Background

Male impotence --- or Erectile Dysfunction

People who suffer from ED

would have distraction on
their blood flow for attaining
an erection impaired
Most cases of ED are
associated
with
another
medical diseases, certain
medications,
or
lifestyle
such
as
smoking
or
excessive
alcohol
consumption
50% of all men between the
ages
of
40
until
70
experienced some form of
ED

Viagra

Produced by Pfizer
Launch in April 1998
Treatment of erectile
dysfunction (ED)
(male impotence)
600,000 prescription
in their first month
launch
In their six months,
the FDA received
report about 130
deaths of patients
taking viagra.

Cialis

Developed by joint
venture with Elly Lilly
Good prospect because
huge success of Viagra
(generated over 1
billion in sales for three
consecutive years.)
Many men (age 40-70)
in US and worldwide
experience chronic ED

ED Market

Physicians
Efficacy was the most important followed
by safety
Duration

ED Market by Physicians

9%
27%

64%

Efficacy &
safety
Other
duration

Patients
32,644 patients visiting their PCPs

3,450
2,172

28,022
didn't suffer
from ED
suffering &
sought
treatment

- HCTM (Healthy Care Transaction Model)

Perceived
they have
condition

Consult
their
doctor
about
condition

Receive a
perception

Fill the
perception

Actually
take the
medicatio
n

Intend to
refill
prescriptio
n

Interest in trying Cialis

100%
80%
60%
40%
20%
0%
Viagra current users
Viagra dropouts

US
France
Germa
ny
Italy
Spain
UK

s
r
e
n
Part

!
!
T
C prevalence of ED
FAThe
increases with age

The average ED
patient was in his
50s, with over 80%
having a sexual
partner.
The US ED patients
seemed to be more
highly educated than
in other countries.

Lack of information
about ED prevalence
and the potential
reason for its
occurrence
Because of ED most
women reported : less
physical intimacy .
Most couples were
uncomfortable to join
discussion ED
The frequency of
sexual activity was
significantly higher on
weekends.

FACT!!

Younger man :
expressed higher
levels of
embarrassment in
talking about their
condition
Older man :
belief that this was a
normal phenomenon
of aging seemed to
create a reluctance to
seek treatment
Some women
believed : ED was
causes by stress,
S
work-related stress, GHT
U
O
medical conditions.
H

consequen
ce Most women

reported less
physical
intimacy

partner impact was

discovered to be
high in the
perception phase

The Reality

Problem Analysis

Viagra has entered the

market since 1998 and
has big market and
sales
Even though Viagra
has big market and
sales, not all of their
consumer satisfied and
continue using Viagra
Lilly ICOS LLC is
developing a drug
called Cialis to
compete Viagra

Problem Definition.

How Cialis
could acquire
their potential
customer and
compete
Viagra on the
Market

Analysis

5C
STP
Viagras Customer
Customer Retentions

5C
Company

Competito
r

Customer

5C
Context

Collaborato
r

Company
Joint venture between Eli
Lilly and ICOS
The pharmaceutical
industrys premier company
This company focus on the
discovery and development
of innovative drugs
Industry resources were
increasingly being allocated
to the development of
quality of life medicines

Organizational Chart
Lilly ICOS LLC Board of
Managers
Mark Barbato Executive
Director and Global
Product Team Leader

Medical

Regulato
ry

Legal

Manufacturin
g

Financi
al

Rob Brown
Global Marketing
Director
Matt Beebe U.S.
Marketing Brand
Leader

bal Marketing Sales Organization (GMSO) associated with product team Cialis
Global Marketing
Planning (GMP)
Mark Kershisnik,
Execuitve Director
Chad McBride, Manager
Ryan Ranck, Associate

Global Marketing
Research (GMR)
Mark Blakely, Manager
Dan Lockhart, Senior
Researcher

Global Marketing Sales

Training (GMST)

Customer
Male
impotenc
e or
erectile
dysfuncti
on

Collaborat
or
Eli Lilly

Context
81% men
suffering from
male
impotence
It is an
inovation
medicine for
treatment of
male
importence

