Professional Selling Strategies at Pfizer: A Case Study of Advil

This case study delves into Pfizer's professional selling strategies, focusing on its Advil product line. It begins with a situational greeting and value proposition, highlighting Pfizer's diverse product range and its top ranking among pharmaceutical companies. The study identifies client problems through questions about product satisfaction, cost, and market value. It describes Advil's product portfolio, including tablets, caplets, and gels, and categorizes Pfizer's products as prescribed and non-prescribed. The implications of using Advil are explored, including its benefits for pain relief and fever reduction in various patient populations. The study also addresses pricing strategies, objections related to cost-effectiveness, and payoffs related to regulatory compliance and employee training. The analysis references several sources to support its findings.

PFIZER COMPANY PROFESSIONAL SELLING

Situational greeting
Compliment
The company provides a series of diverse
products that are entitled to facilitate better
treatment for the patients (McWilliams,
2016).
Value proposition
According to the surveys conducted in 2017,
it can be argued that the company ranked top
in the top 10 pharmaceutical companies
around the world (McWilliams, 2016).

Situational greeting
Sympathy
It can be stated that during it’s prolong
business years the Company never faces any
ethical issues which proves the positive
attitude of the company towards the world.

PROBLEM IDENTIFICATION
 Client’s problem
The questions are as follows,
 Have the Pfizer products provide you the best
facility in terms of the pharmaceutical
products?
 Have the Pfizer products specifically the Advil
products been cost moderate enough?
 Do you think the Advil products have high
market value?
 Are you satisfied with the services provided
by the Pfizer Company?

PROBLEM IDENTIFICATION
 Product portfolio
 there are three types of the Advil products in
terms of tablets, caplets and gel
 Pfizer Company categorizes its products into
two types prescribed and non-prescribed.
 The Advil products are amounted from a
range of 200mg to 600mg (Ilyuk & Block,
2015).

Implication
Description of product
Advil 12 Hour, Advil Arthritis
Pain, Advil Caplets, Advil day and
night convenience pack, Advil
extra strength caplets, Advil Gel
caplets, Advil Liqui-Gels and Advil
Tablets.

IMPLICATION
 Benefits
In order to identify the benefits of the
Advil products manufactured by the Pfizer
Company, it can be argued that the Advil
tables are designed to use in relief of minor
aches, pain in muscles, pain in arthritis,
athletic overexertion, headache, menstrual
pain and reduction of fever. In fact, those
medicines can be used in geriatrics and
pediatric patients primarily.

Implication
Open ended questionnaire
 Can the customers be satisfied with
the new product that is Advil?
How fast the Advil products will be
effective to curb down the aching and
paining?
What are the side effects of the Advil
products?
Does this new product able to attract
new customers?

Pricing
 Price
The company is following the moderate pricing
strategy so that every person can be able to afford
the Advil product. It can be stated that the mission
and vision statement of the company is strictly
resembled with the moderate pricing strategy.
Therefore, it can be opined that most of the Advil
products are estimated at a rate of $35 to $40
(Nagle & Müller, 2017). This is considered to be a
better strategy so that all the people irrespective of
their monetary condition will get benefit out of it.
 Financial terms

Pricing
 MAM

Objections
The cost effectiveness is considered to be the
most important aspect in order to deal with
the high competition in the pharmaceutical
market. In this regards, the objections can be
estimated as the high pricing, quality and
effectiveness of the Advil products.
Therefore, it will be highly beneficial to make
a better attitude towards the market
orientation by the Pfizer Company.

Payoffs
• Contact
The Food, Drug and Cosmetic Act ("FDCA"),
the Prescription Drug Marketing Act of
1987 (hereinafter "PDMA") has helped in
enumerating the safety and the security of the
patients. On the other hand, the products that
are offered by the organization are not
obtained through any kind of fraud,
misrepresentation or concealment (Curran,
2016).
• Shipment