PRODUCT TEAM CIALIS :

GETTING READY TO MARKET

Rahadian Anandianto
Ridwan Riswandy
Fiqi Dipowicaksono
Felisia Noviana Mukti
Wulan Cahyo Wening
Imam Mashari

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BACKGROUND

1990

ICOS, was a small biotech start-up based in bothell

washington trying to develop therapeutically in form of
PDE5 inhibitor.

Viagra made by pfizer was a leading product in treatment

of erectile dysfunction for 3 consecutive years.

1998
ICOS joint venture with Lily company (the pharmaceutical giant)
from future sales drug split 50/50 between 2 company &
start to conducting market research, strategy marketing of
product.

2000

German pharmaceutical giant bayer release Levitra.

Lower dosage than viagra, focus to diabetic men
considered hard to treat segment

Viagra has been generating over $1 billion in sales

annually, enjoy highest brand recognition in
pharmaceutical drug in the world

2002

Cialis the innovate new drug (active ingredient

tadafil) joint venture Lily ICOS has successful phase
III clinical trial for treatment ED for men, with more
value than viagra

Most cases of ED associate with

another medical disease, medication
or lifestyle (smoking and excessive
alcohol consumption)
Pfizer created little blue pill viagra in
form of 25, 50, 100 mg tablet used
oral treatment for male impotence
(erectile dysfunction)
Prepare for the launch, brand council
bring top lily marketing representative
arround the world to make strategy
that woukd guide all future marketing
activity.

The success of cialis product was important for both parent company.

MARKET SHARE

PROBLEM ANALYSIS

 Product
Cialis is a medicine for men with erectile dysfunction
(ED) produced by Lilly ICOS LLC company
Price
The price will be set in higher price compare to Viagra.
However, the difference would not be significant
Place
Cialis can be bought in the nearby local drugstore,
doctor, and online pharmacies
Promotion
Cialis will be promoted by television and magazine
advertisement, also by supporting US sport event

Respond to sexual stimulation

for 36 hours
The absorption of the drug
was not affected by food
intake
Rare incidence of visual
irregularities
The development of worldwide

scientific community as the

advisory board

Weakness
Late drugs development

Opportunities
Develop new ED drug positioning by considering love and intimacy
experience
Threat

Viagra and Levitra as current

competitor
Upcoming new competitor in
ED medicine

Targeting
Men with erectile dysfunction in United States and Europe
(France, Germany, Italy, Spain, and United Kingdom), age
between 35-65

STP

Segmenting
Men with erectile dysfunction in all countries

Positioning
Erectile dysfunction medicine with the experience of love and
intimacy

COMPETITION ANALYSIS
Pfizer - Viagra
Approved by the FDA in 1998, Viagra
was the first effective pharmaceutical
treatment for ED.
In 2000 sales of Viagra exceeded $1
billion.
Known for its marketing prowess
fierce and sustained marketing
campaigns post launch.
Employed the largest sales force in the
industry.
Had a toll-free number and website
address for obtaining information
regarding to ED.

 Released its phase II clinical trials results in

November 2000.
Proved to be very effective at lower dosages than
Viagra (as low as 5 and 10mg).
Focus on showing good results in diabetic men, as
a hard-to-treat segment.

Conducted market research 76% of ED patients

interested in a new treatment (other than Viagra)
thinking about commercialization.
Had a very good marketing coverage in Europe
while in US was relatively week.
Acts quicker than Viagra

Can be taken with food

Work by a similar mechanism to cause erections. There are subtle

differences in how long the drug works and how quickly it works.
Levitra works a little longer than Viagra. They both take effect in about 30
minutes. With Levitra, the effects last for about 5 hours. With Viagra, the
effects last approximately 4 hours.
Cialis works a bit faster (within about 15 minutes), and the effects last much
longer -- up to 36 hours in some cases.

Market Share
Product Quality
(Reaction - Active Period)

COMPETITIVE
LANDSCAPE
(CURRENT)

Market Share
Product Quality
(Reaction - Active Period)

COMPETITIVE
LANDSCAPE
(PROPOSED)

PHYSICIAN
Divided into two groups: urologist and
primary care physician (PCPs).
Viewed ED treatment should have the
attributes of efficacy, safety, and
duration.
Urologist were more comfortable in
discussing ED with patients compare to
PCPs. Also, urologist are more familiar
with the medical causes and medicine
of ED.

Most of them not so interested in

prescribing ED drugs for their
patient due to the risk of death.

CUSTOMER PROFILE

Viagra User
Interest in Cialis

 There is lack information of

ED causes and medicine to
women
Believed that ED is affected by
stress, medical condition, and
they physical appearance
Women with man suffered
from ED feels the reducing
activity in physical intimacy;
as a result more tense
relationship
The most common sources of
ED drugs information was
media reports and word of
mouth

PARTNERS

PROBLEM IDENTIFICATIONS

How Cialis gain market share for treatment of

male impotence with existing leading product
Viagra ?

