Strategic Marketing Pfizer Case 2 Version Final
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A group presentation given during a strategic marketing course at ESCE. The presentation is about Pfizer.
Transcript of Strategic Marketing Pfizer Case 2 Version Final
case study
Pfizer
drugs industry nowadays
PlanDIAGNOSTIC
Market segmentationTargeting and positioning strategyAdvertising and salesforce
strategy
SOLUTIONS
Structure of the organizationWeaknesses of Pfizer’s pipelinePfizer’s options
Diagnostic ofPfizer’s strategies
What are the options ?
Smaller and smaller market segment
From
mass market
drugs
To niche segment
But Pfizer still use a blockbuster
strategy
Targetting the mass market
And high-growth drug operation
Bigger portfolio and targeted/niche product
Politicians Marketing Target strategy for Viagra
Targeting strategyOther points
Pfizer’sPosition Strategy
Well let’s say Here
Advertising shells Mixing glib advertising and medicine Pitch erectile dysfunction drugs
Positioning strategy
Smaller and smaller market segment
Before Now
Smaller and smaller market segment
Personalize
d
advertisind
Before Now
Smaller and smaller market segment
Personalize
d
advertisind
And Sales forces
Before Now
38 000
Diagnostic ofPfizer’s strategies
What are the options ?
Pfizer needs to change its structure
Smaller groups Bottom top communication
Frontal attacks from competitors
Fortress defense srategy
has to be adopted
Skimming and harvesting strategy
People prefer doing self treatment
Adapt to each segment needs
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
What are the options for Pfizer ?
Change the blockbuster strategy
Diverse portfolio targeting
complexe and niche markets
Fight against cheap generic
competition
Create Specialized Business Unit
Other options
Diversify in the health industry
Other options
Diversify in the health industryDo Strategic alliances or paternships
Other options
Diversify in the health industryDo Strategic alliances or paternships
Enhance productivity in labs
Other options
Diversify in the health industryDo Strategic alliances or paternships
Enhance productivity in labsHave a better communication
strategy
Other options
Diversify in the health industryDo Strategic alliances or paternships
Enhance productivity in labsHave a better communication
strategyCHANGE THE SALES MODEL
Questions
?
Photographies
www.sxc.hu www.office.microsoft.com
