Cialis Case Study Questions

Cialis Case Study Questions

Q1: Topic #1 – Segmenting the market
What are the most relevant dimensions along which to segment the patient market for ED treatment?

Of the segments identified, which would you target initially with Cialis and why?

Q2: Topic #2 – Positioning Cialis brand and price in the market

What is Viagra’s positioning in the marketplace in 2002?

How would you characterize the Viagra brand?
How should it be priced (assuming no health care coverage)?

Q3: Topic #4 – Competitive response
What competitive response do you anticipate from Pfizer? From Bayer-GlaxoSmithKline?How should Cialis plan for such response?