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Lukman Kresno O. 29110394
Yohanes De Deo Tedo 29110399
Anggi Fitrining Tyas 29110400
Ronaldo Bagus Putra
29110404
CIALIS
SUPPORTED BY
PINISI BACKPACKER HOSTEL
JL. Musaen 192/6A
BANDUNG
INDONESIA
+6222-86868610
SUPPORTED BY
PINISI RELAXATION
Jl. Halmahera no. 2 Bandung 0224240065
Jl. Kenari no. 14 Sukabumi 0266231016
SUPPORTED BY
ORANGE BUTTON
Jl. Baladewa Asri no. 14 Bandung - Indonesia
orangebutton@pinisirelaxation.com
Background
Male impotence --- or Erectile Dysfunction
 People who suffer from
ED would have distraction
on their blood flow for
atta...
Situation Analysis
Viagra
 Produced by Pfizer
 Launch in April 1998
 Treatment of erectile
dysfunction (ED) (male
impotence)
 600,000 pre...
Problem of Viagra
 In their six months, the FDA received report about
130 deaths of patients taking viagra.
Consumer
para...
Cialis
 Developed by joint venture
with Eli Lilly
 Good prospect because
huge success of Viagra
(generated over 1 billio...
ED Market
 Physicians
- efficacy was the most
important followed
by safety
- duration
70%
30%
10%
ED Market by
Physicians...
ED Market
 Physicians
Efficacy was the most important followed by
safety
Duration
70%
30%
10%
ED Market by
Physicians
Eff...
 Patients
- 32,644 patients visiting
their PCPs
28,022
2,172
3,450
didn't suffer from ED
suffering & sought
treatment
suf...
Interest in Trying Cialis
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Viagra current
users
Viagra dropouts
US
France
Germa...
The prevalence of ED
increases with age
The average ED patient
was in his 50s, with over
80% having a sexual
partner.
The ...
- partner impact
was discovered to be
high in the perception
phase.
younger man :
“expressed higher levels
of embarrassmen...
Problem Analysis
 Viagra has entered the
market since 1998 and
has big market and
sales
 Even though Viagra
has big mark...
Problem Definition.
 How Cialis could
acquire their potential
customer and compete
Viagra on the market
Analysis
5C
STP
Viagra’s Customer
5 C
5C
Company
Customer
CollaboratorContext
Competitor
Company
 Joint venture between Eli
Lilly and ICOS
 The pharmaceutical
industry’s premier
company
 This company focus on...
Organizational Chart
Lilly ICOS LLC Board of
Managers
Mark Barbato Executive
Director and Global Product
Team Leader
Medic...
Customer
• Male
impotence
or erectile
dysfunctio
n
Collaborator
• Eli Lilly
Context
• 81% men
suffering from
male impotenc...
 First mover
 Strong positioning
 Well known
 Good distribution
 Expensive brand
 Strong positioning
 For diabetes
STRENGTH
- Better quality product
- Net Income
- Eli Lily
WEAKNESS
- New entrance
- Viagra domination
OPPORTUNITY
- New in...
STP
 Viagra usage status
 Current Viagra users
 Viagra dropouts
 Never tried Viagra
SEGMENTATION
• Demographics
– Age ...
STP
TARGETING
 Demographic
 Age
 40 – 60+
 Income
 < $25.000
 $25.000 - $60.000
 > $ 60.000
 Marital Status
 Sing...
STP
POSITIONING
 Quality of life drug
Viagra’s Consumer
 Satisfaction with Viagra
Satisfaction
Level
U.S.
(%)
France
(%)
Germany
(%)
Italy (%) Spain
(%)
U.K. (...
RECOMMENDATION
MARKETING WITH STRATEGY
Consumer Acquisition and Retention
 Consumer acquisition:
 New customers
 Viagra’s Dropout Consumers
 Viagra’s Custome...
Recommendations
2. Doctors
- cooperate
1. Patients and Partners
- find out their habits
- make campaign
Campaign method based on their
habits
 In General :
launched a marketing campaign
by releasing a survey showing:
2-8% of ...
HABITS
 Habit 40-49 years :
Him
Work hard not lazy
Solution focus, deal with
problems
Ambitious
Open to new experiences
M...
Campaign method based on their habits
Show the advantages of Cialis compared to Viagra
Campaign about the functions and be...
Barriers to Seeking Treatment Ages 40 - 49
Barriers to Seeking Treatment U.S.
(%)
FRA
(%)
GER
(%)
ITA
(%)
SPA
(%)
U.K.
(%)...
Habit 50-59 years :
Less Healthy
Approaching retirement
Focus on their healthy
Family oriented
Habit 60 + years :
Retired
...
Campaign method based on their habits
 Ages 50-59 and 60++ :
 Campaign about the side
effects of Cialis to their
healthy...
Doctor
 Educate doctors about the
advantages and efficacy of Cialis
 Shoot famous doctors to become
partners Cialis.
