Product Team Cialis Getting Ready to Market All of the questions can be answered using the textbook and the case study itself.
marketing
Description
Case Study 2
Product Team Cialis: Getting Ready to Market
All of the questions can be answered using the textbook and the case study itself. No external research is expected. Only cite the tables/exhibits in the case study.
Promotional strategies
For a product such as Cialis, there are four potential target markets - physicians, patients, partners, and pharmacists. With respect to each target market, identify the appropriate:
Advertising objective
Creative strategy and message source
Type of media - See Table 20.1
Major promotion tools - see Table 20.3
Ethical or legal issues if any
Note - You may want to present your answer in form of a Table and then discuss the major points. Refer to Chapters 19,20,21,22 K&K to answer the question.
Also, discuss the specific role of social media in marketing a drug such as Cialis.
Competitive Strategies
As a pricing manager for Cialis, discuss the various factors that would need to be considered in its pricing strategy in order to compete in the US market. What price would you recommend for Cialis in the US market and why?
For the US market, what should be the positioning strategy for Cialis? Should the company follow a "niche" strategy or a "beat" strategy or a "compete" strategy for Cialis? (see page 2 of case study for a description of the three strategies). Provide justification for your choice of competitive strategy.
