...Product Team Cialis: Getting Ready to Market – Case Analysis 1) What are the most relevant dimensions to use to segment the patient market for ED treatment? Select only the most relevant! Define the segments that emerge from the dimensions you chose. For a successful launch it is very important to understand the customers and try to segment them in an appropriate way. They can focus their forces in physicians, in patients or in partners. In this case, let us consider the patient market. The most relevant dimensions to segment this market are demographic and psychographic. In the first one, we have some variables that are opportune to use, as they differentiate people potentially interested in purchasing Cialis, and these variables are age, gender, sexual preference, marital status and income. In the second one, we have variables like attitudes, interests and opinions, because people have different lifestyles and so they will have different needs and different ways of thinking. For instance, one person can be a bit embarrassed with this problem, another one can be ok with this; one person can have a spontaneous need of this product, another one can have a regular need to consume this. These are good variables that will able us to define good segments! We can also enumerate another dimension that is in my opinion less important than the others: geographic dimension. In this, we can differentiate people from different countries or states. Finally, in order to define segments, let...
Words: 1980 - Pages: 8
...Introduction In 2002, product leaders from the Biotech start-up ICOS, and Eli Lilly prepared to take a new erectile dysfunction medication to the market. Cialis would be positioned in a market which was currently dominated by Viagra, an erectile dysfunction medication that had been introduced by Pfizer in 1998. In the following case analysis, I will examine the process used by Lilly ICOS, LLC to bring Cialis to market. Utilizing the Harvard Business School Case “Product Team Cialis: Getting Ready to Market” I will point out certain facts surrounding the case, and highlight key issues. Alternative courses of action around bringing the product to market will be identified and evaluated. Finally, a recommended course of action for the company will be discussed. Facts Surrounding the Case At the time that Cialis was developed as an erectile dysfunction (ED) treatment, that landscape was being dominated by a single player. Viagra, developed by Pfizer, was released four years prior and enjoyed great success over the previous three years. Viagra, whose main ingredient is Sildenafil, was generating over $1 billion in sales for Pfizer year over year for the previous three years (Ofek, 2010). While Viagra was successful in its initial years in the initial market, it was not without its problems. Patient satisfaction with Viagra was below 50% in all markets with the exception of Germany and Italy. Viagra was only effective for hours post dosage, and was affected by the consumption...
Words: 2108 - Pages: 9
...BRAND MANAGEMENT AND DIGITAL MARKETING Product Team Cialis: Getting Ready to Market After creating a joint venture, Ely Lilly and ICOS (Lilly ICOS LLC) to develop and understand the target market for Cialis it is now time to decide if the product is good enough to be launched and if the answer is yes, with which strategy. The company has three approaches: follow a “niche” strategy, focusing in a specific segment; a “direct” strategy, going head-to-head against Viagra; or a “beat” strategy, finding a differentiated positioning and peruse a broader market. The market is estimated to be of around 30 million men in the United Stated and 150 million worldwide. Another assumption is that 50% of all men between 40 and 70 have experienced ED at one point and that is most of the cases it is associated with other diseases, medications and life style (drinking and smoking). Currently Cialis can face one major competitor in the market, Viagra from Pfizer, and one new entrant, Levritra from Bayer. Viagra is already known worldwide and Pfizer has been maintaining big marketing campaigns to increase barriers to entry. But the product has also suffered as the first going to market after the FDA received reports about deaths of patients taking Viagra. The company has already proved this information to be wrong but it is still a topic remembered by customers in the market. Also, younger customers are embarrassed of talking about the product and their problems representing a lost opportunity...
Words: 755 - Pages: 4
...Product Team Cialis Getting ready to Market Case Questions: Considerando la calidad del producto Cialis y las diferencias positivas en torno al principal competidor, la ventaja de ser nuevo en un mercado con futuro dado el éxito de productos como Viagra y considerando el respaldo que la alianza con Eli Lilly genera, la forma más efectiva de posicionar la marca en el mercado seria: * Realizar campañas publicitarias, entregando muestras gratis, con folletos informativos de los efectos adversos y de las ventajas. * Educar y generar alianzas con doctores, mostrar las ventajas, los efectos para cada rango de edades, las contraindicaciones * Ofrecerlo a un precio mayor o igual que viagra (10usd por píldora) para demostrar que se ofrece un producto de mejor calidad a mismo precio. * Ofrecerlo como un producto de venta libre en farmacias * Pautar publicidad en internet y abrir un canal con médicos on line para aquellos que no quieren darse a conocer o consultar por problemas de disfunción sexual En lo que respecta a la segmentación del mercado para este tipo de medicamentos, podemos realizarla en base a: * Edad * Tipo de disfunción * Ingresos * Nivel social * Estado civil * Resultados del consumo de viagra (principal medicamento hasta el momento), considerando quienes están conformes o no con el efecto del mismo. Ofreciendo Cialis una duración prolongada de su efecto, no mostrando efectos adversos en lo que a problemas visuales respecta...
