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Product Team Cialis: Getting Ready To Market

3303 words - 14 pages

1. What are the most relevant dimensions to use to segment the patient market for ED treatment? Select only the most relevant!
The most relevant dimensions to use in order to create useful segments for Cialis are:
1. Age
2. Demographic
Demographic
Marital Status
3. Income
4. Education
5. Psychographic
Psychographic
Life Stage/Occupation (Student, Employed or Retired)
6. Values
7. Usage Patterns
Firstly, age is a valuable dimension due to the strong positive correlation to erectile dysfunction (ED) incidence. Secondly, as shown in the demographic data presented by Lilly ICOS, most men who suffer from ED are either married or living together with their ...view middle of the document...

In that sense, most do not have any kind of income, and those who do will try to save a great part of it for big investments (example: buying a house or paying college loans). They try to have fun as much as possible and give great importance to some of these values: Wonder, Curiosity, Amusement, Pleasure, Daring, Independence, Energy, Open-Mindedness and Sensuality.

B. Stable Husbands. People who belong in this group have ages between 30 and 65. We can describe them for being men with enduring relationships with their spouses, being either married or living together. Their levels of education are significant, therefore, the great majority has dependable, reliable employment and has gathered a medium/high amount of savings, due to their considerable level of income. This group has different usage patterns, so some of them are included in Viagra dropouts and others in Viagra current users. This segment attaches great consideration for some of these values: Organization, Competence, Accomplishment, Family, Confidence, Success, Stability and Credibility.

C. Retired Seniors. People who belong in this group have ages above 65. Most of them have been living together with their partner for a long time and over the years have built a strong, solid relationship. They have medium/high level of education and are currently retired, so most of their time is spent enjoying each other’s company. Even though they may not have a very fruity income at the moment, they have accumulated a considerable amount of savings and are willing to spend a great part of it in appreciating life. This group is mostly included in Viagra current users and strongly connects to some of these values: Traditionalism, Activeness, Family, Pride, Assurance, Religiousness, Comfort, Fidelity and Dignity.
2. Of the segments identified, which would you target initially? Why?
Of the 3 segments I have identified, I would choose to target the Stable Husbands.
The segment of Retired Seniors is the one with the highest prevalence of ED, as shown in documents provided by Lilly ICOS, and the most attractive target for a drug of this kind, due to the fact that these men have a lot of free time and tend to appreciate life, holding onto their pride and honor as matters of great relevance. However, choosing this segment would imply assuming a “head-to-head” strategy and directly compete with Viagra, a brand that has become a symbol and has grown an untouchable reputation over the years.
In this sense, I think it would be more reasonable to select a strategy with a differentiated positioning, being Cialis’ main target the Stable Husbands with ED. Analyzing the document provided by Lilly ICOS, of all men between the ages of 30 and 65, in the USA and Europe, about 15% of men suffer from ED (rough estimate). Since 150 million men worldwide experience chronic ED, we would be targeting about 22.5 million men plus those with light/moderate ED. From this market segment we would have to...

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