Cialis

The three broad areas to target would be the Viagra user, Viagra dropouts and those that have never used Viagra. These segments could be further broken out by Attribute Importance as detailed in Exhibit 10 of the case study. Initially, I believe Cialis should target the Viagra dropouts. It is stated in the case that there are 6-7 million dropouts compared to the 3 million current Viagra users. Also, in the study conducted by Bayer, 76% of ED patients said that they would be interested in new treatment. This is a large target market that is interested and wanting a new product. Futher analysis provided by Lily also showed a high willingness among ED patients. If you factor in the 46% of dropouts who said that they had a high intent on taking Viagra in the future, you could target them to switch to Cialis.

2. Viagra has the highest brand recognition of any pharmaceutical drug in the world. Viagra is the leader generating $1 billion in sales annually for three consecutive years. Viagra created a cultural phenomenon with celebrity spokesman in TV commercials and ads.