Words: 335 - Pages: 2
...Product Team Cialis (Validus): Getting Ready to Market Christopher Cashen – 5545586 Date: Monday 18th January 2010 MG511 Strategic Marketing Management Assignment Submission Student Name: Christopher Brendan Cashen – 55455863 MMK1 - MBS in Marketing Cialis (Validus) Case Study Programme: Project Title: Module code: MG511 Lecturer: Project Due Date: Ms. Joanne Lynch 18-Jan-2010 Declaration I the undersigned declare that the project material, which I now submit, is my own work. Any assistance received by way of borrowing from the work of others has been cited and acknowledged within the work. I make this declaration in the knowledge that a breach of the rules pertaining to project submission may carry serious consequences. I am aware that the project will not be accepted unless this form has been handed in along with the project. Signed:_____________________ 2 Table of Contents Introduction – Page:4 External Marketing Audit – Page: The Market – Page: 6-11 Competition – Page: 11 - 14 Internal Marketing Audit – Page: 14 Strategic Issues Analysis – Page: 14 - 21 SWOT Analysis – Page: 21-24 Marketing Objectives – Page: 24 -25 Marketing Mix Decisions – Page: 25 - 29 Organisation and Implementation – Page: 29 -31 Control – Page: 31 -32 Bibliography : 33- 34 4- 6 3 Introduction Through extensive External and Internal analysis, the formulation for the best fit strategy has been developed and refined to suit the resources, culture and infrastructure...
Words: 11768 - Pages: 48
...hours of selfstudy; 2 hours of consultations Lecturer Benas Adomavičius & PhD. Neringa Ivanauskienė Date of the course XYZ Prerequisites Undergraduate diploma in social sciences Form of studies Friday/Saturday Language of instruction English/Lithuanian Course description Business and marketing strategy are critical components of business success since strategic issues and possibilities arise in all sectors. Important aspects are not only the company’s positioning in relation to its market, but also the technological development, the supply of labour, political developments in society and other factors relevant for how organizations manage their business. 1 2013 Fall semester To a large extend strategic work is about understanding these factors and reinterpreting them so that they become assets rather than restrictions. Business strategy and marketing management concepts and techniques are studied. The course serves as an opportunity to develop skills for environmental and market analysis, understanding of the major business and marketing strategy issues, formulating business and marketing strategies and tactics. Course aim Students are going to discover knowledge and apply skills enabling them to help organizations to meet and manage significant threats and challenges. Students will learn how to analyse environment and company’s resources, generate strategic alternatives and to select the most appropriate alternative for particular circumstances. Students will learn...
Words: 3923 - Pages: 16
...7-13 Internal A ,mnalysis 14-17 Functional Analysis 18-21 Business-Level Strategy 22-24 Corporate Level Strategy 25-27 Strategy Implementation 28-30 References 31 Executive Summary A Customer’s Hope Eli Lilly and Company is on a mission that benefits millions of people every day by helping them live longer and fuller lives. They provide their customers with answers that matter—life saving and enhancing medicines. They carry out this mission by discovering, developing, and marketing pharmaceutical therapies. Many of the pharmaceutical products Lilly brings to market are first-in-class, providing customers a therapeutic relief that did not exist. An example of this is their newly FDA-cleared drug, Xigris™, which helps thousands of people every day by treating the potentially fatal condition of sepsis. The Lilly research team persevered over two decades to bring Xigris™ to fruition, even when over ten other companies failed to produce a viable drug remedy for sepsis (Eli Lilly Annual Report 2001). This dedication truly exemplifies Lilly’s commitment to their customers and transcends into all their efforts. Eli Lilly continues to be a successful pharmaceutical company, while other pharmaceutical companies have seen their success erode, because of the strategies they employ. Lilly has focused on building partnerships rather than acquisitions and continually reinvests the highest percentage of their sales revenue...
