Professional Selling Report: Pfizer Inc and Shoppers Drug Mart

This report provides a comprehensive analysis of Pfizer Inc's operational framework, focusing on its professional selling strategies within the biopharmaceutical industry. It begins with an executive summary highlighting Pfizer's mission, vision, and commitment to Canadian healthcare. The report then delves into a situation analysis, including a SWOT analysis of Pfizer and an examination of its client, Shoppers Drug Mart. It explores Pfizer's product and service solutions, including product specifications, benefits, and their alignment with client business goals. The report also covers support services, marketing strategies (promotional activities, co-branding, public relations), and implementation timelines. The analysis emphasizes the importance of ethical considerations, R&D, and market positioning. The report concludes with recommendations for enhancing Pfizer's operational framework and creating a better marketing environment, emphasizing the company's commitment to quality products and patient health.

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Executive Summary
The Pfizer Company is a Canadian Company with its renowned maximisation in the
biopharmaceutical industry across the globe. The Company mainly manufactures multisource
medicines as well as dedicated to puts concern about the health and wellness of the Canadian
people. As a result of that the mission and vision statement of the company is strictly related to
the wellbeing of the people. In this regard, the purpose of this report is to develop an
understanding on the operational framework of the Pfizer Inc Company. In course of the
discussion, the situation, product and services, marketing strategies and timelines are mentioned
in order to foster a clear understanding of the current situation of the company and provide some
recommendations for the betterment of its operational framework with Shoppers Drug Mart. It
can be concluded that the report truly emphasises on the different aspects of the Pfizer Inc
Company and describes a development in the market orientation of the company. In course of
this, the Pfizer Inc Company will be able to create a better marketing environment in near future.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Discussion....................................................................................................................................4
2.1Situation analysis....................................................................................................................4
2.2. Product and service solution.................................................................................................7
2.2.1 Product and service.........................................................................................................7
2.2.2 Benefits of the products..................................................................................................8
2.2.3 Specifications to substantiate offering............................................................................9
2.2.4 Solution for the client’s business goals..........................................................................9
2.3. Support service...................................................................................................................10
2.4. Pricing and financing..........................................................................................................12
2.5Marketing strategies..............................................................................................................13
2.5.1. Promotional activities..................................................................................................13
2.5.2. Potential co-branding opportunities.............................................................................14
2.5.3. Public relations............................................................................................................14
2.5.4. Co-op advertising.........................................................................................................14
2.5.5. Guerrilla marketing......................................................................................................15
2.6. Implementation and timetable............................................................................................16
3. Conclusion.................................................................................................................................17
4. Reference...................................................................................................................................18

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1. Introduction
The Pfizer Company is a Canadian Company with its renowned maximisation in the
biopharmaceutical industry across the globe. The Company mainly manufactures multisource
medicines as well as dedicated to puts concern about the health and wellness of the Canadian
people. As a result of that the mission and vision statement of the company is strictly related to
the wellbeing of the people (About Us, 2018). In this context, the company delivers quality
products and sustainable solutions to the Canadian people. However, there are a number of
ethical considerations related to the pharmaceutical companies across the world. In this regard, it
becomes so important for the Pfizer Inc Company to maintain a good and sustainable code of
ethics and compliance for creating an environment for integrity. For an instance, the Company
does not reveal the components of its prescribed medicines in order to continue a code of ethics.
As a result of fare and transparent business operations the company helps to boost up the
Canadian economy at the same time.
In this regard, the purpose of this report is to develop an understanding on the operational
framework of the Pfizer Inc Company. In course of the discussion, the situation, product and
services, marketing strategies and timelines are mentioned in order to foster a clear
understanding of the current situation of the company and provide some recommendations for
the betterment of its operational framework. In addition to this, the report is going to discuss the
relationship between the Pfizer Inc and its client company Shoppers drug mart and in what ways
the Pfizer Inc successfully convince its client company.

