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CIALIS
● CHEE LIUNG WUN ● LIM SHIEH CHERN ● NG YEE JIE ●
● TERRENZ LEONG ● WINNY LOW ●
Video
• Video viewing is intended for this slide. The video clip is
stored in the CD named Cialis.wmv.
Introduction
A group of marketing strategies & research project to study
undertaken at Eli Lilly to identify one of the co...
Content
• Team Members
• The Company – Eli Lilly
• The Product - Cialis®
• Erectile Dysfunction (ED)
• The Current Market ...
Introduction
Team Members
Chee Liung Wun
2821927
Lim Shieh Chern
2821959
Ng Yee Jie
2821942
Terrenz Leong
2821913
Winny Low
2821920
The Company - Eli Lilly & CoAboutUs
Global,
research-based
pharmaceutical
company and
one of the
world's largest
corporati...
Eli Lilly & Co
• Today, Global employees’ number approximately 40,000, and its
medicines are marketed in 143 countries.
• ...
Senior Management
The Product – Cialis®
• Introduced in 2003
• For Erectile Dysfunction (ED)
• Main Market Challenger to
Pfizer's blockbuste...
Erectile Dysfunction (ED)
Repeated inability to keep an erection firm enough for
sexual intercourse and reproduction - aka...
Current Market Scenario
Currently only 3 major players:
1) Viagra - Pfizer (>50 %)
2) Cialis - Lilly (40 %)
3) Levitra – B...
Current Market Scenario
• Many unlicensed online “pharmacies” selling direct.
• Parallel imports, dealers of other illegal...
Current Marketing Mix – 5 P’s
Product
In the Malaysia market, the only dosage
form for Cialis is the 20 mg preparation.
All others relevant attributes t...
Branding
• Currently, the brand equity is
leveraged on the strength of
Eli Lilly as an ethically
company to uplift its pro...
Packaging
Hologram sticker on the blister pack.
Carton box with Lilly logo to confirm the genuinely.
To avoid counterfeit ...
Labeling
Cialis is prescription drug and therefore the
labeling is focusing on the safety of consumers.
Potential risk ass...
Price
• Having strong competition from Viagra & Levitra.
• Cialis adopted Competitive Based Approach in price setting.
• C...
Promotion
Personal Selling
• Personal
Selling by
sales
representative
to respective
reselling
segments
(Pollitt, 2004).
Ad...
Promotion
Promotion
Place / Distribution
• The current Place / Distribution efforts by Cialis are as
follows:
Personal selling by
appointed di...
Place / Distribution
• The Conventional Marketing Channel (official channel).
A preferred traditional distribution channel...
Place / Distribution
• Hybrid Marketing Channel
Networks (multichannel)
• Facing challenges from unlicensed
pharmacy onlin...
People
The current People efforts by Cialis are as follows:
• Engaged the prominent urologists to
conduct seminars to educ...
Value-Added Analysis
SWOT Analysis
• Strengths and Weaknesses
SWOT Analysis
• Opportunities and Threats
Competitors Analysis
Product Name Viagra Levitra Cialis
Generic Sildenafil Vardenafil Tadalafil
Manufacturer Pfizer Bayer ...
Market Share Analysis
U.K. (2004)
21%
U.K. (2005)
26%
U.S.A. (2004)
20%
U.S.A. (2005)
23%
Malaysia (2004)
35%
Malaysia (20...
Market Segmentation
Market Segmentation
• Geographic
MARKET SEGMENTATION VARIABLES FOR CONSUMER MARKETS
Variable Typical Breakdowns
Geographic...
Market Segmentation
• Demographic
MARKET SEGMENTATION VARIABLES FOR CONSUMER MARKETS
Variable Typical Breakdowns
Demograph...
Market Segmentation
• Pschyographic
MARKET SEGMENTATION VARIABLES FOR CONSUMER MARKETS
Variable Typical Breakdowns
Psychog...
Market Segmentation
• Behavioural
MARKET SEGMENTATION VARIABLES FOR CONSUMER MARKETS
Variable Typical Breakdowns
Behaviour...
