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.

Case Study 2
Product Team Cialis: Getting Ready to Market

(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.