Cialis Case
Objective
How to position Cialis in order to gain maximum market share?
What would be the most effective communication message, channel and pricing strategy?
Situational Overview Competitor Analysis :Viagra Overview
•Target Market is segmented into 3 groups according to age
•Brand associated with older men
•Brand message speaks more to single men than men in relationships – hyper
masculine brand representatives reinforce the “playboy” image associated with
Viagra
•Viagra is selling more sex, not better sex – the emphasis is on quantity over
quality
Strengths
•Viagra was first to market and is an established market leader
•Top-of-mind brand recognition and highest brand awareness
•Large, aggressive sales force with a wide reach that actively engages with doctors
Weakness
•Negative safety connotations with many side effects
•Reluctance of GPs to prescribe ED medication
•Short duration efficacy and onset time
•Not suitable to all diets, lifestyles and certain health conditions
Cialis Market Segmentation and Targeting Geographic segmentation between the U.S
and Europe Target Market
•Tertiary-educated men in the U.S who fall in the mid-high income bracket range,
are career-driven and either married or in a relationship. Primarily focus on the 6
million+ dropout Viagra users whose needs can be met most effectively. Age range:
48 -58 years
•Family Physicians across the U.S
Positioning Statement
•To the man who wants it all, Cialis is a quality-of-life supplement that provides a
long-lasting, safe and reliable sexual performance enhancer without side-effects.
