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Pfizer Marketing Analysis

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by

Theresa Thompson

on 21 October 2013

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Transcript of Pfizer Marketing Analysis

Pfizer Marketing Analysis

Current focus: using benchmarks to compare, clear message to employees, surveying heath care facilities

Future focus: better education of sales representatives, customer feedback

Changes to Communication Strategies


Current focus: large variety reputable distributors worldwide

Future focus: improve direct pharmacy sales and communication

Changes to Distribution Strategies


Current focus: begin marketing before FDA approval

Future focus: drugs aimed at management of chronic disease

Changes to Product Development


Established brand

Acquisitions of other generic drug makers

Financial success dictates R&D investment

Competitive Advantage

Strengths
Weaknesses
Opportunities
Threats

How can we improve upon each??

Pfizer’s SWOT Analysis

Your time and attention is appreciated

Please continue to invest in your company through improved marketing techniques

Thank you

Marketing Improvements:
Pharmaceutical acquisitions
Reach out to low-income consumers
Develop generics
Reduce cost of post-patent brands
Improve pharmacy communication
Closely monitor customer feedback


Conclusions & Review


Current focus: geography and demographic dependent pricing

Future focus: market demand pricing, continue with reduced cost brand labels

Changes to Product Pricing

Cost conscious consumer

Necessity drugs

Lifestyle enhancement products
Bypass the insurance companies
Website management

The Potential Pfizer Customer


Primary care needs
Specialty care and oncology
Established products
Emerging markets
Animal health

How can we improve this??

Segmenting the Market


Advantage of reaching all consumers

Aim to reach out to the underserved, lower income communities

Target Market

Internal Environmental Changes:
More development of sales representatives

External Environmental Changes
Develop brand and generic products
Continued development of Zoetis brand products


Changes to Internal & External Environment

Patent expiration

Generic drug makers

New universal healthcare law
Affordable Care Act

Threats


Recession proof pharmaceutical company

Expand market presence


Opportunities


Cost of brand name products

Bad Press

Weaknesses


Brand recognition

Investment in research and development


Strengths

SWOT Analysis, what will change
Target Market and Segmentation
Changes to Product Development
Changes to Product Pricing
Distribution Changes
Bettering Communication Strategies
Conclusions


Outline of Discussion:

Theresa Thompson
Davenport University
Mktg 610: Marketing Strategies
October 20, 2013

A New Marketing Strategy for Pfizer


Current focus: begin marketing before FDA approval

Future focus: drugs aimed at management of chronic disease

Changes to Product Development


Primary care needs
Specialty care and oncology
Established products
Emerging markets
Animal health

How can we improve this??

Segmenting the Market


Advantage of reaching all consumers

Aim to reach out to the underserved, lower income communities

Target Market


Established brand

Acquisitions of other generic drug makers

Financial success dictates R&D investment

Competitive Advantage


Brand recognition

Investment in research and development


Strengths

Theresa Thompson
Davenport University
Mktg 610: Marketing Strategies
October 20, 2013

A New Marketing Strategy for Pfizer

Your time and attention is appreciated

Please continue to invest in your company through improved marketing techniques

Thank you


Current focus: using benchmarks to compare, clear message to employees, surveying heath care facilities

Future focus: better education of sales representatives, customer feedback

Changes to Communication Strategies


Current focus: large variety reputable distributors worldwide

Future focus: improve direct pharmacy sales and communication

Changes to Distribution Strategies


Current focus: geography and demographic dependent pricing

Future focus: market demand pricing, continue with reduced cost brand labels

Changes to Product Pricing

Cost conscious consumer

Necessity drugs

Lifestyle enhancement products
Bypass the insurance companies
Website management

The Potential Pfizer Customer

Internal Environmental Changes:
More development of sales representatives

External Environmental Changes
Develop brand and generic products
Continued development of Zoetis brand products


Changes to Internal & External Environment

Patent expiration

Generic drug makers

New universal healthcare law
Affordable Care Act

Threats


Recession proof pharmaceutical company

Expand market presence


Opportunities


Cost of brand name products

Bad Press

Weaknesses

Strengths
Weaknesses
Opportunities
Threats

How can we improve upon each??

Pfizer’s SWOT Analysis

SWOT Analysis, what will change
Target Market and Segmentation
Changes to Product Development
Changes to Product Pricing
Distribution Changes
Bettering Communication Strategies
Conclusions


Outline of Discussion:

Your time and attention is appreciated

Please continue to invest in your company through improved marketing techniques

Thank you

Marketing Improvements:
Pharmaceutical acquisitions
Reach out to low-income consumers
Develop generics
Reduce cost of post-patent brands
Improve pharmacy communication
Closely monitor customer feedback


Conclusions & Review


Current focus: begin marketing before FDA approval

Future focus: drugs aimed at management of chronic disease

Changes to Product Development
Full transcript