1
A SALES PROJECT ON
“World’s No 1 Research Based Pharmaceutical Company” UNDER GUIDANCE OF: PROF. RAHUL G. CHOUDHARY
By Group 1: Abhishek Jaiswal Amit Tehlani Anirudh Tulasiram Karthik N S Sakshi Saxena Tirthank Tirthank Shetty Shetty
2
TOPICS
PAGE NO.
TIME LINE
2
COMPANY BACKGROUND BACKGROUND AND PROFILE PROFILE
3-5
ETHICS AND CORE VALUES
6
VISION
7
PFIZER STANDARDS
7
PERFORMANCE PERFORMANCE WITH INTIGRITY INTIGRITY
8
MERGER AND ACQUISITION ACQUISITION
8
GRAPHS
9-10
DISTRIBUTION CHANNEL
11
SWOT ANALYSIS
12-13
BUSINESS MODEL & DIVISIONS
14-15
SALES CONCEPTS
16-28
A. Nature of Sales Sales management management B. Levels of Sales manager positions C. Sales objectives and strategies
D. Sales Sales proce process ss E. Plannin Planning g & Sales Forecas Forecasting ting (metho (methods) ds) F. Sales Sales bu budg dget etCOMPANY pro proces cesss BACKGROUND AND PROFILE G. Sales territories & methods H. Sales Quotas, Size of sales force “Pfizer world’s No 1 ng Research based pharmaceutical company” I. Sale Saisles s for force ce Staf St affi fing J. Ty Type pess of sales sales org organi anizat zation ion K. Sales training training methods &in motivation mo tivations s by cousins Charles Pfizer and Charles •Pfizer Limited is incorporated New York L. Expenses plans, audit, and evaluation Erhart in 1849 M. Sales analysis N. Marketing Marketing Mix O. Channels •Pfizer has its offices and operation in more then 150 countries PFIZER IN FUTURE • THANKS AND REGARDS
29 30
3
COMPANY BACKGROUND AND PROFILE
•Today Pfizer has about 3 million mix in its medicine library •Its revenues for the year 2009 were about US$ 50 billion
4
•It has about 122,000 employees worldwide •Pfizer came to India through Dumex Limited in 1950. It had a record turnover of about US$ 172 million by November 2006 •In India it has headquarters headquarters in Mumbai •It has about 2300 employees in India •Its State-of-the-Art manufacturing facility is at Thane, Maharashtra •One of the highest spenders spenders in pharmaceutical pharmaceutical R&D globally globally •Pfizer has made clinical research investments of US$ 6.05 million (November 2009) in India •Produces more than 110 different type of products (medicines) for Consumer Health Care Products •More than 40 different products for Animal Health Care •Becosules (multivitamin) and Corex (cough formulation) are the top brands amongst all pharmaceutical drugs produced in India
KEY PERSON:
Ian Read CEO & Chairman of the Board
David.L Vice Chairman
Frank d’Amelio d’Amelio Chief Financial Financial Officer & Sr Vice President President Strategy and Business Development and Senior Vice President: William R. Ringo Jr.
5
Genera Generall Coun Counsel sel,, Corp Corpora orate te Secret Secretary ary and and Senio Seniorr Vice Vice Presi Presiden dent: t: Amy W. Schulman Chief Communications Communications Officer (CCO ( CCO)) and Senior Vice President: Sally Susman
Kewal Handa- Managing Managing Director (India)
Key Products: •
Aricept
•
Celebrex Diflucan
•
Lipitor Lipitor tablets
•
Neurontin Neurontin
•
Norvasc
• •
Viagra tablets
•
Xalatan
•
Zithromax
•
Zoloft
Pfizer Top Products 2010 Annual Sales (millions)
Lipitor Prevnar Enbrel (ex-U.S.) Lyrica Viagra
COMPITITORS
Galxo Smithkline
Ranbaxy
Matrix
Cipla
Wanbury Limited
$10,733 3669 3274 3063 1928
6
Wockhardt Limited
PFIZER – BUSINESS
Pfizer is into 2 different businesses: Consumer Health Care Products
Animal Health Care Products Over 2,300 employees Rs. 2,573 Lac is III quarter’s Net Profit in year 2009 comparing to Rs. 3,023 Lac III quarter Net Profit of the year 2008
Products
Prescription Drugs- Pfizer manufactures prescription drugs such as Viagra, Lyrica,
Viagra, Dolonex Gel, Ponstan, Citralka Liquid and many more. Consumer Health- It produces over the counter formulations and drugs such as
Benadryl cough, Coolmint Listerine Mouthwash, Rashfree, Caladryl, Sloans Balm, etc. Animal Health - It manufactures products for animal care namely Amoxisol,
Vanguard 5/L, Stafac, Furea, Qualidrops, Catosal, Bayrocin, Nutrimilk, etc.
