The Term Market Positioning Strategy

Question: Discuss the term market positioning strategy. Answer: The term market positioning strategy is defined as the effort put on in order to influence the perception of the individuals about a particular brand or product compared to the perception of the consumers about the other competing brands or products (Hollensen, 2015). The objective of designing a market positioning strategy is to occupy a unique, clear and advantageous position in the market. According to Wilson and Gilligan (2012), the most relevant marketing dimensions that can be used for Cialis, in order to create useful segments can be classified in two categories, Demographic and Psychographic. The demographic segment contains age, marital status, income, education and occupational structure. On the other hand, the psychographic segments include values and patterns of usage. Age is considered to be a dimension that can be valued as it has a strong correlation with the erectile disorder disease. On the other hand, it is also evident from the data that most of the men who are suffering from erectile disorder are either, married or living together with their partner. Depending on the patterns of the male population with erectile disorder can broadly be divided into three segments namely the young adults, stable husbands and the retired seniors (Foxall, 2014). This segmentation is done purely done by taking into account the income and the educational qualification of the individuals as this determines the purchasing power of the consumers. Based on the segmentation above the company will address the stable husbands. As the retired seniors are the one who are mostly subject to erectile dysfunction, they are the most lucrative target for the company. Therefore, addressing them will give rise to a head to head competition with a renowned brand such as Viagra. Thus, the company has selected the category of stable husbands with erectile dysfunction. According to the data provided in the case study, among all men between the age group of 30-65 in USA and Europe, nearly 15% suffers from erectile dysfunction. As more than 150 million men all over the world suffer from chronic erectile disorder the company will be able to target nearly 22.5 million of men with erectile disorder along with some of them with moderate or lower erectile disorder (Mudie Pirrie, 2012). The main analysis that the company will have to perform is that, to find out the total number of married persons and the number of persons living with their partners and the purchasing power of them. This will allow the company to address a appropriate segment of the market that has been dominated by Viagra. Again, as the men with erectile dysfunction ranges from newlyweds to the golden wedding stages, this signifies that these men will naturally value the stability of their relationship and the accomplishment. The ability to perform sexual activities of the husbands when gets lowered, they starts to feel incompetent and losses confidence in their daily life as well. As a result, they lose focus on their daily duties (Pealoza, Toulouse Visconti, 2013). This remarkable trait will help Cialis to succeed in this segment. In addition to this, it can easily be assumed that the persons with erectile dysfunction at this age are more likely to be a Viagra dropout or currently using Viagra. Therefore, it can be said that the safe nitrate level of Cialis will help them to gain an added advantage from these segment of population (Ofek, 2006). According to Nordhielm and Depena-Baron (2013), the drug will not only address the stable husbands but also the other potential customers, who are suffering from erectile dysfunctions. These customers are prospective to the company, as they will also spread the long lasting effect of the pill. On an added note, the advantage of this pill is that it can be taken at any point of time not during the time of sexual activities. It also helps the individuals to get satisfied about the course of action without any interruption (Kotler et al., 2016). Moreover, the people who wants want to test the effects of the medicine can also be targeted as the medicine comes with significantly low side effects. Therefore, targeting the young individuals who are in an active sexual relationship will be useful to the company. As these young people constitute a large portion of the population, targeting them will help the company to target a significantly large population. The following steps will determine the market positioning strategy of the company, Target As stated previously the company will target the stable husbands. It can be state from the demographic structure that the men from the age group 30 to 65 are a part of the intricate relationship. Therefore targeting them will yield fruitful results for the company. Frame of Reference The Cialis drug operates in the market of erectile dysfunction patients. In accordance with the data obtained in 2001, the global estimation depicts that there are almost 150 million men who are suffering from erectile dysfunction and they are aged between 40 to 70 (Ofek, 2006). The main competitor in the market is Viagra (Ashman Patterson, 2015). Points of Difference The Cialis drug is different in various aspects; it is effective and lasts for a long time. It is safe to use and the types of food ingested cannot affect its activity. In the context of efficiency, the drug is the most efficient one if compared with any of the prevalent drugs in the market. In order to conclude it can be said that the company has used the most effective marketing mix strategy to determine the market for the Cialis. Again the segmentation as performed by the Cialis has determined the target segment of the stable husbands, however, the case study suggests that the company may also target the young individuals as well (Nna et al., 2014). As these persons are actively involved in sexual activities, they will be a prospective source of customers to the company. As the market positioning strategy of the company is perfectly designed, it can be expected that the company will obviously get prosperous results in near future. Reference List Ashman, R., Patterson, A. (2015). Seeing the big picture in services marketing research: infographics, SEM and data visualisation.Journal of Services Marketing,29(6/7), 613-621. Foxall, G. (2014).Strategic Marketing Management (RLE Marketing)(Vol. 3). Routledge. Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. Kotler, P., Keller, K. L., Manceau, D., Hmonnet-Goujot, A. (2016).Marketing management. Pearson. Mudie, P., Pirrie, A. (2012).Services marketing management. Routledge. Nna, V. U., Ani, E. J., Ofutet, E. O., Ofem, O. E., Iroh, C. E., Osim, E. E. (2014). Recurrent side effects following chronic recreational use of sexual stimulants among male subjects in Calabar, Cross River State, Nigeria.Der Pharmacia Lettre,6(6), 56-61. Nordhielm, C., Depena-Baron, M. (2013).Marketing management: The big picture. Wiley Global Education. Ofek, E. (2006). Product team Cialis: Getting ready to market. Harvard Business School. Pealoza, L., Toulouse, N., Visconti, L. M. (Eds.). (2013).Marketing management: A cultural perspective. Routledge. Wilson, R. M., Gilligan, C. (2012).Strategic marketing management. Routledge.