Cialis Case Study Marking Scheme Essay Example for Free

Cialis Case Study Marking Scheme Essay Question 1 (25 Marks Total): According to information provided in the case, identify 3 main ED market segments. Describe each segment’s characteristics, including opportunities and barriers for adoption. Focus on key ED segments essential for future marketing campaign, as opposed to all possible segments. If sufficient information is provided in the case, identify potential size of the segment. -Correctly identifying demographics/age as a segment (2 marks) -Discuss main each age sub-group 20-39, 40-49, 50-59, 60+ segments (2 marks) and main barriers/opportunities to Cialis adoption: ED as a normal part of aging vs. waiting for condition to go away (2 marks); reasonably justified additional factors (up to 2 marks) -Correctly identifying Viagra usage status as a segment (2 marks) -Estimating size of Current Viagra Users/Viagra Drop-outs/Never tried Viagra segments – (1 mark) -Describing main barriers/opportunities to Cialis adoption by each sub-group: focus on willingness to try Cialis dimensions (2 marks); possible reasons for dropping Viagra use (2 marks); reasonably justified additional factors (up to 2 marks) -Correctly identifying Benefit of Duration as a segment (2 marks) -Describing main barriers/opportunities to Cialis adoption by each sub-group of prior Viagra users drop-outs vs. current users and those who have not tried Viagra (4 marks); reasonably justified additional factors (up to 2 marks) -Partial marks awarded for ED market segments not mentioned above and a convincing argument/description for such segment’s importance (up to 6 marks) Question 2 (10 Marks Total) – Discuss evolution of the Viagra brand, how it is positioned on the market vs. public’s perception of the brand and resulting opportunities for Cialis -Discuss early endorsement by Bob Dole and positioning (ie ED is a serious disease, targeting older age segment) (3 marks), followed by Mark Martin and change in targeting/brand messaging (associating Viagra with success and excitement, targeting younger age group) (3 marks) -Discuss the image of Viagra in popular culture and opportunities for Cialis (ridiculing public images creating barriers for men to overcome; partner perceives that her husband’s desire is a result of taking the pill, not genuine desire) (4 marks). Question (3) (20 Marks Total): Describe Pro’s and Con’s of positioning Cialis (1) vertically based on duration of benefit and (2) horizontally based on attitudes toward sex. For this question, consider potential success with each market segment described in Question 1 and discuss differences in profiles of Cialis vs. Viagra. Consider whether each positioning increases demand in general or converts Viagra users. -Pro’s and con’s of Vertical positioning based on ’36 hours vs. 4’ hours. Should include the following: oConvenience/Spontaneity/Week-ends (1 Mark) oEconomics/Frequency (1 Mark) oPotential safety concerns (1 Mark) oNo interaction with high-fat meals (1 Mark) oOr other factors, justified (up to 2 Marks) oEffective use of information provided in the case, particularly in-depth interviews to justify position (2 Marks) oEffective analysis of appeal to each segment (3 Marks) oEffect on demand (1 Mark) -Pro’s and con’s of Horizontal Positioning based on attitude towards sex for Cialis vs. Viagra. Should include the following: oRomantic lifestyle (1 Mark) oExcitement/success (1 Mark) oMore natural sex dynamics for couples (1 Mark) oHero-enabler/Man is the hero vs. the pill being hero (1 Mark) oOr other factors, justified (up to 2 Marks) oEffective use of information provided in the case, particularly in-depth interviews to justify position (2 Marks) oEffective analysis of appeal to each segment (3 Marks) oEffect on demand (1 Mark) QUESTION 4 (35 Marks Total) – By answering each of the sub-questions 1 through 5, discuss how you would launch Cialis into the market, paying careful attention to the fact that incumbent may create certain barriers to overcome; consider benefits for Cialis market share vs. the entire category and fit with each market segment. 1)Briefly state your marketing strategy (horizontal vs. vertical); summarize your product positioning and launch strategy (5 Marks Total) 2)Describe your chosen product attributes in the context of your positioning (hint: describe only attributes you can control: color, packaging, name, etc) (5 Marks Total) 3)Describe your pricing strategy and provide annual per customer revenue estimate (13 Marks total) -Analysis pricing target and market segments (5 Marks) -Analysis for pricing above/below Viagra (5 Marks) oFactors that should be covered: ï‚ §Price image effects ï‚ §Economic benefit to patient ï‚ §Consumer willingness to pay ï‚ §Impact of coverage by Health Plans -Per Customer Revenue Estimate (3 Marks Total): oEstimate revenue based on patient pills per year and proposed price (2 Marks) taking into account dropouts (1 Mark) or other relevant factors (up to 1 Mark) 4)Describe primary aspects of your launch strategy with respect to Pull vs. Push marketing (7 Marks Total). -Analysis should include the following factors: oAnalysis of relevant physician behavior – urologists vs. generalists; doctors may refuse prescriptions and do not initiate treatment oAnalysis of relevant consumer behavior oRole of partners oProduct promotions, other means to encourage trying Cialis oSales force requirements oConsistency with each target market and positioning 5)Describe your Communication Strategy (5 Marks Total) oAnalysis should include the following factors: ï‚ §Communication to each market segment ï‚ §Communicating to patients, partners, Viagra users, and physicians ï‚ §Which mediums should be deployed ï‚ §Who should be featured in adds, what age group(s), gender ï‚ §Event sponsorships and/or endorsements QUESTION 5 (10 Marks Total): Given your responses in Question 4 and by responding to sub-questions 1 and 2, discuss how Pfizer may respond to your Cialis positioning and how this may be addressed post product launch (7 marks); Discuss how Cialis could anticipate and respond to introduction of Levitra by GSK (3 marks). 1)Discuss how Pfizer may respond to Cialis positioning (7 marks) oAnalysis should include the following factors: ï‚ §Most likely response(s) from Pfizer ï‚ §Viagra’s long presence in the market ï‚ §Promotions/discounts on Viagra ï‚ §Thoughtful argument how Cialis camp might respond oDiscuss how Cialis could anticipate and prepare introduction of Levitra by GSK (3 marks). oAnalysis should include the following factors: ï‚ §Levitra profile ï‚ §Most likely positioning by GSK ï‚ §Response, if any, by Cialis camp

