Question 1 ( 25 Marks Total ) : Harmonizing to information provided in the instance. place 3 chief ED market sections. Describe each segment’s features. including chances and barriers for acceptance. Focus on cardinal ED sections indispensable for future selling run. as opposed to all possible sections. If sufficient information is provided in the instance. place possible size of the section.

-Correctly placing demographics/age as a section ( 2 Markss ) -Discuss chief each age sub-group – 20-39. 40-49. 50-59. 60+ sections ( 2 Markss ) and chief barriers/opportunities to Cialis acceptance: ED as a normal portion of aging vs. waiting for status to travel off ( 2 Markss ) ; moderately justified extra factors ( up to 2 Markss )

-Correctly placing Viagra use position as a section ( 2 Markss ) -Estimating size of Current Viagra Users/Viagra Drop-outs/Never tried Viagra sections – ( 1 grade ) -Describing chief barriers/opportunities to Cialis acceptance by each sub-group: focal point on willingness to seek Cialis dimensions ( 2 Markss ) ; possible grounds for dropping Viagra usage ( 2 Markss ) ; moderately justified extra factors ( up to 2 Markss )

-Correctly placing Benefit of Duration as a section ( 2 Markss ) -Describing chief barriers/opportunities to Cialis acceptance by each sub-group of anterior Viagra users drop-outs vs. current users and those who have non tried Viagra ( 4 Markss ) ; moderately justified extra factors ( up to 2 Markss )

-Partial Markss awarded for ED market sections non mentioned above and a convincing argument/description for such segment’s importance ( up to 6 Markss )

Question 2 ( 10 Marks Total ) – Discuss development of the Viagra trade name. how it is positioned on the market vs. public’s perceptual experience of the trade name and ensuing chances for Cialis

-Discuss early indorsement by Bob Dole and placement ( ie ED is a serious disease. aiming older age section ) ( 3 Markss ) . followed by Mark Martin and alteration in targeting/brand messaging ( tie ining Viagra with success and exhilaration. aiming younger age group ) ( 3 Markss )

-Discuss the image of Viagra in popular civilization and chances for Cialis ( roasting public images making barriers for work forces to get the better of ; spouse perceives that her husband’s desire is a consequence of taking the pill. non echt desire ) ( 4 Markss ) .

Question ( 3 ) ( 20 Marks Total ) : Describe Pro’s and Con’s of positioning Cialis ( 1 ) vertically based on continuance of benefit and ( 2 ) horizontally based on attitudes toward sex. For this inquiry. see possible success with each market section described in Question 1 and discourse differences in profiles of Cialis vs. Viagra. See whether each placement additions demand in general or converts Viagra users.

-Pro’s and con’s of Vertical positioning based on ’36 hours vs. 4’ hours. Should include the undermentioned: oConvenience/Spontaneity/Week-ends ( 1 Mark )
oEconomics/Frequency ( 1 Mark )
oPotential safety concerns ( 1 Mark )
oNo interaction with high-fat repasts ( 1 Mark )
oOr other factors. justified ( up to 2 Marks )
oEffective usage of information provided in the instance. peculiarly in-depth interviews to warrant place ( 2 Marks )
oEffective analysis of entreaty to each section ( 3 Marks )
oEffect on demand ( 1 Mark )

-Pro’s and con’s of Horizontal Positioning based on attitude towards sex for Cialis vs. Viagra. Should include the followers:
oRomantic life style ( 1 Mark )
oExcitement/success ( 1 Mark )
oMore natural sex kineticss for twosomes ( 1 Mark )
oHero-enabler/Man is the hero vs. the pill being hero ( 1 Mark )
oOr other factors. justified ( up to 2 Marks )
oEffective usage of information provided in the instance. peculiarly in-depth interviews to warrant place ( 2 Marks )
oEffective analysis of entreaty to each section ( 3 Marks )
oEffect on demand ( 1 Mark )

Question 4 ( 35 Marks Total ) – By replying each of the sub-questions 1 through 5. discuss how you would establish Cialis into the market. paying careful attending to the fact that officeholder may make certain barriers to get the better of ; see benefits for Cialis market portion vs. the full class and tantrum with each market section.

1 ) Briefly province your selling scheme ( horizontal vs. perpendicular ) ; sum up your merchandise placement and launch scheme ( 5 Marks Total )

2 ) Describe your chosen merchandise attributes in the context of your placement ( intimation: describe merely attributes you can command: colour. packaging. name. etc ) ( 5 Marks Total )

3 ) Describe your pricing scheme and supply one-year per client gross estimation ( 13 Marks sum ) -Analysis pricing mark and market sections ( 5 Marks )
-Analysis for pricing above/below Viagra ( 5 Marks )
oFactors that should be covered:
?Price image effects
?Economic benefit to patient
?Consumer willingness to pay
?Impact of coverage by Health Plans
-Per Customer Revenue Estimate ( 3 Marks Total ) :
oEstimate gross based on patient pills per twelvemonth and proposed monetary value ( 2 Marks ) taking into history dropouts ( 1 Mark ) or other relevant factors ( up to 1 Mark )

4 ) Describe primary facets of your launch scheme with regard to Pull vs. Push selling ( 7 Marks Total ) .
-Analysis should include the undermentioned factors:
oAnalysis of relevant physician behaviour – urologists vs. Renaissance mans ; physicians may decline prescriptions and do non originate intervention
oAnalysis of relevant consumer behaviour
oRole of spouses
oProduct publicities. other means to promote seeking Cialis
oSales force demands
oConsistency with each mark market and positioning

5 ) Describe your Communication Strategy ( 5 Marks Total )
oAnalysis should include the undermentioned factors:
?Communication to each market section
?Communicating to patients. spouses. Viagra users. and doctors
?Which mediums should be deployed
?Who should be featured in adds. what age group ( s ) . gender
?Event sponsorships and/or indorsements

Question 5 ( 10 Marks Total ) : Given your responses in Question 4 and by reacting to sub-questions 1 and 2. discuss how Pfizer may react to your Cialis placement and how this may be addressed post merchandise launch ( 7 Markss ) ; Discuss how Cialis could expect and react to debut of Levitra by GSK ( 3 Markss ) . 1 ) Discuss how Pfizer may react to Cialis placement ( 7 Markss ) oAnalysis should include the undermentioned factors:

?Most likely response ( s ) from Pfizer
?Viagra’s long presence in the market
?Promotions/discounts on Viagra
?Thoughtful statement how Cialis cantonment might react
oDiscuss how Cialis could expect and fix debut of Levitra by GSK ( 3 Markss ) . oAnalysis should include the undermentioned factors:
?Levitra profile
?Most likely placement by GSK
?Response. if any. by Cialis cantonment