Choosing the strategy to compete with Viagra :

- Niche strategy
- Direct compete (head to head competition)
- Beat strategy (differential Positioning)

THEORY APPLICATIONS

Related to Consumer Personality Theory

we can choose
The Right Marketing Implication

General Personality of The Physician

PCP
Not
comfortable
talking about ED
Not proactively
follow up on the
drugs success

General
Personality Traits

Rigidity

Response
Tendency

Marketing
Implication

Inflexible in taste
and reference

Less risk taking

activity

Urologist
ED treatment
should have
the attributes
of efficacy,
safety, and
duration

General
Personality Traits
Optimum
stimulation level

Response
Tendency
Seek more info
about and variety
in products

Marketing
Implication
Product with different
messages or variation
theme ads

General Personality of The Patient

Less Self
Confidence

Prefer to be
alone

Affect intensity

General
Personality Traits

Response
Tendency

Self Esteem

Negative (low) about

themselves

Self-help book (low)

Extraversion

Introvert - loner

Product with ads that

evoke feelings of
upbeatness & warmth

Affect intensity

Experience emotions
when exposed to
provocative situation

Emotional content ads

Marketing
Implication

General Personality of The Partner

Care with her

partner

General
Personality Traits

Response
Tendency

Marketing
Implication

Connectedness

Perceive themselves as
highly connected with
others

Ads that reflecting

relationships and
togetherness

Consumption Specific Personality Traits

Influence of The Physician
PCP - Urologist
ConsumptionSpecific Personality
Traits
Opinion leadership

Response Tendency

Marketing
Implication

Acquire, store, &

communicate product
information to others

Educate on new
products

Consumption Specific Personality Traits Influence of The Patient

Consumption- Specific
Personality Traits

Response Tendency

Marketing Implication

Product-specific self
confidence

Make decision about the

product without doubting
its decision

Specialty stores

Product-specific self
efficacy

Perceive oneself as being

capable in the acquisition,
use, and disposal of a
product

Promotional campaign on
cost & benefit of products

Consumption Specific Personality Traits Influence of The Partner

Consumption- Specific
Personality Traits

Response Tendency

Market Maven

Gather information about

products, shop, etc.

Marketing Implication

Promotional message of new

products through direct mail

SOLUTIONS

Viagra, as market leader, targeted

almost all erectile dysfunction sufferers
with a simple message based on curing
the physical problem.
Lilly ICOS chose to side-step this
powerful incumbent by targeting a
different segment and making a
different offer.

Cialis targeted a real segment (couples). There are

many reasons people seek treatment for erectile
dysfunction, but Cialis concentrated on those
patients seeking to recapture intimacy and love
in their relationship.

Differentiate , Positioning and Targeting

Cialis used their strengths. Cialis has a longer

active period than Viagra (36 hours reaction),
the absorbtion not affected by food intake and
short onset time.

Decisions about relationships are made by couples, not just men, and are
driven by traditionally feminine values, such as the need for intimacy. Lilly
ICOS strategy was supported by this powerful market trend.

TV advertisement

Try to recapture moment of intimacy

(Romantic advertisement)
Using Brand endorser : Monica Belluci ,
for couple : Brad Pitt & Angelina Jolie

FHM, Maxim, Cosmopolitan, Mens

Health
Magazine advertisement

Desperate House Wife

Ads on Cable TV
Prime Time advertisement

Sport event (point of contact) :

Super bowl event

Above The Line activity

Sponsorship

Below the line activity

Distribute of Cialis product to doctor
family doctor, Urologist. Since they
have big percentage in ED consulted.
Influence doctor to use Cialis product to his
patient
Make incentive program for doctor

Expand distribution Cialis from

traditional to modern drugs store, so
the people can easily to buy the
product.
Make a website and Online store.
People can seek the information about
ED and how to solve the problem
Price affordable with best value offer to
consumer

LESSON LEARNED

Nowadays, persuasive messages are extended through advertising,

informing people about the goods and services that they should and
ought to know and buy for themselves
Consumer characteristics (personality and motives) eventually
influence consumer behavior. we have seen how personality and
motivations become components of the ads, allowing it to create and
transmit an effective advertising message to the reader/consumer.

Personality primarily determines the consumer as buyer, payer, and user of a

product and/or service. Motivations are also important determinants of the
consumers characteristics and behavior towards consumption
Combining these variables together result to the fulfillment or failure of the
consumer to achieve his/her needs.
The future of better and more effective advertising and marketing promotions
of the consumer market can thus be further improved, where in consumer
personality and motivation are taken into consideration and acknowledged as
imperative in determining the consumer market in todays information age.