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BACKGROUND
1990
1998
ICOS joint venture with Lily company (the pharmaceutical giant)
from future sales drug split 50/50 between 2 company &
start to conducting market research, strategy marketing of
product.
2000
2002
The success of cialis product was important for both parent company.
MARKET SHARE
PROBLEM ANALYSIS
Product
Cialis is a medicine for men with erectile dysfunction
(ED) produced by Lilly ICOS LLC company
Price
The price will be set in higher price compare to Viagra.
However, the difference would not be significant
Place
Cialis can be bought in the nearby local drugstore,
doctor, and online pharmacies
Promotion
Cialis will be promoted by television and magazine
advertisement, also by supporting US sport event
Weakness
Late drugs development
Opportunities
Develop new ED drug positioning by considering love and intimacy
experience
Threat
Targeting
Men with erectile dysfunction in United States and Europe
(France, Germany, Italy, Spain, and United Kingdom), age
between 35-65
STP
Segmenting
Men with erectile dysfunction in all countries
Positioning
Erectile dysfunction medicine with the experience of love and
intimacy
COMPETITION ANALYSIS
Pfizer - Viagra
Approved by the FDA in 1998, Viagra
was the first effective pharmaceutical
treatment for ED.
In 2000 sales of Viagra exceeded $1
billion.
Known for its marketing prowess
fierce and sustained marketing
campaigns post launch.
Employed the largest sales force in the
industry.
Had a toll-free number and website
address for obtaining information
regarding to ED.
Market Share
Product Quality
(Reaction - Active Period)
COMPETITIVE
LANDSCAPE
(CURRENT)
Market Share
Product Quality
(Reaction - Active Period)
COMPETITIVE
LANDSCAPE
(PROPOSED)
PHYSICIAN
Divided into two groups: urologist and
primary care physician (PCPs).
Viewed ED treatment should have the
attributes of efficacy, safety, and
duration.
Urologist were more comfortable in
discussing ED with patients compare to
PCPs. Also, urologist are more familiar
with the medical causes and medicine
of ED.
CUSTOMER PROFILE
Viagra User
Interest in Cialis
PARTNERS
PROBLEM IDENTIFICATIONS
THEORY APPLICATIONS
General
Personality Traits
Rigidity
Response
Tendency
Marketing
Implication
Inflexible in taste
and reference
Urologist
ED treatment
should have
the attributes
of efficacy,
safety, and
duration
General
Personality Traits
Optimum
stimulation level
Response
Tendency
Seek more info
about and variety
in products
Marketing
Implication
Product with different
messages or variation
theme ads
Less Self
Confidence
Prefer to be
alone
Affect intensity
General
Personality Traits
Response
Tendency
Self Esteem
Extraversion
Introvert - loner
Affect intensity
Experience emotions
when exposed to
provocative situation
Marketing
Implication
General
Personality Traits
Response
Tendency
Marketing
Implication
Connectedness
Perceive themselves as
highly connected with
others
Response Tendency
Marketing
Implication
Educate on new
products
Response Tendency
Marketing Implication
Product-specific self
confidence
Specialty stores
Product-specific self
efficacy
Promotional campaign on
cost & benefit of products
Response Tendency
Market Maven
Marketing Implication
SOLUTIONS
Decisions about relationships are made by couples, not just men, and are
driven by traditionally feminine values, such as the need for intimacy. Lilly
ICOS strategy was supported by this powerful market trend.
TV advertisement
LESSON LEARNED