Lilly ICOS and for the introduction of a new drug, Cialis preparing to compete against Viagra. In order against the reigning Pfizer to position the developed markets and Viagra and other erectile dysfunction newcomers to the market, they must determine how best to segment the market focus and the target group. The marketing plan should take advantage of Cialis medical profile. In particular, they need to pay special attention to the communication strategy for patients, doctors and p … Read more »

Lilly ICOS and for the introduction of a new drug, Cialis preparing to compete against Viagra. In order against the reigning Pfizer to position the developed markets and Viagra and other erectile dysfunction newcomers to the market, they must determine how best to segment the market focus and the target group. The marketing plan should take advantage of Cialis medical profile. In particular, they need to pay special attention to the communication strategy for patients, physicians and partners. The analysis, planning and action should take into account extensive market research and recent developments of the competition. Including color exhibits.
To maximize their effectiveness, color cases should be printed in color.
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Elie Ofek
Source: HBS Premier Case Collection
26 pages.
Release Date: 04 October 2004. Prod #: 505038-PDF-ENG
Product Team Cialis: Getting Ready to Market HBR case solution