Words: 11111 - Pages: 45
...York Times One of Forbes’ 33 “Favorite Sites.” – Forbes “To get the unvarnished scoop, check out Vault.” – SmartMoney Magazine “Vault has a wealth of information about major employers and job searching strategies as well as comments from workers about their experiences at specific companies.” – The Washington Post “A key reference for those who want to know what it takes to get hired by a law firm and what to expect once they get there.” – New York Law Journal “Vault [provides] the skinny on working conditions at all kinds of companies from current and former employees.” – USA Today Customized for: Mian Badr (mian.iftikhar@studbocconi.it) Customized for: Mian Badr (mian.iftikhar@studbocconi.it) VAULT CAREER GUIDE TO MIDDLE MARKET INVESTMENT BANKING JOE BEL BRUNO AND THE STAFF OF VAULT Customized for: Mian Badr (mian.iftikhar@studbocconi.it) Customized for: Mian Badr (mian.iftikhar@studbocconi.it) Copyright © 2009 by Vault.com, Inc. All rights reserved. All information in this book is subject to change without notice. Vault makes no claims as to the accuracy and reliability of the information contained within and disclaims all warranties. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, for any purpose, without the express written permission of Vault.com, Inc. Vault, the Vault logo,...
Words: 71250 - Pages: 285
...applications of information systems can support a firm’s business processes, managerial decision making, and strategies for competitive advantage. 4. Provide examples of several major types of information systems from your experiences with business organizations in the real world. 5. Identify several challenges that a business manager might face in managing the successful and ethical development and use of information technology in a business. 6. Provide examples of the components of real world information systems. Illustrate that in an information system, people use hardware, software, data, and networks as resources to perform input, processing, output, storage, and control activities that transform data resources into information products. 7. Demonstrate familiarity with the myriad of career opportunities in information systems. The Real World of Information Systems Real World Case: eCourier, Cablecom, and Bryan Cave: Delivering Value Through Business Intelligence The Fundamental Roles of IS in Business Trends in Information Systems The Role of e-Business in Business Types of Information Systems...
Words: 24619 - Pages: 99
...all about work? A world of infinite options awaits those who would read this book and be inspired by it!" —MICHAEL E. GERBER, founder and chairman of E-Myth Worldwide and the world's #1 small business guru "This is a whole new ball game. Highly recommended."—DR. STEWART D. FRIEDMAN, adviser to Jack Welch and former Vice President Al Gore on work/ family issues and director of the Work/Life Integration Program at the Wharton School, University of Pennsylvania "Timothy has packed more lives into his 29 years than Steve Jobs has in his 51." —TOM FOREMSKI, journalist and publisher of SiliconValleyWatcher.com "If you want to live life on your own terms, this is your blueprint." —MIKE MAPLES, cofounder of Motive Communications (IPO to $260M market cap) and founding executive of Tivoli (sold to IBM for $750M) "Thanks to Tim Ferriss, I have more time in my life to travel, spend time with family, and write book blurbs. This is a dazzling and highly useful work." —A. J. JACOBS, editor-at-large of Esquire magazine and author of The Know-lf-AII "Tim is Indiana Jones for the digital age. I've already used his advice to go spear fishing on remote islands and ski the best hidden slopes of Argentina. Simply put, do what he says and you can live like a...
Words: 47316 - Pages: 190
...all about work? A world of infinite options awaits those who would read this book and be inspired by it!" —MICHAEL E. GERBER, founder and chairman of E-Myth Worldwide and the world's #1 small business guru "This is a whole new ball game. Highly recommended."—DR. STEWART D. FRIEDMAN, adviser to Jack Welch and former Vice President Al Gore on work/ family issues and director of the Work/Life Integration Program at the Wharton School, University of Pennsylvania "Timothy has packed more lives into his 29 years than Steve Jobs has in his 51." —TOM FOREMSKI, journalist and publisher of SiliconValleyWatcher.com "If you want to live life on your own terms, this is your blueprint." —MIKE MAPLES, cofounder of Motive Communications (IPO to $260M market cap) and founding executive of Tivoli (sold to IBM for $750M) "Thanks to Tim Ferriss, I have more time in my life to travel, spend time with family, and write book blurbs. This is a dazzling and highly useful work." —A. J. JACOBS, editor-at-large of Esquire magazine and author of The Know-lf-AII "Tim is Indiana Jones for the digital age. I've already used his advice to go spear fishing on remote islands and ski the best hidden slopes of Argentina. Simply put, do what he says and you can live like a...
