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– high level of education; Other countries – secondary to primary level of education
• Income: U.S. – mid to high level of income; Other countries – low to mid level of income
• ED medication use: Viagra dropouts
2) What is Viagra's positioning in the marketplace in 2002? How would you characterize the Viagra brand?
In 2002, Viagra is:
• Well-established market leader (5 years of success on market; 9 million men have used drug)
• Monopoly
• Aggressive in marketing and sales force (NASCAR ads, 30,000 direct sales representatives, many of whom are former military)
• Markets to men but targets their female partners
• Has 3 million users (and approx...
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