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Case | HBS Case Collection | October 2004 (Revised July 2010)

Product Team Cialis: Getting Ready to Market

by Elie Ofek

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Abstract

Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to segment the market and which target market to focus on. The marketing plan should take advantage of Cialis's medical profile. In particular, they must pay special attention to the communication strategy to patients, physicians, and partners. The analysis, plan, and action should take into account extensive market research and recent competitive developments. Includes color exhibits.

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry;

Format: Print 26 pages EducatorsPurchase

Citation:

Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)

About the Author

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Elie Ofek
T.J. Dermot Dunphy Professor of Business Administration
Marketing

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More from the Author

  • Case | HBS Case Collection | February 2018 (Revised March 2018)

    Huawei: How Can We Lead the Way?

    Elie Ofek, Tian Tao, Eden Yin and Nancy Hua Dai

    On September 12, 2017, just as Apple’s Tim Cook was unveiling the iPhone X, Richard Yu, CEO of Huawei’s Consumer Business Group (CBG), and Glory Cheung, his Chief Marketing Officer, were discussing some key strategic issues regarding Huawei’s smartphone business. Established in 1987, Huawei was the largest telecom equipment company in the world. Huawei established the CBG in 2012 to focus on Huawei-branded smartphone models, and within five years had risen to be the No. 3 player in the market in terms of shipments; next only to Apple and Samsung. As they finished watching Cook’s presentation, Yu and Cheung thought about the Mate 10 series, Huawei’s most advanced smartphone that would be launched on October 16, 2017 in Germany. The new models would include Huawei’s proprietary Kirin 970 chipset, which boasted having the world’s first artificial intelligence (AI) mobile processor. They had to decide how to position, communicate and price the new phones. Yet beyond these near term decisions, a major challenge facing Huawei was how to make good on Yu’s bold vision to overtake Apple and Samsung in market share within three to five years, while maintaining healthy profits. This task seemed particularly daunting given the difficulties the company had encountered in penetrating the lucrative US market. What would it take for Huawei to be the number 1 smartphone brand globally?

    Keywords: Product Launch; Product Positioning; Marketing Communications; Price; Competitive Strategy; Global Strategy;

    Citation:

    Ofek, Elie, Tian Tao, Eden Yin, and Nancy Hua Dai. "Huawei: How Can We Lead the Way?" Harvard Business School Case 518-071, February 2018. (Revised March 2018.)  View Details
    CiteView DetailsEducatorsPurchase Related
  • Teaching Note | HBS Case Collection | August 2017 (Revised March 2018)

    Kameda Seika: Cracking the U.S. Market

    Elie Ofek

    Teaching Note for HBS No. 517-095.

    Citation:

    Ofek, Elie. "Kameda Seika: Cracking the U.S. Market." Harvard Business School Teaching Note 518-033, August 2017. (Revised March 2018.)  View Details
    CiteView DetailsPurchase Related
  • Teaching Note | HBS Case Collection | October 2016 (Revised February 2018)

    AnswerDash

    Elie Ofek and Jeffrey D. Shulman

    Teaching Note for HBS Nos. 516-106 and 517-020.

    Citation:

    Ofek, Elie, and Jeffrey D. Shulman. "AnswerDash." Harvard Business School Teaching Note 517-058, October 2016. (Revised February 2018.)  View Details
    CiteView DetailsPurchase Related
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