Product Team Cialis: Getting Ready To Market
- Pages: 2
- Word count: 411
- Category: Brand Management
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Order NowWhat was Viagra’s positioning in the marketplace 2002?ā¢Viagra’s target market is a man in his 40 till ā.
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