Pfizer Inc Essay Example | Topics and Well Written Essays - 1000 words

Pfizer Inc - Essay Example he organizational structure is anticipated to change to accommodate the changing dimensions of customer perceptions and value expectations from medicines and healthy living (Barrett 2005, 72-82). The case commences with the market segmentation practices and its role in guiding the sales force efforts at Pfizer. Next are the targeting and positioning strategies in place and an understanding whether they need any changes. Adding on to the analysis, whether the company needs a complete revamping of its structure is also discussed along with the ‘what’ and ‘how’ of the change. To its accolades, Pfizer boasts of a 38,000 person global sales force that is competent enough to turn the demand function upside down. However, the traditional sales force efforts seem to be rusting with the changes in perceptions and expectations of physicians, patients and the total customer base. Earlier till date, the onus of marketing and spreading awareness of newly discovered medicines and drugs had been on sales team with frequent visits to clinics and appointments with physicians and doctors as the major activity of Marketing Charter. However, with the knowledge of new and categorical diseases with specialized physicians, mass marketing seems to take a back seat. Now Pfizer aims to focus on specialized diseases with less of talking and persuading the physicians with sales force efforts. Pfizer has learned a lesson from its Viagra sales experience. In its spree to extract maximum benefits from its Viagra proposition for ED (Erectile Dysfunction), it distributed a large number of samples and free medicine to clinics and physicians, resulting into a faulty determination of the exact demand. There were more of curious customers than actually afflicted ones, which led to an instant upsurge in demand at the time of the launch of the Viagra. This was all because the sales team was too aggressive in its efforts. Learning from this experience, the market segmentation now calls for