A Marketing Audit Paper Of The Cialis Product

3012 words - 12 pages

IntroductionIn 1998, Pfizer released the first erectility dysfunction pill, Viagra. Sales for this product reached $1 billion in 2001, and it soon cemented itself in popularity as the top sex drug of the 21st century. Though it was an erectable dysfunction pill, Pfizer in its advertising apparently promoted the product as more of a sex enhancer, which caused some controversy because of the difference from its original purpose. Nevertheless the drug continued to sell successfully, becoming a byword of sex-related medication and other pharmaceutical companies waited in the wings to release their own equivalent products.In 2003, two other products were almost simultaneously released to contend with Viagra for the position of top Erectility Dysfunction medication: Levitra by Glaxo-Smithkline/Bayer, and Cialis by Eli Lilly. For our purposes in this paper, we will focus on Eli Lilly's Cialis. A Marketing Audit will be attempted on the Cialis product of Eli Lilly based mainly on Internet sources such as:1. Eli Lilly's homepage for Cialis itself;2. Articles and web pages about the Eretile Dysfunction medication scene, and;3. Articles on the web describing or commenting Cialis' progress in the market.A marketing audit is an evaluation of the company's marketing efforts and measurement of success compared to its goals and whether the product meets the needs of the consumer. Thus in this marketing audit, we aim to compare the Cialis marketing campaign objectives to results in sales in the coming years, and will provide a judgment on whether it was a success or not.The marketing effort of Cialis will include the general elements of the advertising campaign: mass media advertising (TV, radio, etc.), and Internet advertising (website, pop-up ads). While there are three major players in the field, this study will focus primarily on the competition of Viagra, as this is the more apparently prominent competition for Cialis. We will compare the approaches of the Viagra and Cialis manufacturers in their advertising and marketing efforts.The schedule for this research will follow the pattern below:1. Choice of topic for marketing audit: July 5, 20062. Gathering of pertinent data: July 6-7, 20063. Analysis of data: July 8, 20064. Submission of final paper: July 9, 2006The choice for the marketing audit is Lilly ICOS' Cialis because, first, information and data on the topic are common and readily available; and second, the popularity and controversy deems it to be a very significant product, that this research may be of some educational value to the general public if accessed about the marketing mechanisms used in the sale of Erectile Dysfunction medication.The marketing audit will start with key information on the Cialis product. Such information will include:- What is Cialis and what is the purpose of this product?- What would be the primary competition to this product and how does it compare to Cialis?- What are the marketing strategies applied to each product and...

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