World’s Largest Research Based Pharmaceutical Company





This study gave a brief insight of marketing strategy adopted by Pfizer india. This study I have tried to relate marketing concepts such as, distribution channel, integrated marketing, marketing mix, market segmentation, product life cycle and customers perceived value etc. for this purpose we approached different company’s official and non official persons, referred to our text book by Philip kotler.I would like to conclude by thanking our Prof. Jacob Alexander for his valuable guidance.

Raj Sekhar



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“Pfizer is world’s No 1 Research based pharmaceutical company”  Pfizer incorporated established in 1849 





Ranked as number one in sales in the world Head Quarter in New York city One of the highest spenders in pharmaceutical R&D globally

 Diversified global health care portfolio: human, animal biologic, small molecule medicines and vaccines  Pfizer has won several awards including that for the multinational pharmaceutical company of the year and the most respected MNC

Headquarter in Mumbai(India) Over 2,300 employees State-of-the-art manufacturing facility at Thane, Maharashtra Pfizer Limited (India) has a turnover of US$ 165.86 million

  

Six Pfizer brands feature among the Top 100 pharmaceutical brands in India.

6 

Few of Pfizer brands - Lipitor, Viagra, Corex and Becosules etc

‘Marketing Powerhouse’ in the Pharmaceutical Sector
Pfizer India is recognised for its marketing strength. Pfizer was awarded the prestigious ‘Express Pharmaceutical Pulse 2002’ award for overall excellence in the Indian pharmaceutical industry. •Corex was the first brand in the Indian pharmaceutical industry, to cross the US$ 22 million mark • Has the unique distinction of having two of its brands, Corex and Becosules, ranked at the top among all industry brands for three successive years

• Ian Read CEO & Chairman of the Board • David.L Vice Chairman • Frank d’Amelio Chief Financial Officer & Sr Vice President • Strategy and Business Development and Senior Vice President: William R. Ringo Jr. • General Counsel, Corporate Secretary and Senior Vice President: Amy W. Schulman • Chief Communications Officer (CCO) and Senior Vice President: Sally Susman • President of Worldwide Pharmaceutical Operations and Senior Vice President: Ian Read • President of Global R&D and Senior Vice President: Martin Mackay

Kewal Handa- Managing Director (India)


PFIZER’S MARKET SHARE: Pfizer India market share market
is valued at Rs 34,000 crore in India's highly-fragmented domestic drug retail.




Pfizer Marketing Global Offices


An Introduction to the Pharmaceutical Industry
The pharmaceutical industry develops, use produces, and markets drugs licensed for as medications. Pharmaceutical

companies can deal in generic and/or brand medications. They are subject to a variety of laws and regulations regarding the patenting, testing and marketing of drugs.

The earliest drugstores date back to the Middle Ages. The first known drugstore was opened by Arabian pharmacists in Baghdad in 754, and many more soon began operating throughout themedieval Islamic world and eventually medieval Europe. By the 19th century, many of the drug stores in Europe and North America had eventually developed into larger pharmaceutical companies. Most of today's major pharmaceutical companies were founded in the late 19th and early 20th centuries. Key discoveries of the 1920s and 1930s, such as insulin and penicillin, became massmanufactured and distributed. Switzerland, Germany and Italy had particularly strong industries, with the UK, US, Belgium and the Netherlands following suit. Legislation was enacted to test and approve drugs and to require appropriate became labelling. Prescription and non-prescription one another as drugs the legally distinguished from


pharmaceutical industry matured. The industry got underway in earnest from the 1950s, due to the development of systematic scientific approaches, understanding of human biology (including DNA) and sophisticated manufacturing techniques. Numerous new drugs were developed during the 1950s and massproduced and marketed through the 1960s. These included the first oral contraceptive, "The Pill", Cortisone, blood-pressure drugs and other tranquilizers heart ushered in medications. the age of MAO psychiatric Inhibitors, chlorpromazine (Thorazine), Haldol (Haloperidol) and the medication. Valium (diazepam), discovered in 1960, was marketed from 1963 and rapidly became the most prescribed drug in history, prior to controversy over dependency and habituation. Attempts were made to increase regulation and to limit financial links between companies and prescribing physicians, including by the relatively new U.S. Food and Drug Administration (FDA). Such calls increased in the 1960s after the thalidomide tragedy came to light, in which the use of a new tranquilizer in pregnant women caused severe birth defects. In 1964, the World Medical Association issued its Declaration of Helsinki, which set standards for clinical research and demanded that subjects give their informed consent before enrolling in an experiment. Phamaceutical drugs. Cancer drugs were a feature of the 1970s. From 1978, India took over as the primary center of pharmaceutical production without patent protection. companies became required to prove efficacy in clinical trials before marketing


The industry remained relatively small scale until the 1970s when it began to expand at a greater rate. Legislation allowing for strong patents, to cover both the process of manufacture and the specific products, came in to force in most countries. By the mid-1980s, small biotechnology firms were struggling for survival, which led to the formation of mutually beneficial partnerships with large pharmaceutical companies and a host of corporate buyouts of the smaller firms. Pharmaceutical manufacturing became concentrated, with a few large companies holding a dominant position throughout the world and with a few companies producing medicines within each country. The pharmaceutical industry entered the 1980s pressured by economics and a host of new regulations, both safety and environmental, but also transformed by new DNA chemistries and new technologies for analysis and computation. Drugs for heart disease and for AIDS were a feature of the 1980s, involving challenges to regulatory bodies and a faster approval process. Managed medical care and Health costs, and the maintenance development organizations (HMOs) of preventative and

spread during the 1980s as part of an effort to contain rising maintenance medications became more important. A new business atmosphere became institutionalized in the 1990s, characterized by mergers and takeovers, and by a dramatic increase in the use of contract research organizations for clinical development and even for basic R&D. The pharmaceutical industry confronted a new business climate and new regulations, born in part from dealing with world market forces and protests by activists in developing countries. Animal Rights activism was also a challenge.


