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  • Marketing Presentation Latest

    Transféré par

    Babur Farrukh
    127 vues42 pages
    Pfizer's annual advertising budget is $3 billion -- the fourth-largest in the u.s. As of 2003. Pfizer has to change its structure smaller groups Bottom top communication Frontal Attacks from Competitors to Pfizer needs to change its strategy product pipeline and weaknesses Fortress defense strategy has to be adopted Skimming and harvesting strategy.

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    Pfizer's annual advertising budget is $3 billion -- the fourth-largest in the u.s. As of 2003. Pfizer has to change its structure smaller groups Bottom top communication Frontal Attacks from Competitors to Pfizer needs to change its strategy product pipeline and weaknesses Fortress defense strategy has to be adopted Skimming and harvesting strategy.

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    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    127 vues42 pages

    Marketing Presentation Latest

    Transféré par

    Babur Farrukh
    Pfizer's annual advertising budget is $3 billion -- the fourth-largest in the u.s. As of 2003. Pfizer has to change its structure smaller groups Bottom top communication Frontal Attacks from Competitors to Pfizer needs to change its strategy product pipeline and weaknesses Fortress defense strategy has to be adopted Skimming and harvesting strategy.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPTX, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 42

    Case Study 2 : Pfizer, Inc

    Presented by

    Wahida Wahap & M.Babur Farrukh

    Drugs industry nowadays

    Plan
    DIAGNOSTIC
    Market segmentation Targeting and positioning strategy Advertising and salesforce strategy

    SOLUTIONS
    Structure of the organization Weaknesses of Pfizers pipeline Pfizers options

    Diagnostic of Pfizers strategies

    What are the options?

    Smaller and smaller market segment

    But Pfizer still uses a blockbuster strategy

    Other Pfizers Blockbuster Babies

    Targetting the mass market

    And high-growth drug operation

    Targeting strategy Other points


    Bigger portfolio and targeted/niche product Politicians Marketing Target strategy for Viagra

    Pfizers Position Strategy

    Well lets say Here

    Positioning strategy
    Advertising casing/shells
    Pfizer's annual advertising budget is $3 billion -- the fourth-largest in the U.S. as of 2003

    Mixing glib advertising and medicine


    Pitch erectile dysfunction drugs

    Smaller and smaller market segment

    Before

    Now

    Smaller and smaller market segment

    Before

    Now

    Smaller and smaller market segment

    Before

    Now

    38000

    ISSUES
    Organisational structure Frontal Attacks from Competitors
    to

    Pfizer needs to change its structure


    Smaller groups Bottom top communication

    Frontal Attacks from Competitors

    SOLUTIONS
    Fortress Defence Strategy Skimming and Harvesting Strategy Product Pipeline and weaknesses

    Fortress defense strategy has to be adopted

    Skimming and harvesting strategy

    People Prefer doing Self Treatment

    Adapt to each segment needs

    Products pipeline Other Weaknesses


    Expensive development : $70 billion for each product in 2004 Centralize labs Distribution controlled by the government work hand in hand with the government

    Products pipeline Other Weaknesses

    What are the options and conclusions for Pfizer ?

    Other options

    Other options

    Other options

    Other options options

    Other options

    CHANGE THE SALES MODEL

    References:

    Barrett, Amy; Pfizers Funk, BusinessWeek, Feb 28,2005, pp72-82 Pfizer Homepage; http://www.pfizer.com/home/
    Pfizer wins Viagra patent challenge Monday, August 15, 2011 6:45 PM

    http://www.istockanalyst.com/business/news/5359628/pfizerwins-viagra-patent-challenge The problems with today's pharmaceutical businessan outsider's view http://www.nature.com/nbt/journal/v29/n1/full/nbt.1748.html Peter Reed, Strategic Marketing Decision making and planning edition 3

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