Cialis Case Study Marking Scheme Essay Example for Free

Cialis Case Study Marking Scheme Essay motility 1 (25 tag Total) According to information provided in the case, identify 3 principal(prenominal) ED food mart segments. unwrap individually segments characteristics, including opportunities and barriers for credence. Focus on key ED segments essential for future marketing bivouacaign, as opposed to all possible segments. If sufficient information is provided in the case, identify authority size of the segment.-Correctly identifying demographics/ maturate as a segment (2 marks) -Discuss main each succession sub-group 20-39, 40-49, 50-59, 60+ segments (2 marks) and main barriers/opportunities to Cialis toleration ED as a normal part of aging vs. waiting for condition to go away (2 marks) passably reassert additional factors (up to 2 marks)-Correctly identifying sildenafil citrate usage status as a segment (2 marks) -Estimating size of Current sildenafil citrate Users/sildenafil Drop-outs/Never tried Viagra segments ( 1 mark) -Describing main barriers/opportunities to Cialis adoption by each sub-group focus on willingness to try Cialis dimensions (2 marks) possible reasons for dropping Viagra use (2 marks) reasonably justified additional factors (up to 2 marks)-Correctly identifying Benefit of Duration as a segment (2 marks) -Describing main barriers/opportunities to Cialis adoption by each sub-group of prior Viagra users drop-outs vs. current users and those who have not tried Viagra (4 marks) reasonably justified additional factors (up to 2 marks)-Partial marks awarded for ED market segments not mentioned above and a win over argument/description for such segments importance (up to 6 marks)Question 2 (10 Marks Total) Discuss evolution of the Viagra brand, how it is positioned on the market vs. publics perception of the brand and resulting opportunities for Cialis-Discuss advance(prenominal) endorsement by Bob Dole and localization (ie ED is a serious disease, targeting older age segment) (3 marks), followed by Mark Martin and change in targeting/brand messaging (associating Viagra with success and excitement, targeting younger age group) (3 marks)-Discuss the image of Viagra in popular culture and opportunities for Cialis (ridiculing public images creating barriers for men to overcome partner perceives that her economizes desire is a result of taking the pill, not genuine desire) (4 marks).Question (3) (20 Marks Total) Describe Pros and Cons of positioning Cialis (1) vertically based on duration of return and (2) horizontally based on attitudes toward sex. For this question, consider potential success with each market segment expound in Question 1 and discuss differences in profiles of Cialis vs. Viagra. Consider whether each positioning increases demand in general or converts Viagra users.-Pros and cons of Vertical positioning based on 36 hours vs. 4 hours. Should include the following oConvenience/Spontaneity/Week-ends (1 Mark)oEconomics/Frequency (1 Mark)oPotent ial safety concerns (1 Mark)oNo interaction with high-fat meals (1 Mark)oOr other factors, justified (up to 2 Marks)oEffective use of information provided in the case, particularly in-depth interviews to justify position (2 Marks)oEffective analysis of appeal to each segment (3 Marks)oEffect on demand (1 Mark)-Pros and cons of Horizontal Positioning based on attitude towards sex for Cialis vs. Viagra. Should include the followingoRomantic lifestyle (1 Mark)oExcitement/success (1 Mark)oMore natural sex dynamics for couples (1 Mark)oHero-enabler/ composition is the hero vs. the pill being hero (1 Mark)oOr other factors, justified (up to 2 Marks)oEffective use of information provided in the case, particularly in-depth interviews to justify position (2 Marks)oEffective analysis of appeal to each segment (3 Marks)oEffect on demand (1 Mark) straits 4 (35 Marks Total) By answering each of the sub-questions 1 through 5, discuss how you would launch Cialis into the market, remunerative car eful attention to the fact that incumbent may create certain barriers to overcome consider benefits for Cialis market share vs. the entire category and fit with each market segment.1)Briefly state your marketing strategy (horizontal vs. vertical) iterate your product positioning and launch strategy (5 Marks Total)2)Describe your chosen product attributes in the context of your positioning (hint describe only attributes you can control color, packaging, name, etc) (5 Marks Total)3)Describe your pricing strategy and provide annual per node revenue estimate (13 Marks total) -Analysis pricing target and market segments (5 Marks)-Analysis for pricing above/below Viagra (5 Marks)oFactors that should be coveredPrice image effectsEconomic benefit to patientConsumer willingness to pay partake of coverage by Health Plans-Per Customer Revenue Estimate (3 Marks Total)oEstimate revenue based on patient pills per year and proposed price (2 Marks) taking into account dropouts (1 Mark) or other r elevant factors (up to 1 Mark)4)Describe primary feather aspects of your launch strategy with respect to Pull vs. Push marketing (7 Marks Total).-Analysis should include the following factorsoAnalysis of relevant physician carriage urologists vs. generalists doctors may refuse prescriptions and do not initiate treatmentoAnalysis of relevant consumer behavioroRole of partnersoProduct promotions, other means to encourage trying CialisoSales force requirementsoConsistency with each target market and positioning5)Describe your converse Strategy (5 Marks Total)oAnalysis should include the following factorsCommunication to each market segmentCommunicating to patients, partners, Viagra users, and physiciansWhich mediums should be deployedWho should be featured in adds, what age group(s), genderEvent sponsorships and/or endorsementsQUESTION 5 (10 Marks Total) Given your responses in Question 4 and by doing to sub-questions 1 and 2, discuss how Pfizer may resolve to your Cialis positio ning and how this may be addressed post product launch (7 marks) Discuss how Cialis could anticipate and respond to introduction of Levitra by GSK (3 marks). 1)Discuss how Pfizer may respond to Cialis positioning (7 marks) oAnalysis should include the following factors close to likely response(s) from PfizerViagras long presence in the marketPromotions/discounts on ViagraThoughtful argument how Cialis camp might respondoDiscuss how Cialis could anticipate and prepare introduction of Levitra by GSK (3 marks). oAnalysis should include the following factorsLevitra profileMost likely positioning by GSKResponse, if any, by Cialis camp