Marketing changed dramatically in the 1990s, partly because of a new consumerism. The Internet made possible the direct purchase of medicines by drug consumers and of raw materials by drug producers, transforming the nature of business. In the US, Direct-toconsumer advertising proliferated on radio and TV because of new FDA regulations in 1997 that liberalized requirements for the presentation of risks. The new rapidly antidepressants, became the SSRIs, and notably Fluoxetine (Prozac), bestsellers

marketed for additional disorders. Drug development progressed from a hit-and-miss approach to rational drug discovery in both laboratory design and naturalproduct surveys. Demand for nutritional supplements and so-called alternative medicines created new opportunities and increased competition in the industry. Controversies emerged around adverse effects, notably regarding Vioxx in the US, and marketing tactics. Pharmaceutical companies became increasingly accused of disease mongering or over-medicalizing personal or social problems.

Research & Development
Drug discovery is the process by which potential drugs are discovered or designed. In the past most drugs have been discovered either by isolating the active ingredient from traditional remedies or by focuses pathways serendipitous discovery. on understanding using molecular Modern biotechnology often manipulating these

the metabolic pathways related to a disease state or pathogen, and biology or Biochemistry. A great deal of early-stage drug discovery


has traditionally been carried out by universities and research institutions. Drug development refers to activities undertaken after a

compound is identified as a potential drug in order to establish its suitability as a medication. Objectives of drug development are to determine appropriate Formulation and Dosing, as well as to establish safety. Research in these areas generally includes a combination of in vitro studies, in vivo studies, and clinical trials. The amount of capital required for late stage development has made it a historical strength of the larger pharmaceutical companies. Often, large multinational corporations exhibit vertical integration, participating in a broad range of drug discovery and development, manufacturing and quality control, marketing, sales, and distribution. Smaller organizations, on the other hand, often focus on a specific aspect such as discovering drug candidates or developing formulations. Often, collaborative agreements between research organizations and large pharmaceutical companies are formed to explore the potential of new drug substances. The cost of innovation Drug discovery and development is very expensive; of all

compounds investigated for use in humans only a small fraction are eventually approved in most nations by government appointed medical institutions or boards, who have to approve new drugs before they can be marketed in those countries. Each year, only about 25 truly novel drugs (New chemical entities) are approved for marketing. This approval comes only after heavy investment in preclinical development and clinical trials, as well as a commitment to


ongoing safety monitoring. Drugs which fail part-way through this process often incur large costs, while generating no revenue in return. If the cost of these failed drugs is taken into account, the cost of developing a successful new drug (New chemical entity or NCE), has been estimated at about 1 billion USD (not including marketing expenses). A study by the consulting firm Bain & Company reported that the cost for discovering, developing and launching (which factored in marketing and other business expenses) a new drug (along with the prospective drugs that fail) rose over a five year period to nearly $1.7 billion in 2003. These estimates also take into account the opportunity cost of investing capital many years before revenues are realized (see Time-value of money). Because of the very long time needed for discovery, development, and approval of pharmaceuticals, these costs can accumulate to nearly half the total expense. Some approved drugs, such as those based on re-formulation of an existing active ingredient (also referred to as Line-extensions) are much less expensive to develop. Calculations and claims in this area are controversial because of the implications for regulation and subsidization of the industry through tax credits and federally funded research grants. Controversy about drug development and testing There have been increasing accusations and findings that clinical trials conducted or funded by pharmaceutical companies are much more likely to report positive results for the preferred medication. In response to specific cases in which unfavorable data from pharmaceutical company-sponsored research was not published, the Pharmaceutical Research and Manufacturers of America have


published new guidelines urging companies to report all findings and limit the financial involvement in drug companies of researchers. US congress signed into law a bill which requires phase II and phase III clinical trials to be registered by the sponsor on the clinical trials.gov website run by the NIH. Drug researchers not directly employed by pharmaceutical

companies often look to companies for grants, and companies often look to researchers for studies that will make their products look favorable. Sponsored researchers are rewarded by drug companies, for example with support for their conference/symposium costs. Lecture scripts and even journal articles presented by academic researchers may actually be 'ghost-written' by pharmaceutical companies. Some researchers who have tried to reveal ethical issues with clinical trials or who tried to publish papers that show harmful effects of new drugs or cheaper alternatives have been threatened by drug companies with lawsuits.

Product approval in the US
In the United States, new pharmaceutical products must be approved by the Food and Drug Administration (FDA) as being both safe and effective. This process generally involves submission of anInvestigational new drug filing with sufficient pre-clinical data to support proceeding with human trials. Following IND approval, three phases of progressively larger human clinical trials may be conducted. Phase I generally studies toxicity using healthy volunteers. Phase II can include Pharmacokinetics and Dosing in patients, and Phase III is a very large study of efficacy in the intended patient population.


