Lecture 10 Cialis Flashcards
what are the steps in positioning analysis
segmentation -> targeting -> positioning
what are 2 possible segmentation bases for cialis
age
Viagra user status
what would be the largest segment if you went with age
60+
what is a barrier for going for the 60+ users
lower customer lifetime value
why is age not the best segmentation strategy
there are different barriers to adoption at different ages
what is the pro of the never tried group
largest segment
what are the options for segmentation if you go for the viagra user status strategy
never tried
dropouts
users
what is the con of the never tried group
barriers are too high
what would be the strategy if you went for the viagra dropouts
look into the ways why the dropped viagra, but would it be different for cialis
why would the viagra users be a good strategy (2 reasons)
they have already overcome the barriers to adoption
many are dissatisfied with viagra and open to trying cialis
What was the initial launch strategy of viagra
there were health concerns over the drug
bring in Bob Dole, an old politician bringing a lot of credibility and normalizes its use
what was the strategy of viagra in T2 consolidation
the old image was problematic, because of the age discussion
-> associate viagra with masculinity
what was going to be the laddering strategy for cialis
36h -> more time -> relax -> higher quality of romance
