3 DOSAGE FORMS AND STRENGTHS

• Giving a lot of samples to General Practitioner (GP) & hospitals for trial testing to potential patients.

• The medication comes in tablet form for oral administration.
• Tablets are almond-shaped, film-coated, and color-coded by strength.
• Strengths include 2.5 mg (yellow), 5 mg (yellow), 10 mg (yellow), and 20 mg (yellow).
• They are imprinted with the dosage and "C" for the brand.
• Generic tadalafil tablets may look different but contain the same drug.
• The tablets should be swallowed whole with a glass of water.
• Do not crush, split, or chew the tablets.

Online Marketing • Established an official web site to provide medical information.

5.1 Cardiovascular

Current Marketing Mix – 5 P’s • SWOT Analysis • Competitors Analysis • Market Share Analysis 3. Value-Added Analysis • Market Segmentation • Identifying Target Market for Cialis® 4. Market Segmentation • Product • Price • Promotion • Place / super cialis Distribution • People 5. Team Members Chee LiungWun 2821927 Lim Shieh Chern 2821959 Ng Yee Jie 2821942 Terrenz Leong 2821913 Winny Low 2821920 The Company -Eli Lilly & CoAboutUs Global, research-based pharmaceutical company and one of the world's largest corporations. Origin Founded in 1876 by a pharmaceutical chemist, Eli Lilly.

Presidents Award

Global headquarter in Indianapolis, United States Mission To makes medicines that help people live longer, healthier, more active lives Eli Lilly &Co • Today, Global employees’ number approximately 40,000, and its medicines are marketed in 143 countries. • Major research and development facilities in 8 countries and conducts clinical trials in more than 50 countries. • The 10th largest pharmaceutical company in the world and have steadfastly remained independent, but not isolated . The Product –Cialis® • Introduced in 2003 • For Erectile Dysfunction (ED) • Main Market Challenger to Pfizer's blockbuster Viagra • Work as fast as 30 mins & maintains an active period of 36 hours • Available in more than 60 countries & more than 10 mil patients treated successfully Erectile Dysfunction (ED) Repeatedinability to keep an erection firm enough for sexual intercourse and reproduction - aka "impotence”- stress, relationship problems, self-esteem. Most men embarrassed to talk ED – 70% cases not diagnosed More common in older men, can occur at any age: 40-year-old: 5% 65-year-old: 15-25 % Estimated: 1.68 million Malaysian men >40 years experiencing ED.

Dive Insight:

Since then, tadalafil (Cialis) and vardenafil hydrochloride (Levitra) also approved. Current Market Scenario Currentlyonly 3 major players: 1) Viagra - Pfizer (>50 %) 2) Cialis - Lilly (40 %) 3) Levitra – Bayer (8 %) Regulated by Sales of Drug Act (MOH) – Can only be sold in Pharmacies, Hospital and Clinic with prescription. Huge Market – High incidence of ED and widespread lifestyle misuse of ED drug (performance enhancer X genuine ED) Current Market Scenario •Many unlicensed online “pharmacies” selling direct. • Parallel imports, dealers of other illegal generic or counterfeit products. Product In the Malaysiamarket, the only dosage form for Cialis is the 20 mg preparation. Sales Promotion • The "Cialis Promise" – Lilly gives men three free tablets of Cialis.

If not satisfied Lilly will pay for three free tablets of Levitra or Viagra.

Place / Distribution •The current Place / Distribution efforts by Cialis are as follows: Personal selling by appointed distributor to

5.2 Potential for Drug Interactions When Taking CIALIS for Once Daily Use

If you notice anything else concerning after starting tadalafil, talk with your doctor. Tadalafil can cause a number of more serious side effects that require medical attention, such as: priapism (a painful and prolonged erection that lasts more than 4 hours) vision problems such as:trouble differentiating between colorsloss of vision in one or both eyesseeing blue when looking at objects loss of vision in one or both eyes Relatively rare side effects of tadalafil include: It’s important to let your doctor know what other medications you’re taking before you start taking tadalafil. A number of medications can interact with tadalafil and have serious side effects. It’s recommended that you avoid tadalafil if you’re taking any of the following medications: Some categories of medications known to interact with tadalafil include: When taking tadalafil, it’s often recommended that you avoid grapefruit juice and minimize your use of tobacco or alcohol since they can interact with the medication. Discuss your tobacco and alcohol habits with your doctor before taking any type of PDE5 inhibitor.

Persistence Award

Tadalafil is the affordable, generic version of brand-name Cialis. Cialis was originally created and is produced by the pharmaceutical company Eli Lilly. Generic tadalafil became available in 2018 after the patent protection ended. Both brand-name Cialis and tadalafil have been shown to be safe and provide the same treatment effects for erectile dysfunction, but tadalafil is available for a fraction of the price of Cialis. The side effects of generic Cialis are similar to the side effects of Cialis.

