Scalia's targeting strategy raised concerns, particularly with respect to the target market, emphasis on doctors instead of patients, and segmentation methodology.
The customer base for the drugs consists of men aged 40 to 70, as well as doctors who prescribe them.
The recommendation is to use the STEP strategy for segmenting and targeting customers of Scalia. The target market consists of men over 20 who suffer from impotence or DE. Segmenting should also take into account the drug's potential to improve the patient's quality of life, as well as factors such as Vicar's market share and previous unsuccessful experiences. Furthermore, additional segmentation based on other diseases that patients may have would be beneficial. The importance-performance model in appendix 1 provides further insights into targeting customers.
The mos
...t desirable groups include individuals who have dropped out of using Vicarage, those who are partners, and males with DE who do not take medication. Among those who have stopped using Vicarage, half express interest in trying a different drug. Partners are important because they hold sway over males, and those who have never taken the drug express concerns about side effects and a desire to try an alternative medication.
The data indicates that Brayer's offered loyalties are more highly valued by physicians currently. To effectively market this product, it should be positioned as a high quality, high class option with the main message being its greater effectiveness. This messaging would appeal to individuals who have dropped out of using Vicarage or who do not trust DE pills. Additionally, the product could be marketed as a long duration pill so couples would not need to tailor their intimac
time around pill taking periods.
Due to its high quality, customers are willing to pay more for Calls even if their health insurance does not cover the entire cost.
In conclusion, Lilly CICS LLC should prioritize its efforts towards addressing the drop-outs among Vicarage, DE patients who have never tried a drug, as well as partners. While implementing a mass marketing strategy may result in a risk of being overshadowed by Pfizer, adopting a multiple segment differentiated approach could help gain a strong foothold in the market. The target audience can be reached through various channels such as direct advertisement, internet, and informing doctors. This will position Scalia as a high-quality, high-class, and effective product.
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