Cialis: A Segmentation and Targeting Dilemma

Cialis: A Segmentation and Targeting Dilemma

By
S. Christian Wheeler
2016|Case No.M361| Length 8 pgs.

Cialis is an entrant into the erectile dysfunction market created by competitor Viagra. The team at Cialis must develop an effective marketing strategy to compete against Viagra’s market dominance and establish a viable market position.

Learning Objective

The objective of the case is to teach students how to evaluate potential segmentation schemes and to successfully position a product in an established marketplace.

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