A fourth phase of post-approval surveillance is also often required due to the fact that even the largest clinical trials cannot effectively predict the prevalence of rare side-effects. Post-marketing surveillance ensures that after marketing the safety of a drug is monitored closely. In certain instances, its indication may need to be limited to particular patient groups, and in others the substance is withdrawn from the market completely. Questions continue to be raised regarding the standard of both the initial approval process, and subsequent changes to product labeling (it may take many months for a change identified in post-approval surveillance to be reflected in product labeling) and this is an area where congress is active. The FDA provides information about approved drugs at the Orange Book site.

Orphan drugs
There are special rules for certain rare diseases ("orphan diseases") involving fewer than 200,000 patients in the United States, or larger populations in certain circumstances. Because medical research and development of drugs to treat such diseases is financially disadvantageous, companies that do so are rewarded with tax reductions, fee waivers, and market exclusivity on that drug for a limited time (seven years), regardless of whether the drug is protected by patents.

Legal issues
Where pharmaceutics have been shown to cause side-effects, civil action has occurred, especially in countries where tort payouts are likely to be large. Due to high-profile cases leading to large compensations, most pharmaceutical companies endorse tort






involved Vioxx and SSRI antidepressants.

Product approval elsewhere
In many non-US western countries a 'fourth hurdle' of cost effectiveness analysis has developed before new technologies can be provided. This focuses on the efficiency (in terms of the cost per QALY) of the technologies in question rather than their efficacy. In England NICE approval requires technologies be made available by the NHS, whilst similar arrangements exist with the Scottish Medical Consortium in Scotland and the Pharmaceutical Benefits Advisory Committee in Australia. A product must pass the threshold for cost-effectiveness if it is to be approved. Treatments must represent 'value for money' and a net benefit to society. There is much speculation that a NICE style framework may be implemented in the USA to ensure Medicare and Medicaid spending is focused to maximise benefit to patients and not excessive profits for the pharmaceutical industry. In the UK, the British National Formulary is the core guide for pharmacists and clinicians.

Industry Revenues
For the first time ever, in 2006, global spending on prescription drugs topped $643 billion, even as growth slowed somewhat in Europe and North America. The United States accounts for almost half of the global pharmaceutical market, with $289 billion in annual sales followed by the EU and Japan. Emerging markets such as


China, Russia, South Korea and Mexico outpaced that market, growing a huge 81 percent. US profit growth was maintained even whilst other top industries saw little or no growth. Despite this, "..the pharmaceutical industry is — and has been for years — the most profitable of all businesses in the U.S. In the annual Fortune 500 survey, the pharmaceutical industry topped the list of the most profitable industries, with a return of 17% on revenue." Pfizer's cholesterol pill Lipitor remains a best-selling drug world wide. Its annual sales were $12.9 billion, more than twice as much as its closest competitors: Plavix, the blood thinner from BristolMyers Squibb and Sanofi-Aventis; Nexium, the heartburn pill from AstraZeneca; and Advair, the asthma inhaler from GlaxoSmithKline. IMS Health publishes an analysis of trends expected in the pharmaceutical industry in 2007, including increasing profits in most sectors despite loss of some patents, and new 'blockbuster' drugs on the horizon. Teradata Magazine predicted that by 2007, $40 billion in U.S. sales could be lost at the top 10 pharmaceutical companies as a result of slowdown in R&D innovation and the expiry of patents on major products, with 19 blockbuster drugs losing patent.

Patents and generics
Depending on a number of considerations, a company may apply for and be granted a patent for the drug, or the process of producing the drug, granting exclusivity rights typically for about 20 years. However, only after rigorous study and testing, which takes 10 to 15 years on average, will governmental authorities grant


permission for the company to market and sell the drug. Patent protection enables the owner of the patent to recover the costs of research and development through high profit margins for the branded drug. When the patent protection for the drug expires, a generic drug is usually developed and sold by a competing company. The development and approval of generics is less expensive, allowing them to be sold at a lower price. Often the owner of the branded drug will introduce a generic version before the patent expires in order to get a head start in the generic market.

Medicare Part D
In 2003 the United States enacted the Medicare Prescription Drug, Improvement, and Modernization Act (MMA), a program to provide prescription drug benefits to the elderly and disabled. This program is a component alter of Medicare the (United States) and for is known as Medicare Part D. This program, set to begin in January 2006, will significantly revenue models pharmaceutical companies. Revenues from the program are expected to be $724 billion between 2006 and 2015. Pharmaceuticals developed by biotechnological processes often must be injected in a physician's office rather than be delivered in the form of a capsule taken orally. Medicare payments for these drugs are usually made through Medicare Part B (physician office) rather than Part D (prescription drug plan).



To understand the potential value proposition for the business, the comprehensive assessment of Pfizer's path forward strategic priorities such as:

•Find and capitalize on new opportunities for established products •Grow in emerging markets •Grow their diversified businesses •Instill a culture of innovation and continuous improvement •Optimize the patent portfolio These values have essentially become the business drivers for Pfizer.

