QuestionWhat was Viagra's positioning in the marketplace 2002?â¢Viagra's target market is a man in his 40 till âÂÂ.
â¢Market leader, because of no competitionâ¢Pfizer claims Viagra has been dispensed by 600,000 doctors and used by 20 million men (1*)â¢Viagra became a cultural phenomena, was widely discussed with friends, family and even media so much so that it can now stand in as a metaphor.
â¢Viagra is prescription medication/ Add allowed in US, not in Europeâ¢In 1998 Pfizer spent $ 53 million in advertisementâ¢After undergoing the death in 1998 of 130 patients Pfizer's Viagra could get back to feet and perform excellent sales results.
â¢Viagra appeared in 1998, and since 1999 has sales $ 1.5 billion annually. Forecasts predicts that sales of erectile dysfunction drugs will reach $ 8 billion globally within six to seven years (1*).
â¢10$ per pill at retail (2*)â 100 millions pills soldQuestionHow would you characterize the Viagra brand?â¢Viagra has the highest brand recognition of any other pharmaceutical drug in the world (1*)â¢Thanks to overall importance became a very strong brand, words "the blue pill" is recognized even without naming Viagra name.
â¢Personally I associate Viagra brand with older man, sexually, physically and socially active, with partner and sufficient self-esteem to be brave enough to admit the problem.
â¢"Viagra is the best-known global pharmaceutical brand in the world, used by 15 million men with 45 million prescriptions written to date, backed by a wealth of experience," Pfizer spokesman Jeff Cook said.(1*)QuestionWhat would be the most effective way to position Cialis in the marketplace?â¢I suppose that Cialis should follow directly compete strategy and go head by head with Viagra's positioning.
â¢Aggressive marketing campaign in US, what naturally bleeds into Europe, and educational campaigns in other countries (educating partners)â¢Cialis should emphasize lifestyle and inspirational imagesâ¢Cialis should emphasize no...