Product Team Cialis: Getting Ready to Market

3256 words 14 pages
1. What are the most relevant dimensions to use to segment the patient market for ED treatment? Select only the most relevant! The most relevant dimensions to use in order to create useful segments for Cialis are: 1. Age 2. Demographic
Demographic
Marital Status 3. Income 4. Education 5. Psychographic
Psychographic
Life Stage/Occupation (Student, Employed or Retired) 6. Values 7. Usage Patterns
Firstly, age is a valuable dimension due to the strong positive correlation to erectile dysfunction (ED) incidence. Secondly, as shown in the demographic data presented by Lilly ICOS, most men who suffer from ED are either married or living together with their partner. Being the influence of the spouse one of the
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2. Of the segments identified, which would you target initially? Why?
Of the 3 segments I have identified, I would choose to target the Stable Husbands.
The segment of Retired Seniors is the one with the highest prevalence of ED, as shown in documents provided by Lilly ICOS, and the most attractive target for a drug of this kind, due to the fact that these men have a lot of free time and tend to appreciate life, holding onto their pride and honor as matters of great relevance. However, choosing this segment would imply assuming a “head-to-head” strategy and directly compete with Viagra, a brand that has become a symbol and has grown an untouchable reputation over the years.
In this sense, I think it would be more reasonable to select a strategy with a differentiated positioning, being Cialis’ main target the Stable Husbands with ED. Analyzing the document provided by Lilly ICOS, of all men between the ages of 30 and 65, in the USA and Europe, about 15% of men suffer from ED (rough estimate). Since 150 million men worldwide experience chronic ED, we would be targeting about 22.5 million men plus those with light/moderate ED. From this market segment we would have to analyze the percentage of men that are married/living together with their partner (about 80%) and their different

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