2 DOSAGE AND ADMINISTRATION

Personal Selling The currentmarketing channel via sales representatives should be intensified.

What Are the Differences Between Tadalafil and Cialis?

Labeling Cialis is prescriptiondrug and therefore the labeling is focusing on the safety of consumers. Potential risk associates with Cialis must be approved by FDA (US Food & Drug Administration). Potential risk of sudden hearing loss with ED drugs displayed prominently. • Cialis adopted Competitive Based Approach in price setting. • Cialis is using Market Penetration as the pricing strategy.

Dive Insight:

• Discount Allowance – free trial pack that attached with normal packing as bonus to new patient • Promotional Price – offer new dealers with substantial promotion samples to lower their average cost when making initial purchase for stocking. Promotion Personal Selling • Personal Sellingby sales representative to respective reselling segments (Pollitt, 2004). Advertising • A&P to reputable periodic and medical magazines. Public Relations • Use of Public Relation figures like prominent urologists to provide reliable testimonies. • Giving a lot of samples to General Practitioner (GP) & hospitals for trial testing to potential patients. Continuous training to enable sales representatives to aware of the product and market Cialis to a wider customer base.

The sales representatives should be competent & familiar with Cialis benefit, and carry the similar corporate identity & brand image to the public.

17.1 Nitrates

Associate • Continuous awareness to maintain the philosophy of Eli Lilly alliance-management process being innovative & strategize: FIND IT… GET IT… CREATE VALUE! Competitors Analysis Product NameViagra Levitra Cialis Generic Sildenafil Vardenafil Tadalafil Manufacturer Pfizer Bayer GSK Lily Icos Approval Date 27 Mar 1998 9 Aug 2003 21 Nov 2003 Effective period up to 4 hours up to 6 hours up to 36 hours Time taken before effect 30 minutes 25 minutes 30 minutes Common side effects Headache, facial flushing, altered or bluish vision Headache, facial flushing Headache, myalgia dyspepsia or upset stomach, back pain Recommended consumption Empty stomach With food but limit alcohol With food but limit alcohol Spokesperson Baseball star, Rafael Palmeiro Football star, Mike Ditka None Market Share Analysis U.K.(2004) 21% U.K. (2005) 26% U.S.A. (2004) 20% U.S.A. (2005) 23% Malaysia (2004) 35% Malaysia (2007) 42% Viagra – 73% Levitra – 6% Viagra – 66% Levitra – 8% Viagra – 68% Levitra – 12% Viagra – 59% Levitra – 6% Viagra – 65% Levitra – 12% Viagra – 50% Levitra – 8% Market Segmentation • Geographic MARKETSEGMENTATION VARIABLES FOR CONSUMER MARKETS Variable Typical Breakdowns Geographic Region The product is mainly focusing Malaysia market.

Product Team Speed Award

City Size States within Malaysia that have a population of 100,000 & above Density Urban and Suburban Climate Centre, Eastern, Northern & Southern Region Market Segmentation • Demographic MARKETSEGMENTATION VARIABLES FOR CONSUMER MARKETS Variable Typical Breakdowns Demographic Age Elder market group – age range between 40 years and above; Young and energetic group – age range between 35 years and above Sex Applicable for male consumption only Family Life Cycle At least 18 years and above, single, married, young, senior citizens. Income Medium to high end income group with an average income of $5k and over Occupation Elder market - retiree, professionals and business owner. Education All level ranging from primary school, high school, college and university graduate Religion All religions from Buddhist, Muslim, Hindu, Christian, Free Thinker, etc Nationality Malaysian-male only Market Segmentation • Pschyographic MARKETSEGMENTATION VARIABLES FOR CONSUMER MARKETS Variable Typical Breakdowns Psychographic Socioeconomic ED cialis for sale ireland patient, sexual active lifestyle group Status Well educated, professional, good income group Values, attitudes and lifestyle groupings Western thinking, open, enjoy life Personality Male with strong self-esteem, egoistic or another group that is lack of self confidence on sexual performance Market Segmentation • Behavioural MARKETSEGMENTATION VARIABLES FOR CONSUMER MARKETS Variable Typical Breakdowns Behavioural Purchase occasion Regular (ED patient or sexual active group), occasion (Impulse or brand switch buyer), special occasion (First time buyer) Benefits sought Boost male self-esteem and confidence level, enhance sexual performance User status Could be ranging from non-user, ex-user, potential user, first- time user, regular user. Usage rate Light user, medium user and heavy user (depend on individual need and desire) Loyalty status None, medium, strong, absolute Buyer-readiness stage Aware, interested, desirous to try, intending to buy Attitude towards product Positive and enthusiastic and eager to try Target Market Health RelatedGroup Lifestyle Group Casual User Group - Erectile Dysfunction consumers - Men age 40 and above - Senior citizen - Sexually active Consumers - Impulse buyers - First time buyers - Brand switch buyers WHO? Two Potential TargetMarket √ The Health Related Group √ The Lifestyle Group Who has long term business & revenue potential for the company… Product Branding • Toenhance 3 levels of brand positioning: 36 hours duration of effect Cialis provide all men and their partners to choose the right moment for intimacy. Sales Promotion 1) Increasesales 2) Gain market share Cialis Promise Loyalty Program Referral Program Buy 5 Free 1 Get Free Pills by Introducing a New Friend Place / Distribution Current •Cialis is currently distributed on the pull strategy. • Marketing activities and campaigns are directed towards end users with the aim to create awareness and to assist ED patients to recognize their problem. • Patients will then demand Cialis from hospitals, clinics, pharmacies or online which in turn will demand the product from Zuellig Pharma and Eli Lilly.