Target Market
Health Related Group Lifestyle Group Casual User Group
- Erectile Dysfunction
consumers
- Men age 40 and abo...
Two Potential Target Market
√ The Health Related Group
√ The Lifestyle Group
Who has long term
business & revenue
potentia...
Recommendations
Product Branding
• To enhance 3 levels of brand positioning:
36 hours
duration of
effect
Cialis provide
all men and
their ...
Product Packaging
• To develop different packaging for different target
group used, for example:
Health Related
Group
• Ha...
Product-Support Services
• Enhance Cialis website by setting
Q&A or “Ask the Expert” section.
• Set up a forum for ED pati...
Price
Remain competition-based pricing. Adjust the price in parallel
with Viagra
Psychological pricing strategy - Customer...
Promotion - Advertising
Enhance Cialis advertisement to spur
awareness within Malaysian community.
Any advertisement that ...
Advertising - Samples
Public Relations
Increase the public
awareness on ED
Educate the public from target
market that ED is no longer a
bedroom ...
Personal Selling
The current marketing channel via sales
representatives should be intensified.
Continuous training to ena...
Sales Promotion
1) Increase sales
2) Gain market share
Cialis
Promise
Loyalty
Program
Referral
Program
Buy 5 Free 1
Get Fr...
Place / Distribution
Current
• Cialis is currently
distributed on the pull
strategy.
• Marketing activities and
campaigns ...
Hybrid Marketing Channel
• The process of taking the business to online business
is known as Reinter-mediation.
People
Urologists
• Collaborate further with
Urologists as they are
trained in andrology or
management of ED.
• Urology su...
Conclusion
• An effective and well planned marketing strategy for
Cialis is vital to maximize its strength and resources t...
Marketing: A Case Study of Cialis
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Marketing: A Case Study of Cialis

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Marketing: A Case Study of Cialis

  1. 1. CIALIS ● CHEE LIUNG WUN ● LIM SHIEH CHERN ● NG YEE JIE ● ● TERRENZ LEONG ● WINNY LOW ●
  2. 2. Video • Video viewing is intended for this slide. The video clip is stored in the CD named Cialis.wmv.
  3. 3. Introduction A group of marketing strategies & research project to study undertaken at Eli Lilly to identify one of the core product – Cialis, by evaluating the product from marketing perspective, issues, challenges and new targets for Cialis. To improve Cialis current market scenario as Market Challengers & take over the Market Leader position. Recommendations on solutions and remedies on the most urgent and crucial challenges.
  4. 4. Content • Team Members • The Company – Eli Lilly • The Product - Cialis® • Erectile Dysfunction (ED) • The Current Market Scenario 1. Introduction • Product • Price • Promotion • Place / Distribution • People 2. Current Marketing Mix – 5 P’s • SWOT Analysis • Competitors Analysis • Market Share Analysis 3. Value-Added Analysis • Market Segmentation • Identifying Target Market for Cialis® 4. Market Segmentation • Product • Price • Promotion • Place / Distribution • People 5. Recommendations • Conclusion 6. Conclusion
  5. 5. Introduction
  6. 6. Team Members Chee Liung Wun 2821927 Lim Shieh Chern 2821959 Ng Yee Jie 2821942 Terrenz Leong 2821913 Winny Low 2821920
  7. 7. The Company - Eli Lilly & CoAboutUs Global, research-based pharmaceutical company and one of the world's largest corporations. Origin Founded in 1876 by a pharmaceutical chemist, Eli Lilly. Global headquarter in Indianapolis, United States Mission To makes medicines that help people live longer, healthier, more active lives
  8. 8. Eli Lilly & Co • Today, Global employees’ number approximately 40,000, and its medicines are marketed in 143 countries. • Major research and development facilities in 8 countries and conducts clinical trials in more than 50 countries. • The 10th largest pharmaceutical company in the world and have steadfastly remained independent, but not isolated .
