Cialis Case Study Marking Scheme Essay Example for Free

Cialis Case Study Marking Scheme Essay Question 1 (25 Marks Total): According to information provided in the case, identify 3 main ED market segments. Describe each segment’s characteristics, including opportunities and barriers for adoption. Focus on key ED segments essential for future marketing campaign, as opposed to all possible segments. If sufficient information is provided in the case, identify potential size of the segment. -Correctly identifying demographics/age as a segment (2 marks) -Discuss main each age sub-group 20-39, 40-49, 50-59, 60+ segments (2 marks) and main barriers/opportunities to Cialis adoption: ED as a normal part of aging vs. waiting for condition to go away (2 marks); reasonably justified additional factors (up to 2 marks) -Correctly identifying Viagra usage status as a segment (2 marks) -Estimating size of Current Viagra Users/Viagra Drop-outs/Never tried Viagra segments – (1 mark) -Describing main barriers/opportunities to Cialis adoption by each sub-group: focus on willingness to try Cialis dimensions (2 marks); possible reasons for dropping Viagra use (2 marks); reasonably justified additional factors (up to 2 marks) -Correctly identifying Benefit of Duration as a segment (2 marks) -Describing main barriers/opportunities to Cialis adoption by each sub-group of prior Viagra users drop-outs vs. current users and those who have not tried Viagra (4 marks); reasonably justified additional factors (up to 2 marks) -Partial marks awarded for ED market segments not mentioned above and a convincing argument/description for such segment’s importance (up to 6 marks) Question 2 (10 Marks Total) – Discuss evolution of the Viagra brand, how it is positioned on the market vs. public’s perception of the brand and resulting opportunities for Cialis -Discuss early endorsement by Bob Dole and positioning (ie ED is a serious disease, targeting older age segment) (3 marks), followed by Mark Martin and change in targeting/brand messaging (associating Viagra with success and excitement, targeting younger age group) (3 marks) -Discuss the image of Viagra in popular culture and opportunities for Cialis (ridiculing public images creating barriers for men to overcome; partner perceives that her husband’s desire is a result of taking the pill, not genuine desire) (4 marks). Question (3) (20 Marks Total): Describe Pro’s and Con’s of positioning Cialis (1) vertically based on duration of benefit and (2) horizontally based on attitudes toward sex. For this question, consider potential success with each market segment described in Question 1 and discuss differences in profiles of Cialis vs. Viagra. Consider whether each positioning increases 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 following: oConvenience/Spontaneity/Week-ends (1 Mark) oEconomics/Frequency (1 Mark) oPotential safety concerns (1 Mark) oNo interaction with high-fat meals (1 Mark) oOr other factors, justified (up to 2 Marks) oEffective use of information provided in the case, particularly in-depth interviews to justify position (2 Marks) oEffective analysis of appeal to each segment (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 following: oRomantic lifestyle (1 Mark) oExcitement/success (1 Mark) oMore natural sex dynamics for couples (1 Mark) oHero-enabler/Man is the hero vs. the pill being hero (1 Mark) oOr other factors, justified (up to 2 Marks) oEffective use of information provided in the case, particularly in-depth interviews to justify position (2 Marks) oEffective analysis of appeal to each segment (3 Marks) oEffect on demand (1 Mark) QUESTION 4 (35 Marks Total) – By answering each of the sub-questions 1 through 5, discuss how you would launch Cialis into the market, paying careful attention to the fact that incumbent may create certain barriers to overcome; consider benefits for Cialis market share vs. the entire category and fit with each market segment. 1)Briefly state your marketing strategy (horizontal vs. vertical); summarize your product positioning and launch strategy (5 Marks Total) 2)Describe your chosen product attributes in the context of your positioning (hint: describe only attributes you can control: color, packaging, name, etc) (5 Marks Total) 3)Describe your pricing strategy and provide annual per customer revenue estimate (13 Marks total) -Analysis pricing target and market segments (5 Marks) -Analysis for pricing above/below Viagra (5 Marks) oFactors that should be covered: ï‚ §Price image effects ï‚ §Economic benefit to patient ï‚ §Consumer willingness to pay ï‚ §Impact of coverage by Health Plans -Per Customer Revenue Estimate (3 Marks Total): oEstimate revenue based on patient pills per year and proposed price (2 Marks) taking into account dropouts (1 Mark) or other relevant factors (up to 1 Mark) 4)Describe primary aspects of your launch strategy with respect to Pull vs. Push marketing (7 Marks Total). -Analysis should include the following factors: oAnalysis of relevant physician behavior – urologists vs. generalists; doctors may refuse prescriptions and do not initiate treatment oAnalysis of relevant consumer behavior oRole of partners oProduct promotions, other means to encourage trying Cialis oSales force requirements oConsistency with each target market and positioning 5)Describe your Communication Strategy (5 Marks Total) oAnalysis should include the following factors: ï‚ §Communication to each market segment ï‚ §Communicating to patients, partners, Viagra users, and physicians ï‚ §Which mediums should be deployed ï‚ §Who should be featured in adds, what age group(s), gender ï‚ §Event sponsorships and/or endorsements QUESTION 5 (10 Marks Total): Given your responses in Question 4 and by responding to sub-questions 1 and 2, discuss how Pfizer may respond to your Cialis positioning and how this may be addressed post product launch (7 marks); Discuss how Cialis could anticipate and respond to introduction of Levitra by GSK (3 marks). 1)Discuss how Pfizer may respond to Cialis positioning (7 marks) oAnalysis should include the following factors: ï‚ §Most likely response(s) from Pfizer ï‚ §Viagra’s long presence in the market ï‚ §Promotions/discounts on Viagra ï‚ §Thoughtful argument how Cialis camp might respond oDiscuss how Cialis could anticipate and prepare introduction of Levitra by GSK (3 marks). oAnalysis should include the following factors: ï‚ §Levitra profile ï‚ §Most likely positioning by GSK ï‚ §Response, if any, by Cialis camp