Pfizer
2021-05-17
KMG successfully achieved customer loyalty for Pfizer’s women's health products and established target customer positioning.
In 2002, Pfizer Pharmaceutical Group implemented a marketing strategy project for the women's health product line. KMGassessed and developed strategic choices, market positioning strategies, and brand strategy management. KMG conducted a brand management training event and devised a "growth plan" targeting physicians, effectively achieving sales growth and long-term customer loyalty. Regarding the target customers, KMG suggested focusing on young and middle-aged women for positioning and service provision. This positioning had a positive impact and became the foundation for Pfizer's women's health product strategy.