•Has already announced a plan to invest $10 million a year for the next 5 years to help start-up biotechs in san-diego •Also decided to cut research spending by $3 billion •Increase the outsource business

purchased king pharmaceuticals, the maker of the morphine drugs for $3.6 billion

Sales (millions)

$ 67791

$ 64532



R&D Adjusted net income EPS

9338 17983 2.23

7212 17430 3

-23% -3% 15%

Pfizer conducts and channelizes itself under various ethics in order to achieve specific goals. Pfizer is committed to participating actively in improving the communities in which they do business. They strongly believe in the spirit of working together for a healthier world. The following are the few ethics which the company believes in: • Support our communities • Protect your safety and the environment • Respect human life and the welfare of animals • Respond to all public, media, and government appropriately • Conduct political activity responsibly • Cooperate with our local host governments


As a Pfizer colleague, one shares the privilege and responsibility of upholding the Company’s honourable reputation. You do this each time you act ethically and legally. While such conduct may be second nature, there are many situations where making the “right choice” can be challenging. It is a guide to the Company’s compliance structure, applicable laws, and key policies and procedures that govern doing business in a legal and ethical manner. Performing with integrity and adhering to compliance standards is a shared responsibility between the Company and employees. The Company is responsible for defining how Pfizer will comply with applicable laws and regulations (through systems,


policies, and procedures); monitoring efforts; and correcting any non-compliance. Pfizer also holds its vendors and contractors to high standards. Vendors and contractors are expected to comply with all policies that relate to work conducted on Pfizer’s behalf. All employees are subject to the laws and regulations of the country where they work.

Pfizer counts on you to uphold the Company’s reputation and standards by always performing with integrity. To do so, keep in mind the following guiding principles:
• Know and live the standards. By knowing, understanding, and

acting in accordance with Pfizer’s Values and the applicable laws and Company policies outlined herein, each of us can serve as a role model.
• Know the law and ask tough questions.

You are expected to be familiar with the laws that apply to your specific job function and level of responsibility. If you have any questions, ask your supervisor, a member of the Legal Division, or the Corporate Compliance Group. make assumptions. Do not assume that “senior management already knows” or “management doesn’t care about this.” Also, do not assume that no action will be taken. Pfizer management is dedicated to ensuring that the standards of legal and ethical behaviour are upheld. In fact, responsible managers are obligated to respond to an employee’s concerns. Tell us if something is wrong. We all need to take the law and Company policies seriously. If you think someone may be violating a law or policy, please take steps to address the

• Don’t

• Don’t ignore violations.


situation by speaking with them directly or by notifying your supervisor, Human Resources or the Corporate Compliance Group.
• Help improve controls and processes. Some violations may not

be easy to detect within our current controls and processes. If you have a suggestion for improvement, please do not hesitate to make it.
• Always act with integrity . You are never expected to violate a

law or policy, nor should you ever feel encouraged or pressured to do so — even if the violation will improve the bottom line or help meet a performance goal.

Beyond adhering to pharmaceutical industry regulations and standards, Pfizer is committed to fair competition as a matter of corporate conduct. They abide by all laws that apply to our marketing activities. Under these laws, it is illegal to use unfair methods of competition or unfair or deceptive acts or practices in commerce. Examples include, but are not limited to: • False or misleading advertising • Any other form of misrepresentation made in connection with sales • Bribery of competitor’s or customers and employees • Unfair comments about competitors’ products


The distribution channel is spread across a wide network of people Who are involved in the distribution process of Pfizer. This network is represented in the following flow chart as follows: MANUFACTURING UNIT






Pfizer adopts the above mentioned distribution channel to make their products reach the end consumer. Initially, the goods are manufactured and are passed on to the CFA, which is an external player who forwards the goods to the Pfizer stockiest and works on a margin basis. Pfizer follows an advance cheque system for


delivery of goods. Further, the goods are sent to the retailers, semistockiest and the dispensing doctors. Semi-stockiest are those stockiest which are not Pfizer official stockiest. The doctors who dispense medicines by their own are known as dispensing doctors. Through these people the goods reach the end consumer.


STRENGHTS: • Pfizer is market leader in the pharmaceutical sector • Brand recognition • Pfizer is a trusted & reliable company, which is preferred and suggested many doctors • It is no.1 in research and development(R&D) • Quality & safety of products • Most of its products are patented • Known for its integrity, ethics and work culture • Follow high standards • Follows Open Door Policy • Among top 10 global corporations in diversity and inclusion • Wide-spread retailing • Co-branding (antibiotic Trulimax with Becosules) • Efficient Sales force • Low generic risk & patent expiration • New product launches ex Betra, Raplex • Greatest numbers of blockbuster drugs


WEAKNESS: • • • • • Products are expensive because of high cost involved in R&D Marketing penetration is less Few Generic products Spends more on R&D than promotional activities They follow global policy (Not local) Diversity in products is less (As compared to generic market)

OPPORTUNITIES: • Only market which is not affected by Recession (Life saving drugs) • Heavy scope for market capture (Untapped market) • Huge scope for launching generic products • Can easily grab the rural market with cheaper products • Instead of spending a lot on R & D they can spend more on Marketing & Promotion • Increase product portfolio by launching generic products • By launching generic products cost of product can be reduced, so everybody can afford Pfizer medicines • Market share can be increased by merging generic drug company • Can launch non medicated products as Personal care, Baby care etc (only few players in market )

THREATS: • Major threat is generic market

Poor people can’t afford Pfizer products(costly Drugs)

• High cost on R & D • Less expenditure on marketing & sales promotion


• Application of global policy • Limited product portfolio • Market capture by other players by merger & acquisitions

