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What would be the most important message to communicate to the target patients? To physicians? To partners?
o Cialis is better, safer, has fewer side effects and lasts longer. Cialis is a drug for people like you (ED can and does happen to many people).
b. What medium would you use to reach each of these parties and what would your relative resource allocation be to each?
o Through PCP and Urology offices, directly marketing to these physicians
o Through magazine advertisements in men’s magazines and magazines that might target the female partner population
o Through television advertisements run at times when a 50+ male audience (or their partners) would be watching
c...
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How would you price Cialis? What type of promotions would you offer?
o Product:
? Cialis – a superior erectile disfunction drug
? Green pill (means go)
o Price:
? Slightly higher than Viagra
? Packaged in 4 pills at $12 per pill
o Promotion:
? Market to couples, again, to 50+ working or retired men who are married and/or living with someone and who have sexual partners and to their partners
? Market to Viagra dropouts
? Emphasize time (longer duration and shorter onset time lead to freedom to choose when, ability to approach activities with more relaxed attitude, less pressure), convenience and safety
? Market using large direct sales force, ads in key magazines and on key TV channels, billboards near locations that attract target market
o Place:
? Cialis should pursue a worldwide market, US (largest consumers of ED drugs), UK, Canada and other countries in Europe...
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feel safer now
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