Marketing Essentials Report: Pfizer and Wizz Air Case Study Analysis

This report examines marketing essentials, focusing on the roles and responsibilities of the marketing function, its relationship with other departments, and the elements of the marketing mix. The report uses Pfizer pharmaceuticals and Wizz Air as case studies, analyzing their marketing strategies. It covers market research, customer service, and advertisement strategies. The report also explores the 7 elements of the marketing mix including product, price, place, promotion, physical evidence, people and process. Finally, the report touches upon the basic marketing plan of an organization. The report is a student submission providing insights into marketing principles and their practical application. The report includes references to support the analysis.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing relate to other departments.....................................2
TASK 2............................................................................................................................................3
P3 Elements of the marketing mix..............................................................................................3
TASK 3............................................................................................................................................5
P4 Basic marketing plan of organisation (Covered in PPT).......................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is related to activities which are associated with selling and promoting product
or services. It also includes research which helps to analyse market trend. This helps to increase
sales as well as profits of organisation. It is important to work according to market trend so
customer satisfaction is possible. Marketing department has relation with various other
departments through which they can provide best services to customers. Marketing help to
deliver information related to product. There are various methods through which marketing is
possible (Brychkov and et. al., 2017). This report is based on Pfizer pharmaceuticals company
having head quarter in New York. Wizz Air is an Hungarian airlines company having head
quarter in Budapest. They serve airways services in North Africa, Middle East. In this report,
there is discussion about roles and responsibilities of marketing, interrelation with marketing
department, elements of marketing mix and marketing plan.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing department has many roles and responsibility with which they can make
promotion of their product. Marketing function of Pfizer pharmaceuticals help to promote
modifications in medicines. Some roles and responsibilities performed by marketing manager are
as under-
Market Research: There is requirement of some knowledge about market, so medicines
can be prepared accordingly. Market research is important because it helps to know about market
trend and then product and services are served. Research is conducted by marketing manager to
know about views of medicines and to know scope of alteration (Cabrera and Williams, 2014).
Customer service: Customer is the main base for growth of business. It is important to
serve customers, so they get satisfied. There is requirement of policies which are significant for
business growth. It is important to work according to customer need this can be possible by
taking feedback from customers. There are many competitors in market, so manager has to use
techniques through which they can satisfy customer and gets edge over other companies.
Marketing manager of Pfizer pharmaceuticals take views from distributors and retailers.
Make advertisement strategy: These days advertisement is one of the important concept
which helps to know about new product launched in market. In Pfizer pharmaceuticals there are
varieties of medicines, so managers has to elect advertisement which is specific for targeted
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consumer. There are various modes of advertisement but best and cheap source has to be
selected. As demand of medicines of Pfizer pharmaceuticals can be raised when people are
aware and this can be done through television, online advertisements.
P2 Roles and responsibilities of marketing relate to other departments
In Pfizer pharmaceuticals, there are various departments which work to achieve goals and
targets. There are many activities which has to be performed by joint efforts of various
departments, so it is important to work in proper manner. There must be proper planning through
which consumer gets utmost satisfaction and proper use of resources. As marketing is the
department which deals with customer and deliver information to department. In the same way
the are working to deliver information related to some product to consumer (Griffitts, 2016).
Marketing managers of Pfizer pharmaceuticals works with various other departments which are
discussed as under-
Pfizer pharmaceuticals Wizz Air
Operations department This is one of the most
important department which
work accordance to current
trends. There are many dealing
which has to done with
internal as well as external
parties of Pfizer
pharmaceuticals. Marketing
manager works with
operations department in order
to bring simulation in business
operations.
Marketing manager of Wizz
Air deals with operations
department which help to
provide deliver information
related to consumer. It helps to
provide up to the mark
services.
Human resource department In Pfizer pharmaceuticals,
there is requirement of various
employees. Hence marketing
manager need to operate HR
department to manage their
As in airlines industry there is
requirement of various
employees to market services
to customers. This is
responsibility of HR manager
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personnel and related affairs. It
is essential to select so
candidate which are suitable
for business operations.
Various qualities are required
for different post, which
marketing manager as to tell.
to select best candidate for
marketing post.
Finance Department Finance is one of the important
factor which maintain about
economic benefit of company.
It is essential to reduce cost, so
profits of Pfizer
pharmaceuticals can be
increased (Hoeffler,
Herzenstein and Ginzburg,
2015). it is role of Marketing
department to deal with
external factors of business, so
they have knowledge about
best and cheap sources of
funds, which is beneficial for
finance department. Apart
from this, there is requirement
of funds for promoting
medicines, so this is set by
finance department.