COMPETITOR

STRENGTH
- Better quality product
- Net Income
- Eli Lily

WEAKNESS
- New entrance
- Viagra domination

OPPORTUNITY
- New in the market
- Many pharmaceutical
companies were embracing
high risk high return strategy
- Many customer want to try
Cialis
- Viagra dropouts
- Bad experience with viagra

THREAT
- Bad experience of using
Viagra
- Competitors
- Barriers to seeking treatment
- Viagra well positioned and
well-known, but cialis
unknown

SWOT Analysis

STP
SEGMENTATION
Demographics
Age :
Embarrassed and
temporary condition

20 39
40 49

Income :
< $25.000
$25.000 - $60.000
> $ 60.000

Marital Status :

Single
Married
Widower
Divorced

Natural aging
process

50-59
60+

Viagra usage status

Current Viagra users

Viagra dropouts
Never tried Viagra

STP
TARGETING
Demographic

Age

Income

40 60+
< $25.000
$25.000 - $60.000
> $ 60.000

Marital Status

Single
Married
Widower
Divorced

Viagra usage
status
Current Viagra
users
Viagra dropouts
Never tried Viagra

STP
POSITIONING
Quality of life drug

Viagras Consumer
Satisfaction with Viagra
Tabel A dibuat ulang ya man..jgn dipoto biar
cakep tampilannya :p

LUKMAN

Consumer Acquisition and Retention

Consumer acquisition:

New customers
Viagras Dropout Consumers
Viagras Customers

Consumer retention

Create relationship with Cialis consumers

Know consumers habit

RECOMMENDATION

MARKETING WITH

STRATEGY

Recommendations
1.

2.

Doctors
Cooperate

Patients and Partners

Find out their habits
Make campaign
Free samples

Campaign method based on their

habits

In General :
launched a marketing
campaign by releasing a
survey showing:
2-8% of ages 20-39
40-20% of age 40-49
14-40% of age 50-59
36-65% of age 60 +
has erectile dysfunction

Only a fraction of the couple

looking for a solution
This campaign is targeted to
raise awareness for treating
the disorder

HABITS
Habit 40-49 years :
Him

Work hard not lazy

Solution focus, deal with
problems
Ambitious
Open to new experiences
Multidimensional
Second Puberty

Her
Family focus
Second puberty

Campaign method based on their habits

Show the advantages of Cialis compared to
Viagra
Campaign about the functions and benefits of
Cialis
Educate wife or sexual partner using
advertising in adult women magazines

Adult TV ads.

LUKMAN
gambar ulang exhibit 8 untuk ages 40-49 ya
man :D

Habit 50-59 years :

Less Healthy
Approaching
retirement
Focus on their healthy
Habit 60 + years :
Family oriented

Retired
Old man sexual in general :
old stimuli
erection while
climax sex for a while

Orientation-different-purpose

Campaign method based on their habits

Ages 50-59 and 60++ :

Campaign about the

side effects of Cialis to
their
healthy
Education that ED on
60s age is not caused
by phenomenon of
aging using health
magazine or their family
doctors.
TV ad Cialis special for
old edition
Free samples

Doctor

Educate doctors about the

advantages and efficacy of Cialis
Shoot famous doctors to become
partners Cialis.
Creating an online consultation
service between patient and
doctor, so this can be a convenient
solution for those who are shy or
reluctant to admit Their ED
Gives incentive to doctors who
write Cialis in every their recipes
Sponsoring family doctors working
place

4P-Product Recommendations

Price

Above $10

Place

Retailer

To make customer reach the medicine easier

Pharmaceutical Shop

To make people sure that the medicine is better than Viagra. It has
longer time and less side effect compared with Viagra

To help confuse customer if they are doubtful about the medicine

Promotion

Media advertising

Doctor visit

To increase the brand awareness of Cialis

Because most of the potential customer would go to doctor first

Online media

Some of the consumers are too shy to come to their doctors

Thank You