Pfizer in India has three business divisions: Pharmaceutical Division: This division markets both prescription and OTC products. The key brands of Pfizer are Corex, Becosules, Gelusil and Benadryl Animal Health Division: This division caters to animal pharmaceuticals and is amongst the top four players in the Indian market with revenues of US$ 12 million Research and Development Division: This division includes Pfizer’s clinical research operations as well as the biometrics division. Over the years, Pfizer India has participated in Phase II, III and IV global trials and has contributed significantly to advancing standards and the research culture in India. The biometrics group also performs statistical and data management activities on behalf of Pfizer Global Research and Development centres in the United States, Europe and Japan. Further Pharmaceutical division is divided into following division-- PROXIMA  ULTIMA  CRITICA  INTIMA  SPECIALITY  NEUROPSYCHIATRTY In this report we talk about PROXIMA & NEUROPSYCHIATRY divisions of Pfizer. Products under this division are---





Product portfolio in india:
Chloromycetin Capsule (Chloramphenicol
Palmitate) and Chloramphenicol

Chloromycetin Kaps (Chloramphenicol Eye Ointment 1%) Chloromycetin Palmitate Suspension
Chloramphenicol Palmitate) (Chloramphenicol and

CLARIBID Granules (Clarithromycin) CLARIBID Tablets (Clarithromycin) EquiO (Aeclofenac and Paracetamol) ERYTHROCIN Suspension MAGNAMYCIN Injection

ERYTHROCIN Tablets (Erythrocin)
(Sterile Cefoperazone Sodium USP)

MAGNEX Forte (Cefoperazone and Sulbactam) MAGNEX Injection (Sulbactam Sodium/Cefoperazone Sodium
and 1:2) 1:1






Neko Bouquet



and Total Fatty Matter [TFM] 76%)

Oxytetracycline 500mg Capsules (Oxytetracycline)


TERRAMYCIN SF Capsules (Oxytetracycline) TERRAMYCIN 250mg Capsules (Oxytetracycline) TRULIMAX Tablets (Azithromycin)

Anti-infectives (anti-anerobic)
FASIGYN 500 Tablets (Tinidazole) FASIGYN DS Tablets (Tinidazole)


Isokin (Isoniazid, Pyridoxine) ISONEX 100mg Tablets (Isoniazid) ISONEX FORTE Tablets (Isoniazid)

ACUPIL H Tablets (Quinapril Hydrochloride/ Hydrochlorthiazide) ACUPIL Tablets (Quinapril Hydrochloride) TARGIT

TARGIT H (Telmisartan + Hydrochlorthiazide)


Cardiovascular (HT, angina)
AMLOGARD Tablets (Amlodipine Besylate)

Cardiovascular (Hypertension, BPH)
MINIPRESS XL Gits Tablets (Prazosin
Tablets) Hydrochloride GITS

Cardiovascular (Smoking cessation)
Champix tablets (Varenicline Tartrate)

DAXID Tablets (Sertraline Hydrochloride)

CNS (neuropathic pain)
LYRICA Capsules (Pregabalin)

CVS (antifibrinolytic)
(Tranexamic Acid)


(Benzalkonium Chloride and Zinc Oxide Cream)

Lopid Capsules (Gemfibrozil) Lopid Tablets (Gemfibrozil)

Gelusil MPS Liquid Mint Flavour (Antacid, Antigas) Gelusil MPS Tabs Mint Flavour (Antacid, Antigas)

Gastrointestinal (acidity)
Pepticaine Liquid (Antacid, Antiflatulent, Anaesthetic)

GI – Hyperacidity, GERD
Above 5 (Rabeprazole Sodium Tablets)

Pitocin Injection (Oxytocin)


Immune enhancer
Waterbury's Red Label
and Guaiacol) (Cough Expectorant containing Creosote


DOLONEX IM (Piroxicam) DOLONEX Capsules (Piroxicam) DOLONEX Disp. Tablets (Piroxicam) Ponstan Tablets (Mefanamic Acid) Ponstan Suspension Sloans Liniment
(Mefanamic Acid)

Sloans Balm (Ayurvedic Ointment for Relief of Muscular Pain)
(Ayurvedic Liniment for Relief of Muscular Pain)

(B-Complex with Vitamin C)

BECOSULES Syrup (B-Complex with Vitamin C) BECOSULES-Z Capsules Beco Special (Essential
Natural Extracts) (B-Complex with Vitamin C and Zinc)

Minerals, Amino Acids and Vitamins with

Beconex Gx (Essential
Natural Extracts)

Minerals, Amino Acids and Vitamins with


Dilantin Injection (Phenytoin) Dilantin Kapseals (Phenytoin) Dilantin Suspension

Nutraceutical (food supplement)
Ferradol (Carbohydrates with Minerals and Vitamins)

Ophthalmology (anti-microbial)
Chloromycetin Applicaps (Chloramphenicol Eye Ointment 1%)

Chloromycetin Ear Drops (Chloramphenicol Ear Drops 5%)

TEDRAL SA (Ephedrine and Theophylline)

Respiratory (dry cough)
COREX Cough Syrup (Chlorpheniramine, Codeine)




Syrup (Chlorpheniramine



Dextromethorphan Hydrobromide)

(Codeine Phosphate and Chlorpheniramine Maleate)