The Cold War :: History, USSR, The Space Race

Imagine a world where everyone has nothing, this was the USSR during the Cold War. The Cold War was a 40 yearlong war between the USA and the USSR. The US and the USSR never had any direct contact, but what they did do was have "races". These "races† were the Nuclear Arms race and the Space race. The Nuclear Arms race was not so much an arms race as it was a defense race. This is because with both sides have nuclear bombs, both of them would have enough bomb power to retaliate (Hart 440) The Space Race was, as the name says, a race to see who could get up in space first. Amazingly nuclear arms helped fuel man to get up in space. The Cold War was a war between the USSR and the US. Even though they never fought directly there were many wars between democracy and communism. Most of the wars between 1950-1990 were part of the Cold War (BrianPOP). For example, the Korean War (1950-1953) and the Vietnam Conflict (1955-1975) are two well-known wars that happened because of communism. (Wikipedia). The Korean War was a war fought between North and South Korea. North Korea was Communist and Soviet backed, while South Korea was part of the UN (Dolan 9). Like the Korean War the Vietnam Conflict was a war fought between North and South Vietnam. Also like the Korean War the South was democratic while the north was communist (Wikipedia). Some of the wars fought between Communism and Democracy happened in a smaller scale. For example, in Germany 1938, the Soviet Union limited transport into the city of Berlin. Germany at this time was split into two sections, Democratic and Communism. The French, British, and America controlled the West, while Russia controlled the East (HowStuffWorks). The city of Berlin was divided between the two sections, East and West Berlin. In 1938, Stalin stopped transport into the city by putting up blockades, blocking all roads and railroads that led out of the city (Hart 438). Stalin was doing this to starve out the Allies so they would get out of the city. The Allies didn’t move, but what they did do was fly planes into the city of Berlin and dropped off food and supplies (Hart 438). Ten months later Stalin gave up on the blockade and took it down (Hart 438). During the Cold War, Berlin was hit again by the influences of Stalin.

