12. Average Age of ED Patients
60
58
Family doctor
3% 5% 0% 56
Urologist or men`s
specialist
49% 54
43% Cardiologist
58.4
52
56.9
Psychiatrist
55.4
50 53.5
Internet doctor
50.7 50.7
48
46
US France Germany Italy Spain UK
13.
14. Health Care Transaction Model (HCTM)
•
Perceived Consult their Actually take Intend to
Receive a Fill the
they have doctor about the refill
perception perception
condition condition medication prescription
•
•
•
15. My spouse or sex patner
Newspaper or magazine
22%
29% TV, radio or movie commercial
1% 2%
A TV or radioshow
2%
6% 15% A newspaper or magazine ad
3%
5%
2% 9% 4%
A friend or relative
Something that was mailed to me
A sex counselor or psychologist
16. Barriers to Seeking Treatment Barriers to Seeking Treatment
(ages 20-39) (ages 40-49)
Waiting to see if the Waiting to see if the
condition will go condition will go away
3% 7% away
9% 3% 14%
21% Doesn`t happen all 18% Doesn`t happen all that
3% 5%
that often often
5% 6%
21%
15% 21%
Embarrassed to talk 10% Embarrassed to talk
16% 19%
about it 4% about it
Don`t want to take Don`t want to take
drugs for this drugs for this condition
condition
Barriers to Seeking Treatment Barriers to Seeking Treatment
(ages 50-59) (ages 60+)
Waiting to see if the Waiting to see if the
condition will go 11% 8% condition will go away
20% 21% away 32%
5% 10%
Doesn`t happen all Doesn`t happen all that
18%
that often often
7% 14%
10% 13% 12%
1%
Embarrassed to talk 8% Embarrassed to talk
5% about it about it
3% 3%
20. How Cialis gain market share and compete with
existing market leader Viagra?
Should Cialis be priced higher or lower than Viagra?
How Cialis choosing the strategy to compete with
Viagra :
- Niche strategy
- Direct compete (head to head competition)
- Beat strategy (differential Positioning)
21. SWOT Analysis
S W
TRENGTHS EAKNESSES
• The absorption of the drug
was not affected by food • Cialis is a new entrance
intake • Low Compound Annual
• Cialis has a shorter onset Growth Rates (CAGR) in
time and the effects up to Germany and France.
36 hours. This may lead to low
• Rare incidence of visual return in these markets.
irregularities • The banned direct-to- Internal
• Record submission time of consumer in Europe factors
Phase III to FDA will lead to inconsistency
• Has a great Global in the marketing and
Marketing Sales organization present greater difficulties
to improve Cialis in targeting in countries.
O T
PPORTUNITIES HREATS
• High CAGR n the
US, UK, Italy, Spain, Canada
, Mexico and Brazil. There is •Viagra and Levitra as
a opportunity to gain market current competitor
share in these regions. •Upcoming new competitor
• The high dropout rates of •Bad experience of using External
Viagra after first year offers Cialis factors
potential targeting for Lilly •Barriers to seeking
ICOS LLC. treatment
• Current Viagra users and •Viagra well positioned and
dropouts user willing to try well known, but Cialis
Cialis unknown
• Positioning by considering
love and intimacy
22. STP Cialis
•Age :
•Core Target Age
• Men with Erectile Dysfunction in
50 – 59, 60+ age
Segmenting
Positioning
• Cialis, for male
United States and Europe
Targeting
(France, Germany, Italy, Spain, and
United Kingdom) and age 20 – 65
group
years old.
•Additional Target who suffer from
Age 20 – 39 Erectile
•Income : Middle to Dysfunction will
Low help you to be
•Employment : more intimate
Employed full time with your partner
and retired and quality of life
•Marital status because of its
durability, shorter
•Primary : Married
or Living together
onset and
(76,5%) flexibility with
meal taken.
•Secondary :
Single, Never
married (10,5%) &
Divorce or separated
(10,3%)
23. Product
Product
Brand name : Cialis
Form : Tablet
Serving size : 10 mg, 20 mg
Cialis is only available with a prescription and have to consult with Primary
care physician/ urologist first.
24. Product
Price
Slightly lower than Viagra ($10/pill)
Cialis set the price on $ 9 / pill
To attract people that Cialis is better than Viagra even the price is
less. It has better durability and more safety because all product are
sell with doctor prescription.
25. Product
Price
Net Sales Growth
Net Sales 1996 1997 1998 1999 2000 Average
Growth Net Sales
Percentage - 15,9% 8,4% 7,32% 9,58% 10,3%
Growth
In Millions 7.346,6 8.517,6 9.236,8 9.912,9 10.862,2 -
Forecast
Forecast Net Year 1 Year 2 Year 3 (15% Year 4 (20% Year 5 (25%
Sales (From Growth) Growth) Growth)
average 10,3%)
In Millions 11.948,2 13.178,9 15.155.735 18.186,9 22.733,6
26. Product
Place
☺Drug store
☺Clinical Pharmacy
☺Hospital Pharmacy
☺ Online Pharmacy
Variety of factor that ED patients want to seek treatment, with spouse or sex partners is the most highly cited (29%)
Younger man expressed higher level of embarrassment in talking about the condition and were waiting to go awayFor older men the belief that this was a normal phenomenon of aging seemed to create reluctance to seek treatmentFor those who seek treatment, Viagra was the most commonly suggested medication.
As we can see, the Viagra current users and viagra dropout has a large percentage that represent they willing to try Cialis in U.S and Europe
Drug store & Pharmaceutical StoreEasier for customer to fill the prescription after consulting with physician.Doctor ClinicHelping the consumer who get confuse about the medicine so they can get the right prescription after consulting with physician. Online Pharmacy : facilitate the ED patient who couldn’t go to local drugstore or find Cialis by simply fill it online.