Respiratory (wet cough)




Trichology (anti-dandruff)
(Selenium Sulfide 1% and 2.5%)

Urinary Alkanizer
(Sodium Bicarbonate, Sodium Citrate, Citric Acid,

and Tartaric Acid)

CITRALKA Liquid (Disodium Hydrogen Citrate)

Urology (ED)
Viagra 100mg Tabs (Sildenafil Citrate Tablets)


Pfizer’s marketing strategy helps to assess and develop strategies and plans for marketing channels / devices, e-commerce capabilities and marketing operations platforms. This strategy will provide a strategic leadership and creative thinking to the analysis of technology trends and the identification of new opportunities. The following are the different strategies that are laid down at different domains:

STRATEGY DEVELOPMENT •Define Marketing Solutions Center technology strategy to guide development, execution, and to move people to action •Develop sound business cases for new technology strategies that improve customer loyalty and increase brand and company value • Create strategies that can be executed upon in a repeatable, value-add fashion •Create digital technology roadmaps to guide execution of programs and initiatives •Collaborate with internal and external colleagues from a range of disciplines including Agencies, Business Partners, Architecture, User Experience Design, and others

MULTI-CHANNEL AND CUSTOMER EXPERIENCE VISION •Provide assessment and vision of the ideal ‘customer experience’ by defining key capabilities that differentiate brands and meet consumer needs •Define potential impact to brands technologies and multi-channel efforts of new and emerging


•Define cross-channel implications and opportunities

ANALYSIS AND EVALUATION •Analyze business, marketing and digital performance across products, markets, audiences, and channels •Drive fast, decisive opportunities process to evaluate and execute on

•Create strategic and financial models to articulate business value and build business cases and ROI models of high complexity •Summarize findings in a way that supports a clear and compelling story

SERVICE DELIVERY •Lead strategic reviews of solution development; provide clear and timely feedback to ensure experiences, technology and marketing solutions are delivered on-strategy •Participate in project post-mortems; capture key learnings and develop case studies as appropriate •Lead communications efforts across senior business and BT stakeholders to include briefing project teams globally •Facilitate workshops, ideation sessions, decision-making



•Work with strategy team members to define success metrics and evaluate business impact of digital technology strategies and projects over time •Define targets for identified metrics •Develop processes for collecting and analyzing necessary data

PEOPLE & TEAM MANAGEMENT •Create career development opportunities for staff - develop, mentor and engage talent •Build strategy team expertise by mentoring team members and offering training in relevant methodologies, techniques, frameworks, etc. •Proactively work to improve process for strategy engagements and team workflow

PFIZER’S COMPETITIVE STRATEGY Pfizer adopts a competitive strategy to gain advantage over its competitors. This advantage enables the company to operate in a more efficient or in a higher-quality manner than the companies that it competes with, which results in benefits to that specific company. This is usually achieved by offering consumers greater value, either by means of lower prices or by providing greater benefits and services that justify for higher prices.One of the key strategies in achieving a competitive advantage is product differentiation. Product differentiation is the idea that certain features make one product appear different from competing products in the same market. Pfizer achieves this strategy through brand loyalty and advertising. Pfizer is a very well respected company; which makes them strongly trusted amongst their


consumers. The way Pfizer achieves this trust is through their advertising and brand loyalty. Advertising and brand loyalty are very important in the pharmaceutical market due to the large interchangeability of its products. This basically means that there are a lot of products out there, in the Pharmaceutical industries, which are close substitutes to that of Pfizer’s and other companies. The following are the few potential competitors who give a stiff competition to Pfizer in India: •Johnson & Johnson •Novartis •Sanofi-Aventis •Ranbaxy

MARKET SEGMENTATION IN PFIZER Pfizer's Pharmaceuticals Segment includes its human pharmaceuticals and animal health businesses, as well as Capsugel, a producer of two-piece capsules used in manufacturing prescription and over-the-counter pharmaceuticals and nutritional supplements. Most of the company's human pharmaceutical revenues come from products in three major therapeutic classes: cardiovascular diseases, infectious diseases and central nervous system disorders. The company also has products for the treatment of diabetes, erectile dysfunction and allergies, as well as a copromoted product for arthritis. In 2000, the company had eight human pharmaceutical products with sales to third parties of $1 billion (£680,4 million) or more each. These products were Lipitor, Norvasc, Zoloft, Neurontin, Celebrex, Zithromax, Viagra and Diflucan. Lipitor, Pfizer's largest-selling product, is for treatment of high lipids, cholesterol and triglycerides, in the bloodstream. Norvasc is a oncea-day medication for hypertension (high blood pressure) and angina (heart pain). The company's other cardiovascular products include Procardia XL, Cardura and Accupril/Accuretic. In the infectious disease medicine category, the company's major products are


Zithromax, Diflucan and Viracept. Pfizer's other major pharmaceutical products include Glucotrol XL, for the treatment of diabetes, and Zyrtec, used for the treatment of allergies and related problems. This explains the large and diverse nature of market for Pfizer.

According to production concept consumer will prefer products that are widely available and inexpensive but in case of Pfizer, as it a research based company most of the products are new to market which involve a high R&D cost. Therefore, their relatively high costlier but they deliver a high quality and hygiene.

