Cialis by Siren Sungkar Syndicate

1. Lukman Kresno O. 29110394
Yohanes De Deo Tedo 29110399
Anggi Fitrining Tyas 29110400
Ronaldo Bagus Putra
29110404
CIALIS

2. SUPPORTED BY
PINISI BACKPACKER HOSTEL
JL. Musaen 192/6A
BANDUNG
INDONESIA
+6222-86868610

3. SUPPORTED BY
PINISI RELAXATION
Jl. Halmahera no. 2 Bandung 0224240065
Jl. Kenari no. 14 Sukabumi 0266231016

4. SUPPORTED BY
ORANGE BUTTON
Jl. Baladewa Asri no. 14 Bandung - Indonesia
orangebutton@pinisirelaxation.com

5. Background

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. Situation Analysis

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. Problem of Viagra
 In their six months, the FDA received report about
130 deaths of patients taking viagra.
Consumer
paranoid
EFFECT!

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. ED Market
 Physicians
- efficacy was the most
important followed
by safety
- duration
70%
30%
10%
ED Market by
Physicians
Efficacy &
safety
Other
duration

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.  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. 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

16. 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.

17. - 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

18. 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

19. Problem Definition.
 How Cialis could
acquire their potential
customer and compete
Viagra on the market

20. Analysis
5C
STP
Viagra’s Customer

21. 5 C
5C
Company
Customer
CollaboratorContext
Competitor

22. 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

23. 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)

24. 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

25.  First mover
 Strong positioning
 Well known
 Good distribution
 Expensive brand
 Strong positioning
 For diabetes

26. 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

27. 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

28. 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

29. STP
POSITIONING
 Quality of life drug

30. 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

31. RECOMMENDATION

32. MARKETING WITH STRATEGY

33. 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

34. Recommendations
2. Doctors
- cooperate
1. Patients and Partners
- find out their habits
- make campaign

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

42. 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

43. 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