Positioning strategy and Differentiation

2. Instructor
Dr. Samra Malik
(PhD Scholar)
Visiting lecturer (IMS)
Bahauddin Zakariya University, Multan

3. Group Members
Usman Najeeb. 31 Fahad Qadri. 32 M. Sajid. 33

4. Team

5. Team

6. Difference between team and Group
Team;
Team also have multiple people because skills need
performances in the team, and every person has a different
skills that performs his own duty instead of doing any
other person can not perform duty.
Group;
There are multiple people in the group, but a servant can
work for the entire group.

7. Merck Pharmaceuticals

8. Merck Pharmaceuticals

9. Merck Pharmaceuticals
Old logo

10. Merck Pharmaceuticals
New logo

11. Mind Map
Merck
Introduction
Positioning
Product Positioning
Will ImproveProduct line
Differentiation
Conclusion

12. Introduction;
Merck outside the United States and Canada, is an
American pharmaceutical company and one of the
largest pharmaceutical companies in the world. The
company was established in 1891 as the United States
subsidiary of the German company Merck, which was
founded in 1668 by the Merck family.
 Founders:
 George Merck
 Headquarters:
 New Jersey,United States

13. We are Merck
We are committed to living our social,
economic and ecological responsibility toward
people, toward our partners in the market and toward
our shareholders. We are committed to improving
health and well-being around the world.
“Our core values are driven by a desire to improve
life, achieve scientific excellence, operate with the
highest standards of integrity, expand access to our
products and employ a diverse workforce that
values collaboration”.

14. In Pakistan;
 Merck has been present in Pakistan for
more than 40 years.
 “Merck (Pvt.) Ltd. has its state-of-the-art
manufacturing facility in Quetta and Head
Office based in Karachi. The Distribution
Center of the company is based in
Lahore. The production facility in Quetta is
involved in the manufacturing and
packaging of solids (tablets & capsules),
liquids (syrups), injectibles (ampoules)
and ointments

15. Mind Map
Merck
Introduction
Positioning
Product Positioning
Will ImproveProduct line
Differentiation
Conclusion

16. Positioning strategy:
Group strategy:
Over the past decade, Merck has transformed itself
from a classic supplier of chemicals and pharmaceuticals into a
global science and technology company. The main driver was the
transformation of our business portfolio, particularly through the
divestment of our Generics business (2007) and the acquisitions
of Serono (2007), Millipore (2010), AZ Electronic Materials
(2014), and Sigma-Aldrich (2015). In addition, we focused our
businesses on innovation-driven and highly specialized products,
extensively revamped our internal structures and processes, and
expanded our presence in global growth markets. In line with this
strategy, we completed the divestment of our Biosimilars business
in 2017. In addition, we are preparing strategic options for our
Consumer Health business, including a potential full or partial
sale of the business as well as strategic partnerships.

17. Today, we hold leading positions in the respective markets of our
three business sectors
 Healthcare
 Life Science
 Performance Materials
To this end, we are pursuing innovation-driven, organic
growth. For instance, by 2022 we are targeting sales of around
€ 4 billion with new products. New medicines from the
pharmaceutical pipeline are to contribute around € 2 billion, with
Life Science and Performance Materials innovations each
contributing around € 1 billion in sales.

18. By the end of 2018, we aim to reduce our debt
level to below 2 again. At Group level, we reduced our net
debt by around € 1.4 billion in 2017. At the same time,
strict financial discipline supports the rating of the Merck
Group. Our dividend policy reflects a sustainable earnings
trend.
Our Group strategy aims to resolutely continue
the transformation of Merck into a science and technology
company and to position the company as a leading player
in a changing market environment. We focus on three
areas of key priority, namely ‟Performance”, ‟People”
and ‟Technology”.

19. Priority area “Performance”
The priority area ‟Performance” encompasses all
activities that create sustainable, profitable growth. To this
end, we are closely aligning our businesses with the
wishes and needs of customers and patients, not only
through our products, but also best possible proximity. The
basis for this is formed by efficient structures and -
processes as well as sustainable financial management.

20. Priority area “People”
The priority area ”People” addresses how we as a science
and technology company can create a working
environment that meets our employees’ individual needs
and allows curiosity to unfold. Our growth strategy calls
for people with diverse experience and backgrounds who
work together on the basis of shared values to create
innovation and respond flexibly to changing demands.

21. Priority area “Technology”
The priority area ”Technology” covers the closely
interlinked areas of innovation and digitalization.
Developing and marketing innovative products and
services are at the forefront of our Group strategy and all
the business strategies. Our objective is to foster
innovations both within the businesses and between them
as well as beyond existing businesses into areas in which
we are not yet active.

