Cialis Marketing Plan Marketing Plan

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Total Length: 1230 words ( 4 double-spaced pages)

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Page 1 of 4

Part 1



The creation of useful segments for Cialis in relation to the most relevant dimensions comes from examining the demographic area that contains: 



1. Education

2. Marital Status

3. Age

4. Income

5. Occupation/Life Stage (Retired/Employed, Student)



The other area to examine is psychographic meaning values and usage patterns. Why examine demographics like age? Age presents a strong and positive association with erectile dysfunction (ED) occurrence. The demographic data presents men suffering from ED as either living together with their romantic interest or married. The motivation then, to stop suffering from ED becomes clear and thus shows age as a vital dimension for the study.



When considering income and education, it permits an exploration of various purchasing powers. Along with buying power, one can explore the different perceptions of people as well as sense the product. In relation to usage patterns, the potentially best means of ungrouping would-be customers is to consider the study’s 3 groups. They are: Viagra dropouts, Viagra current users, and never used Viagra. These 3 groups can help create a most effective means of approaching various kinds of customers. 



Determining 3 important segments to increase focus and relevancy to Cialis means restricting analysis to men with ED. These then become:



1. Young Adults: Young adults are categorized as people between the ages of 20-30. Most are still single and may be allocated to the group ‘never used Viagra’. The majority demonstrate high levels of education or just entering the workplace. This means many do not have much income and the ones that do have substantial income will be saving it/investing it. Values for this group would be: wonder, pleasure, independence, sensuality, energy, and open-mindedness.



2. The next segment is stable husbands. These people belong in age range of 30-65 and can be described as men with long-lasting relationships with their partners as either living together or married. They often have significant levels of education, are reliably employed, and have amazed a medium to high quantity of savings due to higher levels of stable income. Some within this group can be Viagra current users or Viagra dropouts. Values for this group would be: family, success, credibility, stability, and competence.



3. The third group is retired seniors. People within the group are 65 years old and above. The majority of men in this group live with their partner for several years and have constructed a strong relationship. They often have medium to high levels of education and are retired. Although their income may be fixed, they may have collected a high number of savings and are more incline to spend.

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This group includes Viagra current users and have values like: family, assurance, traditionalism, and pride.



Part 2



The segment or group identified, the most viable would be stable husbands. This is because of their higher earning potential, their stable relationships, and their values. While the segment ‘retired seniors’ will most likely have a higher occurrence of ED, their values suggest they would most likely stick with a dependable and established brand like Viagra. Thus, the most bankable option would be stable husbands. The Lilly ICOS documents suggest of the men aged 30-65 roughly 15% suffer from ED.



That means the target population for would be around 22.5 million, factor in marriage/living together (80% of target population) and that would leave a major sample. This strategy would be the most viable because it takes into consideration the impact Viagra has had on men with ED. This is in relation to values and income.



Part 3



Starting in 1998, Viagra began by targeting the older population. Since it was the only option for men with ED, it began to expand, targeting other segments. Three years after, Viagra was still the sole option for men with ED. That meant the company could wiggle more and reach out to a new age group. That new age group was middle-aged men. How did they do this, through implementation of a popular race car driver who promoted the product.



Their actions led to international successful market impression by 2002. Viagra became so well known that the general population became aware of it. Thus, Viagra’s branding led to it becoming the face of ED. This leads to a potential means of Cialis effectively positioning itself in the marketplace.



Because Viagra is so well known, the company behind the drug may not make as much effort to keep customers loyal. In fact, customer loyalty remains low. A 2001 study demonstrated only 25% of ED customers continued to consume the product after one year. This means Cialis can target their group and make it so that way it seems reasonable to use the product long-term. This can then position Cialis as not just an alternative, but a potential long-term choice.



As already mentioned, the target group should be stable husbands. The frame of reference is Viagra and the prevalence of ED. Keeping that in mind, if Cialis presents the problem as a normal, common occurrence, and leans towards long-term se, it will be able to make the drug seem more comfortable to use through open discussion of ED. This will then lead to higher sales.

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