Marketing and Viagra free essay sample

1) What are the most relevant dimensions along which to segment the patient market for ED treatment? Of the segments identified, which would you target initially with Cialis? The relevant dimensions are: age, occupation, marital/partner status, level of education, level of income and ED medication use habits (i. e. Viagra dropout). Within these segments, the populations to target are: †¢ Age: Men ages 50+ (slight market with men ages 40-49) †¢ Occupation: Retired or employed full time †¢ Marital Status: Married or living together with a partner / have a sexual partner †¢ Education: U. S. – high level of education; Other countries – secondary to primary level of education †¢ Income: U. S. – mid to high level of income; Other countries – low to mid level of income †¢ ED medication use: Viagra dropouts 2) What is Viagras positioning in the marketplace in 2002? How would you characterize the Viagra brand? In 2002, Viagra is: †¢ Well-established market leader (5 years of success on market; 9 million men have used drug) †¢ Monopoly †¢ Aggressive in marketing and sales force (NASCAR ads, 30,000 direct sales representatives, many of whom are former military) †¢ Markets to men but targets their female partners †¢ Has 3 million users (and approx. We will write a custom essay sample on Marketing and Viagra or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 7 million dropouts) 3) What would be the most effective way to position Cialis in the marketplace? Cialis marketers should pursue a primary strategy to ‘beat’ Viagra by differentiating itself as ‘better’ and gaining more market share than Viagra. To do so, it should promote the following attributes of Cialis: †¢ Longer duration and shorter onset time: Cialis has a half life of 17 hours and can last up to 36 hours (as opposed to 3 to 5 hours for Viagra). In addition, Cialis has an onset time of 30 min (Viagra is 30min – 1 hr and onset can be slowed by high fat foods). †¢ Fewer side effects / safety factor: Cialis does not cause blue-tinted vision like Viagra, nor is its onset time inhibited by fatty foods (as 2) What is Viagra’s positioning in the marketplace in 2002? How would you characterize the Viagra brand? Viagra was positioned at number one in the marketplace as most recognizable and most effective drug in the world. Profitably generating over 1 billion in sales annually In 2002 they maintained their customer loyalty after their 1999 campaign in regards to the 130 deaths in 1991. They remained aggressive in their marketing strategy. I would characterize them as innovative, strong, and competitive. Largest sales force in industry and practically were a monopoly 3. What would be the most effective way to position Cialis in the marketplace? It has a longer half life Less side-effects Market it to physicians, patients and partners To show the drugs efficacy New face for the ED market 5. What competitive response do you anticipate from Pfizer? From Bayer-GlaxoSmithKline? Pfizer Keep using aggressive marketing strategies Hire popular celebrities for use in their commercials Bayer Emphasize results for diabetic users Who Would Pick? Cialis case study * What r the most relevant dimensions along which to segment the patient market for ED market? * Demographic dimensions Age (60+ and 50-59 groups), Employment (full time and Retired), Marital status (married or living together), have sexual partner, yearly income (low for Europe and medium high for US), education (post graduate in US and primary secondary in europe) * Viagra dropouts – people who discontinued to using Viagra. By end of 2001, 6 to 7 million Viagra dropouts compared to 3 million Viagra current users, which indicates a fertile market for cialis as a substitution to Viagra. Also Table B shows high willingness to try it across countries. * Compared to Viagra it provides more values like faster onset time, longer duration of effect, no side effects like in case of Viagra and lack of interaction with high-fat meals. (exhibit 10) * Comorbidities associated with ED * To whom it should be targeted for marketing: * Doctor As cialis is a prescription drug. Also Urologists and family doctors (exhibit 7a) * Patient As it is a â€Å"quality-of-life† drug, doctor alone will not ensure success. Also, patient awareness about ED is also important. (exhibit 7b) * Partner of ED patient – as partner’s impact is high in perception (perceive the ED problem) and evaluation (intend to refill prescription) phases of HCTM. (exhibit 7b) * Print media (exhibit 7b) * Drugstore (exhibits 9b) * Of the segments identified, which would u target initially with cialis? * Viagra dropout * Demographic segments Age group of 50-59 and 60+ having sexual partner, either full time employed or retired, married or living together, in US mid and high income group and in Europe low income group * Urologist and family doctor * Devise marketing plan to launch cialis and anticipating competitive reaction. * Threat of new entrant – high entry â€Å"It is not like physicians won’t be willing to prescribe Levitra and Cialis. And for end users, the switching costs are very low, particularly with sampling. Customers have had experience with Viagra, so there may be some reluctance to switch, but the switching costs are very low and could be almost zero. † This meant that Viagra’s leadership position was easily eroded. There are also costs to being first that need to be considered. The first mover spends time educating and building the market, while competitors can then swoop in and ride on the pioneer’s coattails. New entrants try to make it easier for customers to switch. For example, all the drug companies distribute free samples to physicians that they can pass on to patients. This makes it very simple and cheap for users to try the new drugs without paying for a full prescription. http://executiveeducation. wharton. upenn. edu/ebuzz/0504/thoughtleaders. html All this naturally attracted the attention of rivals as well. Bayer/Glaxo SmithKline launched its own ED drug, Levitra, and Eli Lilly launched Cialis in 2003. Would these new drugs expand the market for everyone, given that only an estimated 13 percent of men thought to have ED were seeking treatment? While Pfizer publicly said competition was good for everyone, it still filed lawsuits to unsuccessfully block its rivals. The advertising war among the three drugs escalated steadily since the last quarter of 2003.