Coach of the Year

Rare, but very serious, side effects include low blood pressure, vision problems, and priapism. If you are experiencing any of these side effects, especially the more serious side effects, it is worth talking with your doctor as soon as possible to discuss your side effects. When tadalafil is taken as needed for ED, it can start working within 30 to 45 minutes. It typically reaches peak effect 2 hours after it’s taken. But in some cases, it can still be effective up to 36 hours after it was taken. •General Practitioner (GP) •Hospitals •Pharmacies Regional marketing and sales support offices Place / Distribution •The Conventional Marketing Channel (official channel).

• Generic tadalafil became available after Lilly's patent expired.
• Generics are bioequivalent to the brand-name Cialis.
• They are significantly less expensive than the branded medication.
• Many online and brick-and-mortar pharmacies dispense generic tadalafil.
• Patients should ensure they purchase from a licensed, reputable source.
• Dosage strengths and indications are identical to the brand.
• Lilly still manufactures and markets the branded Cialis in some regions.

A preferred traditional distribution channel, mostly recommendation through word-of-mouth and good self- experience of Cialis.

17.11 Recommended Administration

All others relevant attributes to product features among the 3 major brands are not much different. The key selling point for Cialis edged over its 2 competitors is duration effect of 36 hours. Branding • Currently, thebrand equity is leveraged on the strength of Eli Lilly as an ethically company to uplift its profile. • Well known in pharmaceutical industry – add confidence on Cialis potential for customers. Carton box with Lilly logo to confirm the genuinely.

More FAQ

To avoid counterfeit products flooded in the market. Labeling Cialis is prescriptiondrug and therefore the labeling is focusing on the safety of consumers. Potential risk associates with Cialis must be approved by FDA (US Food & Drug Administration). Potential risk of sudden hearing loss with ED drugs displayed prominently. • Cialis adopted Competitive Based Approach in price setting.

Drug Information Association

• Cialis is using Market Penetration as the pricing strategy. • Discount Allowance – free trial pack that attached with normal packing as bonus to new patient • Promotional Price – offer new dealers with substantial promotion samples to lower their average cost when making initial purchase for stocking. Promotion Personal Selling • Personal Sellingby sales representative to respective reselling segments (Pollitt, 2004). Advertising • A&P to reputable periodic and medical magazines. Public Relations • Use of Public Relation figures like prominent urologists to provide reliable testimonies. Eli Lilly Cialis Zuelleg Distributor Doctor / GP / Pharmacy Patients Place / Distribution •Hybrid

7.1 Potential for Pharmacodynamic Interactions with CIALIS

Like other ED drugs that are taken as needed for ED, it must be taken in advance of when you plan to be sexually active to give it time to start working. There are several options to treat ED aside from oral medications like tadalafil, including: erectile dysfunction pump (penis or vacuum pump) sex therapy for emotional, psychological, and relationship issues related to ED Generic versions of Cialis have been available since 2018 under the name tadalafil. A long list of companies has been FDA approved to produce tadalafil for treating ED and BPH. Generic versions of Cialis that are FDA-approved are equally as effective and safe as brand-name Cialis. Generic versions are often less than half the cost.

American Pharmacists Association (APhA)

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Product Team Speed Award

Introduction A group ofmarketing strategies & research project to study undertaken at Eli Lilly to identify one of the core product – Cialis, by evaluating the product from marketing perspective, issues, challenges and new targets for Cialis. To improve Cialis current market scenario as Market Challengers & take over the Market Leader position. Recommendations on solutions and remedies on the most urgent and crucial challenges. Content • Team Members •The Company – Eli Lilly • The Product - Cialis® • Erectile Dysfunction (ED) • The Current Market Scenario 1. Introduction • Product • Price • Promotion • Place / Distribution • People 2. Marketing Channel Networks (multichannel) • Facing challenges from unlicensed pharmacy online website and parallel importer (PI).

• Clinical trials for Cialis involved thousands of men with ED or BPH.
• Studies demonstrated significant improvement in erectile function scores.
• For BPH, trials showed improved urine flow and reduced symptom scores.
• The drug was well-tolerated in most long-term studies.
• Research also explored its potential in pulmonary arterial hypertension.
• Lilly conducted extensive post-marketing surveillance for safety.
• Trial data supported its approvals for multiple indications.

• No effective enforcement available to ward off the illegal sellers at this moment.

• Cialis is FDA-approved for erectile dysfunction (ED) and benign prostatic hyperplasia (BPH).
• For BPH, it helps relax prostate and bladder muscles to improve urine flow.
• It can be prescribed for both conditions simultaneously (ED+BPH).
• The starting dose for daily BPH treatment is typically 5 mg.
• Clinical trials showed significant improvement in BPH symptoms.
• It is not approved for use in women or children.
• Off-label uses exist but are not officially recommended by Lilly.

People The current Peopleefforts by Cialis are as follows: • Engaged the prominent urologists to conduct seminars to educate and promote Cialis.