7
ETHICS & CORE VALUES:
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 inquiries appropriately
8
• Conduct political activity responsibly • Cooperate with our local host governments
VISION
We will be recognized recognized for meeting the diverse medical needs of patients in Emerging Markets around the world in an innovative, socially responsible and commercially viable manner.
PFIZER STANDARDS
As a Pfizer colleague, one shares the privilege and responsibility of upholding the Compan Company’ y’ss ho hono nour urabl ablee reputa reputatio tion. n. You You do this this each each time time yo you u act ethica ethically lly and and legally. While such conduct may be second nature, there are many situations where maki making ng the the “rig “right ht choi choice ce”” can can be chal challe leng ngin ing. g. It is a gu guid idee to the the Comp Compan any’ y’ss 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 comp compli lian ance ce stan standa dard rdss is a sh shar ared ed resp respon onsi sibi bili lity ty betw betwee een n the the Comp Compan any y and and employees. The Company is responsible for defining how Pfizer will comply with appl applic icab able le laws laws and and regu regula lati tion onss (thr (throu ough gh sy syst stem ems, s, po poli lici cies es,, and and proc proced edur ures es); ); 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.
PERFORMANCE WITH INTIGRITY
Pfizer counts on you to uphold the Company’s reputation and standards by always performing performing with integrity. integrity. To do do so, keep keep in mind the the following following guiding guiding principles: principles:
Know and live the standards. standards. By kn know owing ing,, un unde derst rstand anding ing,, and and actin acting g in accordance with Pfizer’s Values and the applicable 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
9
you have any questions, ask your supervisor, a member of the Legal Division, or the Corporate Compliance Group.
Don’t make assumptions. assumptions. Do not assume that “senior management already knows” or “management doesn’t care about this.” Also, do not assume that no actio action n will will be taken. taken. Pfize Pfizerr manag manageme ement nt is dedica dedicated ted to ensu ensurin ring g that that the the standards of legal and ethical behaviour are upheld. o In fact, responsible managers are obligated to respond to an employee’s
concerns. Tell us if something is wrong.
Don’t ignore violations. violations. 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 situation by speaking with them directly or by notifying your supervisor, Human Resources or the Corporate Compliance Group.
Help improve controls controls and processes. processes. Some violations may not be easy to detect within our current controls and processes. If you have a suggestion for improvement, improvement, please do not hesitate to make it.
policy, nor Always act with with integrity integrity. You are never expected to violate a law or policy, 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.
