Lilly ICOS and are preparing for the launch of new drugs, Cialis to compete with Viagra. To place against the incumbent firm Pfizer, which developed and markets Viagra and other erectile dysfunction new to the market, they have to determine how best to segment the market and are the target market to focus on. The marketing plan should take advantage of Cialis in the medical profession. In particular, they should pay special attention to the communication strategy to patients, physicians and partners. Analysis, planning and action must be taken in view of the extensive market research and competitive of recent events. Includes color exhibits.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Elie Ofek Source: HBS Premier Case Collection 26 pages. Publication Date: 04 Oct 2004. Prod. #: 505038-PDF-ENG
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