To provide best services, it is
essential to work according to
set budgets. Finance
department set targets
according to which marketing
manager has to work, through
this there will reduction in cost
and profits can be gained.
Sales department Sales is one of the important
department which works for
growth and development of
Pfizer pharmaceuticals.
Airways business can be
performed with the help of
marketing of services. It is
essential to make
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Marketing and sales
department are closely related.
When new product is launched
in market, then marketing
manager has to select
advertisement medium to
deliver knowledge about it.
Afterwards sales can be
possible.
advertisement such as
newspaper, online application,
television, hoarding, etc.
which helps in increment in
sales.
TASK 2
P3 Elements of the marketing mix
Marketing mix is the technique through which managers of Pfizer pharmaceuticals
pursue their marketing function in appropriate manner. In market mix, there are 7 elements of
marketing mix(Hoffman and Turley, 2015). There is discussion about marketing mix of Pfizer
pharmaceuticals as manufacturing unit and Wizz Air which provides airways services. This is
discussed in detail as below-
Basis Pfizer pharmaceuticals Wizz Air
Product Pfizer pharmaceuticals is one of the
largest company in medical line which
deals with health and social care. They
works in nine division such as animal
health, nutrition consumer, etc. Major
products of Lyrica, Zyvox, Zoloft, etc.
Wizz Air serves two types of
services. They are- on the ground
and in- flight services. Apart of
this cabin , catering, ramp, services
are also served.
Price Pfizer pharmaceuticals selects pricing
strategy which is suitable for targeting
customer. Mainly they use skimming
pricing strategy.
Wizz Air is using low cost price,
cheap value pricing, premium
pricing and value for money
pricing.
Place Pfizer pharmaceuticals is present in 180
national and international market. Some
Wizz Air operates in various parts
of country such as England, New
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of the countries are- Hungary, Ireland,
Switzerland, etc.
York, etc.
Promotion Pfizer pharmaceuticals has various
methods through which they can
promote their brand in market. Sales
promotion and online advertisement are
two main source of promotion for
Pfizer pharmaceuticals. They use
various strategies through which
customer can be attracted. Such as
bonus, discounts to retailer, free
samples, etc.
Promotional activities of Wizz Air
are advertising, publicity, sales
promotional and word of mouth
techniques.
Physical evidence They have different type of packaging
framework which makes them different
from competitors. Small changes are
made in their packaging, which helps to
identify product of Pfizer
pharmaceuticals.
There are many elements which
shows its good image in industry.
Cleanliness, proper uniform,
ambience, label or tag, brand logo,
tickets, etc. shows physical
evidence of Wizz Air.
People Pfizer pharmaceuticals have large
number of employees which operates in
110000 employees.
This company has good and
trained personnel which work to
achieve targets. Employees are
responsible towards work, they
have problem solving ability,
caring attitude which help to
provide satisfaction to customers.
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Process In medical line, there is requirement of
proper manufacturing, this help to
maintain quality of medicine. There are
various mediators and then product is
delivered to customer.
Process followed by Wizz Air are
reservation, flight information,
basic facilities, baggage handling,
entertainment activities, etc.
TASK 3
P4 Basic marketing plan of organisation (Covered in PPT)
CONCLUSION
From the above discussion, it is clear that marketing is one of the important department
which help to increase goodwill and profits. There are many roles such as customer service,
making advertisement strategy, etc. which has to be performed by marketing department.
Marketing mix is the technique which provide knowledge how to perform marketing activities so
positive results can be judged. Marketing plan is base for all activities which are performed in
near future to attain objectives.
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REFERENCES
Books and Journals
Brychkov, D. and et. al., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing. 7(1). pp.74-93.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Griffitts, M., 2016. Human Resources Marketing and Recruiting: Essentials of Internship
Management. Handbook of Human Resources Management. pp.103-118.
Hoeffler, S., Herzenstein, M. and Ginzburg, T., 2015. Optimal Design for Radically New
Products. Design Thinking: New Product Development Essentials from the PDMA.
pp.253-264.
Hoffman, K. D. and Turley, L. W., 2015. Toward an Understanding of Consumers’ Price
Sensitivities for Professional Services. In Proceedings of the 1999 Academy of
Marketing Science (AMS) Annual Conference (pp. 169-173). Springer, Cham.
Online
Marketing Mix Of Pfizer – Pfizer Marketing Mix. 2018. [Online]. Available
through:<https://www.marketing91.com/marketing-mix-pfizer/ >.
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