MERGER & ACQUISITION • •
•
• •
Pfizer acquired Wyeth at approx cost of $ 68 billion in Oct. 2009 Wyeth was into business of antibiotics, gynecological drugs, vaccines and steroids The company recorded revenues of $22,833.9 million during the financial year (FY) ended December 2008, an increase of 1.9% over FY 2007. The net profit was $4,417.8 million in FY 2008 Wyeth’s market capital of about $ 52 billion in FY 2008 Deal could create billions in cost savings through the combination of backoffice operations, operations, research and development development (R&D), sales and manufacturing
•
Handling the intense competition from makers of generic drugs
•
Protection from losing patent protection over the next several years
10
GRAPHS
11
12
Pfizer adopts the above mentioned distribution channel which is EXTENSIVE, 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. stockiest. The doctors who dispense medicines by their own are known known as dispensing doctors. Through these people the goods reach the end consumer. Key characteristics of SCM of Pfizer
Less inventory cost
Optimal utilization of R&D department
Decline in manufacturing expenses
Less inventory management cost
Decline in waste of material
13
SWOT ANALYSIS
STRENGHTS:
Pfizer is a leader in the research-based research-based healthcare industry
Its strengths lie in its innovative R&D
Marketing strength in major geographical and therapeutic areas
Existing Patent protection for a number of years on key products
Diversified business •
Pfizer is market leader in the pharmaceutical sector
•
Brand recognition Pfizer is a trusted & reliable company, which is preferred and suggested by many doctors Known for its integrity, ethics, work culture & standards Follows Open Door Policy Co-branding (antibiotic Trulimax with Becosules)
•
Efficient Sales force
•
Greatest numbers of blockbuster drugs
• •
• •
WEAKNESS: • • •
No presence presence of company company people on front end end (Medical Representativ Representative) e) Forward distribution channel Decrease in profit profit by Rs. 450 450 Lac where as sales increased increased by Rs. 1,872 1,872 Lac (Quarterly figures)
•
Lack of feedback system
•
Lack of Indian management models
•
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)
14
OPPORTUNITIES: •
Large reserves available i.e. Rs. 96,326 96,326 Lac
•
Acquisitions & Mergers
•
Developing market (Cost of Production)
•
Emergence of integrated global markets and globalization for new products
•
Only market which is not affected by Recession (Life saving drugs)
•
Huge scope for launching generic products
•
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
SALES AND MARKETING
Pfizer markets its products via doctors
Pfizer approaches doctors through medical representative re presentative
Company use to provide gifts to doctors on a sell of certain quantity predecided between company and doctors
15
Gives advertisement for general diseases like cholesterol, depression etc. BUSINESS MODEL
Pfizer’s current business model talks about a strong local presence, faster responses, addressing the lower end of the market, and developing medicines specifically for emerging markets
Pfizer has embarked on a business recast exercise in India on the marketing front to align itself with the business model followed by the parent company globally, as part of the exercise The company has created 7 strategic business units (SBUs) on the basis of the core therapeutic categories it has been focusing on
Pfizer India is actively looking at leveraging growing Indian market opportunity by offering quality branded value offerings at a competitive price
BUSINESS DIVISIONS Pfizer in India has three business divisions: Pharmaceutic Pharmaceutical al Division: Division: Th This is divi divisi sion on mark market etss bo both th pres prescr crip ipti tion on and and OTC OTC
products. products. The key brands brands of Pfizer Pfizer are Corex, Corex, Becosules, Gelusil Gelusil and Benadryl 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 Resear Research ch and Develo Developme pment nt Divisi Division: on: This divisio division n includ includes es Pfizer’s Pfizer’s clinical clinical
research operations operations as well as the biometrics biometrics division. Over the years, Pfizer India has participated in Phase II, III and IV global trials and has contributed contributed significantly significantly to advancing standards and the research culture in India. The biometrics group also performs performs statistical and data management 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
16
ULTIMA
CRITICA
INTIMA
SPECIALITY
NEUROPSYCHIATRTY NEUROPSYCHIATRTY
PROXIMA PROXIMA & NEUROPSYCHIATRY have products products ---
1. BECO BECOSUL SULES/ ES/Z Z CAPS CAPSUL ULES ES 2. DOLON OLONEX EX-D -DT T 3. TRULIMAX IMAX 4. DOLONET 5. CORE COREX-T X-T SYRU SYRUP P 6. DAXID 7. ATIVAN 8. PACIT CITANE ANE 9. LYRICA 10. DILANTIN 11. DALACIN-C 12. DOLONET
17
SALES CONCEPTS
A. Nature of Sales management management B. Levels of Sales manager positions C. Sales objectives and strategies
D. Sales Sales proc process ess E. Planni Planning ng & Sales Forecast Forecasting ing (method (methods) s) F. Sales Sales bu budg dget et pro proces cesss G. Sales territories & methods H. Sales Quotas, Size of sales force I. Sale Saless for force ce Staf Staffi fing ng J. Types Types of sales sales org organi anizat zation ion K. Sales training training methods methods & motivations motivations L. Expenses plans, audit, and evaluation M. Sales analysis N. Marketing Marketing Mix O. Retailing P. Channels
A. NATURE OF SALES MANAGEMENT Nature Nature of sales sales manag manageme ement nt is Relat Relatio ionsh nship ip bu build ilding ing which which is integ integrat rated ed with with marketing, marketing, as the customers of pharmaceutical companies companies are Doctors Doctors and not the end cons consum umer erss so they they stre stress ss on the the rela relati tion onsh ship ip bu buil ildi ding ng with with do doct ctor orss inst instea ead d of transactional transactional so that it will help them in future as well.
