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Product Team Cialis: Getting Ready to Market to edit Master subtitle style Click
By Group 8
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5 Cs - Part I
Context
Customers
Collaborators
Eli
ED prevalence increases with age, affected by underlying diseases Company like heart disease and diabetes
Joint Venture between small biotech (ICOS) and pharma giant (Eli Lilly) called Lilly ICOS. Lilly needs a new cash cow (see next slide)
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(Original obtained from lecture slides)
5 Cs - Part II
Competitors
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Company Product Half-life Levitra 4-6 hours Treats diabetics effectively Short half-life, new entrant Viagra 4-6 hours Dominant player, first mover advantage, brand recognition Short half-life
Strength
Weakness
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Different countries have different regulations about advertising, and have different cultures and market sizes Different ED prevalence rates highest in the USA
ED Prevalance (%) by Age and Country
10 8 6 4 2 0
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Only ~25% of Viagra users were very satisfied with the product
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Partner experiences towards ED medication will differ some will be content, others less so
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Many ED sufferers will not have sought help. There are several different reasons for this each group can be considered an untapped market segment:
Waiting for it to go away Doesnt happen often enough Embarrassing Dont want to take medication Afraid of seriousness of underlying problem Not affordable Condition unimportant Disbelief that ED is treatable
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Men aged 40+ in the US involved in a relationship, who have previously tried Viagra but are not satisfied with the experience.
Large segment and the low hanging fruit. Other segments to be targeted later
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Market Positioning
Natural, less macho, relationship booster as opposed to Viagras more macho image
VS
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Marketing Activities
Questions?
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