Cialis Case

Cialis I. Problem In this case, the of import(prenominal) issue at hand is to decide an effective commercializeing strategy for the introduction of new harvest, Cialis by the joint venture Eli Lilly and ICOS. This strategy will help to recognize a target market and as well the future merchandise endeavors necessary to have competitive positioning in the market amongst Cialiss main competitors, Pfizer and Bayer. Cialis has to choose among the alternatives beat, niche and compete. II. substitute(a)s 1) Follow Beat Strategy by differentiating its product from competitors by emphasizing on its duration i. . 36 hours, targeting men suffering from Erectile Dysfunction (ED) + Existing customer beastly + chiffonier induce subsisting, new users and dropouts that it is a superior product + Customers can wait for right moment + make reform onset time and duration + Doesnt have blue vision side effect that happens in case of Viagra + Can convince Primary Care Physicians (PCP) and ur ologists of its benefits Higher sales force need to compete with Viagras effective sales force team of 30000 Not safe with nitrates clipping on Market is 0 compared to Viagras 5 years so Viagra has better brand reputation 2) Follow Niche Strategy by targeting Viagra dropouts estimated to be around 6-7 trillion as compared to Viagras current users i. e. 3 million + Can demand game damage + The number of Viagra dropouts can grow with the launch and success of Cialis + Easy to focus target market Low market share in total Erectile Dysfunction (ED) market Difficult to convince users who have lost faith in similar product i. e.Viagra Not safe with nitrates 3) Follow contend Strategy and go head-to-head with Viagras positioning + Existing customer base + Alternative means to attract customers such as by convincing partners and people who think it will go away + Better onset time and duration Not safe with nitrates Difficult to convince existing users of Viagra Difficult to c onvince physicians to prescribe Cialis Higher sales force needed to compete with Pfizers effective sales force team of 30000 III. RecommendationI suggest that Cialis should adopt the beat marketing strategy focusing on its high duration i. e. 36 hours to make it a differentiated product in the market. On conducting the need and performance analysis of key buying factors, the aforementioned strategy surpass suits for the product introduction. While there are drawbacks to this decision such as Viagras already developed brand reputation and fact that Cialis is not safe with nitrates, I believe that Cialis can successfully overcome these issues by its competitive pricing which can be similar to that of Viagras i. . $10 so that target customers can get more benefits (such as choosing the right moment for sexual intercourse) at the same price. Cialis should spend significant amount on initial promotion of its new product through TV advertisement featuring famous personality (actor, pol itician, sportsmen), radio, social media and word of mouth. It also needs a high sales force (to compete with Pfizers effective sales force team of 30000) who can fork over the product initially in US and Europe where there is strong target market base and later on extend its focus on other countries.