A Night at the Opera

A Night at the Opera Analysis Paper A Night at the Opera is a 1935 American comedy film starring the Marx brothers. Groucho Marx, Chico Marx and Harpo Marx. The Marx brothers influence on comedy can still be seen in todays films. There is very few comedians that have ever had as long a lasting influence or been as well-known as they are. It is absolutely astonishing that after over seventy years, it still portrays the same amount of enjoyment and laughter in â€Å"modern† viewers as it did when the film was first distributed.The language of their comedy has not dulled over time, aspects of Marx brother humor can be found throughout sit-coms, movies, comedic acts and especially cartoons. I have been a huge fan of the show called I Love Lucy since I was about 7 years old, but I never knew that the Marx brothers had such an influence on the show and that they based a lot of there comedy scenes from the Marx brothers, and Harpo had actually starred in one of their episodes as well . In the film A Night at the Opera they have a singer names Ricardo Baroni, and in the set of I Love Lucy her husbans name is Ricky Ricardo.I feel as if since A Night at the Opera played such a big influence on their show that maybe they were trying to place that name in there as some type of contribute to them and their film. I also have seen many scenes in the cartoon Tom and Jerry that tie in together from the Marx brothers. This is just proof that from Groucho's wisecracking word play, Chico conning every person he can when he has the chance, to the way Harpo's doesn't speak and frankly comes off really dumb founded. There sense of humor is timeless and forever will be a true classic.

What Are the Van Allen Radiation Belts

The Van Allen radiation belts are two regions of radiation that encircle the Earth. They are named in honor of James Van Allen, the scientist who led the team that launched the first successful satellite that could detect radioactive particles in space. This was Explorer 1, which launched in 1958 and led to the discovery of the radiation belts. Location of the Radiation Belts There is a large outer belt that follows the magnetic field lines essentially from the north to south poles around the planet. This belt begins around 8,400 to 36,000 miles above the surface of the Earth. The inner belt does not extend as far north and south. It runs, on average, from 60 miles about the Earths surface to about 6,000 miles. The two belts expand and shrink. Sometimes the outer belt nearly disappears. Sometimes it swells so much that the two belts appear to merge to form one big radiation belt. What Is in the Radiation Belts? The composition of the radiation belts differs between the belts and also is affected by solar radiation. Both belts are filled with plasma or charged particles. The inner belt has a relatively stable composition. It contains mostly protons with a lesser amount of electrons and some charged atomic nuclei. The outer radiation belt varies in size and shape. It consists almost entirely of accelerated electrons. The Earths ionosphere swaps particles with this belt. It also obtains particles from the solar wind. What Causes The Radiation Belts? The radiation belts are a result of the Earths magnetic field. Any body with a sufficiently strong magnetic field can form radiation belts. The Sun has them. So do Jupiter and the Crab Nebula. The magnetic field traps particles, accelerating them and forming belts of radiation. Why Study the Van Allen Radiation Belts? The most practical reason to study the radiation belts is because understanding them can help protect people and spacecraft from geomagnetic storms. Studying the radiation belts will allow scientists to predict how solar storms will affect the planet and will allow advance warning in case electronics need to be shut down to protect them from radiation. This will also help engineers design satellites and other space craft with the right amount of radiation shielding for their location. From a research perspective, studying the Van Allen radiation belts provides the most convenient opportunity for scientists to study plasma. This is the material that makes up around 99% of the universe, yet the physical processes occurring in plasma are not well-understood.