 C...
4P Recommendations
 Product
 Good medicine (less side effect)
 Price
 above $10
 To make people sure that the medicin...
Cialis
Cialis
Cialis
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Cialis

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Cialis by Siren Sungkar Syndicate

Published in: Health & Medicine, Business
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Cialis

  1. 1. Lukman Kresno O. 29110394 Yohanes De Deo Tedo 29110399 Anggi Fitrining Tyas 29110400 Ronaldo Bagus Putra 29110404 CIALIS
  2. 2. SUPPORTED BY PINISI BACKPACKER HOSTEL JL. Musaen 192/6A BANDUNG INDONESIA +6222-86868610
  3. 3. SUPPORTED BY PINISI RELAXATION Jl. Halmahera no. 2 Bandung 0224240065 Jl. Kenari no. 14 Sukabumi 0266231016
  4. 4. SUPPORTED BY ORANGE BUTTON Jl. Baladewa Asri no. 14 Bandung - Indonesia orangebutton@pinisirelaxation.com
  5. 5. Background
  6. 6. Male impotence --- or Erectile Dysfunction  People who suffer from ED would have distraction on their blood flow for attaining an erection impaired  Most cases of ED are associated with another medical diseases, certain medications, or lifestyle such as smoking or excessive alcohol consumption  50% of all men between the ages of 40 until 70 experienced some form of ED
  7. 7. Situation Analysis
  8. 8. Viagra  Produced by Pfizer  Launch in April 1998  Treatment of erectile dysfunction (ED) (male impotence)  600,000 prescription in their first month launch
  9. 9. Problem of Viagra  In their six months, the FDA received report about 130 deaths of patients taking viagra. Consumer paranoid EFFECT!
  10. 10. Cialis  Developed by joint venture with Eli Lilly  Good prospect because huge success of Viagra (generated over 1 billion in sales for three consecutive years.)  Many men (age 40-70) in US and worldwide experience chronic ED
  11. 11. ED Market  Physicians - efficacy was the most important followed by safety - duration 70% 30% 10% ED Market by Physicians Efficacy & safety Other duration
  12. 12. ED Market  Physicians Efficacy was the most important followed by safety Duration 70% 30% 10% ED Market by Physicians Efficacy & safety Other duration
  13. 13.  Patients - 32,644 patients visiting their PCPs 28,022 2,172 3,450 didn't suffer from ED suffering & sought treatment suffering ED but not sought treatment
  14. 14. Interest in Trying Cialis 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Viagra current users Viagra dropouts US France Germany Italy Spain UK
  15. 15. The prevalence of ED increases with age The average ED patient was in his 50s, with over 80% having a sexual partner. The US ED patients seemed to be more highly educated than in other countries. Lack of information about ED prevalence and the potential reason for it’s occurrence Because of ED most women reported : less physical intimacy . Most couples were uncomfortable to join discussion ED The frequency of sexual activity was significantly higher on weekends.
  16. 16. - partner impact was discovered to be high in the perception phase. younger man : “expressed higher levels of embarrassment in talking about their condition” older man : “belief that this was a normal phenomenon of aging seemed to create a reluctance to seek treatment “ some women believed ”ED was causes by stress, work-related stress, medical conditions.” most women reported less physical intimacy consequenc e The Reality
  17. 17. Problem Analysis  Viagra has entered the market since 1998 and has big market and sales  Even though Viagra has big market and sales, not all of their consumer satisfied and continue using Viagra  Lilly ICOS LLC is developing a drug called Cialis to compete Viagra
  18. 18. Problem Definition.  How Cialis could acquire their potential customer and compete Viagra on the market
  19. 19. Analysis 5C STP Viagra’s Customer
  20. 20. 5 C 5C Company Customer CollaboratorContext Competitor
  21. 21. Company  Joint venture between Eli Lilly and ICOS  The pharmaceutical industry’s premier company  This company focus on the discovery and development of innovative drugs  Industry resources were increasingly being allocated to the development of “quality of life” medicines
  22. 22. Organizational Chart Lilly ICOS LLC Board of Managers Mark Barbato Executive Director and Global Product Team Leader Medical Regulator y Legal Manufacturing Financia l Rob Brown Global Marketing Director Matt Beebe U.S. Marketing Brand Leader Global Marketing Sales Organization (GMSO) associated with product team Cialis Global Marketing Planning (GMP) Mark Kershisnik, Executive Director Chad McBride, Manager Ryan Ranck, Associate Global Marketing Research (GMR) Mark Blakely, Manager Dan Lockhart, Senior Researcher Global Marketing Sales Training (GMST)
