Scalia Scalia is an erectile dysfunction medication attempting to enter the market that is already dominated by Vagina. Pellagra’s dominance In the market, along with Levitates entrance on the scene, it caused Lilly CICS LLC to question how they should position Clans with their unique capabilities. In order for Clans to become successful In the market, they can either use a beat strategy, compete strategy, or niche strategy. Before Implementing these solutions, a set of criteria is needed to determine which strategy would work best.

In order for managers to come up with solutions for their radical problems, they need to determine how to position their product and know their target market. They need to know their key messages and find mediums to reach their target market. Along with determining their solutions, managers should also identify criteria against which they can evaluate alternative solutions. Some criteria are: Is the target market large enough to be profitable? Is the market growing? Will the product position chosen negatively or positively affect our brand image in the long run?

If a wrong turn is taken, repositioning can take up to 10 years (Hawkins, Motherboard, 2013). How long will it take to educate the target audience and turn them Into consumers? CICS has never brought a product to market before and Ell Lilly’s Approach was expiring, they needed to see a return on Investment soon. Will the solution give our company a sustainable advantage over the competition? The time and money investment for ad campaigns is great, $400 million and $600 million to bring a new drug to market (Bitter, 2001) Given these criteria are three alternative solutions that can be implemented.

Alternative : In Scalia’ research study of patients n the united States and Europe, they found roughly half of all DEED patients had not sought any treatment. Our recommendation is to use a beat strategy by targeting these patients, who fall between the ages of 50-75, To reach them, Scalia needs to eradicate their barriers to entry by positioning the quality and benefits of the drug mainly that it effectively represses DEED, and conveying that can significantly improve the lives of its users.

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The greatest barrier to entry in most geographic markets in the 50-75 age range is that men believe it is a normal part of aging. When examining the 0 and up age category, this statement holds true in all markets in the 43% to 78% range. The second greatest barrier is men waiting tort the condition to go away. Scalia needs to stimulate their market to action by showing them that DEED does not need to be a normal part of life, nor do men need to Walt for the condition to go away. First, Clans should reach out to the partners of these men.

Roughly 70% of all men In all geographic markets have partners and they are the greatest Influencer in convincing men to consult a physician. The message to these partners will be, “Scalia s a product that will help you reclaim your love life. ” Not only does this advertise the core benefit of the brand, but it also empowers partners, who previously felt at fault for their partners’ condition, to encourage their loved one to see a doctor. To convince the target market that Scalia does indeed work. Hey need to advertise the close relationships they have developed with opinion leaders in the medical world. The best way to do this Is through public relations efforts. Newspaper/magazine articles the doctor and are only proceeded by partners and self-motivation. Patients will be ore receptive to hearing Scalia’ message through a third party, likely due to legitimacy. Examples of appropriate publications would be The Wall Street Journal and ARP. The benefits of targeting this segment would be growth. Scalia found that roughly 40% of all DEED patients have not sought treatment.

There would be a significant increase in brand equity by proactively working with a PR firm, and a likely a sustainable advantage by gaining customers who may have never tried an DEED drug otherwise. The detractors of targeting this segment would be an unknown variable of turning the market into consumers. Alternative 2: Managers can use the compete strategy and go head to head with Vagina. With this strategy, Scalia should target men who are 50 to 75, and who are either Vagina users or Vagina dropouts by positioning their superior benefits of duration, onset, and quality.

Vagina dropouts are most concerned with duration in the US and Spain, and onset in France, Germany, and the I-J. Scalia should use direct comparison television, radio, and magazine ads explaining that the length of their duration is 17-36 hours as opposed to Vicar’s 3 to 5 hours, and shorter onset time – 30 minutes as opposed to 30 minutes to 1 hour – which will allow the user to have the freedom to engage with their partner when they desire. Since there are few competitors in the market, consumers do not know what they can expect from the drug and it is essential “to clearly articulate… Rand advantage (Smith, 2013). ” This comparative differentiation approach will allow them to see that Scalia clearly outperforms Vagina. 36% of current Vagina users in the US are also most concerned with duration. In France, Spain, and Germany, users care most about the time on the market. This information seemingly contradicts the high umber of patients interested in Scalia, a new drug. However, duration ranked as second most important trait in five out of six countries, which may have contributed to the high interest in Scalia.