• The drug works by inhibiting phosphodiesterase type 5 (PDE5).
• PDE5 inhibition increases cyclic GMP, a chemical that relaxes smooth muscles.
• In the penis, this relaxation allows arteries to dilate and fill with blood.
• For BPH, it relaxes smooth muscle in the prostate and bladder neck.
• This dual mechanism is why it treats both ED and urinary symptoms.
• It has minimal effect on PDE6 in the eyes, reducing visual side effects.
• Its long duration is due to a slower elimination rate from the body.

Proposed • Cialis should adopt hybrid marketing channel network by leveraging on Internet as its new distribution market to provide flexibility and privacy to the buyers.

• To prevent unauthorized buyers, as a proposed solution, a buyer or patient must present an electronic copy of doctor’s prescription to buy Cialis online.

5.7 Renal Impairment

Change initial message from “Cialis for ED Treatment” to “Healthy sex life with Cialis” or “You’ll not walk alone with ED”. Product Packaging • Todevelop different packaging for different target group used, for example: Health Related Group • Handier packet to be carried for travelling. Lifestyle Group • “Double Happiness” package (2 tablets in 1 packet) • Lover usage pack (single tablet) Product-Support Services • EnhanceCialis website by setting Q&A or “Ask the Expert” section. • Set up a forum for ED patients, existing or potential users to exchange their view & info on Cialis. Price Remain competition-based pricing.Adjust the price in parallel with Viagra Psychological pricing strategy - Customers will perceive Cialis as a better choice due to longer effective period plus it is priced the same as Viagra Discount pricing - further discount when customers purchase Cialis with prescription in order to encourage customers to consult doctors for ED treatment hence not misuse the drug Promotion - Advertising EnhanceCialis advertisement to spur awareness within Malaysian community.

Common side effects of tadalafil

Any advertisement that could offend men’s ego must be avoided. Advertisement should carrying the product benefit such as Effect time of 36 hours and Intimate relationship & happiness can be portrayed. Eli Lilly must put on new advertisement carefully as Malaysia law prohibits direct comparison between competitors. Public Relations Increase thepublic awareness on ED Educate the public from target market that ED is no longer a bedroom tragedy with the fact that: ● ED is often associated with impaired blood flow ● If a patient is experiencing ED, it can be speculated that the patient might have problems in other organs, such as the heart. Organize Health-talks or Seminar to senior citizens & patients with ED. Hybrid Marketing Channel •The process of taking the business to online business is known as Reinter-mediation.

Society and culture

Online Marketing • Established an official web site to provide medical information. Sales Promotion • The "Cialis Promise" – Lilly gives men three free tablets of Cialis. If not satisfied Lilly will pay for three free tablets of Levitra or Viagra. Place / Distribution •The current Place / Distribution efforts by Cialis are as follows: Personal selling by appointed distributor to •General Practitioner (GP) •Hospitals •Pharmacies Regional marketing and sales support offices Place / Distribution •The Conventional Marketing Channel (official channel). A preferred traditional distribution channel, mostly recommendation through word-of-mouth and good self- experience of Cialis.

What is Cialis (tadalafil)? How does tadalafil work?

Eli Lilly Cialis Zuelleg Distributor Doctor / GP / Pharmacy Patients Place / Distribution •Hybrid Marketing Channel Networks (multichannel) • Facing challenges from unlicensed pharmacy online website and parallel importer (PI). • No effective enforcement available to ward off the illegal sellers at this moment. People The current Peopleefforts by Cialis are as follows: • Engaged the prominent urologists to conduct seminars to educate and promote Cialis. Engage • Train and equip the sales personnel with best selling tools to deliver long term positive sales performance. Train • To work closely with the GP/Hospitals/Pharmacies who are actually distributors and able to convince and sell effectively by word-of-mouth. People Urologists • Collaborate furtherwith Urologists as they are trained in andrology or management of ED. • Urology support staffs are experienced in treating men or patients who suffer from ED. Cardiologists • Work closely with Cardiologists as ED may leads to cardiovascular disease. • As cardiovascular disease is 1 of the main cause of death in the United States, which was proven to be a strong predictor of ED.

• Special populations require careful dosing and monitoring.
• For elderly patients (over 65), a lower starting dose is often recommended.
• Patients with mild to moderate kidney or liver impairment need dose adjustments.
• It is not studied or recommended for use in patients on dialysis.
• Safety and efficacy have not been established in pediatric populations.
• Use in women is off-label and not for sexual enhancement.
• A thorough medical history is essential before prescribing.

Conclusion • An effectiveand well planned marketing strategy for Cialis is vital to maximize its strength and resources to develop competitive advantages against its competitors, at the same time satisfy and add values to customers.