  9. 9. Senior Management
  10. 10. The Product – Cialis® • Introduced in 2003 • For Erectile Dysfunction (ED) • Main Market Challenger to Pfizer's blockbuster Viagra • Work as fast as 30 mins & maintains an active period of 36 hours • Available in more than 60 countries & more than 10 mil patients treated successfully
  11. 11. Erectile Dysfunction (ED) Repeated inability to keep an erection firm enough for sexual intercourse and reproduction - aka "impotence”- stress, relationship problems, self-esteem. Most men embarrassed to talk ED – 70% cases not diagnosed More common in older men, can occur at any age: 40-year-old: 5% 65-year-old: 15-25 % Estimated: 1.68 million Malaysian men >40 years experiencing ED. In March 1998, FDA approved Viagra. Since then, tadalafil (Cialis) and vardenafil hydrochloride (Levitra) also approved.
  12. 12. Current Market Scenario Currently only 3 major players: 1) Viagra - Pfizer (>50 %) 2) Cialis - Lilly (40 %) 3) Levitra – Bayer (8 %) Regulated by Sales of Drug Act (MOH) – Can only be sold in Pharmacies, Hospital and Clinic with prescription. Huge Market – High incidence of ED and widespread lifestyle misuse of ED drug (performance enhancer X genuine ED)
  13. 13. Current Market Scenario • Many unlicensed online “pharmacies” selling direct. • Parallel imports, dealers of other illegal generic or counterfeit products.
  14. 14. Current Marketing Mix – 5 P’s
  15. 15. Product In the Malaysia market, the only dosage form for Cialis is the 20 mg preparation. All others relevant attributes to product features among the 3 major brands are not much different. The key selling point for Cialis edged over its 2 competitors is duration effect of 36 hours.
  16. 16. Branding • Currently, the brand equity is leveraged on the strength of Eli Lilly as an ethically company to uplift its profile. • Well known in pharmaceutical industry – add confidence on Cialis potential for customers.
  17. 17. Packaging Hologram sticker on the blister pack. Carton box with Lilly logo to confirm the genuinely. To avoid counterfeit products flooded in the market. Unique almond shape tablet.
  18. 18. Labeling Cialis is prescription drug and therefore the labeling is focusing on the safety of consumers. Potential risk associates with Cialis must be approved by FDA (US Food & Drug Administration). Potential risk of sudden hearing loss with ED drugs displayed prominently.
  19. 19. Price • Having strong competition from Viagra & Levitra. • Cialis adopted Competitive Based Approach in price setting. • Cialis is using Market Penetration as the pricing strategy. • Discount Allowance – free trial pack that attached with normal packing as bonus to new patient • Promotional Price – offer new dealers with substantial promotion samples to lower their average cost when making initial purchase for stocking.
  20. 20. Promotion Personal Selling • Personal Selling by sales representative to respective reselling segments (Pollitt, 2004). Advertising • A&P to reputable periodic and medical magazines. Public Relations • Use of Public Relation figures like prominent urologists to provide reliable testimonies. • Giving a lot of samples to General Practitioner (GP) & hospitals for trial testing to potential patients. Online Marketing • Established an official web site to provide medical information. Sales Promotion • The "Cialis Promise" – Lilly gives men three free tablets of Cialis. If not satisfied Lilly will pay for three free tablets of Levitra or Viagra.
