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Product Team Cialis: Getting Ready to Market

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Product Team Cialis: Getting Ready to Market

Lilly and ICOS are planning for that launch of the new drug, Cialis, to compete against The blue pill. To put from the incumbent firm Pfizer, which developed and marketplaces The blue pill, along with other beginners in to the erection dysfunction market, they have to figure out how better to segment the marketplace and which target audience to pay attention to. The marketing strategy should make the most of Cialis's medical profile. Particularly, they have to pay special focus on the communication technique to patients, doctors, and partners. Case study, plan, and action should consider extensive researching the market and up to date competitive developments. Includes color exhibits.

Author: Elie Ofek
Publisher: Harvard Business School (XLS215-XLS-ENG)
Publication: Oct 4, 2004 (Revision: Jul 28, 2010)

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Case Analysis

Lilly ICOS and for the introduction of a new drug, Cialis preparing to compete against Viagra. In order against the reigning Pfizer to position the developed markets and Viagra and other erectile dysfunction newcomers to the market, they must determine how best to segment the market focus and the target group. The marketing plan should take advantage of Cialis medical profile. In particular, they need to pay special attention to the communication strategy for patients, doctors and p … Read more В»

Lilly ICOS and for the introduction of a new drug, Cialis preparing to compete against Viagra. In order against the reigning Pfizer to position the developed markets and Viagra and other erectile dysfunction newcomers to the market, they must determine how best to segment the market focus and the target group. The marketing plan should take advantage of Cialis medical profile. In particular, they need to pay special attention to the communication strategy for patients, physicians and partners. The analysis, planning and action should take into account extensive market research and recent developments of the competition. Including color exhibits.
To maximize their effectiveness, color cases should be printed in color.
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Elie Ofek
Source: HBS Premier Case Collection
26 pages.
Release Date: 04 October 2004. Prod #: 505038-PDF-ENG
Product Team Cialis: Getting Ready to Market HBR case solution

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