Background

Male impotence --- or Erectile Dysfunction

People who suffer from ED would have distraction on their blood flow for attaining an erection impaired

Most cases of ED are associated with another medical diseases, certain medications, or lifestyle such as smoking or excessive alcohol consumption

50% of all men between the ages of 40 until 70 experienced some form of ED

Viagra Produced by Pfizer Launch in April 1998 Treatment of erectile

dysfunction (ED) (male impotence)

600,000 prescription in their first month launch

In their six months, the FDA received report about 130 deaths of patients taking viagra.

Cialis Developed by joint

venture with Elly Lilly Good prospect because

huge success of Viagra (generated over 1 billion in sales for three consecutive years.)

Many men (age 40-70) in US and worldwide experience chronic ED

ED Market Physicians

Efficacy was the most important followed by safety

Duration

70%30%

10%

ED Market by Physicians

Efficacy & safetyOtherduration

Patients32,644 patients visiting their PCPs

28,022

2,172

3,450

didn't suffer from EDsuffering & sought treatmentsuffering ED but not sought treatment

Perceived they have condition

Consult their

doctor about

condition

Receive a perception

Fill the perception

Actually take the

medication

Intend to refill

prescription

- HCTM (Healthy Care Transaction Model)

Interest in trying Cialis

Viagra current users

Viagra dropouts0%

10%20%30%40%50%60%70%80%90%

100%

USFranceGermanyItalySpainUK

Partners

The prevalence of ED increases with age

The average ED patient was in his 50s, with over 80% having a sexual partner.

The US ED patients seemed to be more highly educated than in other countries.

FACT!!Lack of information about ED prevalence and the potential reason for it’s occurrence

Because of ED most women reported : less physical intimacy .

Most couples were uncomfortable to join discussion ED

The frequency of sexual activity was significantly higher on weekends.

FACT!!

partner impact was discovered to be

high in the perception phase

Younger man : “expressed higher levels of embarrassment in talking about their condition”

Older man : “belief that this was a normal phenomenon of aging seemed to create a reluctance to seek treatment “Some women believed : “ ED was causes by stress, work-related stress, medical conditions.”THOUGHTS

Most women reported less

physical intimacy

consequence

The Reality

Problem Analysis

Viagra has entered the market since 1998 and has big market and sales

Even though Viagra has big market and sales, not all of their consumer satisfied and continue using Viagra

Lilly ICOS LLC is developing a drug called Cialis to compete Viagra

Problem Definition.

How Cialis could acquire their potential customer and

compete Viagra on the

Market

Analysis

5C STP Viagra’s Customer Customer Retentions

5 C

5C

Company

Customer

Collaborator

Context

Competitor

Company Joint venture between Eli

Lilly and ICOS The pharmaceutical

industry’s premier company This company focus on the

discovery and development of innovative drugs

Industry resources were increasingly being allocated to the development of “quality of life” medicines

Organizational ChartLilly ICOS LLC Board of

Managers

Mark Barbato Executive Director and Global

Product Team Leader

MedicalRegulato

ryLegal

Manufacturing

Financial

Rob Brown Global Marketing

Director

Matt Beebe U.S. Marketing Brand

Leader

Global Marketing Sales Organization (GMSO) associated with product team Cialis

Global Marketing Planning (GMP)

Mark Kershisnik, Execuitve Director

Chad McBride, ManagerRyan Ranck, Associate

Global Marketing Research (GMR)

Mark Blakely, ManagerDan Lockhart, Senior

Researcher

Global Marketing Sales Training (GMST)

Customer

• Male impotence or erectile dysfunction

Collaborator

• Eli Lilly

Context

• 81% men suffering from male impotence

• It is an inovation medicine for treatment of male importence

COMPETITOR

STRENGTH- Better quality product- Net Income- Eli Lily

WEAKNESS- New entrance- Viagra domination

OPPORTUNITY- New in the market- Many pharmaceutical

companies were embracing high risk high return strategy

- Many customer want to try Cialis

- Viagra dropouts- Bad experience with viagra

THREAT- Bad experience of using

Viagra- Competitors- Barriers to seeking treatment- Viagra well positioned and

well-known, but cialis unknown

SWOT Analysis

STP

Viagra usage status Current Viagra users Viagra dropouts Never tried Viagra

SEGMENTATION• Demographics

– Age :

• 20 – 39• 40 – 49

– Income : • < $25.000• $25.000 - $60.000• > $ 60.000

– Marital Status :• Single• Married• Widower• Divorced

Embarrassed andtemporary condition

•50-59• 60+

Natural agingprocess

STP

TARGETING Demographic

Age 40 – 60+

Income < $25.000 $25.000 - $60.000 > $ 60.000

Marital Status Single Married Widower Divorced

• Viagra usage status– Current Viagra

users– Viagra dropouts– Never tried Viagra

STPPOSITIONING Quality of life drug

Viagra’s Consumer Satisfaction with ViagraTabel A dibuat ulang ya man..jgn dipoto biar

cakep tampilannya :p

LUKMAN

Consumer Acquisition and Retention

Consumer acquisition: New customers Viagra’s Dropout Consumers Viagra’s Customers

Consumer retention Create relationship with Cialis’ consumers Know consumer’s habit

RECOMMENDATION

MARKETING WITH STRATEGY

Recommendations

2. DoctorsCooperate

1. Patients and PartnersFind out their habitsMake campaignFree samples

Campaign method based on their habits In General :

launched a marketing campaign by releasing a survey showing:2-8% of ages 20-3940-20% of age 40-4914-40% of age 50-5936-65% of age 60 + has erectile dysfunction

Only a fraction of the couple looking for a solutionThis campaign is targeted to raise awareness for treating the disorder

HABITS Habit 40-49 years :Him

Work hard not lazySolution focus, deal with problemsAmbitiousOpen to new experiencesMultidimensionalSecond Puberty

HerFamily focusSecond puberty

Campaign method based on their habits

Show the advantages of Cialis compared to Viagra

Campaign about the functions and benefits of Cialis

Educate wife or sexual partner using advertising in adult women magazines

Adult TV ads.

LUKMANgambar ulang exhibit 8 untuk ages 40-49 ya man :D

Habit 50-59 years :Less HealthyApproaching retirementFocus on their healthyFamily oriented Habit 60 + years :

RetiredOld man sexual in general :

old stimuli

erection while

climax sex for a while

Orientation-different-purpose

Campaign method based on their habits Ages 50-59 and 60++ :

Campaign about the side effects of Cialis to their healthy

Education that ED on 60s age is not caused by phenomenon of aging using health magazine or their family doctors.

TV ad Cialis special for old edition

Free samples

Doctor Educate doctors about the

advantages and efficacy of Cialis Shoot famous doctors to become

partners Cialis. Creating an online consultation

service between patient and doctor, so this can be a convenient solution for those who are shy or reluctant to admit Their ED

Gives incentive to doctors who write Cialis in every their recipes

Sponsoring family doctors’ working place

4P-Product Recommendations Price

Above $10 To make people sure that the medicine is better than Viagra. It has

longer time and less side effect compared with Viagra

Place Retailer

To make customer reach the medicine easier Pharmaceutical Shop

To help confuse customer if they are doubtful about the medicine

Promotion Media advertising

To increase the brand awareness of Cialis Doctor visit

Because most of the potential customer would go to doctor first Online media

Some of the consumers are too shy to come to their doctors

Thank You