Week 29 (1.11.07)

Learn



Individual and Team Motivation

• 7 keys to Motivated Workforce:

1. A culture where intrinsic motivation is nurtured - must have a balance of reward vs performance to avoid risk of conformity


2. Respect for team members - respect for every role


3. Clear GOALs, standards and time-frame


4. GOALs worth achieving


5. Empowerment - leaders delegate authority and responsibility


6. Involvement in decision making and problem solving - people at work want to be heard and asked what they thought


7. Rewards based on achieving goals - reward what you want to reinforce

Unlearn

When a reward is at too great a risk, individual performance may move toward conformity rather than creativity.

Relearn

In setting the 2008 special incentive plan for Sigma and Gamma incentive plan, I will implement the plan to reward base on "teamwork to hit all the CV franchise. Currently, Sigma team members promote Norvasc and Caduet. Gamma team members promote Lipitor and Olmetec. Very little teamwork and issue of products cannibalization. To reinforce both teams teamwork, the incentive plan which will be implemented in 2008, will look at hitting the totality budget for all CV products.

Week 28 (28.10.07)

Learn

Visionary Leadership

• Every organization must have vision, mission, values that guides members of organization.
• Ground rules are to govern team members behavior.
• Each team should develops its own vision for how it will contribute and align to the corporate vision (alignment of vision).
• Alignment needed is not only efforts from each individual, systems too (such as policies, objectives, rewards and leadership behaviour) have to be aligned to the vision.
• Shared vision, shared informations and relationship (team's involvement) are linked together for effective team identity.
• Organization survival requires "ever evolving flexibility".

Leadership Style - by Ken Blanchard

• 4 leadership styles - Directing, Coaching, Supporting & Delegating
• Directing - low support, high direction
• Coaching - high support, high direction
• Supporting - high support, low direction
• Delegating - low support, low direction

Unlearn

Generally, many team's are not serious and convince of setting team's vision, mission and values because it is very time consuming and most of the time, these vision, mission and values are not being review after all.

Relearn

As leader, i have to influence them on seeing the benefits of having an align vision, mission and values for the team to be aligned to Pfizer's Vision, Mission and Values. This can be carried out in our building high performance team's session or monthly meeting where all team members can be involved. The vision, mission and values can be reviewed regularly for team's motivation and success.

Week 27 (20.10.07)

Learnt

Leadership

• Leading is about "influencing", "guiding" others on direction, opinions and actions
• It is an activity of vision and judgement effectiveness
• Leaders do right things - meaning don't waste time on low value added work
• Team must have common purpose, achieve the purpose through shared accountability
• Leadership attitude is about asking "How you feel" and understanding thoughts and feelings of others
• "Caring about the work" and "caring about the people" -prerequite to being a leader
• Important question for leaders to ask "How can I help?"
• Leadership continuum:

Operational ----> Transformational----> Visionary

present-oriented--> current operational to visionary --> future oriented (new team future)

Unlearnt

When managed team success and achievement, being leader for managers, i try to switch more of my time in planning for the future of the team ie team's products' alignment, team's incentive, field force structure for 2008 rather than being operational in handling the task.

Relearn

Being newly promoted, self-realization to move from being less operational to more visionary leader.

Week 26 (8.10.07)

Learn

Promotion

Market communication is a part of marketing but only a small part. It should include interactive strategy utilizing as many of the different techniques and tools as needed to accurately and clearly communicate an effective message to all the individual target groups, segments, countries and others.

Communication tools available are:

1. Websites
2. Advertising
3. Public Relations
4. Publicity
5. Special events
6. Community relations
7. Sales promotions
8. Customer relations
9. Customer meetings
10. Sales force
11. Collaterals
12. Trade shows
13. Telemarketing

Unlearn

Being controlled by the Pharma Code of Conduct which prevents any pharmaceutical company from advertising directly to the consumers, there are actually other means of communication to promote Pfizer's products.

Relearn

Therefore, to market our products to the doctors, sales managers have taken the approach to support for doctors medical websites, product advertisement in medical journals (DIMS & MIMS) or health magazines (Health Today), sponsoring continuous medical education, and sales force to visit personally the doctors to establish and build relationships. At times, we also participated in their societies conferences such as National Heart Association of Malaysia, by having a booth for product display to doctors.

Week 25 (6.10.07)

Learn

Segmentation

A market segment is a set of potential buyers who have common needs and are alike in the way they perceive the product, value it, buy it, and use it.

Reason why companies segment:
most companies have a limited amount of time, people and money, so they must focus their efforts where they will pay the biggest dividend. Successful firms eliminate areas of least interest and concentrate their efforts on the most productive segments.

Segmentation - is critical for helping marketer pick clear targets to aim at.
- helps establish company's priorities and define product specifications
- helps establish distribution channels and the level and mix of advertising
- helps the marketer identify competitive weakness so he/she can shift
marketing efforts from low to high priority. Set strategies withing the segment.
Segmentation matrix - visualize the opportunities that might be available within the market

Horizontal marketer - referred to as product specialist - help the firm build a strong reputation for a particular product. The disadvantage is, if new product emerges, that product may become obsolete.

Vertical marketer - referred to as market specialist - upside is company gains a place as full-service or product supplier. The disadvantage is, downturns, budget cuts or company rationalizations within one industry, may be fatal to the vertical marketer.

Niche marketer - referred to as single-segment focused - company strategy is develops strong customer solutions and achieves a very strong position. Eg: Mont Blanc focused on high-end pen users

Unlearnt

Did not fully understand the link and strategies in the segmentation matrix. I only see the opportunities from the Class A & B of customers, not seeing the opportunities which i can expand with the right strategies for Class C in the horizontal marketing concept while maintaining product SCA.

Relearn

Reposition Celebrex for the acute pain in Class C customers (doctors whom are not using ethical products because cost is major concern). Sharing on the benefits of Celebrex when doctors are treating older patients whom may have concomitant disease such as heart attack, stroke and cardiovascular problems. Therefore, in this older group of patients, doctors should consider using Celebrex which is safer for them, because Celebrex has been proven its cardiovascular safety. In addition, it will also improves doctor-patient confidence and relationship when benefitting from Celebrex.

Week 24 (30.9.07)

Learn

Place (Distribution)

Place refer to distribution of the products or services through various channels to the end user of final customer.

Direct Channel - direct salespeople, internet, phone, , mail
Indirect Channel - manufacturers representatives, brokers or agents, distributors, retail outlets, VARs

Selection of channels based on the target customer group's preferences - when, where and how they want to buy.

Marketer must evaluate various options available to address the needs of the different customer groups, segments, industries or countries.

Each option channel has its advantages and disadvantages

Unlearn
All the while I thought that "place" in marketing refer to where the products are being sold. No idea that it is actually referring to channel of distribution.

Relearnt

In Pfizer, we have used mix channel, direct and indirect distribution.

Direct channel is -sales people. It has many advantages. They are focus, dedicated employees whom has in-depth product knowledge and understand the company structure and how and where to get answers for the customers. We have better control over the message and pricing delivered to the customers. At times when we wanted to communicate specific messages out to the customers for a quicker reach, we have also use mailers (letters) which can be personalized to the individual customer and mail is low in cost.

Indirect channel - Zuellig, our distributor. Zuellig is well-established with many contacts in the sectors they serve.