Still, in these countries, Scalia may want to stress their relationship with the medical community as an indicator of quality. Clearly the target market is large enough to be profitable, Vagina had $1. 3 billion in sales in 2000. Positioning themselves in direct comparison ads will elevate Scalia’ brand image because their benefits and efficacy are greater than that of Vagina. However, Scalia ill not be able to spend as much on marketing as Vagina due to the budget gap, and because of this, they may not make a significant impression on the target market.

Alternative 3: Using a niche marketing technique, Scalia could target men with high blood pressure who also suffer from DEED. For every million patients that asked for Vagina, 100,000 had untreated high blood pressure; this number is higher than those with diabetes or heart disease. For positive indicators of market size and growth, we see one in three Americans, a key market for Scalia, has high blood pressure and over a lifetime, the risk of developing high blood pressure is 90% (WebMD). ” Here is an opportunity to educate men that DEED can be a side effect of having high blood pressure.

Roughly 40% of men who are 40-50 years old in all geographic markets are waiting for the situation to go away, but this is unlikely to happen if it is due to a medical issue. To legitimate Scalia’ effectiveness and safety, Lilly CICS should partner with the American Heart Association, because consumers prefer an educational approach in the pharmaceutical industry (Bitter, 2001). Lilly CICS could use a similar nonuser. Since the educational ads started running, the number of aerospace prescriptions increased 60%, from $1 million in 1997-98 to 1. Million in 2001 (Bitter 2001). Scalia would also be able to display their hotlist number so patients and prospects can call in to ask questions. The benefit of this type of campaign is that it “can provide valuable feedback from customers. One-to-one and relationship marketing, is easier to measure and may also be more effective (Bitter, 2001). ” Scalia should also have their sales representatives educate physicians about the important link between high blood pressure and DEED.

Primary care physicians are unlikely to discuss sexual issues with their patients; therefore, we should educate them about the safety and benefits compared to other alternatives since their greatest concern is safety and effectiveness of drug. Sales representatives should also highlight Scalia’ relative lack of side effects regarding blue vision and a high fat diet. Using this alternative, Scalia’ brand equity will positively be affected due to positive education campaign and partnership with American Heart Association. However, in targeting this specific market, Scalia may face some difficulty.

While there does not seem to be prevalent usage of nitrates to treat high blood pressure, there have been preliminary studies showing some benefit of reducing high blood pressure with nitrates (Warner, 2013). This can be a problem because Scalia cannot be taken with nitrates. Also, it is an unknown factor for how long it will take to educate consumers and get them to purchase the product. After figuring out the problem and causes, criteria and alternatives, managers should focus on only using nee alternative to work with that will be best for the marketing of Scalia.

In this case, alternative two has a greater potential in succeeding in comparison to alternative one and alternative three. First, they already have potential customers. After preliminary research, Scalia found 52-100% of Vagina current users and dropouts are interested in their product, excluding Italy, this number rises to almost 70%. In implementing this alternative, Scalia can place their product in drug stores and several pharmacies where Vagina is also being sold such as hospitals, clinics, and online.

In these places, Scalia can inform the doctors or consultants about the benefits of their product and influence them in promoting or introducing the product to patients who suffers from DEED. Along with finding the appropriate place for their product, Scalia could also use several mass methods to go against Vagina to inform their target market about the benefit of their product. Mass methods such as media advertising to increase the brand awareness of Scalia in terms of its durability and benefits.

This age range of the population is highly receptive to advertisements that depict relationships teen people, versus statistics and fact based arguments(Deliver, 2009). With this information in mind, Scalia needs to keep their advertisements focused more on how the product allows you the freedom to be with your partner when you choose, unlike Vagina, over the analytics of their product. They should promote their product in print ads related to newspapers and magazines related to health, sex life, and other topics that interest our core market, such as Men’s Health and the Wall Street Journal.

They could also begin on doing some form of sponsorship where they can sponsor a lath convention or seminar where they can introduce their product and possibly give free consultation by the doctors or physicians. They could also reach out to Alternative 2 makes the most sense, because the market is receptive. Scalia’ duration and onset benefits are key attributes that Vagina patients and dropouts desire, and Vagina does not offer. It is much easier to convince patients who are already using an DEED medication, or have used one recently that they should try something new, rather than corner an entire new market.

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