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  • October 2004 (Revised July 2010)
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Product Team Cialis: Getting Ready to Market

By: Elie Ofek
  • Format:Print
  • | Pages:26
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Abstract

Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to segment the market and which target market to focus on. The marketing plan should take advantage of Cialis's medical profile. In particular, they must pay special attention to the communication strategy to patients, physicians, and partners. The analysis, plan, and action should take into account extensive market research and recent competitive developments. Includes color exhibits.

Keywords

Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry

Citation

Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
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About The Author

Elie Ofek

Marketing
→More Publications

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More from the Author
  • Mary Kay Inc.: Enriching Women's Lives while Embracing Change By: Elie Ofek and Julia Kelley
  • Aleph Farms: A New Culture of Meat By: Elie Ofek and Jeff Huizinga
  • Ratings, Reviews, and the Marketing of New Products By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
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