* Situation Analysis * Lilly ICOS LLC * Lilly’s innovative strategy on producing “life-qualitiy drugs” and meeting economic target of $500 million in annual sales, ICOS aim of recognition in pharmaceutical industry and their new drug advantages over competitors constituted the starting point of this marketing plan. * Viagra and Levitra * Cialis’ main competitor, Viagra, presents lower benefits and effectiveness in medical terms. However, Viagra possess a powerful characteristic, first-mover advantage. Their huge and increasing investment on R&D resources along with their accurate marketing efforts as well as their focus on sales force constitute their success ($1.5 Billion on annual sales), specifically in the U.S. market. * On the other hand, Levitra, the second competitor, showed good performance on diabetics ED patients. In contrast to their poor presence in US market and small sales force world-wide (1200 sales representative). * ED Market * The demographic data yielded that ED treatment market prevails among males suffering dysfunction in their pre and maturity age (40 to 65 years or over), married or living together (73-80%), presenting a sexual partner (85-92%), and with lower yearly income (<25K) (except for USA). * During seek of treatment process two main barriers were found: embarrassment, commonly among youngest respondents and optimistic reaction about future of their condition. Also partners hugely influence ED patients to seek for medical help and defined the main reason of our target: intimacy. * On the other hand, physicians are a key part of this engine, without their endorsement, ED drug can’t be purchase. The primary difference found between specialists and PCP’s was the lack of awareness and relevance gave to these condition by the second party. * * Implementation * Our implementation plan is based on three main phases: pre-launch, launch and evaluating phase. * Pre-launch phase integrates all activities related to raise of awareness of ED treatment throughout physicians, especially PCP’s, crucial element of ED diagnosis. The main objective is to train and to incentivize health professionals through alliances such as seminars or congress sponsorships in order to convert them in our best ambassadors. This campaign also intends to reach prospective customers through informative advertisement of the ED’s treatments around health care infrastructure. * The launch phase is based on a customer-oriented campaign, which we would develop through traditional media channels: newspapers, magazine, TV and radio. Primary strategy being sponsoring articles, TV and radio segments. The essence of this campaign is to address ED disorder under a couple perspective and providing a solution for intimacy issues during sexual encounters. * Finally, the evaluating phase reflects all the controls and measurements after testing the launching campaigns. After knowing the level of acceptance and success as well as competitors reaction we will consider if execute compete head-to-head alternative and pop into a second segment: Viagra’s current users.