  21. 21. Promotion
  22. 22. Promotion
  23. 23. Place / Distribution • The current Place / Distribution efforts by Cialis are as follows: Personal selling by appointed distributor to •General Practitioner (GP) •Hospitals •Pharmacies Regional marketing and sales support offices
  24. 24. Place / Distribution • The Conventional Marketing Channel (official channel). A preferred traditional distribution channel, mostly recommendation through word-of-mouth and good self- experience of Cialis. Eli Lilly Cialis Zuelleg Distributor Doctor / GP / Pharmacy Patients
  25. 25. Place / Distribution • Hybrid Marketing Channel Networks (multichannel) • Facing challenges from unlicensed pharmacy online website and parallel importer (PI). • No effective enforcement available to ward off the illegal sellers at this moment. Samples of online purchase of CIALIS
  26. 26. People The current People efforts by Cialis are as follows: • Engaged the prominent urologists to conduct seminars to educate and promote Cialis. Engage • Train and equip the sales personnel with best selling tools to deliver long term positive sales performance. Train • To work closely with the GP/Hospitals/Pharmacies who are actually distributors and able to convince and sell effectively by word-of-mouth. Associate • Continuous awareness to maintain the philosophy of Eli Lilly alliance-management process being innovative & strategize: FIND IT… GET IT… CREATE VALUE! Awareness
  27. 27. Value-Added Analysis
  28. 28. SWOT Analysis • Strengths and Weaknesses
  29. 29. SWOT Analysis • Opportunities and Threats
  30. 30. Competitors Analysis Product Name Viagra Levitra Cialis Generic Sildenafil Vardenafil Tadalafil Manufacturer Pfizer Bayer GSK Lily Icos Approval Date 27 Mar 1998 9 Aug 2003 21 Nov 2003 Effective period up to 4 hours up to 6 hours up to 36 hours Time taken before effect 30 minutes 25 minutes 30 minutes Common side effects Headache, facial flushing, altered or bluish vision Headache, facial flushing Headache, myalgia dyspepsia or upset stomach, back pain Recommended consumption Empty stomach With food but limit alcohol With food but limit alcohol Spokesperson Baseball star, Rafael Palmeiro Football star, Mike Ditka None
  31. 31. Market Share Analysis U.K. (2004) 21% U.K. (2005) 26% U.S.A. (2004) 20% U.S.A. (2005) 23% Malaysia (2004) 35% Malaysia (2007) 42% Viagra – 73% Levitra – 6% Viagra – 66% Levitra – 8% Viagra – 68% Levitra – 12% Viagra – 59% Levitra – 6% Viagra – 65% Levitra – 12% Viagra – 50% Levitra – 8%
  32. 32. Market Segmentation
  33. 33. Market Segmentation • Geographic MARKET SEGMENTATION VARIABLES FOR CONSUMER MARKETS Variable Typical Breakdowns Geographic Region The product is mainly focusing Malaysia market. Our target regions are Klang Valley, Selangor, Penang, Melaka, Seremban (Negeri Sembilan), Johor, Ipoh (Perak), Alor Star (Kedah), Kuala Terengganu (Terengganu), Kota Bahru (Kelantan), Kuching, Sandakan (Sabah), Kota Kinabalu, Tawau, Miri (Sarawak). City Size States within Malaysia that have a population of 100,000 & above Density Urban and Suburban Climate Centre, Eastern, Northern & Southern Region
  34. 34. Market Segmentation • Demographic MARKET SEGMENTATION VARIABLES FOR CONSUMER MARKETS Variable Typical Breakdowns Demographic Age Elder market group – age range between 40 years and above; Young and energetic group – age range between 35 years and above Sex Applicable for male consumption only Family Life Cycle At least 18 years and above, single, married, young, senior citizens. Income Medium to high end income group with an average income of $5k and over Occupation Elder market - retiree, professionals and business owner. Young market – professionals, managers & entrepreneurs. Education All level ranging from primary school, high school, college and university graduate Religion All religions from Buddhist, Muslim, Hindu, Christian, Free Thinker, etc Nationality Malaysian-male only
  35. 35. Market Segmentation • Pschyographic MARKET SEGMENTATION VARIABLES FOR CONSUMER MARKETS Variable Typical Breakdowns Psychographic Socioeconomic ED patient, sexual active lifestyle group Status Well educated, professional, good income group Values, attitudes and lifestyle groupings Western thinking, open, enjoy life Personality Male with strong self-esteem, egoistic or another group that is lack of self confidence on sexual performance
  36. 36. Market Segmentation • Behavioural MARKET SEGMENTATION VARIABLES FOR CONSUMER MARKETS Variable Typical Breakdowns Behavioural Purchase occasion Regular (ED patient or sexual active group), occasion (Impulse or brand switch buyer), special occasion (First time buyer) Benefits sought Boost male self-esteem and confidence level, enhance sexual performance User status Could be ranging from non-user, ex-user, potential user, first- time user, regular user. Usage rate Light user, medium user and heavy user (depend on individual need and desire) Loyalty status None, medium, strong, absolute Buyer-readiness stage Aware, interested, desirous to try, intending to buy Attitude towards product Positive and enthusiastic and eager to try
  37. 37. Target Market Health Related Group Lifestyle Group Casual User Group - Erectile Dysfunction consumers - Men age 40 and above - Senior citizen - Sexually active Consumers - Impulse buyers - First time buyers - Brand switch buyers WHO?