B. LEVELS OF SALES MANAGER POSITIONS
Pfizer is using combination of Line and staff Organization and Product Organization
18
C. SALES OBJECTIVES AND STRATEGIES-:
The sales objectives are set by the company top managers which were further divided into territorie territoriess wise, wise, after after getting getting sales objecti objective ve manager manager with with sales sales force force forms forms strategies and tactics to achieve the given target and then sales force implement implement those strategies to achieve the target.
SALES OBJECTIVE Set by Top management
19
STRATEGIES STRATEGIES AND TACTICS By managers in liaison with sales force
EVOLVES TACTICS & ACTION PLAN
IMPLIMENTATION
D. THE SALES PROCES
The sales process used by Pfizer is given below this is done by the sales representatives/ Medical representatives of the company, it involves 7 steps which are subjected to change depends on the condition. Out of all 7 steps precall planning, presentation presentation and follow follow ups are are most important important steps steps of the sales sales process.
Prospecting & Qualifying
Preapproach / Precall planning
Approach
Presentation &Demonstration
Overcoming Objections
20
Trail close / Closing the sale
Follow-up & Service
E. PLANNING & SALES FORECASTING (METHODS)
•
For effective planning, operations, and control, Pfizer divides its major products products into divisions divisions / strategic strategic business business units ( SBUs) • Each SBU SBU has a separate separate busin business, ess, a set set of comp competito etitors rs and cust customer omers, s, and a manager responsible for strategic planning, performance, and control
•
Pfizer generally follows Break down approach for the sales forecasting and they use combination of 2 to 3 methods which mainly includes sales force composite and executive opinion.
F. SALES BUDGET PROCESS •
•
Sales budget gives a detailed break-down break-down of estimates of sales revenue and selling expenditure. Purposes of the Sales Budget is Planning, Coordination & Control Company decide the sales budget on the basis of previous month and year budget and and performance performance
•
Budget is increased or decreased on the basis of any extra sales promotion activities ex. Budget Budget of becosules becosules is increased when company company comes with any any scheme such as 29+1 means 1 strip of of becosules is free with 29 strips this will enhance the sales of the product. Similarly they reduce the budget during the off seasons.
•
Company use to decide the over all budget which was further break down by middle managers Region wise and then territory wise. In metros where individual budget is hard to give company use to give pool budget Ex. Delhi is a pool city and divided into 4 parts, so company use to gives total Delhi budget which full sales team have to achieve by the combined effort effort
21
EAST DELHI
WEST DELHI DELHI NORTH DELHI
SOUTH DELHI
G. SALES TERRITORIES
Pfizer is using Build-up method for the development of the sales territories, which provides provides equal work load on sales sales force. Company allot salespeople to geographic territories, consisting of current & prospective prospective customers customers
H. SALES QUOTA AND SIZE OF SALES FORCE
Pfizer use SALES VOLUME quota for its sales force. Since the company is having 7 SBU and many products per SBU hence they are using Rupee Sales Volume Quota. Sales quota are defined individually for small territory and for big cities where individual is difficult to define company use to give pool quota ex. Quota for entire Delhi city where 23 sales person are working is Rs 1.5 Crores for month of may 2012. A combination of 2-3 methods is used for the determination of sales quota which includes past experience method, expert opinion and territory potential method. Size of Sales force- As explained earlier size of sales force was determined on the basis of potential potential of territory territory..
