1.Problem StatementLilly- ICOS LLC is about to launch a new and innovative production intended to help men suffering from Erectile dysfunction (ED). Because of the unique product features, Cialis ? the product - has good chances of becoming booming even though it is entering a segment, where Pfizer?s sildenafil is the undisputed market leader. In this context, Lilly- ICOS LLC must decide on a selling strategy, in particular which groups to target and which perspective thus which communication strategy to choose.
2. Situation Analysis (refer to confront 1+2)Lilly- ICOS LLC is a joint venture between ICOS, a small biotechnological start up (no FDA registration experience and no marketing capabilities) and Elli Lilly Company, a large pharmaceutical company with hard competencies in developing innovative quality of life medicines.
agonistic product Viagra has strongest brand recognition of any pharmaceutical brand in the world, practically the synonym for ED (product hale established in market, dissolved taboo). Pfizer also known for tempestuous and sustained marketing campaigns post launch (exceptionally high marketing budget) and largest sales force in industry.
Competition from Bayer?s Levitra non relevant, expected to mainly target niche market of diabetics.
Average ED patient is in his 50s with over 80% having a sexual partner (estimation 30 Mn in US, 150 Mn men worldwide).
Less than half of those who comprehend they had ED consulted a doctor, for different reasons: younger men much embarrassed, older men believe its normal consequence of aging, thusly reluctance for seeking treatment. Turns from physical condition to psychological (severe human relationship problems). Spouse or sex partner most authoritative in convincing patient to get treatment for ED ? focussatisfaction level with Viagra varies, number of dropouts increasing, interest in laborious alternative rising? large market potentialnot all doctors throw same knowledge about ED, urologists know more, PCPs are not too comfortable...
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