagra’s target market is a man in his 40 till āˆž.

ā€¢Market leader, because of no competitionā€¢Pfizer claims Viagra has been dispensed by 600,000 doctors and used by 20 million men (1*)ā€¢Viagra became a cultural phenomena, was widely discussed with friends, family and even media so much so that it can now stand in as a metaphor.

ā€¢Viagra is prescription medication/ Add allowed in US, not in Europeā€¢In 1998 Pfizer spent $ 53 million in advertisementā€¢After undergoing the death in 1998 of 130 patients Pfizer’s Viagra could get back to feet and perform excellent sales results.

ā€¢Viagra appeared in 1998, and since 1999 has sales $ 1.5 billion annually. Forecasts predicts that sales of erectile dysfunction drugs will reach $ 8 billion globally within six to seven years (1*).

ā€¢10$ per pill at retail (2*)ā†’ 100 millions pills soldQuestionHow would you characterize the Viagra brand?ā€¢Viagra has the highest brand recognition of any other pharmaceutical drug in the world (1*)ā€¢Thanks to overall importance became a very strong brand, words “the blue pill” is recognized even without naming Viagra name.

ā€¢Personally I associate Viagra brand with older man, sexually, physically and socially active, with partner and sufficient self-esteem to be brave enough to admit the problem.

ā€¢”Viagra is the best-known global pharmaceutical brand in the world, used by 15 million men with 45 million prescriptions written to date, backed by a wealth of experience,” Pfizer spokesman Jeff Cook said.(1*)QuestionWhat would be the most effective way to position Cialis in the marketplace?ā€¢I suppose that Cialis should follow directly compete strategy and go head by head with Viagra’s positioning.

ā€¢Aggressive marketing campaign in US, what naturally bleeds into Europe, andĀ educational campaigns in other countries (educating partners)ā€¢Cialis should emphasize lifestyle and inspirational imagesā€¢Cialis should emphasize no side effects, shorter onset time and impressive half-fife 17 hours effect.

ā€¢ Set the same as Viagra or slightly bigger price (because of longer half-life).

ā€¢Cialis is wordplay on ‘ciel’, the French for sky.(3*)Israeli scientist, Ya’acov Leshem, at Bar-Ilan University, put Viagra into a vase of cut flowers and found they stayed fresh for a week longer than usual by increasing nitric oxide in themREFERENCES1.Pfizer fears rivals’ potency, October 24, 2002 by David Teather, Thursday,The Guardian2.Product Team Cialis: Getting Ready to Market, October 5 2004, by Elie Ofek.

3.Viagra showdown nears CNN news August 23, 2001 By Staff Writer Kim Khan

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