OUTLINE

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OUTLINE

• Industry trends, breakdown, segments
• Mission and Strategy
• Pfizer, niches and PMP
• Viagra Industry, competitors, 4Ps
• Market and customer analysis
• Future

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INDUSTRY TRENDS

• Horizontal Vertical integration (Esperion)
• Eradicate third world diseases
• Defending RD (patents)
• Reduce RD Costs
• Focus on niche markets

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INDUSTRY SEGMENTATION
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INDUSTRY BREAKDOWN
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MISSION PURPOSE

• We will become the world's most valued company to
  patients, customers, colleagues, investors,
  business partners, and the communities where we
  work and live.
• We dedicate ourselves to humanity's quest for
  longer, healthier, happier lives through
  innovation in pharmaceutical, consumer, and
  animal health products.

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VALUES

• Integrity,
• Leadership,
• Innovation,
• Performance,
• Teamwork,
• Customer Focus,
• Respect for People,
• and Community.

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LEADER IN PHARMACEUTICALS
Founded 155 years ago, Pfizer has encouraged
entrepreneurship through its leadership.

• CEO-Henry McKinnell, Ph.D
• Visionary leadership
• Motivational
• Goal oriented

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ORGANISATIONAL STRUCTURE

• Dr Hank Mckinnell (CEO)
• Pfizer Leadership Team (PLT)
• Pfizer Management Council (PMC)
• Senior Management
• Example cell

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DEFINING PFIZER

• Global leaders in Pharmaceuticals
• Champions of innovation
• Largest/richest pharmaceutical organisation
• 5th largest wealth creator in U.S.
• Marketing prowess
• Largest budget for RD (7 bn, 15p.a.)

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PRODUCT PORTFOLIO
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PFIZER PMP 2004
100
CELEBREX
50
ZITHROMAX
VIAGRA
LIPITOR
ZOLOFT
1
10
0
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MARKET ANALYSIS
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TURNOVER
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COMPARATIVE PROFIT
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FINANCIAL ANALYSIS
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VIAGRA
The worlds most recognised pharmaceutical brand
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VIAGRA
The worlds most recognised pharmaceutical brand
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DEFINING VIAGRA

• Market leader
• Proven record
• Cash Cow
• High performance
• 20 Million customers world-wide

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VIAGRA PRODUCT

• Innovative
• Market leader
• Reliable
• Youthful image
• Exclusivity (Patent)

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VIAGRA PRICE

• Price Baron
• 88 for 10 tablets
• Competitors offer - same price
• Affordable

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VIAGRA PROMOTION

• Clinical Trials
• Sponsorship gt Baseball Nascar
• Word of mouth
• Direct-to-consumer advertising
• Publications (in medical literature)

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VIAGRA DISTRIBUTION

• Through Pfizer reps
• Prescription (through GP)
• Internet (www.drugstore.com)
• Illegally

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COMPETITORS
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TREND ANALYSIS

• 1 in 3 men in US
• 1 in 10 men rest of the world
• 3 million in UK.
• 75 of Erectile Dysfunction remains untreated.
• 39 of men aged 40 years suffer from E.D.
• Drugs, Diabetes and MS are major factors in E.D.

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CUSTOMER ANALYSIS

• RETAIL PHARMACIES
  39 Mkt Share.- FLAT Growth.
• CHAINS MASS MERCHANDISERS 26.3 Mkt Share
  11.4 Growth.
  
  
• MAIL SERVICE
  13.2 Mkt Share 15.5 Growth.
• CLINICS
  17.9 Mkt Share 22 Growth.
• LONG TERM CARE
• 3.6 Mkt Share 17.3 Growth.

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VIAGRA CONCLUSIONS

• Hold Market Share
• Re-Patent Viagra Pulmonary Arterial
  Hypertension.
• Pfizer has scrapped launch into womens sexual
  health market.

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PFIZER THE FUTURE OF INNOVATION
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THE FUTURE CHILDREN?

Xanax Pregabalin
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FUTURE

• Tough Challenges Facing The Pharmaceutical
  Industry
• Rebuilding the RD pipeline.
• Explaining to customers that they must pay for
  innovation.
• Fighting back against those waging war on the
  patent system that funds research costs.

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ARRANGED AND PRESENTED BY

• Robin Wilson
• Tara Dalton
• Beatrix Aroni
• Roger Warnock
• David Fairley
• Glen Li

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FINAL THOUGHT!
QUESTIONS