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

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