pfizer, inc.

animal health
products-a (market
segmentation and industry
changes); a case digested for
academic study purposes (a
case written by: jakki j.
mohr, university of montana,
1999)
Pfizer Company is a world renowned manufacturer of
pharmaceutical products not only to animal health care
but for human health care as well. The case of Mohr
(1999) will focus more on the business side of Pfizer
animal
health
care.

Pfizer animal health care division is investing more to

its core operational advantage of R&D affecting to the
quality and marketing management of the products. The

brief background of the company started way back 1849

where they started their pharmaceutical business that
until this present time the company can still send the
message that they are still one of the companies who
dominates the market by acquiring some of the smaller
pharmaceutical
companies
like
Warner
Lambert,
Pharmacia, and Wyeth.
In the case of Pfizers animal
health the writer will further discuss the detailed
analysis of the case accordingly.

PFIZER LOGO EXPLAINED:

Pfizer logo is from the family name of the founder
Charles Pfizer with Charles Erhart 1849.

CORE MARKETING STRATEGY:

Pfizer company is using the marketing segmentation
strategy in segregating their market for animal health
care products. As to the main offices marketing
segmentation conclusive analysis, various regional
animal health care segments around the globe will vary
according
to
the
culturally
motivated
way
of
traditional herding management. To some parts of the

globe the accepted market segmentation of Pfizer is not

congruent to the specific market definition.

ACTUAL RESEARCH FINDINGS:

The actual research findings of the various regional
company representatives contradict with the segmented
products in the main production site.
The actual
input from a rancher for example from one part of the
world will be totally different definition from another
part of the world.
Findings show that livestock
farmers practices differ in different regions of the
globe.
And as to Pfizer Company who is operation
globally, complications in defining the different
market segmentation for production specification will
result to an enormous amount of data feeds that will
create confusion to the production division.

USE OF INFORMATION FROM HERD MANAGEMENT:

The segregation of information from the direct data
information feeds from the farmers creates a gleam of
hope in managing the products and product definition of
Pfizers animal product division.
Associations of
livestock farmers around the world are being contacted
to
simulate
the
program
of
defining
the
right
specifications of the medical products being created in
the main production site.

POSSIBLE PROBLEM DEFINED:

Granting that Pfizer animal division is conducting

research for segmenting their market globally, do you
think the outcome of the research from the different
regions will synchronize the whole program of Pfizer?
If the program of segmenting the livestock farmers
opinion globally will not address the core problem of
product specification problem, what is the next
solution?
Can centralized research of Pfizer is helpful to the
program or the company must decentralize their research
operation by regions?

CONCLUSIVE IDEAS:
The fundamental motive of Pfizer Animal Division is to
gather information around the globe in order to address
the problem of segmenting the market in relation to the
production of their goods.
Though an intensive
research program will create a costly activity for the
division but on the other hand the company can
accumulate information that will address the problem
not only in a general way but rather to a more acute
investigative presentation of the various regional
segmentation problems.