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商品編號： 9-505-038 出版日期： 2004/10/04 作者姓名： Ofek, Elie 商品類別： Marketing 商品規格： 26p 再版日期： 2010/07/28 地域： 產業： Pharmaceuticals 個案年度： 2002 - 2002
商品敘述：
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.
涵蓋領域：
Communication strategy;Competition;Market research;Market segmentation;Marketing planning;Product positioning;Target markets;Product development;Competitive strategy
相關資料：
Case Teaching Note, (5-505-060), 15p, by Elie Ofek;Spreadsheet Supplement, (XLS215), 0p, by Elie Ofek
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