Cialis: A Case Study Of Viagra

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Problem Identification: Cialis was trying to enter into the market which was already well established by its competitors. The revenues of Pfizer were sky touching and they already had a mechanism to sell Viagra at very bottom level. They invested lot of money for branding Viagra using celebrities in TV commercials. Pfizer also had huge sales teams going to doctors and convince them to prescribe Pfizer’s medication to the patients. ED market was driven by Viagra because it was highly recognized and patients were used the Viagra treatment. Viagra’s use among ED patients was huge. It was hard to forecast that if consumer will switch from Viagra to Cialis new developed drug. Introducing new drug into already well established market and position…show more content…
Instead of competing head to head with Viagra and lose money if they don’t generate enough revenues. If we look at the table A in the case study, we can see that there is a significant amount of percentage of people who are little or not satisfied with Viagra’s results. Also in table B we can see that there are 70% to 100% people who are current users of Viagra who really wants to try Cialis or alternate option to the Viagra. This is the huge customer base who wants to switch to something else from Viagra. Another major part of the market was Viagra dropouts who stopped using Viagra because of side effects or health issues. Cialis should definitely try to take advantage of this opportunity and make dropouts to try Cialis. This could give Cialis a large amount of customer base which was not dominated by Viagra. Since dropouts are not dominated by Viagra it would be much easier to turn them into loyal Cialis…show more content…
For example, Viagra’s short effective time, number of deaths due to heavy Viagra consumption, other side effects of Viagra etc. these points can help Cialis to pick up on market. Viagra is also looked as medication for old people who want have sex. The perceptions about Viagra was not too good. Cialis can also take advantage of such facts and portray Cialis as a completely new drug for young people as well. Cialis can also put lot of blame of ED on lifestyles instead of telling customers that they are lacking something. Cialis can come up with complete new image to break the stereotypes related to ED and Viagra. Cialis can also present the product as normal medicine for every male just like vitamin pills or protein powder they consume on daily basis. This will not create awkward situation between sex partners and males can avoid the whole mess of

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