Free Essays on Westray Coal Mine

Jenny March 03, 2003 Case Study: Westray – You Be The Judge 1) The stakeholders in the Westray mine were the residence of Pictou County, Westray Mining Corporation, Curragh Inc., and Nova Scotia Power. The operation of the mine would benefit each of the stakeholders. The residence of Pictou County, an economically depressed area, would receive over 200 jobs, a source of income and they would be able to work side by side with their family, friends and neighbours. Westray Mining Corporation and Curragh Inc. would produce a profit and Nova Scotia Power would receive 700 000 tonnes of coal annually for 15 years; the coal had a low sulphur content and would allow the utility to meet federal requirements concerning sulphur dioxide emissions without installing expensive scrubbing equipment. 2) Primarily, it was the provincial government, the general manager and the mine manager who were responsible for the safety of the Westray mine. The provincial government should have enforced safety regulations and the mine general manager should have stopped operations if safety precautions were not taken. 3) In the long-run, Curragh will have a reputation of disregarding the safety of its employees. People will see Curragh as a company who is only looking to maximize its profits, even at the cost of the lives of its workers. Furthermore, people will look down on the company because the president, Cliff Frame, made false promises to the families of the victims announcing that he would establish a trust fund for them. Also the president is known in the past to be associated with other mining industry failures. 4) After 1994, The Provincial Department of Labour laid 52 charges under the Occupational Health and Safety Act and all were dropped. The RCMP laid charges of manslaughter and criminal negligence causing death against Curragh and two former mine managers, Gerald Phillips and Roger Parry. In June 1995, a Nova Scotia judge stayed the ch... Free Essays on Westray Coal Mine Free Essays on Westray Coal Mine Jenny March 03, 2003 Case Study: Westray – You Be The Judge 1) The stakeholders in the Westray mine were the residence of Pictou County, Westray Mining Corporation, Curragh Inc., and Nova Scotia Power. The operation of the mine would benefit each of the stakeholders. The residence of Pictou County, an economically depressed area, would receive over 200 jobs, a source of income and they would be able to work side by side with their family, friends and neighbours. Westray Mining Corporation and Curragh Inc. would produce a profit and Nova Scotia Power would receive 700 000 tonnes of coal annually for 15 years; the coal had a low sulphur content and would allow the utility to meet federal requirements concerning sulphur dioxide emissions without installing expensive scrubbing equipment. 2) Primarily, it was the provincial government, the general manager and the mine manager who were responsible for the safety of the Westray mine. The provincial government should have enforced safety regulations and the mine general manager should have stopped operations if safety precautions were not taken. 3) In the long-run, Curragh will have a reputation of disregarding the safety of its employees. People will see Curragh as a company who is only looking to maximize its profits, even at the cost of the lives of its workers. Furthermore, people will look down on the company because the president, Cliff Frame, made false promises to the families of the victims announcing that he would establish a trust fund for them. Also the president is known in the past to be associated with other mining industry failures. 4) After 1994, The Provincial Department of Labour laid 52 charges under the Occupational Health and Safety Act and all were dropped. The RCMP laid charges of manslaughter and criminal negligence causing death against Curragh and two former mine managers, Gerald Phillips and Roger Parry. In June 1995, a Nova Scotia judge stayed the ch...

Human Resources Essay Example | Topics and Well Written Essays - 500 words - 4

Human Resources - Essay Example Governmental institutions have to be efficient and effective in their recruiting efforts. There are various recruiting strategies that governmental institutions can utilize to recruit new personnel. One of the best sources of recruiting new personnel is to recruit new graduates from college. The reasons that recruiting new college graduates is such a great idea is because college graduates earn less money than people with several years of experience in the workplace. The low salary offers that sometimes governmental institutions offer are visualize as great offers for new graduates due to the fact that these people typically have never had good paying jobs, thus any salary that takes into consideration their educational credentials is visualized by them as a relatively high offer. To recruit college graduates governmental institutions must attend the job fairs that colleges organize each semester. Another way to recruit these college graduates is by placing job ads at the job placement offices of the universities. In today’s fast pace global environment an effective way to recruit new personnel is by taking advantage of technological advances such as the internet. Online recruiting is a cost effective way to recruit new employees. â€Å"The real strength and power of online recruitment, when done properly, lie in harnessing internet technology to not just attract candidates but to deal with them too† (Price). Online recruiting enables a governmental institution to reach candidates that are live outside their geographical area. Another advantage of online recruiting is that it provides fast results. Online job websites such as Monster.com have millions of people that are looking for jobs in the United States and abroad. Governmental institutions should use traditional methods of recruitment such as placing ads about the job position in the written press. Advertising in the media has always been a