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Cialis Comes Out on Top
By: Cindy Wendland
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Viagra, Levitra, and Cialis are a huge market — totaling over $3 billion annually — making it worthwhile to take notice of their marketing. Viagra was the leader in the erectile dysfunction market by making it acceptable to discuss the topic in homes and on TV and paved the way for others. Cialis, interestingly, took over the market lead with two key branding elements — product formulation and positioning.

Viagra and Levitra are marketed as “take it when you need it” because they are active in about 15 minutes and last 4–5 hours respectively. Cialis is referred to by the French as “le weekender” as it takes about 30 minutes to work but lasts 36 hours. This is truly a significant difference and takes the pressure off; no hurry to perform, just confidence for when you need it. Eli Lilly, the manufacturer of Cialis, stands out in its product formulation for the extended time effect.

Lilly knew they were on to something when focus groups heard the 36-hour timeframe and stood up and cheered. That is a truly a marketer's dream to get such passionate reaction! Their product positioning allows the couple’s passion to steadily rise on their own time through their togetherness. So if you want a quick fix, Viagra or Levitra are the answer, but if you want to restore physicalness of earlier years, Cialis allows you to take the time to build in romance at your own pace. Well positioned.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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