Product Team Cialis Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Product Team Cialis Case Study Help

Introduction

The purpose of this report is to formulate a market strategy for the launch of Cialis, a new male dysfunction treatment drug, by the management of Lilly and ICOS. To effectively compete against Viagra, developed and marketed by Pfizer, as well as other newcomers in the erectile dysfunction market, it is crucial to identify the target market segments and develop an appropriate communication strategy for patients, physicians, and partners. This report takes into account extensive market research and recent competitive developments to guide the marketing plan for Cialis.

Problem Statement

The problem at hand is the need for the management of Cialis to effectively position its product in the market and compete with the existing market leader, Viagra. Despite the advantages of Cialis over Viagra, such as its lack of side effects and longer-lasting effects, Viagra still maintains a dominant position due to its established brand reputation and customer base. The challenge for Cialis lies in capitalizing on the weaknesses of Viagra, particularly its side effects, and leveraging its product strengths to gain a competitive edge.

Situational Analysis

Target Market

Extensive analysis reveals that there are over 28 million individuals in the United States suffering from male dysfunction, with a global population exceeding 150 million. To maximize returns, Cialis should target the same markets where Viagra operates. By leveraging Viagra's established customer base and raising awareness about the benefits of Cialis, the company can attract customers who have never sought treatment before. The key regions for targeting Cialis are the United States, Europe, Australia, Brazil, and Japan.

Demographic analysis reveals that competing with Viagra, the established market leader is the most feasible approach. By targeting the existing market and customer base of Viagra, Cialis can attract customers who are already knowledgeable about the product and willing to explore alternatives. Additionally, there is a segment of individuals suffering from male dysfunction who have never sought treatment. This untapped market presents an opportunity for Cialis to reach new customers and expand its consumer base.

Positioning

To effectively compete with Viagra, Cialis should adopt a quality-based positioning strategy. The main weakness of Viagra lies in its side effects, including serious medical complications such as heart attacks, which have resulted in numerous deaths. In contrast, Cialis does not cause such side effects, making it a safer alternative. By highlighting this advantage, Cialis can exploit Viagra's vulnerability and penetrate the markets where it operates.

Evaluation

One of the critical weaknesses of Viagra lies in the side effects and disadvantages associated with its use, despite its benefits in addressing male dysfunctionality. These side effects can include serious medical complications such as heart attacks, with reports of more than 130 cases of patient deaths associated with the use of Viagra.

In contrast, Cialis does not cause such side effects or medical complications for patients. This is a significant success factor and core competency of Cialis that the management of the company should fully utilize. By emphasizing the safety and lack of side effects, the company can effectively position Cialis as a safer alternative to Viagra and penetrate the markets where the established competitor operates.

Exploiting this vulnerability of Viagra and promoting the advantages of Cialis, such as its safety profile, will enable the company to gain a competitive edge and attract customers in the target market segments. The management should leverage this core competency to establish Cialis as a trusted and reliable solution for male dysfunctionality, thus positioning it as a superior choice in the market.

Communication Strategy to Patients, Physicians, & Partners

To educate patients about Cialis, the product team must develop a comprehensive communication strategy. This includes addressing common concerns and misconceptions about erectile dysfunction, providing information about the benefits of Cialis, and highlighting its ease of use. By engaging with patients in a clear and empathetic manner, Lilly and ICOS can establish a strong connection and build brand loyalty.

Physicians play a crucial role in prescribing medications for erectile dysfunction. Therefore, it is essential to communicate effectively with healthcare professionals. The product team should provide physicians with clinical evidence supporting Cialis's effectiveness, safety, and tolerability. By building trust and credibility, Lilly and ICOS can encourage physicians to consider Cialis as a viable treatment option.

Collaboration with distributors and retailers is vital for successfully launching and distributing Cialis. The product team should develop strong partnerships, offering marketing support, training programs, and incentives to promote the product. By ensuring that partners are well-informed and motivated, Lilly and ICOS can enhance the reach and availability of Cialis in the market...............

Product Team Cialis Case Study Help