Rahadian AnandiantoRidwan RiswandyFiqi DipowicaksonoFelisia Noviana MuktiWulan Cahyo WeningImam Mashari

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“ PRODUCT TEAM CIALIS :GETTING READY TO MARKET “

BACKGROUND

1990ICOS, was a small biotech start-up based in bothell washington trying to develop therapeutically in form of PDE5 inhibitor.

1998

Viagra made by pfizer was a leading product in treatment of erectile dysfunction for 3 consecutive years.

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

2002

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

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

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.

Pfizer created little blue pill viagra in form of 25, 50, 100 mg tablet used oral treatment for male impotence (erectile dysfunction)

Most cases of ED associate with another medical disease, medication or lifestyle (smoking and excessive alcohol consumption)

MARKET SHARE

PROBLEM ANALYSIS

• ProductCialis is a medicine for men with erectile dysfunction (ED) produced by Lilly ICOS LLC company

• PriceThe price will be set in higher price compare to Viagra. However, the difference would not be significant

• PlaceCialis can be bought in the nearby local drugstore, doctor, and online pharmacies

• PromotionCialis 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

STRENGTH

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

STP

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

SegmentingMen with erectile dysfunction in all countries

PositioningErectile 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.

Product Quality (Reaction - Active Period)

COMPETITIVE LANDSCAPE(CURRENT)

Niche

Couples

All

COMPETITIVE LANDSCAPE(PROPOSED)

Niche

Couples

All

Product Quality (Reaction - Active Period)

• 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.

PHYSICIAN

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 PhysicianPCP

Not comfortable talking about ED

Not proactively follow up on the drug’s success

Not comfortable talking about ED

Not proactively follow up on the drug’s success

Optimum stimulation level

Optimum stimulation level

Seek more info about and variety

in products

Seek more info about and variety

in products

Product with different messages or variation

theme ads

Product with different messages or variation

theme ads

General Personality Traits Response Tendency Marketing

ImplicationED treatment should have the attributes of efficacy, safety, and duration

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

Urologist

General Personality Traits

Response Tendency Marketing Implication

Self EsteemSelf Esteem Negative (low) about themselves

Negative (low) about themselves Self-help book (low)Self-help book (low)Less Self

Confidence

Less Self Confidence

ExtraversionExtraversion Introvert - lonerIntrovert - lonerProduct with ads that

evoke feelings of upbeatness & warmth

Product with ads that evoke feelings of

upbeatness & warmth

Prefer to be alone

Prefer to be alone

Affect intensityAffect intensityExperience emotions

when exposed to provocative situation

Experience emotions when exposed to

provocative situationEmotional content adsEmotional content adsAffect intensityAffect intensity

General Personality of The Patient

General Personality of The Partner

General Personality Traits Response Tendency Marketing Implication

ConnectednessConnectednessPerceive themselves as highly connected with

others

Perceive themselves as highly connected with

others

Ads that reflecting relationships and

togetherness

Ads that reflecting relationships and

togetherness

Care with her partner

Care with her partner

Consumption Specific Personality Traits Influence of The Physician

PCP - Urologist

Opinion leadershipOpinion leadershipAcquire, store, &

communicate product information to others

Acquire, store, & communicate product information to others

Educate on new products

Educate on new products

Consumption- Specific Personality Traits Response Tendency Marketing Implication

Consumption Specific Personality Traits Influence of The Patient

Product-specific self confidence

Product-specific self confidence

Make decision about the product without doubting

it’s decision

Make decision about the product without doubting

it’s decisionSpecialty storesSpecialty stores

Product-specific self efficacy

Product-specific self efficacy

Perceive oneself as being capable in the acquisition,

use, and disposal of a product

Perceive oneself as being capable in the acquisition,

use, and disposal of a product

Promotional campaign on cost & benefit of productsPromotional campaign on cost & benefit of products

Consumption Specific Personality Traits Influence of The Partner

Market MavenMarket Maven Gather information about products, shop, etc.

Gather information about products, shop, etc.

Promotional message of new products through direct mailPromotional message of new products through direct mail

SOLUTIONS

Differentiate , Positioning and Targeting

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.

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.

Above The Line activity

TV advertisement

Magazine advertisement

Prime Time advertisement

Sponsorship

Try to recapture moment of intimacy (Romantic advertisement)Using Brand endorser : Monica Belluci , for couple : Brad Pitt & Angelina Jolie

FHM, Maxim, Cosmopolitan, Mens Health

Desperate House Wife Ads on Cable TV

Sport event (point of contact) : Super bowl event

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 consumer’s characteristics and behavior towards consumptionCombining 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 today’s information age.