22. Mind Map
Merck
Introduction
Positioning
Product Positioning
Will ImproveProduct line
Differentiation
Conclusion

23. How to Product Positioning Will Improve
Your Marketing
 Know Your Target Audience
 Tell Them Who You Are
 Provide Evidence
 Value Proposition
 Unique Selling Proposition
 Segment Your Market
 Carefully Craft Your Message

24. How to Product Positioning Will Improve
Your Marketing…continue…..
 Know Your Competition
 Showcase Your Expertise
 Focus on Competitive Advantages
 Identify the product features
 Never make a mistake of underestimating your
competitor
 Promote the benefits
 Maintaining positioning

25. Mind Map
Merck
Introduction
Positioning
Product Positioning
Will ImproveProduct line
Differentiation
Conclusion

26. Product line
• Azolam
• Buscopan
• Concor
• Cosome
• Depex
• Delax
• Exigentin
• Esvin
• Evion
• Glucophage
• Glucovance
• Klaribact
• Laxoberon
• Levomerc
• Lodopin
• Mercip
• Multibionta
• Neoprox
• Neurobion
• Neuromet
• PCam
• Polybion
• Sangobion

27. Azolam
Purpose of
Uses
These tablets are
used to relieve the
brain and are used
for sleep.
Salt;
Alprazolam [0.25 mg]
Alprazolam [0.5 mg]
Alprazolam [0.1 mg]

28. Buscopan Plus
Purpose of
Uses
Used for stomach
ache.
Salt;
Hyoscine
(Butylbromide) [10
mg], Paracetamol [500
mg]

29. Concor
Purpose of
Uses
These tablets are
used to prevent
blood pressure.
Salt;
Bisoprolol
(Fumarate) [2.5 mg]
Bisoprolol
(Fumarate) [5 mg]
Bisoprolol
(Fumarate) [10 mg]

30. Delax
Purpose of
Uses
These tablets are
used to relieve
the brain and are
used for sleep.
Salt;
Fluoxetine (HCl)
[20 mg]

31. Exigentin
Purpose of
Uses
This tablet is used
to end allergies.
Salt;
Loratadine [5
mg/5ml]
Loratadine [10
mg/5ml]

32. Esvin
Purpose of
Uses
These are used to
control the
medicine stomach
problem.
Salt;
Esomeprazole [20
mg]
Esomeprazole [40
mg]

33. Evion
Purpose of
Uses
These tablets are
used for and meet
the deficiency of
vitamins.
Salt;
Tocopherol (Vitamin
E) [200 mg]
Tocopherol (Vitamin
E) [400 mg]
Tocopherol (Vitamin
E) [600 mg]

34. Glucophage and Glucovance
Purpose of
Uses
Medicine is used
to control sugar.
Salt;
Metformin (HCl)
[250, 500, 750XR,
850, 1 mg]
Glibenclamide
[1.25 mg],
Metformin (HCl)
[250 mg]

35. Klaribact
KLARIBACT Clarithromycin [250 mg]
Purpose of
Uses
There are
antibiotics tablets
and are used to
prevent infections.
Salt;
Clarithromycin
[125 mg]
Clarithromycin
[250 mg]
Clarithromycin
[500 mg]

36. Lodopin
Purpose of
Uses
These tablets are
used to prevent
blood pressure.
Salt;
Amlodipine
(Besylate) [2.5 mg]
Amlodipine
(Besylate) [5 mg]
Amlodipine
(Besylate) [10 mg]

37. Laxoberon
Purpose of
Uses
This medicine is
used for
constipation
Salt;
Sodium
Picosulphate [7.5
mg/ml]

38. Levomerc
Purpose of
Uses
It is anti-biotech
medicine and is
used for
infection
Salt;
Levofloxacin
[250 mg]
Levofloxacin
[500 mg]

39. Multibionta
Purpose of
Uses
Is the medicine
used for power.
Salt;
Retinol (Vitamin
A) [10000
IU/10ml],
Riboflavin
(Vitamin B2)
[10 mg/10ml]

40. Neurobion
Purpose of
Uses
Is the medicine
used for power.
Salt;
Pyridoxine [100
mg/3ml],
Thiamine HCl
(Vitamin B1)
[100 mg/3ml]

41. Neoprox
Purpose of
Uses
Medicine is
used to prevent
to eliminate
pain
Salt;
Naproxen [250
mg]
Naproxen [500
mg]

42. PCam
Purpose of
Uses
Medicine is
used to prevent
to eliminate
pain
Salt;
Piroxicam [10
mg
Piroxicam [20
mg

43. Polybion
Purpose of
Uses
Is the medicine
used for power.
Salt;
Nicotinamide [20
mg/5ml],
Riboflavin
(Vitamin B2) [2.5
mg/5ml],
Thiamine HCl
(Vitamin B1) [5
mg/5ml]

