Cialis - Harvard Business School Case Product Team...

1.Problem StatementLilly- ICOS LLC is about to launch a new and innovative product intended to help men suffering from Erectile Dysfunction (ED). Because of the unique product features, Cialis - the product - has good chances of becoming successful even though it is entering a segment, where Pfizers Viagra is the undisputed market leader. In this context, Lilly- ICOS LLC must decide on a marketing strategy, in particular which groups to target and which positioning thus which communication strategy to choose. 2. Situation Analysis (refer to Exhibit 1+2)Lilly- ICOS LLC is a joint venture between ICOS, a small biotechnological start up (no FDA registration experience and no marketing capabilities) and Elli Lilly Company, a large†¦show more content†¦news magazines) to target couples, female magazines to address partners and (conservative) male magazines (careful selection not to tap in playboy drug trap); TV prime time shows that reach target audience, male specific i.e. sports advertising; no celebrities, average couples as centre of communication. Communication message should focus on communication/ dialogue as the key to a healthy sex life + relationship, ED is treatable, encourage couples to talk openly about the condition and see a doctor/ seek treatment; Cialis as the pill for couples can help to rediscover intimacy and endearment in a mature relationship; furthermore multifaceted below the line marketing actions; physician approach: take advantage of trained sales force (hel p dissolve insecurities aboutShow MoreRelatedCialis Case Essay9153 Words   |  37 PagesHARVARD BUSINESS SCHOOL 9-505-038 REV: JUl Y 2 8. 201 0 ElIE OFEK Product Team Cialis: Getting Ready to Market It was early 2002, and Mark Barbato, the executive director and global product team leader for Cialis, knew he faced a daunting task: launching a medicine for the treatment of male impotence in a market with an established leader-Viagra. 1 Not only had Viagra been generating over $1 billion in sales annually for its parent company Pfizer for three consecutive years, butRead MoreStrategic Marketing Management337596 Words   |  1351 Pagesthanks go to Janice Nunn for all the effort that she put in to the preparation of the manuscript. Strategic Marketing Management Planning, implementation and control Third edition Richard M.S. Wilson Emeritus Professor of Business Administration The Business School Loughborough University and Colin Gilligan Professor of Marketing Sheffield Hallam University and Visiting Professor, Northumbria University AMSTERDAM †¢ BOSTON †¢ HEIDELBERG †¢ LONDON †¢ NEW YORK †¢ OXFORD PARIS †¢ SAN DIEGO †¢