Product Team Cialis: Getting Ready to Market
(1) Answers to the case study should not exceed more than 10 pages (excluding cover page, 1.5 spacing, Times Roman 12 pt).
(2) All of the questions can be answered using the case study itself. No external research is expected. Only cite the tables/exhibits in the case study.
(3) Please submit a Turnitin report with the case study. Both need to be submitted via the Assignments folder.
(4) Submit it as a Word Document.
(5) Please proof read before submitting.
Grading:
Question 1 – 30 points
Question 2 – 30 points
Question 3 – 30 points
Overall presentation – 10 points
(1) Promotional strategies
For a product such as Cialis there are four potential target markets – physicians, patients, partners and pharmacists. Discuss the major differences with respect to: (a) advertising objective (b) creative strategy and message source (c) type of media and (d) major promotion tools when promoting to the four target markets.
(2) Pricing Strategies
As a pricing manager for Cialis, discuss the various factors that would need to be considered in its pricing strategy in order to compete in the US market. What price would you recommend for Cialis in the US market and why?
(3) Positioning Strategies
For the US market, what should be the positioning strategy for Cialis? Should the company follow a “niche” strategy or a “beat” strategy or a “compete” strategy for Cialis? (see page 2 of case study for a description of the three strategies). Provide justification for your choice of positioning strategy.
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