Read the case – Cialis and do a half page case study analysis – make sure to follow the rules below

1) Read the case – Cialis and do a half page case study analysis – make sure to follow the rules below

a. Read and Examine the Case Thoroughly. Take notes, highlight relevant facts, underline key problems.

b. Focus Your Analysis. Identify two to five key problems. …

c. Uncover Possible Solutions/Changes Needed. Review course readings, discussions, outside research, your experience.

d. Select the Best Solution.

2) Asnwer the primary questions:

a. What are the most relevant dimensions along which to segment the patient market for ED treatment?

b. Of the segments you identified, which would you target initially with Cialis?

3) Then answer the main questions:

a. What is Viagra’s positioning in the marketplace in 2002? How would you characterize the Viagra brand?

b. What would be the most effective way to position Cialis in the marketplace?

c. What marketing mix activities should accompany the launch of Cialis?

i. What would be the most important messages to the target patients? To physicians? To partners?

ii. What medium would you use to reach each of these parties and what would your relative resource allocation be to each?

iii. How would you price Cialis (assuming no health care coverage)? What types of promotions would you offer?\

d. What competitive response would you expect, if any, from Pfizer? From Bayer-GlaxoSmithKline?

Instructions

– 2 pages

– Don’t add any reference – NO REFERENCE, CITATIONS AT ALL

– JUST USE THE CASE FOR THE DATA ANALYSIS