44. Sangobion
Purpose of
Uses
Is the medicine
used for power.
Salt;
Folic Acid [1
mg], Manganese
[0.2 mg]

45. Mind Map
Merck
Introduction
Positioning
Product Positioning
Will ImproveProduct line
Differentiation
Conclusion

46. DIFFERENIATION OF MERCK
Top Companies and growth rate in 2018

47. DIFFERENIATION OF MERCK
Top Companies and growth rate in 2019

48. DIFFERENIATION OF MERCK
Pfizer
US $53.7 billion
The world’s largest
pharmaceutical company is
multinational pharma giant
Pfizer, headquartered in
Connecticut, USA. The
research-based company has
a varied portfolio that spans
many therapy areas, including
immunology, oncology,
neurosciences and rare
diseases.
Roche
US $45.6 billion
Swiss pharmaceutical
company, Roche, is the
2nd biggest pharmaceutical
company in the world for 2019,
and employs 94,442 people
worldwide. The company
develops innovative drugs and
devices in a number of key
indications, such as oncology,
immunology, infectious
diseases and neuroscience.

49. DIFFERENIATION OF MERCK
Johnson & Johnson
US $40.7 billion
In the top 3 pharmaceutical
companies in the world
is Johnson & Johnson, a
company that was established
over 130 years ago and has
become a staple household
name thanks to popular
consumer goods like Aveeno,
Neutrogena and Listerine
Sanofi
US $39.3 billion
4th on the top 10 pharma list is
French pharmaceutical
company, Sanofi. The company
saw 7.1%% revenue growth
within its pharmaceutical
sector, which contributes a
substantial percentage of the
company’s total revenue.

50. DIFFERENIATION OF MERCK
Merck & Co
US $39.7 billion
American pharmaceutical
company Merck takes a spot as
one of the top 5 pharmaceutical
companies in the world in 2018.
Merck is known as MSD outside
of North America. The company
develops drugs, vaccines and
biologics in many areas
including cardiovascular,
oncology, endocrinology and
infectious disease.
Novartis
US $34.9 billion
One of the leading pharmaceutical
companies in Switzerland, Novartis
comfortably makes the top 10
pharma list for 2019. The company
focuses on a wide range of disease
areas including oncology,
immunology/dermatology,
neuroscience and respiratory.

51. DIFFERENIATION OF MERCK
AbbVie
US $32.8 billion
Research-driven American
biopharma AbbVie has maintained
its position on this list, with an
impressive increase of 16.2%
compared with 2017 pharma
revenue statisitcs. AbbVie has
recently announced that
upadacitinib, one of their most
anticipated drugs in development
that will be used to treat moderate
to severe atopic dermatitis, has been
granted breakthrough therapy
designation by the FDA.
Amgen
US $23.7 billion
Amgen is an American
biopharmaceutical company
headquartered in California
that specialises in developing
novel human therapeutics,
with a focus on
cardiovascular disease,
oncology, bone health,
neuroscience, nephrology,
and inflammation.

52. DIFFERENIATION OF MERCK
GlaxoSmithKline (GSK)
US $23 billion
A staple candidate in the top 10
pharma list year on year,
GlaxoSmithKline (GSK) is a
leading British pharmaceutical
company that always boasts a
strong pipeline of innovative
drugs. The company specialises
in a broad range of therapy
areas but is particularly
successful in the fields of
HIV/AIDS, respiratory and
vaccines.
Bristol-Myers Squibb
(BMS)
US $22.6 billion
A new entry into the top 10
pharma list is Bristol-Myers
Squibb, a leading American
pharmaceutical company
headquartered in New York
City.

53. Mind Map
Merck
Introduction
Positioning
Product Positioning
Will ImproveProduct line
Differentiation
Conclusion

54. Conclusion
 Pharmaceutical firm Martin Dow Limited has acquired
Pakistan’s operation of German Merck KgaA, said a statement
issued by the Germany firm on Monday.
 The statement said Merck “has executed a binding contract to
divest its shareholding in Pakistan to Martin Dow Ltd., a leading
pharmaceutical company.”
 The companies also agreed on long-term agreements whereby
the business in Pakistan will have access to Merck healthcare and
life science portfolios, ensuring continued supply of its products
to its patients and customers, it said.
 The companies agreed to not disclose the financial terms of the
deal. Simon Sturge, chief operating officer of Merck’s healthcare
business said the divestiture was due to strategic reasons.

55. Conclusion
 “We are convinced that Dow will be a great partner who
will ensure sustainable long-term growth of the Pakistan
business,” Sturge said.
 In addition, Merck will pay its employees a welcome
bonus at closing. “We intend to build Merck’s
outstanding record in Pakistan further and protect
employees rights in the same manner as has been
prevalent all these years in Merck,” Jawed Akhai,
Chairman of Martin Dow said.