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Essay Available:
Pages:
10 pages/≈2750 words
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Check Instructions
Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
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Topic:

Pfizer's Marketing Plan: Segmentation, Target Audience, and Positioning

Essay Instructions:

Formatting Requirements
The Marketing Plan final project paper
Must be nine to 11 double-spaced pages in length (not including title and references pages or slides) and formatted according to APA Style (Links to an external site.) as outlined in the Writing Center’s APA Formatting for Microsoft Word (Links to an external site.)resource.
Must include a separate title page and slide with the following:
Title of project in bold font
Space should be between title and the rest of the information on the title page.
Student’s name
Name of institution
Course name and number
Instructor’s name
Due date
Must utilize academic voice. See the Academic Voice (Links to an external site.) resource for additional guidance.
Must include an introduction and conclusion paragraph and subject headers for all parts, sections, and subsections. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
For assistance on writing Introductions & Conclusions (Links to an external site.) as well as Writing a Thesis Statement (Links to an external site.), refer to the Writing Center resources.
Must use at least four scholarly or credible sources in addition to the course text.
The Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
To assist you in completing the research required for this assignment, view this University of Arizona Global Campus Library Quick ‘n’ Dirty (Links to an external site.) tutorial, which introduces the University Library and the research process, and provides some library search tips.
Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper (Links to an external site.) guide.

Essay Sample Content Preview:

Marketing Plan
Student’s Name
Professor’s name
Institutional affiliation
Course Tittle
Date
Marketing Plan
Segmentation, Target Audience, and Positioning
The process of segmentation, targeting, and positioning refers to chronological order parts for market segmentation. The segmentation process entails the identification of the market that needs to be segmented. The process is characterized by identifying, selecting, and applying the bases to assist in the segmentation process and the development of the profiles. It involves dividing the market into distinct groups of customers using specific segmentation practices. The targeting process entails the determination of the customer group to focus the marketing efforts on. Positioning entails creating a product position and a marketing mix that will appeal most to the target audience.
These three marketing techniques form STP marketing, which is effective since it focuses on disintegrating the customer base into smaller groups that allow one to develop specific marketing strategies that engage the clients. According to statistics, approximately 59% of customers say that personalization significantly determines their shopping decisions. Another 44% of the shoppers indicated that a personalized shopping experience determined their potential to become repeat customers of a given brand. This marketing system is distinct from product-focused marketing that mainly focuses on marketing a product based on its specific characteristics to customer-focused marketing, designed to market products to satisfy the clients' expectations.
Pfizer’s Segmentation Approach
There are four significant types of audience segmentation. These include geographic, demographic, behavioral, and psychographic segmentation. Geographic segmentation entails dividing the audience based on their location, such as country, state, or region. Demographic segmentation involves dividing the audience based on their age, gender, income levels, and occupation. Behavioral segmentation involves dividing the audience based on how they interact with the business, what they purchase, and the frequency with which they make the purchase, among others. Psychographic segmentation involves categorizing the audience based on who they are, for example, their lifestyle, hobbies, activities, and opinions.
Pfizer pharmaceuticals utilize behavioral segmentation, broadly classified into human pharmaceuticals and animal health businesses. Besides, it also serves casual users, where it produces two-piece capsules that help in manufacturing prescriptions. Pfizer also targets over-the-counter purchases and customers who like nutritional supplements. The firm's pharmaceutical business segment encompasses products that manage cardiovascular and metabolic diseases. In addition, they also help in managing central nervous system disorders, infectious illnesses, and respiratory diseases. Other illnesses that the company's products managers include cancer, eye disease, urogenital conditions, endocrine disorders, and allergies. Pfizer's management can track any behavioral changes in purchases and make appropriate adjustments by segmenting its customers in terms of their purchasing behavior.
Pfizer’s Ta...
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