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2. Discussion
2.1Situation analysis
2.1.1 Understanding the client’s organization
The client organization of Pfizer is the Shoppers Drug Mart Corporation, a
retail pharmacy chain situated in Toronto, Canada. The organization has relatively 1,253 stores
under the flagship of Shoppers Drug Mart in different territories. The changes that were
undertaken by the organization in the initial stages of its establishment have helped the same in
maintaining the paradigm of its continuous growth and expansion in the different international
markets. The branches of the pharmacy are still operates in the different nations of the world like
Israel, Poland and China under the flagship of the same. Collaboration with then different brands
like Life Brand and Quo has helped in balancing the marketing strategies of the organization
while operating in the different market structures. In the year 2013, the Loblaw Companies took
over Shoppers Drug Mart Corporation for an amount of $12.4 billion in cash and stock
(HomePage, 2018).
2.1.2 SWOT analysis
Strengths
 Excellent R&D (research and
development) processes leading to
innovation
 Merger and acquisition with large
pharmaceutical brands improving the
Weaknesses
 Tough competition in the market
 Negative brand image due to drug
illegal and healthcare frauds

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reputation of the same
 Expansion over 50 nations around the
globe
Opportunities
 Increasing awareness about healthcare
needs of the people as per the diseases
 Global penetration through mergers and
acquisitions
 Promise of providing quality
healthcare solutions
Threats
 Risk of economic fluctuations in the
European markets
 Risk of unsuccessful innovations in the
systems of the business
2.1.3 Positioning grid

High quality
High price
Low quality
Low Price
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2.1.4 MAM
Option
physical and
athletic
exertions
menstrual
pains headache toothache Score
Advil Caplet 0.2 0.03 0.07 0.12 0.42
Advil Gel Caplets 0.1 0.11 0.09 0.1 0.4
Advil tablets 0.05 0.15 0.1 0.05 0.35

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Advil Caplet
Advil Gel Caplets
Advil tablets
0 0.02 0.04 0.06 0.08 0.1 0.12 0.14 0.16 0.18 0.2
Column1
toothache
headache
menstrual pains
physical and athletic exertions
2.1.5 Statistics from credible sources
Pfizer Inc. is considered to be the most popular and largest pharmaceutical companies
while considering prescription sales revenue. The company yielded some $52.5 billion of total
revenue by the end of the fiscal year 2017 (About Us, 2018). The net income of the organization
is considered to be one of the topmost active multinational giant. The market value of the
organization was calculated to be 209 billion U.S. dollars by the end of the fiscal year 2017. The
different factor that has helped in the continuous improvement of the scenario of Pfizer is
dependent on innovations in the field of pharmaceuticals. The different factors that have helped
in maintaining the different modifications in the systems of the business are through proper
(R&D) Research and Development team. It has helped in identifying the health related needs of
the consumers while developing the products. The company’s R&D expenditure was estimated
to be around $7.7 billion, which is approximately 15% of the total revenue (Our Products, 2018).
The organization also employed over 90 thousand employees in 2016, which has helped in

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maintaining the different developments in the practices and products. The long term assets of the
organization and the revenues of the same have helped in the smooth functioning of the
processes. The organization has maintained a continuous quality of the products that are
developed by the same while operating in the different market structures. It has helped in the
expansion of the businesses while operating in the international scenario. The R&D team of the
organization has helped in enumerating the continuous innovations that has helped in the
spontaneous improvements in the products as per the needs of the customers while operating in
the different market structures.
2.2. Product and service solution
2.2.1 Product and service
There are varieties of medical products that the Pfizer Company has manufactured for the
clients. In this regard, some important items of the company are Advil, Caltrate, Centrum,
Nexium and Emergen-C. These products are identified as the consumer health care products.
Moreover, there are other kinds of medical products that the Pfizer Company is manufactured
(Our Products, 2018). Besides this, there are other medical products that the company is also
produced. This kind of products is refereed as Prescription products and vaccines. For the
benefits of the customers and the clients the company develops a database where all the products
irrespective of their category are incorporated alphabetically with their specifications. Therefore,
it delivers a client friendly environment that influence the clients to purchase products of the
Pfizer Company.

