Cialis: A Segmentation and Targeting Dilemma

Title:

Cialis: A Segmentation and Targeting Dilemma

GSB Authors:

S. Wheeler

All Authors:

Wheeler, S. Christian

Date:

2016-01-22

Abstract:

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.

Collection:

Faculty Publications

Publication URL:

https://gsb.stanford.edu/faculty-research/case-studies/cialis-segmentation-targeting-dilemma

Academic Area:

Marketing

Publication Type:

Cases