Product Team Cialis Getting Ready to Market
Getting Ready to Market
Q1. In 2002, Viagra was the only clinically proven, FDA approved medication for Erectile Dysfunction (ED) on the market (Cialis – Dec 2003, Levitra – Sept 2003). Viagra had the highest brand recognition of any pharmaceutical product on the market. It had generated over one billion dollars in annual sales for 3 consecutive years since its introduction in 1998. In 2002, Viagra accounted for 5.3% ($1.73 billion) in sales of Pfizer’s annual Revenue of $32.37 billion, compared to 4.3% ($1.3 billion) of total revenue ($29.5 billion) in 2000. Viagra was expected to continue to lead the ED market due to its unsurpassed medical profile. Future Viagra sales growth was expected to …show more content…
Q4. The goal of the communication plan would be to ensure that Cialis gains credibility as superior product and consumers are pleased with its effect, both immediate and long lasting. Cialis need to demonstrate its potential to stand as an ideal solution to erectile dysfunction, not as an ‘Me too Viagra like’ alternative. Decreased side effects and the extended half-life of Cialis are the major marketing points to communicate (when positioned as “Market Challenger”); however, the positive social ramifications and increased self-confidence hence forth would add another level of emotional credibility to Cialis (when positioned as “Market Niche”).
Q5. Our goal is to educate married couples and