B) Product concept:
Pfizer offer best quality and new drugs to the market

C) Selling concept:
Selling concept in the case of Pfizer does not hold completely true because, as it is a drug a manufacturing company and it makes few like life saving drugs, which people have buy. But this concept stands true in case of OTC drugs because the promotional activities determine its sales.

D) Marketing concept:
Pfizer extensively markets its products to a large spectrum of its costumers by sheer quality; packaging and the safety factor which contribute towards to the sales of the company in order impress its clients and customers.



Marketing mix tools are of four broad kinds known as ‘4p’s of marketing’: product, price, promotion and place


1. Product variety:
Pfizer offers a great variety of products ranging from hyper tension to cancer related diseases. They have a diversified global health care portfolio which includes human, animal biologic, small molecule medicines and vaccines.

2. Quality:
Pfizer promises a high level of quality to all its consumers. At Pfizer safety is number one priority and therefore they work diligently to understand the safety and tolerability of their products, so that they can provide products and information to medical professionals and patients. Quality ingrained in the work culture of their colleagues and all their values.

3. Brand name:
Pfizer stands as symbol for excellence and trust in the pharmaceutical sector. It carries the reputation of being a market leader and has lived up to its reputation. 4. Packaging: At Pfizer, packaging is well taken care and all the products are packaged and dispatched without compromising in the quality and therefore ensures that their packaging is strong and durable. Price: As we know, Pfizer spend a lot on R&D therefore, their products are costly but they also provide certain discounts at distributor and retailer levels. For example: on purchase of 8 boxes of becosules, they provide a travel bag as complimentary gift. They also offer few schemes during diwali and other festivals to attract their customer’s i.e dealers and distributors.


Promotion: 1. Sales force and sales promotion: For every month they set a sales target for their sales force and those who achieve the target, they offer those good incentives and bonus based on their performance. They also reward their best sales person by attractive gifts such as gift coupons, mobile phones, digital camera etc. they select top 10 sales executive from each country and send them on vacation to abroad. Pfizer has some unique offer in order to boost its sales such as, on purchase of five strips of trulimax (anti-biotic) they provide another strip free of cost. they also provide attractive gifts to their retailers such as water bottles, lunch box, branded pens etc. to push their product and increase their sales. They also reward their best retailer and distributor with a cash price and a certificate once in a year. 2. Advertisement: They advertise their OTC product by mean of newspaper and television. For example: Gelusil-MPS television add. They advertize by putting company name and brand name on pens, spiral pads dairies and perception pads etc. as we know, advertisement of pharmaceutical products comes under Drug and Cosmetic Acts. Pharmaceutical companies are allowed only to advertise their OTC brands.

Place: Coverage & locations: Pfizer is multinational company and operates in many countries across the world. It currently operates in 120 countries. In India, Pfizer is a very commonly known brand even in small towns and cities. For example: everyone is very familiar with cough syrup Corex and vitamin B-complex Becosules.


The management task of Pfizer reflects the success of the company. All the complex marketing operations is segmented and are designed to minimize the marketing tasks in the following manner:

a) Developing Marketing Strategies & Plans:
Pfizer follow different Marketing strategies according to the requirement. Ex-Promotion of becosules in fever & infections.CoBranding, ie promotion of trulimax (antibiotic) & becosules simultaneously during infections as we know vitamin loss is very high during infections. Special promotion of Dalacin-C (antibiotic) during rainy season (for malaria) Co-Branding of Daxid (antidepresent) with Ativan (antianxiety) in major unipolar depression. b) Brand Building: Pfizer pay close attention to competitors. Ex- Cobadex one of its competitor for its product Becosules. It take care of any new move taken by its compititors.Two of its major brand in india Corex(200 crore brand & Becosules (120 crore brand) .

c) Positioning:
For every product Pfizer has a Positioning strategies, For ex: • ATIVAN Pfizer position this drug in front of its customers as “Antianxiety drug related with sleep disorder”. • Becosules-A B-complex their tag line is “Everyone needs it”


• Dolonex- A Pain killer “Dissolves in sec Act in minutes” • Corex- For dry cough • Broncorex- For wet cough

Pacitane-For extra pyramidal syndrome

d) Co-Branding:
• Marketing of Becosules with an antibiotic Trulimax during infections. • Marketing of Ativan with Daxid in major depression. • Marketing of Corex-T with Trulimax in respiratory disorders.

e) Umbrella Marketing:
In some case Pfizer tahe benefit of its existing product by giving similar name to new products . For ex• Corex-T & Broncorex on Corex • Becosule-Z on Becosule

f) Loyality:
In pharmaceutical market customers are not actually patient , but customers are Doctors, because whatever Doctor is going to prescribe patient have to buy. So in this market we talk about Doctors loyality towards the company as we all know most of the doctors admire this company, few are very loyal but others prescribe according to patient purchasing power.

a) Customer: Customers are of an opinion that Pfizer products are reliable and effective & of high quality. Even though, the cost involved is very high but they are willing to bear that extra cost as it a health related issue. In most cases, customers are not concerned with the price of the product but expect a good quality. So customers see


Pfizer as a faithful brand and relatively costlier compared to others. But other group of customer which are price sensitive they prefer the brand which is cheaper & in india as we know most of the people are below poverty line for them its impossible to afford the costly medicine of Pfizer this is one of the reason that world’s No 1 company is having Rank 7 in Indian market.

