Eli Lilly Targets Asian Cialis Market
(PRLEAP.COM) Lilly ICOS, a joint venture of Indianapolis-based Eli Lilly & Co. and ICOS Corp. of Bothell, Washington manufactures its own anti-impotence drug - Cialis that works by inhibiting PD5.
Cialis also gained market share in major Lilly ICOS territories outside United States. After its impressive success in France, Eli Lilly ICOS is targeting Asian countries because they are now welcoming the free trade policies.
During the first quarter of 2005, Cialis sales totaled $150.00 million, which is 39% more compared to the first quarter of previous year.
In its advertising strategy, Lilly ICOS marketed Cialis as ‘a long duration pill’. No other competitor in the market could match Cialis’ pill duration period and that proved to be the success statement for the pill.
“What the marketplace tells us is that men and their partners are truly taking advantage of the benefits of Cialis,” said Matt Beebe, U.S. brand team leader for Cialis, Lilly ICOS LLC. “Men can take Cialis Friday evening and choose the moment for romance as late as Sunday morning. Because Cialis works for up to 36 hours, it allows a man and his partner to relax, forget about planning intimacy and let it happen when the moment is right for them.”
Now Eli Lilly is looking out for new potential markets to increase the popularity of Cialis. It has already opened a research centre in Shangai, China and a pharmaceutical manufacturing plant in Suzhou, Jiangsu Province with 700 employees. Cialis, the company’s ED drug, is one of the nine products Eli Lilly plans to introduce in the Chinese market during the next five years. It would be the third foreign company in China to sell anti impotence drugs. Cialis has already grabbed the market in other Asian countries like South Korea, Taiwan and Singapore.
Eli Lilly is very confident about their new Cialis launch and looks forward to remarkable growth in China in the next 10 years. China is a potential market because half of the men aged over 40 are afflicted with some degree of ED.
India is also a prime target. However, when the government allowed generic versions of Cialis in the Indian market, Eli Lilly stalled their plans to launch it in India. Rajiv Gulati, Managing Director, Eli Lilly India said earlier, “Before launching Cialis in India, we will have to sort out certain legal issues with the government. It is totally untenable that the government decides to allow generic versions introduced prior to January 2005, regardless of the patent status of the drug.”
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