WHAT IS BRAND?

YOUR BRAND IS YOUR PROMISE TO YOUR CUSTOMER. IT TELLS THEM WHAT THEY CAN EXPECT FROM YOUR PRODUCTS AND SERVICES, AND IT DIFFERENTIATES YOUR OFFERING FROM YOUR COMPETITORS. YOUR BRAND IS DERIVED FROM WHO YOU ARE, WHO YOU WANT TO BE AND WHO PEOPLE PERCEIVE YOU TO BE.

LIPITOR®

LIPITOR®

• LOWER THE RISK FOR HEART ATTACK, STROKE, CERTAIN TYPES OF HEART SURGERY, AND CHEST PAIN IN PATIENTS WHO HAVE HEART DISEASE OR RISK FACTORS OF HEART DISEASE OR DIABETES.

• THE BEST-SELLING DRUG OF ALL TIME.• GENERATED MORE REVENUE IN ANNUAL SALES THAN MAJOR

LEAGUE BASEBALL OR THE ENTIRE BOX OFFICE OF U.S. MOVIES.

• KNOWN AS ERA’S BIGGEST SUCCESS.• FORBES: THERE MAY NEVER BE ANOTHER MEDICINE LIKE

LIPITOR®.

LIPITOR®

BEHIND HISTORY

1996• FDA Approval• Created by the Drug Company – Warner Lambert

1997• Partnership with ‘Pfizer’ to increase sales• Well trained sales force, TV Ads, Magazine Ads, DCM

2000• Pfizer saw huge profit margin in Lipitor• Acquisition of Warner Lambert

2011• More than 17 million people have taken Lipitor.• Lipitor Sales created $120 billions for Pfizer.

2013• Lipitor lost its patent rights in November 2011• Still the sales has created more than $2 billion

BRAND STRATEGY

Sales Force

Direct Customer Marketing

Objectives:

• To make people choose Lipitor instead of any other Statin.

• To create a Brand on which people Trust.

OUTCOME OF $660.7 MILLION

• Sales of $2 billion.

• 80% Market Share of United States in its own class.

• 9.75 Million Prescription Dispensed in a Year.

• Has successfully built Trust in the World Market.

A STEP AHEAD – “LIPITOR FOR YOU”

• INTRODUCING LIPITOR CHOICE CARD…• WITH THE LIPITOR CHOICE CARD ELIGIBLE PATIENTS CAN GET

LIPITOR FOR JUST$1 A DAY OR LESS.

THANK YOU

A PRESENTATION BY:AKSHAY SAXENA, CHHAYA SHARMA, DEEP SHAH, RUBY KHATUN, MD.

SHAQUIB SHEHZAD KHAN

REFERENCES:HTTP://WWW.LIPITOR.COM HTTP://WWW.FORBES.COM

IMAGES BY GOOGLE