Viagra and Ed

Viagra is the dominant player in the market and clearly enjoys high brand recognition. However, at this point, the market is not flooded with many ED health products. Hence, in order to pursue a broad market segment, Cialis should follow a ‘beat’ strategy through differentiated positioning with a clear USP. The positioning story could be weaved around Cialis’ advantages of being long-lasting and safer than Viagra.  Cialis, with the half-life being more than three times as that of Viagra, can be positioned as a lifestyle drug that enables men with ED to have a ‘Healthy and Long-lasting Relationship’ with their partners. Also, Cialis must distance/differentiate itself from Viagra’s image as a ‘playboy’ drug, by being promoted as a safe and healthy drug for a ‘couples in a happy relationship’.  Viagra roped in Bob Dole for their initial launch, reiterating the fact that Viagra was targeted as a drug for men with ED. Contrastingly, Cialis’ advertisements should be about couples enjoying their intimate moments together without any worries about ED. The central theme here could be about the long-lasting effects of Cialis, for one cannot predict when love blossoms between couples. This will also indirectly address the common concerns (inconveniences) that women partners had with Viagra (not initiating sex, inability to refuse sex, awkwardness for men to take the pill during sex). Cialis can be positioned as a drug that also addresses these concerns of women, by being a ‘convenient’ drug that enables both partners to not worry about having sex before the power of the ED drug wanes off.