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2.2.2 Benefits of the products
It can be argued that the Pfizer Inc. is one of the biggest biopharmaceutical companies in
the world. Therefore, the brand value of the company is quite high in respect to other short and
medium enterprises. Due to its intense market capitalisation and control it will be beneficial for
the Pfizer Company to provide more benefits to the clients by manufacturing new products.
 In this context, the first benefit of these products is close to the health and wellness of the
people. Pfizer offers some health and wellness programs through their marketing of their
products that help to maintain health and wellness. It includes programs like medical
screening, health and disability insurance, discounts on Pfizer products and reduced
vaccination costs (Silvestrin et al., 2016).
 Moreover, the quality of the products is very significant. In its mission and vision
statement, the company argue that they offer the best quality medicine for their
customers. As a matter of fact, the brand image of the company reflects the assurance of
maintaining quality that drives the retailers to purchase products from a reliable
pharmaceutical like Pfizer (Hauben, Hung & Hsieh, 2017).
 Moreover, the Pfizer Company is popular for its innovations and creativeness. The
operational team of Pfizer is very efficient in this regard. As per the annual report of the
company, it can be seen that the company management also lingers with the nourishment
of the creativity and innovation (Simon et al., 2015).
2.2.3 Specifications to substantiate offering
In this context, it is important to mention the specifications of the products delivered by
Pfizer Inc. However; the company strictly maintains its ethical considerations while dealing with
the clients. In this regard, Pfizer Inc. does not want to reveal the details of its products that are

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categorised with the prescribed format (Liu & Mould, 2014). The reason behind such strict
regulation can be identified as there are some possibilities to tamper with the product
specifications of the company. Only the doctors with their professional Ids are able to get the
information.
Besides this, in case of the non-prescribed products, the company reveals information
very little. According to the Company website, the Advil types are divided into three types
Tablets, caplets and gel caplets. The dosage of the capsules is accounted from 200mg to 600 mg
and is used mainly for aches, pains in muscle and arthritis (ADVIL, 2018). The Caltrate products
are mainly used for calcium supplements. However, there are adequate amounts of vitamin D
that can be used for lack of vitamin as well.
2.2.4 Solution for the client’s business goals
According to the Mission and purpose statement of the Pfizer Inc it can be stated that the
purpose of this company is to ensure the safety and improvement of the patients’ health
condition (Chin et al., 2016). Therefore, the products in terms of medicines provided by the
Pfizer Inc. are responsible to bring relief to the patients. As a matter of fact, the business goals of
the clients are also resembled with the purpose of the Pfizer Inc. and effective serve the purpose
of the company as well (About Us, 2018).
2.3. Support service
2.3.1Describe warranties and guarantees
The Food, Drug and Cosmetic Act (hereinafter "FDCA"), the Prescription Drug
Marketing Act of 1987 ("PDMA") has helped in enumerating the safety and the security of the
patients (Fischhoff, 2017). On the other hand, the products that are offered by the organization

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are not obtained through any kind of fraud, misrepresentation or concealment. It helps in
identifying the different security and safety based concerns of the patients utilizing the medicine.
The organization also guarantees against internal controls as is outlined in their policies and
procedures for ensuring that all the products are stored and shipped in appropriate temperatures.
The products offered by the organization is aimed at not violating the PDMA of 1987, the
PDMA Amendments of 1992, the FDCA or any other Federal, State or local law, ordinance or
regulation (Leontiadis & Hutchings, 2015). It has helped the organization in maintaining a legal
backdrop for the processes that are undertaken by the same.
2.3.2. Help Desk
The organization has a customer support team, which is available 24*7 hours. The help
desk is being created to assist the customers of the organization with the issues that are faced by
the same (Hiles & Hon, 2016). The customer support systems of the organization has helped in
communicating with the chief stakeholders of the business and thereby to gather feedbacks from
the same on the different issues that are faced by the people through the utilization of the
products. It not only assists the customers but also records the feedbacks from the same, which
helps the R&D team of the business to bring in relative innovations based on the issues (Serbest
et al., 2015).
2.3.3. Return Policy
The return policy of the organization is based on the identification of the issues that are
faced by the customers of the business. It aims at providing the customers with an effective after-
sale service, which will be helping the business to bring in efficiency in the performance of the
same while operating in the international markets (Rahman, 2016).