|
Ping Pong
An eye on strategy
Monitoring competition, watching opportunities and being connected to new trends. These are, according to Paulo Reis - the market intelligence manager of Pfizer Consumer - the three pillars of market intelligence Pfizer. "Within this context, the mission of the Market intelligence must be directly linked to strategy and the company needs", highlights the executive, who has been at Pfizer for approximately 10 years.
Distribution channel
In the field of opportunities, Paulo Reis states that the industry must be aware of the new changes faced by distribution channels, like drugstore chains which regularly increase their number of stores that undergo mergers and acquisitions. "The biggest challenge of the market intelligence is to deal with the wide range of information. We need, therefore, to count on a strong system to update data and spread it rapidly", highlights the executive of Pfizer, who has recently participated in the National forum of Intelligence Ibramerc.
Focus on key-question
Paulo Reis points out that in the market intelligence department there is a key question which must be answered when defining investment in the media in order to successfully achieve your goals: "Do we need to gain market share, to take maintenance actions or do we need to think about a defense?".
|
Print this page
Mail this page