22
I. SALES FORCE STAFFING
Sales force Staffing Process includes following stages: 1) Plann lannin ing g 2) Recr Recrui uiti ting ng 3) Selec electi ting ng
4) Hiring 5) Soci Social aliz izat atio ion n
Planning- It includes no of sales person required and the outline ie Job analysis, Job
description and Job identification.
Recruiting- Recru Recruitm itment ent is do done ne mainly mainly by inter internal nal sour source ce inclu include dess empl employ oyee ee
referrals and current employee until and unless huge no of sales persons are required such as during business expansion expansion etc. During that time few external sourse as Ads in newspapers newspapers etc are used.
Selecting- Selection process includesincludes-
Screening Resumes Written test (Aptitude and subject knowledge) Initial Interview Technical Interview H.R Interview Reference check Medical test
23
J. ORGATIONIZATIONAL STRUCTURE
Pfizer is using combination of Line and staff Organization and Product Organization MANAGING DIRECTOR
VICE PRECIDENT
SALES MANAGER (SBU)
REGIONAL BUSINESS MANAGER
REGIONAL BUSINESS MANAGER
DISTRICT MANAGER
PROFESSIONAL SERVICE OFFICER
TRAINEE PROFESSIONAL SERVICE OFFICER
K . SALES TRAINNING & MOTIVATION
Primarily there are three types of training for sales force: 1. Initial Training Program (ITP) 2. Induction Program 2. Refresher Training Program (RTP)
1. Initial Training Program (ITP) - It is the initial training which is given to new hire sales persons; it starts just after the hiring process. Duration-15 days Key Areas Areasa. Company Knowledge
24
b. Product Product Knowledge Knowledge c. Market Knowledge d. Competitors Knowledge e. Selling skills f. Behavior and etiquettes
2. Induction Program- Induction is also known as Field training it starts just after a sales person completes its ITP and joins the sales field. It’s one of the important training as sales person come across with real issues of the market. It is given by an experienced sales person and will go for 2 weeks. Key AreasAreasa. Sales territory Knowledge b. Customer Customer Knowledge Knowledge c. Practical aspects of sales
3. Refresher Training Program- This training was conducted after 6 months after joining joining the sales field, field, duration duration of training training is 1 month month and it it mainly emphasize emphasize on core product knowledge and selling skills. It is usually done in training center of head quarters.
OTHER TRAININGS: TRAININGS: 1. Internet and computer usage Training: this basically training for the usage of internet and computer programs such Microsoft presentations, excel use etc 2. Optima Training- This is an online reporting software program used by Pfizer for reporting daily work by the sales force. This is one of the effective tools used by Pfizer for evaluating the effectiveness of sales force, no of sales person required etc 3. Special Trainings- It includes specific trainings
MOTIVATIONS
Performance based Incentives ( Budget wise & product wise) Instant recognition program (IRP) Gift Vouchers Merit certificates Star competition Foreign trip for top 10 performers Recognition via success stories
25
Promotions
L. EXPENSES PLANS, AUDIT AND EVALUATION Expense plan includes-
outs tation Rs 400/ TA (Travelling Allowances) Rs 175/- per day outstation DA (Daily Allowances) Rs 50/- per day
Lodging Allowance Rs 750/- per day
pe r annum Medical Allowance Insurance up to 4 lacks per Mobile Allowance Rs 1000/- per month Internet Allowance Rs 1000/- per month
LTA (Leave Travel Assistance) Rs 15000/- once in 2 year Maternity Up to Rs 50000/
Entertainment etc
AUDIT- Sales force audit is done regularly by the district managers and people people from from the headqua headquarter rter to insure insure the effecti effective ve working working of sales persons. persons. Strict action were taken if- Any sales sales perso person n is absent absent from from territo territory ry - Doin Doing g fal false se repo report rtin ing g - Not coveri covering ng his/her his/her territo territory ry assigne assigned d - Using Using un uneth ethic ical al mean meanss for for sales sales - Invo Involv lvin ing g in in othe otherr un unfa fair ir mean meanss EVALUATION- This is done to know the effectiveness of the sales s ales force and action to be taken if required. Sales analysis is major factor to know about the sales force effectiveness.
