Strategic Marketing Pfizer Case 2 Version Final
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Transcript of Strategic Marketing Pfizer Case 2 Version Final
![Page 1: Strategic Marketing Pfizer Case 2 Version Final](https://reader033.fdocuments.us/reader033/viewer/2022061206/548229315906b500058b460f/html5/thumbnails/1.jpg)
case study
Pfizer
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drugs industry nowadays
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PlanDIAGNOSTIC
Market segmentationTargeting and positioning strategyAdvertising and salesforce
strategy
SOLUTIONS
Structure of the organizationWeaknesses of Pfizer’s pipelinePfizer’s options
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Diagnostic ofPfizer’s strategies
What are the options ?
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Smaller and smaller market segment
From
mass market
drugs
To niche segment
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But Pfizer still use a blockbuster
strategy
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Targetting the mass market
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And high-growth drug operation
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Bigger portfolio and targeted/niche product
Politicians Marketing Target strategy for Viagra
Targeting strategyOther points
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Pfizer’sPosition Strategy
Well let’s say Here
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Advertising shells Mixing glib advertising and medicine Pitch erectile dysfunction drugs
Positioning strategy
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Smaller and smaller market segment
Before Now
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Smaller and smaller market segment
Personalize
d
advertisind
Before Now
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Smaller and smaller market segment
Personalize
d
advertisind
And Sales forces
Before Now
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38 000
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Diagnostic ofPfizer’s strategies
What are the options ?
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Pfizer needs to change its structure
Smaller groups Bottom top communication
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Frontal attacks from competitors
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Fortress defense srategy
has to be adopted
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Skimming and harvesting strategy
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People prefer doing self treatment
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Adapt to each segment needs
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Products’ pipelineOther Weaknesses
Expensive development : $70 billion for each product in 2004 → Centralize labs
Lack of data proving that treatment is really necessary [cholesterol] → lead strong research
Distribution controlled by the government → work hand in hand with the government
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What are the options for Pfizer ?
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Change the blockbuster strategy
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Diverse portfolio targeting
complexe and niche markets
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Fight against cheap generic
competition
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Create Specialized Business Unit
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Other options
Diversify in the health industry
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Other options
Diversify in the health industryDo Strategic alliances or paternships
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Other options
Diversify in the health industryDo Strategic alliances or paternships
Enhance productivity in labs
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Other options
Diversify in the health industryDo Strategic alliances or paternships
Enhance productivity in labsHave a better communication
strategy
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Other options
Diversify in the health industryDo Strategic alliances or paternships
Enhance productivity in labsHave a better communication
strategyCHANGE THE SALES MODEL
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Questions
?
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