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Product team cialis-getting ready to market

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Harvard Case

Product Team Cialis - Getting Ready to Market

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1. What are the most relevant dimensions along which to segment the patient market for ED treatment? Of the segments identified, which would you target initially with Cialis?

2. What is Viagra's positioning in the marketplace in 2002? How would you characterize the Viagra brand?

3. What would be the most effective way to position Cialis in the marketplace?

4. What marketing mix activities would accompany the launch of Cialis?

a. What would be the most important messages to communicate to the target patients? To physicians? To partners?

b. What medium would you use to reach each of these parties and what would your relative resource allocation be to each?

c. How would you price Cialis (assuming no health insurance coverage)? What type of promotions would you offer?

5. What competitive response do you anticipate from the other pharmaceutical companies?

Reference no: EM132468593

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