b) Retailers: Retailers are really positive about the sales of Pfizer products and have said that Pfizer products are among the top brands that increases their sales. Though they said people are not sure about company name but they recognize the brand by the name of the product For ex we all know names of Becosules, Corex, Viagra, Gelusil. Retailers believe that Pfizer is one the most sought brand by his customers and there is a huge demand for its products. One of retailer of Apollo Pharmacy told us that He is having all product range of Pfizer & average sales of Pfizer products is 10-12 thousand / Day. He told that Pfizer products are of high Quality & standards but sometimes they have to substitute their product by a cheaper product Ex 1 tablet of Viagra cost Rs 400/- & same product of Indian company cost only Rs 25/-

c) Doctors: All professional doctors are disciplined by state medical boards for problems involving patient care. They have all kinds of disciplinary records for problems with patient care or drug prescribing and Pfizer has a proven track record of safety and quality checks and therefore doctors are inclined to suggest Pfizer products to their customers. They got a positive feedback from their customers and thanked them for suggesting Pfizer products. So doctors are very fond of Pfizer products and admire its superior quality. But they always don’t have freedom to prescribe best quality products of Pfizer because of price issue. One of Doctor, Dr Raghu said that he


always prefer to prescribe products of company like Pfizer but sometime he have to have to change the product to other company. He said that while writing prescription we have to see the purchasing power of the patient. But on the other hand few Doctors are very loyal towards the company their first choice is always Pfizer.

d) Distributors: Distributors show the willingness to take more and more orders from Pfizer because of the high demand for its products. Distributors are making a huge margin on the Pfizer products and comply with its huge demand. One the person Mr Mallikarjuna working in Vardhman Distributer (Top distributer of Pfizer Bangalore) told us that they are having Pfizer from more than 30 years & he admire d the company. He told us about online purchasing system which he recently started, with this retailers are never out of stock, as stock of any medicine retailers can give online order & goods are delivered same day or very next day.Another distributer named Avenue told us that Pfizer is one of the best pharmaceutical company but in last few years Pfizer is loosing its image. On asking reason he said that now Pfizer entering into generic market which is dissolving its identity. He said 10 years back Pfizer was the Dream company to work .When any official person come from outside, he never use to stay in hotel, Doctors insist him to stay with them. He said when any Representative visit his office he stand on his place & greet him.


Most of the product of Pfizer are at maturity stage. As we know it takes almost 20 years to come out with a new


pharmaceutical product hence life cycle of a product is very long. One of Pfizer product Becosules is No 1 vitamin B complex brand from last 20 years. Sameh is the case with cough syrup Corex it is largest selling pharmaceutical brand in india (According to MAT 2010-Corex is 200 crore brand & rank no 1 in india). • Sales of few other product is not affected from last few decades they are the market leader of their category Ex PACITANE (Drug for Seizures) is 65 years old brand of Wyeth company, which is recently take over by Pfizer is the market leader from last 6 decades

• Few drug such as antibiotics etc their sales is fluctuating

• •

Some products facing a decline in sales such as DAXID an antidepressant, the reason could be that few new products have taken their place BECOSULE-Z vitamin B-complex with zinc is a new product which is in growth stage. It rank no 2 in its category, market leader is ZINCOVIT. Pfizer is planning to launch 15 to 20 new products in coming years

Few new launch products are-ABOVE-5(Antacid), ABOVE-5D, DOLONET (Painkiller). These products are in introduction stage and lot of marketing & sales activities are going for making these products a huge success

PREVENTIVE MEASURES As we all know there are some companies which produce fake/duplicate products which not only affects the company image but also the public health. Corex is top brand of Pfizer in


india, hence there is lot of duplication for it. To prevent this Pfizer comes with an idea of making Holograms on sticker of bottles, implementing this company is able to reduce the duplicate product in market.

The Right Transaction for the Right Product at the Right Time
• Best Portfolio of Products, Pipeline and Capabilities in the Industry • Positioned for Sustainable Growth • Strong Revenue Diversification from Stable, Growing Areas • Leadership Positions in Key Growing Therapeutic Areas • Focused on Delivering Patient-Centric, Innovative Therapies • Combines Entrepreneurial, Focused Businesses with Global Scale Delivering Value to Patients, Shareholders and Other Stakeholders



Country Manager

Director Human Resources

Director Marketing

Medical Director

Director of Legal Affairs

Finance Director



HRM department

Marketing Department

Finance Department

Sales Department

IT & Computer Department


REFERENCES Marketing management by Philip kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, 13 th Edition , A South Asian perspective. Published by tion Pearson Education . http://www.kotlermarketing.com/phil1.shtml

WEB-PAGES 1) http://www.pfizer.com/about/history/history.jsp 2) http://www.pfizer.com/research/product_pipeline/product_pipeli ne.jsp 3) http://www.pfizer.com/health/ 4) http://en.wikipedia.org/wiki/Pfizer 5) http://topics.nytimes.com/top/news/business/companies/pfizer_ inc/index.html 6) http://articles.boston.com/keyword/pfizer 7) http://pharmamkting.blogspot.in/2012/01/pfizer-phrma-lobbyin-support-of-sopa.html 8) http://www.pfizerindia.com/enewswebsite/product.aspx 9) http://www.jstor.org/stable/40700972usiness COMPANY INSIGHTS : Shravan kumar Product analyst and business development officer Pfizer pharmaceuticals india pvt ltd.



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