  23. 23. Customer • Male impotence or erectile dysfunctio n Collaborator • Eli Lilly Context • 81% men suffering from male impotence • It is an innovation medicine for treatment of male impotence
  24. 24.  First mover  Strong positioning  Well known  Good distribution  Expensive brand  Strong positioning  For diabetes
  25. 25. STRENGTH - Better quality product - Net Income - Eli Lily WEAKNESS - New entrance - Viagra domination OPPORTUNITY - New in the market - Many pharmaceutical companies were embracing high risk high return strategy - Many customer want to try Cialis - Viagra dropouts - Bad experience with Viagra THREAT - Bad experience of using Viagra - Competitors - Barriers to seeking treatment SWOT Analysis
  26. 26. STP  Viagra usage status  Current Viagra users  Viagra dropouts  Never tried Viagra SEGMENTATION • Demographics – Age : • 20 – 39 • 40 – 49 – Income : • < $25.000 • $25.000 - $60.000 • > $ 60.000 – Marital Status : • Single • Married • Widower • Divorced Embarrassed and temporary condition • 50-59 • 60+ Natural aging process
  27. 27. STP TARGETING  Demographic  Age  40 – 60+  Income  < $25.000  $25.000 - $60.000  > $ 60.000  Marital Status  Single  Married  Widower  Divorced • Viagra usage status – Current Viagra users – Viagra dropouts – Never tried Viagra
  28. 28. STP POSITIONING  Quality of life drug
  29. 29. Viagra’s Consumer  Satisfaction with Viagra Satisfaction Level U.S. (%) France (%) Germany (%) Italy (%) Spain (%) U.K. (%) Very Satisfied 24 23 27 28 29 23 Somewhat Satisfied 34 49 57 51 37 36 A Little Satisfied 19 20 14 16 14 11 Not At All Satisfied 23 8 3 5 19 30 Source : Lily ICOS
  30. 30. RECOMMENDATION
  31. 31. MARKETING WITH STRATEGY
  32. 32. Consumer Acquisition and Retention  Consumer acquisition:  New customers  Viagra’s Dropout Consumers  Viagra’s Customers  Consumer retention  Create relationship with Cialis’ consumers  Know consumer’s habit
  33. 33. Recommendations 2. Doctors - cooperate 1. Patients and Partners - find out their habits - make campaign
  34. 34. Campaign method based on their habits  In General : launched a marketing campaign by releasing a survey showing: 2-8% of ages 20-39 40-20% of age 40-49 14-40% of age 50-59 36-65% of age 60 + has erectile dysfunction Only a fraction of the couple looking for a solution This campaign is targeted to raise awareness for treating the disorder
  35. 35. HABITS  Habit 40-49 years : Him Work hard not lazy Solution focus, deal with problems Ambitious Open to new experiences Multidimensional Second Puberty Her Family focus Second puberty
  36. 36. Campaign method based on their habits Show the advantages of Cialis compared to Viagra Campaign about the functions and benefits of Cialis Educate wife or sexual partner using advertising in adult women magazines Adult TV ads. Brand endorse
  37. 37. Barriers to Seeking Treatment Ages 40 - 49 Barriers to Seeking Treatment U.S. (%) FRA (%) GER (%) ITA (%) SPA (%) U.K. (%) Waiting to see if the condition will go away 35 65 44 - 42 51 Doesn’t happen all that often 49 53 43 63 29 40 Embarrassed to talk about it 27 47 32 80 21 50 Don’t want to take drugs for this condition 12 47 12 32 28 5 Afraid that underlying problem might be serious 7 16 22 - 2 13 Couldn’t easily afford it 14 8 4 27 24 - Condition is not that important to me 11 14 15 - 2 22 Don’t believe that anything can be done about it 9 6 13 - 2 17 Believe that the condition is a normal part of aging 25 21 42 32 24 42
  38. 38. Habit 50-59 years : Less Healthy Approaching retirement Focus on their healthy Family oriented Habit 60 + years : Retired Old man sexual in general : old stimuli erection while climax sex for a while Orientation-different-purpose
  39. 39. Campaign method based on their habits  Ages 50-59 and 60++ :  Campaign about the side effects of Cialis to their healthy  Education that ED on 60s age is not caused by phenomenon of aging using health magazine or their family doctors.  TV ad Cialis special for old edition  Free samples
  40. 40. Doctor  Educate doctors about the advantages and efficacy of Cialis  Shoot famous doctors to become partners Cialis.  Creating an online consultation service between patient and doctor, so this can be a convenient solution for those who are shy or reluctant to admit Their ED  Gives incentive to doctors who write Cialis in every their recipes
  41. 41. 4P Recommendations  Product  Good medicine (less side effect)  Price  above $10  To make people sure that the medicine is better than Viagra. It has longer time and less side effect compared with Viagra  Place  Retailer  To make customer reach the medicine easier  Pharmaceutical Shop  To help confuse customer if they are doubtful about the medicine  Promotion  Media advertising  To increase the brand awareness of Cialis  Doctor visit  Because most of the potential customer would go to doctor first

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