  38. 38. Two Potential Target Market √ The Health Related Group √ The Lifestyle Group Who has long term business & revenue potential for the company…
  39. 39. Recommendations
  40. 40. Product Branding • To enhance 3 levels of brand positioning: 36 hours duration of effect Cialis provide all men and their partners to choose the right moment for intimacy. Change initial message from “Cialis for ED Treatment” to “Healthy sex life with Cialis” or “You’ll not walk alone with ED”. ATTRIBUTES BELIEFS & VALUES BENEFITS
  41. 41. Product Packaging • To develop different packaging for different target group used, for example: Health Related Group • Handier packet to be carried for travelling. Lifestyle Group • “Double Happiness” package (2 tablets in 1 packet) • Lover usage pack (single tablet)
  42. 42. Product-Support Services • Enhance Cialis website by setting Q&A or “Ask the Expert” section. • Set up a forum for ED patients, existing or potential users to exchange their view & info on Cialis. Website
  43. 43. Price Remain competition-based pricing. Adjust the price in parallel with Viagra Psychological pricing strategy - Customers will perceive Cialis as a better choice due to longer effective period plus it is priced the same as Viagra Discount pricing - further discount when customers purchase Cialis with prescription in order to encourage customers to consult doctors for ED treatment hence not misuse the drug
  44. 44. Promotion - Advertising Enhance Cialis advertisement to spur awareness within Malaysian community. Any advertisement that could offend men’s ego must be avoided. Advertisement should carrying the product benefit such as Effect time of 36 hours and Intimate relationship & happiness can be portrayed. Eli Lilly must put on new advertisement carefully as Malaysia law prohibits direct comparison between competitors.
  45. 45. Advertising - Samples
  46. 46. Public Relations Increase the public awareness on ED Educate the public from target market that ED is no longer a bedroom tragedy with the fact that: ● ED is often associated with impaired blood flow ● If a patient is experiencing ED, it can be speculated that the patient might have problems in other organs, such as the heart. Organize Health-talks or Seminar to senior citizens & patients with ED.
  47. 47. Personal Selling The current marketing channel via sales representatives should be intensified. Continuous training to enable sales representatives to aware of the product and market Cialis to a wider customer base. The sales representatives should be competent & familiar with Cialis benefit, and carry the similar corporate identity & brand image to the public.
  48. 48. Sales Promotion 1) Increase sales 2) Gain market share Cialis Promise Loyalty Program Referral Program Buy 5 Free 1 Get Free Pills by Introducing a New Friend
  49. 49. Place / Distribution Current • Cialis is currently distributed on the pull strategy. • Marketing activities and campaigns are directed towards end users with the aim to create awareness and to assist ED patients to recognize their problem. • Patients will then demand Cialis from hospitals, clinics, pharmacies or online which in turn will demand the product from Zuellig Pharma and Eli Lilly. Proposed • Cialis should adopt hybrid marketing channel network by leveraging on Internet as its new distribution market to provide flexibility and privacy to the buyers. • To prevent unauthorized buyers, as a proposed solution, a buyer or patient must present an electronic copy of doctor’s prescription to buy Cialis online.
  50. 50. Hybrid Marketing Channel • The process of taking the business to online business is known as Reinter-mediation.
  51. 51. People Urologists • Collaborate further with Urologists as they are trained in andrology or management of ED. • Urology support staffs are experienced in treating men or patients who suffer from ED. Cardiologists • Work closely with Cardiologists as ED may leads to cardiovascular disease. • As cardiovascular disease is 1 of the main cause of death in the United States, which was proven to be a strong predictor of ED.
  52. 52. Conclusion • An effective and well planned marketing strategy for Cialis is vital to maximize its strength and resources to develop competitive advantages against its competitors, at the same time satisfy and add values to customers. • The marketing strategy should also align with the Eli Lilly’s company mission, strategy and objectives, when designing marketing tactics to implement the marketing plan.

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