PRODUCT CIALIS TEAM
Current situation analysis:
Joint venture Lilly ICOS LLC wants to launch a new promising erectile dysfunction (ED) drug in the world market in 2002. Current Viagra produced by Pfizer is the market leader ED drug since its launch in 1998 and is reaching a turnover of $1.5billions in 2001 with a gross margin of 90%.
From the product side however Viagra has some secondary effects like an historical report of 130 death of which 50% cardiovascular-related (already solved), incompatibility with high-fat meals, gives incidence of visual irregularities and has limited lasting effects of four hours. In contrary Cialis has no record of all this health problems but from rare cases and its effects lasts sometimes more than 36 hours after intake. In addiction Viagra has to be consumed three to five hours before it takes effect and Cialis just needs lees than one hour and is very effective with less dosage. A substantial percentage of males are not entirely satisfied with Viagra but most of them (91%) manifest intention to continue taking it.
An intensive market research done for Cialis expels the following characteristics: the drug is included in the quality-of-life medicine range and consumers are more concerned with side-effects and health troubles than with long-lasting erective effects, physicians reveal that efficacy followed by safety are the most important attributes to be considered, the duration attribute being of secondary importance.
Moreover ED disease has negative social connotations and not everybody feels comfortable talking about. So physicians do not recommend the drug’s usage until the patient initiates request for it since the drug is only sold under prescription. The average consumer is in its 50’s and only half of patients suffering from ED consult a physician -mostly pushed by their partners- specially between younger men. Partner impact is high in the disease perception phase and most women prefer their male partner to...