Product Team Cialis: Getting Ready To Market Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Introduction

Positioning is the combination of all the activities that are required to create, maintain and sustain the concept of the value created by different brands within the minds of the customers as compared to the competitors of any company. There are different strategies for positioning any product. All the approaches have the same objective of creating a favorable image of the product in the minds of the customers but they represent different strategies due to different attributes(Liu, 2012). Usually there are 7 types of positioning strategies used by the marketers and products can be positioned on the basis of their price, customer benefits or product characteristics, use and application of the product, product process, product class, cultural symbols or the competitors that are the implicit or explicit frame of reference for the company’s products(Yi, 2017).
In this case study, we examine the launch of Cialis into the market when Viagra and existing productsarealready dominating the market. Cialis is a new medication for the erectile dysfunction and this brand was identical with Viagra. In order to develop a healthy competition and grab a high share of the market, the market segments need to be identified within the patient market that need to be targeted by Cialis. A new value proposition has needs to be developed that would position Cialis in a different manner to beat Viagra in the market and also within their own target segments. In this paper, we discuss the segmentation criteria, target market and positioning for Cialis.
Question 1
What are the most relevant criteria to segment the patient market for ED treatment? Of the segments identified, which would you target initially with Cialis? Why?
The most relevant criteria to segment the patient market for ED treatment would be on the basis of the demographic variables such as age, marital status, income, life stage and education, based on psychographic variable such as values and behavioral variable such as usage patterns. Age has strong positive correlation to the erectile dysfunction incidence and as shown in exhibit 6 in the case exhibits, majority of men suffering from ED are living with their partners or are married(Fennel, 2003). Furthermore, purchasing powers are explored by accounting for education and income. Usage patterns allow us to ungroup customers into current users of Viagra, Viagra dropouts and never used Viagra(Kennedy, 2001).
Product Team Cialis Getting Ready To Market Harvard Case Solution & Analysis
Based on the above variables, three key segments could be identified. These would include ‘Young Adults’, that have great commitment for sexual relations and are placed in never used Viagra group and have high level of education along with zero income. The second segment is ‘Stable Husbands’ segment in which husbands between ages 30 to 65 with enduring long term relationships with their spouses are included. Their education level is significant and they have considerable income and savings. They have Viagra dropouts and current user of Viagra usage patterns(Fennel, 2003).
The third segment is of the ‘Retired Seniors’ that are above 65 years of age and have been living with their partners for a long period.........

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