Cialis Market Research
MEMO: “CIALIS VS. VIAGRA”
1.The managerial problem to solve
How to launch new product “Cialis” successfully against the high competition of market leader Viagra?
To be specific, what is research information for a good strategic marketing plan in order to launch successfully the new product?
2.The research questions?
1) Determine companies’ marketing objectives toward new product launching such as sales (volume, share), growth, revenue, profit, MKT budget.
2) Estimate strengths and weaknesses of the company and its competitors especially the core competencies.
3) Understand the market trends and growth. how many players in this category? Is there any potential competitor in near future?
4) Segmenting Define segments of this market? Geographic, demographic, psychographic or behavioral? Which and how many segments to serve?
5) Targeting Determine the target market should we aim to? Non-user, Viagra user, Viagra dropouts
6) Consumer preferences, usage and purchase habits, opinions, perceptions and experiences with category, brands and products?
7) Determine main triggers and barriers
8) Positioning Determine position Cialis against the market leader Viagra.
9) Evaluate marketing strategies of competitors-Viagra in order to decide which strategy should be considered and selected? Direct compete, niche or beat strategy.
10) Determine and set the optimal price point? Should Cialis be priced higher or lower than Viagra
11) Which Distribution channels should be used and how to operate it smoothly
12) What are the main MKT activities (promotions, advertising, frequent, seasons, cost) of Cialis‘s competitor and how about efficiency of these campaign’s?
3. Methodologies
Question
Methodologies
1
Secondary. (Interview with Cialis’s board of management)
2
Secondary data.
3
Secondary, Quantitative (Customer behavior’s survey)
4,5
Secondary, quantitative
6,7
Qualitative + Quantitative (opinions survey, feedback)
Home use test (Qualitative
1.The managerial problem to solve
How to launch new product “Cialis” successfully against the high competition of market leader Viagra?
To be specific, what is research information for a good strategic marketing plan in order to launch successfully the new product?
2.The research questions?
1) Determine companies’ marketing objectives toward new product launching such as sales (volume, share), growth, revenue, profit, MKT budget.
2) Estimate strengths and weaknesses of the company and its competitors especially the core competencies.
3) Understand the market trends and growth. how many players in this category? Is there any potential competitor in near future?
4) Segmenting Define segments of this market? Geographic, demographic, psychographic or behavioral? Which and how many segments to serve?
5) Targeting Determine the target market should we aim to? Non-user, Viagra user, Viagra dropouts
6) Consumer preferences, usage and purchase habits, opinions, perceptions and experiences with category, brands and products?
7) Determine main triggers and barriers
8) Positioning Determine position Cialis against the market leader Viagra.
9) Evaluate marketing strategies of competitors-Viagra in order to decide which strategy should be considered and selected? Direct compete, niche or beat strategy.
10) Determine and set the optimal price point? Should Cialis be priced higher or lower than Viagra
11) Which Distribution channels should be used and how to operate it smoothly
12) What are the main MKT activities (promotions, advertising, frequent, seasons, cost) of Cialis‘s competitor and how about efficiency of these campaign’s?
3. Methodologies
Question
Methodologies
1
Secondary. (Interview with Cialis’s board of management)
2
Secondary data.
3
Secondary, Quantitative (Customer behavior’s survey)
4,5
Secondary, quantitative
6,7
Qualitative + Quantitative (opinions survey, feedback)
Home use test (Qualitative