Product details

For males with Erectile Dysfunction (numbering 23 million in the US alone) Pfizer''s blockbuster pill, Viagra, was the only answer until September 2003. It held a colossal 96% of the US market for impotence pills. In 2002 Viagra, the first oral drug to treat this male condition, reached $1.7 billion of global sales, of which $1.1 billion came from the US. In September 2003, Bayer and GlaxoSmithKline''s Levitra hit the impotence market. In November 2003, Cialis, co-marketed by Seattle''s Icos and Eli Lilly & Co, entered this market space. Cialis is a yellow coloured pill and Viagra, a blue one. Viagra and Levitra each had an effectiveness window in the range of 4-6 hours. Cialis expanded this window to 36 hours. Following its success in Europe, Australia and New Zealand, Cialis entered the lucrative US market in December 2003. The case throws light on Cialis'' strategy in the US where the pill has to contend with Levitra and the market leader, Viagra.