M. SALES ANALYSIS
Sales analysis done in Pfizer can be explained by the given gi ven chart-
26
N. MARKETING MIX Marketing mix tools are of four broad kinds known as ‘4p’s of marketing’: product, price, promotion promotion and and place
Product: Pro duct variet var iety y: 1. Product
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.
27
Qual alit ity y: 2. Qu
Pfizer promises a high level of quality to all its consumers. At Pfizer safety is number onee prio on priori rity ty and and ther theref efor oree they they work work dili dilige gent ntly ly to un unde ders rsta tand nd the the safe safety ty and 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. Bran and d name n ame : 3. Br
Pfize Pfizerr stand standss as symb symbol ol for for excell excellenc encee and trus trustt in the the ph pharm armace aceuti utical cal secto sector. r. It carries the reputation of being a market leader and has lived up to its reputation. 4. Packa ackagi ging ng::
At Pfiz Pfizer er,, pack packag agin ing g is well well take taken n care care and and all all the the prod produc ucts ts are are pack packag aged ed and and dispatche dispatched d withou withoutt compro compromisi mising ng in the quality quality and therefo therefore re ensures ensures that that their their packaging packaging is strong strong and durable. durable. Price:
As we know, Pfizer spend a lot on R&D therefore, their products are costly but they also also prov provide ide certai certain n disco discoun unts ts at dist distri ribut butor or and retai retailer ler levels levels.. For For examp example: le: on purchase of 8 boxes of becosules, becosules, they provide provide a travel bag as complimentary complimentary gift. They Th ey also also offe offerr few few sche scheme mess du duri ring ng diwa diwali li and and othe otherr fest festiv ival alss to attr attrac actt thei their r 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, phones, digital camera etc. they select top 10 sales executive 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 strip stripss of truli trulimax max (anti(anti-bi biot otic) ic) they they prov provid idee anothe anotherr stri strip p free free of cost. cost. Th They ey also also provide provide attractive gifts gifts to their their retailers such as as water bottles, bottles, lunch box, branded branded pens
28
etc. to push their product and increase their sales. They also reward their best retailer and distributor 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 ads They advertize by putting company name and brand name on pens, spiral pads dairies and and perce percepti ption on pads pads etc. etc. as we kn know ow,, adver advertis tiseme ement nt of ph pharm armace aceuti utical cal prod product uctss 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 currently operates in 120 countries. countries. In India, Pfizer is a very commonly known known brand even in small towns and cities. For example: everyone is very familiar with cough syrup Corex and vitamin B-complex Becosules
O. CHANNELS
Pfizer mainly use indirect channel- TWO LEVEL
MANUFACTURING UNIT
CFA
29
(CARRYING & FORWARDING AGENT)
STOCKISTS
RETAILERS
SEMI-STOCKIST
DISPENSING DOCTORS
END CONSUMERS
Pfizer also use multi channel distribution system to reach out its customers ie doctors, chemists and hospitals
Pfizer in the Future?
Percent 2010 2015 change $67791 $64532 -5%
Sales (millions) Research & Development 9338 7212 Adjusted Net Income 17983 17430
-23% -3%
30
Earnings Per Share
2.23
3
15%
31
\
Thanks & Regards
Working together for a healthier world
