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Cialis
The document provides background information on erectile dysfunction (ED) treatment options and market analysis. It discusses key events and competitors from 1990-2002. An analysis of ED patients' ages across different countries found the average age was highest in the US and UK. Barriers to treatment varied by age, with embarrassment and believing the condition wasn't serious enough being top barriers. A SWOT analysis identified Cialis' strengths as its effects lasting up to 36 hours and fewer side effects, while weaknesses included being a new drug and banned direct-to-consumer advertising in Europe. The document proposes targeting men aged 50-65 with Cialis and positioning it as allowing for more intimacy due to its duration and flexibility. It provides pricing
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Cialis
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- 12. Average Age ofED Patients 60 58 Family doctor 3% 5% 0% 56 Urologist or men`s specialist 49% 54 43% Cardiologist 58.4 52 56.9 Psychiatrist 55.4 50 53.5 Internet doctor 50.7 50.7 48 46 US France Germany Italy Spain UK
- 14. Health Care TransactionModel (HCTM) • Perceived Consult their Actually take Intend to Receive a Fill the they have doctor about the refill perception perception condition condition medication prescription • • •
- 15. My spouse orsex patner Newspaper or magazine 22% 29% TV, radio or movie commercial 1% 2% A TV or radioshow 2% 6% 15% A newspaper or magazine ad 3% 5% 2% 9% 4% A friend or relative Something that was mailed to me A sex counselor or psychologist
- 16. Barriers to SeekingTreatment Barriers to Seeking Treatment (ages 20-39) (ages 40-49) Waiting to see if the Waiting to see if the condition will go condition will go away 3% 7% away 9% 3% 14% 21% Doesn`t happen all 18% Doesn`t happen all that 3% 5% that often often 5% 6% 21% 15% 21% Embarrassed to talk 10% Embarrassed to talk 16% 19% about it 4% about it Don`t want to take Don`t want to take drugs for this drugs for this condition condition Barriers to Seeking Treatment Barriers to Seeking Treatment (ages 50-59) (ages 60+) Waiting to see if the Waiting to see if the condition will go 11% 8% condition will go away 20% 21% away 32% 5% 10% Doesn`t happen all Doesn`t happen all that 18% that often often 7% 14% 10% 13% 12% 1% Embarrassed to talk 8% Embarrassed to talk 5% about it about it 3% 3%
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- 20. How Cialisgain market share and compete with existing market leader Viagra? Should Cialis be priced higher or lower than Viagra? How Cialis choosing the strategy to compete with Viagra : - Niche strategy - Direct compete (head to head competition) - Beat strategy (differential Positioning)
- 21. SWOT Analysis S W TRENGTHS EAKNESSES • The absorption of the drug was not affected by food • Cialis is a new entrance intake • Low Compound Annual • Cialis has a shorter onset Growth Rates (CAGR) in time and the effects up to Germany and France. 36 hours. This may lead to low • Rare incidence of visual return in these markets. irregularities • The banned direct-to- Internal • Record submission time of consumer in Europe factors Phase III to FDA will lead to inconsistency • Has a great Global in the marketing and Marketing Sales organization present greater difficulties to improve Cialis in targeting in countries. O T PPORTUNITIES HREATS • High CAGR n the US, UK, Italy, Spain, Canada , Mexico and Brazil. There is •Viagra and Levitra as a opportunity to gain market current competitor share in these regions. •Upcoming new competitor • The high dropout rates of •Bad experience of using External Viagra after first year offers Cialis factors potential targeting for Lilly •Barriers to seeking ICOS LLC. treatment • Current Viagra users and •Viagra well positioned and dropouts user willing to try well known, but Cialis Cialis unknown • Positioning by considering love and intimacy
- 22. STP Cialis •Age : •Core Target Age • Men with Erectile Dysfunction in 50 – 59, 60+ age Segmenting Positioning • Cialis, for male United States and Europe Targeting (France, Germany, Italy, Spain, and United Kingdom) and age 20 – 65 group years old. •Additional Target who suffer from Age 20 – 39 Erectile •Income : Middle to Dysfunction will Low help you to be •Employment : more intimate Employed full time with your partner and retired and quality of life •Marital status because of its durability, shorter •Primary : Married or Living together onset and (76,5%) flexibility with meal taken. •Secondary : Single, Never married (10,5%) & Divorce or separated (10,3%)
- 23. Product Product Brand name : Cialis Form : Tablet Serving size : 10 mg, 20 mg Cialis is only available with a prescription and have to consult with Primary care physician/ urologist first.
- 24. Product Price Slightly lower than Viagra ($10/pill) Cialis set the price on $ 9 / pill To attract people that Cialis is better than Viagra even the price is less. It has better durability and more safety because all product are sell with doctor prescription.
- 25. Product Price Net Sales Growth Net Sales 1996 1997 1998 1999 2000 Average Growth Net Sales Percentage - 15,9% 8,4% 7,32% 9,58% 10,3% Growth In Millions 7.346,6 8.517,6 9.236,8 9.912,9 10.862,2 - Forecast Forecast Net Year 1 Year 2 Year 3 (15% Year 4 (20% Year 5 (25% Sales (From Growth) Growth) Growth) average 10,3%) In Millions 11.948,2 13.178,9 15.155.735 18.186,9 22.733,6
- 26. Product Place ☺Drug store ☺Clinical Pharmacy ☺Hospital Pharmacy ☺ Online Pharmacy
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Editor's Notes
- #16 Variety of factor that ED patients want to seek treatment, with spouse or sex partners is the most highly cited (29%)
- #17 Younger man expressed higher level of embarrassment in talking about the condition and were waiting to go awayFor older men the belief that this was a normal phenomenon of aging seemed to create reluctance to seek treatmentFor those who seek treatment, Viagra was the most commonly suggested medication.
- #18 As we can see, the Viagra current users and viagra dropout has a large percentage that represent they willing to try Cialis in U.S and Europe
- #27 Drug store & Pharmaceutical StoreEasier for customer to fill the prescription after consulting with physician.Doctor ClinicHelping the consumer who get confuse about the medicine so they can get the right prescription after consulting with physician. Online Pharmacy : facilitate the ED patient who couldn’t go to local drugstore or find Cialis by simply fill it online.