Brand positioning ( marketing plan) paper need 4 references and 700 words for new made up product attached

Running Head: CURACOLD DRAFT 1 1

CURACOLD DRAFT 1 15

Fall 2018 BUSI 330-D06 Marketing

Collaborative Marketing Plan for CuraCold by Pfizer, Inc.

Draft 1

Kathleen Steele, Natasha Suarez, Bryan Wagoner, and Melanie Wheeler

November 5, 2018

Respectfully Submitted to:

Prof. Rod Ballard

MARKETING PLAN

Pfizer, Inc.

2. Company Description

Pfizer, Inc. was started in 1849 as Charles Pfizer & Company by Charles Pfizer and Charles Erhart. Sixty years later, the company pioneered a form of fermentation that would lead to it becoming the world leader in Vitamin C production and, by the time Allied forces landed on the beaches of Normandy in 1944, was capable of mass-producing Penicillin which was hailed as a wonder drug for its antibiotic properties (Company History and Purpose, 2018).

In the 50 years that followed, Pfizer developed better broad-spectrum antibiotics, medications for high blood pressure and diabetes, and anti-inflammatory drugs leading to being named as Fortune magazine’s most admired pharmaceutical company in 1997 and 1998 (Company History and Purpose, 2018).

By 2002, Pfizer’s commitment to health care led the company to start the Pfizer For Living Share Card Program to assist low-income seniors with paying for their prescription drugs. Today, Pfizer is being led into the future by CEO Ian Read, who began his career with Pfizer in 1978 and has overseen the creation of Pfizer Worldwide Research and Development, which will support the development of new vaccines to improve global health (Our Journey, 2018).

3. Strategic Focus and Plan

3.1 Mission

PFIZER INC.: WORKING TOGETHER FOR A HEALTHIER WORLD® (Mission & Purpose, 2018)

At Pfizer we endeavor to connect people from all over the world to quality, innovative, and affordable healthcare. Pfizer works with healthcare providers, governments and local communities to bring reliable healthcare, medicines and vaccines to communities in need in all countries. We work with healthcare providers to gain practical information to support our research and development. We are continuously developing new ways to make the world a healthier place. It is our mission to be the premier, innovative biopharmaceutical company and make the world a healthier place. Our mission is as true today as when Charles Pfizer founded the company over 150 years ago (Our Mission, 2018).

3.2 Goals

Here at Pfizer we have built several goals that makes us such strong performers in this pharmaceutical industry, making our products safe, reliable and economical. We strive to ensure a productive industry-leading care to our consumers and by this we have Secured 30 product approvals – including five products approved with blockbuster potential, this has been accomplished by the strengthen of our decision-making process and sharpening our focus to specific therapeutic areas. We are dedicated to make capital allocation decisions that maximize patients benefit and also enhances our shareholder values. Our goal in accomplishing this is to return to our shareholders more by a combination of using dividends and share repurchases.

We have made it as one of our goals to be responsible citizens by partnering to improve global health to those who cannot afford health insurance, globally we can extend our services and products making this world a better place. Pfizer will continue to maximize and seek donations for our Pfizer Foundation Matching Gifts, this has been used to help more than 2.2 million patients in the past to receive over 29.3 million Pfizer prescriptions for free or at a great savings amount. Cultural knowledge is a must for Pfizer, learning to be diverse has been one of our goals that we aim high at in achieving for our business in the healthcare. We will continue to focus in culture to continue to minimize stress in the workplace.

3.3 Core Competency and Sustainable Competitive Advantage

In terms of core competency, Pfizer pharmaceuticals continues to (1) deliver innovative therapies (2) pursue breakthroughs in an ongoing effort to improve, protect, and save lives while fostering meaningful partnerships and relationships (3) putting patients first and finding new ways to engage patients using Pfizer’s core principles, access to education, and ongoing clinical trials (Company History and Purpose, 2018).

To interpret these core competencies into a sustainable competitive advantage Pfizer has had many achievements over the past 100 years that exemplify why they sustain competitive advantage. Starting in 1849, Charles Pfizer and chemist William Erhart, had success in their first product, Santonin, and the company was launched. Over the years, Pfizer has produced multiple new and first-time medications that included the production of Terramycin which was the first pharmaceutical drug sold in the United States under the Pfizer label. Pfizer’s continued investments financially and into patient care, collaborations, and continuous research have led Pfizer to become a top leader in the pharmaceutical industry (Company History and Purpose, 2018).

“Because everyone deserves access to quality healthcare, we combine traditional philanthropy with fresh approaches to public health in overlooked and undeserved places” (Company History and Purpose, 2018)

References

Company History and Purpose. (2018). Retrieved from Pfizer: https://www.pfizer.com/about/history/all

Mission & Purpose. (2018). Retrieved from Pfizer: http://www.pfizer.com/careers/en/mission-purpose

Our Journey. (2018). Retrieved from Pfizer: https://www.pfizer.com/people/history

Our Mission. (2018). Retrieved from Pfizer: https://www.pfizer.com/about/our-mission