Words: 47316 - Pages: 190
...MBA : UNIT1 Teaching Notes : 1. Definition of Research 2. Business Research 3. Features of a Good Research Study 4. Areas of Business Research 5. How to start Business Research 6. Business Research Analysis : Basic Steps 7. Business Research Problem 8. Primary Business Information 9. Research Proposal ( also in Unit2) 10. Research Methods versus Methodology 11. Types of Research 12. Functions of Business Research 13. Relevance of Business Research to Managers 14. Need to perform Business Research 15. Managerial Effectiveness and Research 16. Management Consultant 17. The Building Blocks of Science in Research 18. Induction & Deduction in Business Research 19. The Case Study as a Research Method 20. Case Study to Assess Business Situations 21. Difference between the case method and a case study? 22. Business Research Topics 23. Business Research in the 21st Century Definition of Research Research in common parlance refers to a search for knowledge. Once can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner’s Dictionary of Current English lays down the meaning of research as “a careful investigation or inquiry specially through search for new facts in any branch...
Words: 21920 - Pages: 88
...you understand how the penis works, its parts, and methods I have personally used to help increase both the length and the girth of my penis. It is intended solely for information purposes, and should not be construed as medical advice. Please note that these statements have not been evaluated by the FDA. As a matter of fact, most male enhancement techniques have not been evaluated by the FDA. We here at SupplementCritique.com make every effort to find the most factual information about a product based on independent websites, product websites, user reviews on third party sites, and the like. All of these exercises are safe, when done appropriately and when directions are followed. No liability is assumed for the information provided by SupplementCritique.com or any products advertised by us. The opinions are those of the writers of SupplementCritique.com and not a certified medical practitioner. Always check with your doctor before beginning any type of exercise program or using any product mentioned or advertised by SupplementCritique.com. SupplementCritique.com is not responsible for any misuse of the information given by any of our trainers or any information from our website. That being said, enjoy the ebook, and email us at info@supplementcritique.com if you have any questions! 2 Table of Contents Size Matters ........................................................................................................... 4 Chapter One: Male Anatomy ......................
Words: 17246 - Pages: 69
...Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to permissionrequest@cengage.com Library of Congress Control Number: 2008939395 ISBN 13: 978-0-324-59360-0 ISBN 10: 0-324-59360-0 South-Western Cengage Learning 5191 Natorp Boulevard Mason, OH 45040...
Words: 219845 - Pages: 880
...U.N. Commission on Life Saving Commodities for Women and Children: Country Case Studies May 2012 This is a working document. It has been prepared to facilitate the exchange of knowledge and to stimulate discussion. The findings, interpretations, and conclusions expressed in this paper are those of the authors and do not necessarily reflect the policies or views of the United Nations Commission on Life-Saving Commodities for Women and Children or the United Nations. The text has not been edited to official publication standards, and the Commission accepts no responsibility for errors. The designations in this publication do not imply an opinion on legal status of any country or territory, or of its authorities, or the delimitation of frontiers. Contributors and Acknowledgements Sarah Blake,1 Aubrey Cody,1 Anjali Kaur,1 Nejla Liias, 1 Christopher Lindahl,2 Emily Bell,1 Julie Kragh,1 Jessica Mack,1 and Kristin Cox Mehling1 served as researchers and authors of this working paper. The authors would like to thank the following individuals for their contributions to the development and conceptualization of these case studies: Oliver Sabot Hans Hogerzeil Patricia Mechael Catherine Taylor Kanika Bahl Julia White Kabir Ahmed Mark Young Renee van de Weerdt Deborah Armbruster Jennifer Lockwood-Bergeson Michael Mbizvo Clinton Health Access Initiative Groningen University mHealth Alliance PATH Results for Development Institute UN Secretariat UNFPA UNICEF UNICEF USAID USAID WHO ...
Words: 60793 - Pages: 244
