Cialis Case Analysis
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- Date Submitted: 02/20/2016 06:41 AM
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Ameya C. Samant MKT6200 Pf. Jeffrey Sieloff
Cialis: Getting Ready to Market
Problem Statement: To formulate a business plan that will incorporate the segmentation targeting and positioning plans of the Cialis brand to compete with Viagra of Pfizer.
Case background:
A new male impotency medicine is set to be launched by Mark Barbato who is the director and also a global product team leader. This is to be launched in collaboration with “Viagra” which is an already established leader in male impotence product market segment.
Cialis is the competing firm which also wants to launch similar kind of product. Rob Brown is the global marketing director for Cialis and Leonard Blum is VP of sales and marketing. ICOS and Beebe are assigned the task of creating a market entry plan for Cialis. Their main aim is to create STP (segmentation, target and positioning) strategies for the launch of the new drug.
The company’s worldwide focus was divided into 5 groups Europe (Germany, Italy, France, Spain and UK) Canada, US, Mexico, Brazil and Australia.
Market Analysis:
Total market was 150 million (worldwide) and 30 Million (US)
Recommendations:
For Revenue and cost allocation:
Projected revenue target is $500 million. In the year 2000, sales and admin expenses accounted for 48% of the cost. As opposed to Viagra’s marketing expense of $108 Million Cialis should send $120 million as advertising and an extra $120 Million for worldwide sales. Now, 33% knew this drug from TV exposer and 44% from Doctors prescription so by splitting the $120 million into $70 million for TV ads and remaining $50 million on Doctor to provide them with free samples.
For the US a total of $ 48 Million which is split such that $24 for sales and $24 advertising further split into $16 million for TV and $8 for Doctor free sample.
All figures in $ Millions.
This should facilitate the Viagra patients to...
Cialis: Getting Ready to Market
Problem Statement: To formulate a business plan that will incorporate the segmentation targeting and positioning plans of the Cialis brand to compete with Viagra of Pfizer.
Case background:
A new male impotency medicine is set to be launched by Mark Barbato who is the director and also a global product team leader. This is to be launched in collaboration with “Viagra” which is an already established leader in male impotence product market segment.
Cialis is the competing firm which also wants to launch similar kind of product. Rob Brown is the global marketing director for Cialis and Leonard Blum is VP of sales and marketing. ICOS and Beebe are assigned the task of creating a market entry plan for Cialis. Their main aim is to create STP (segmentation, target and positioning) strategies for the launch of the new drug.
The company’s worldwide focus was divided into 5 groups Europe (Germany, Italy, France, Spain and UK) Canada, US, Mexico, Brazil and Australia.
Market Analysis:
Total market was 150 million (worldwide) and 30 Million (US)
Recommendations:
For Revenue and cost allocation:
Projected revenue target is $500 million. In the year 2000, sales and admin expenses accounted for 48% of the cost. As opposed to Viagra’s marketing expense of $108 Million Cialis should send $120 million as advertising and an extra $120 Million for worldwide sales. Now, 33% knew this drug from TV exposer and 44% from Doctors prescription so by splitting the $120 million into $70 million for TV ads and remaining $50 million on Doctor to provide them with free samples.
For the US a total of $ 48 Million which is split such that $24 for sales and $24 advertising further split into $16 million for TV and $8 for Doctor free sample.
All figures in $ Millions.
This should facilitate the Viagra patients to...