PRODUCT TEAM CIALIS: GETTING READY TO LAUNCH Harvard Case Solution & Analysis

PRODUCT TEAM CIALIS: GETTING READY TO LAUNCH Case Solution

The marketing plan and strategy for the management of the company will assist the senior management and decision makers of the organization to identify the most feasible and promising market for their upcoming product along with the most rewarding positioning strategy for the launch of the product.

The analysis for the product of the target market through the marketing mix will facilitate the relevant individuals in understanding the best possible approaches for the pricing, promotion and knowledge about the product that is being launched by the organization.

The feasible marketing and advertisement budget for the promotion and branding of the product will also be proposed for extracting better outcomes after the launch of the product along with the possible response from the competitor of the company.

TARGET MARKET:

The comprehensive analysis of the case study reveals that there are more than 28 million individuals in the U.S who are suffering from male dysfunctionality in sexual activities while the global population of the individuals who were suffering from this disorder was significant and well above 150 million people.

This newly developed product of the company that the management of the organization was anticipating to launch in the most feasible market that will provide impressive returns for the operations of the company.

The comprehensive analysis of the demographic dimensions of the disorder issue and the analysis of the market and industry illustrate that the most feasible approach for the management of the company is to compete with the Viagra product in the markets it operates.

This will allow the business to operate and attract customers for the product from the already established market and the customer base of the Viagra product whose customers are knowledgeable regarding the product and are also willing enough to try an alternative for a test.

The analysis of the market also reveals that the segment of individual who are suffering from this dysfunctionality who have never took any treatment for the issue is still not convinced enough to pursue any medication and treatment plan.

The Viagra brand significantly operates in the five regions all over the world. These regions where the Viagra product operates and has a high demand are U.S., Europe, Australia, Brazil and Japan. Therefore, this should also be the target market of the Cialis organization.

POSITIONING:

The management of the organization should consider the approach of quality based positioning in the markets in order to compete with the Viagra product in the market more efficiently and effectively in order to exploit the vulnerability of the competitor of the company by capitalizing on the strength and advantage of its own product that it has to offer to the customers in the target markets.

Evaluation:

The most critical weaknesses of Viagra in the markets where it operates are the side-effects and disadvantages that also come with the benefits that the product provides in terms of addressing the dysfunctionality during sexual practices.

These side effects of the medicine include serious medical complications including heart attack and thus, far more than 130 cases have been reported for the death of patients and individuals who used Viagra from the market.

The new product of Cialis does not cause any such side-effects and medical complications to the patients who utilize it and this is the most critical success factor or core competency of the product that the management of the company should fully utilize to exploit this vulnerability of Viagra and penetrate the markets and customer segments in which this established player of the industry operates..................

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