How Can E-Marketing Deliver Competitive Advantage to the Pfizer Injectables Brand in Europe?

Mohandas, Abhilasha and Nofal, Hani and Azzouni, Rawand (2011) How Can E-Marketing Deliver Competitive Advantage to the Pfizer Injectables Brand in Europe? [Dissertation (University of Nottingham only)] (Unpublished)

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This report is an outcome of three months worth of research that was conducted to answer a deceptively simple question: “How can e-marketing deliver competitive advantage for the Pfizer Injectables brand in Europe?” Before one begins to sift through the pages, it is incumbent on the writers to give the reader some perspective on the subject area in order to allow one to better enjoy the content of this report. To begin with, ‘Pfizer Injectables’ is the umbrella brand that covers all of Pfizer’s hospital-directed generic products; prime being generic injectables. It was decided very early on to adopt a top-down strategy; i.e. to make a proposal which the entire European region could use as a blueprint, and then, time permitting, pick up on country specific nuances.

Every attempt has been made to approach this project with an open mind and not have a blinkered vision towards the research question. For instance, instead of focusing on the status quo and how to deliver competitive advantage to the mentioned brand in the present, one has considered the route for a sustainable competitive advantage. Accordingly, a variety of value added services have been pin-pointed to be promoted and managed via the proposed e-marketing channels. Moreover, due consideration has been given to the future revenue drivers for Pfizer – both within the generic injectables portfolio, and outside; according to a PwC report, the market for personalized medicines is set to double by 2015 (PwCReport, 2009). Consequently, tactics to benefit from the later marketing of biosimilars – the generic biological drugs that will be a hugely profitable venture in the near future - have been subtly incorporated.

A strategy matrix was also devised to provide more direction to the content of the channels. The recommendations were an outcome of all the desk-based research and interviews; the team is satisfied with the ready-to-implement solution that was eventually presented. Finally, avenues for further research and a surmised country-specific adoption strategy have been proposed in the concluding remarks of this report.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Nov 2011 14:33
Last Modified: 29 Dec 2017 18:54

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