What is Viagra’s market positioning in 2002 and How would you characterize the Viagra brand?We’ll analyze our first case, which gives us a look into the launch of Cialis, an erectile dysfunction drug. As you prepare your analysis, consider the following questions:

What is Viagra’s market positioning in 2002 and How would you characterize the Viagra brand?We’ll analyze our first case, which gives us a look into the launch of Cialis, an erectile dysfunction drug. As you prepare your analysis, consider the following questions:

1. What are the most relevant dimensions along which you can segment the patient market for ED treatment? Of the segments identified, which would you target initially with Cialis?
2. What is Viagra’s market positioning in 2002 and How would you characterize the Viagra brand?
3. What are the most important messages to communicate to the target patients? To physicians? To partners?
4. What would be the most effective way to position Cialis in the market?
5. What marketing mix activities should accompany the launch of Cialis?

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