Pfizer Marketing Strategy
“Break Free”
“Break Free”
Students Against Substance Abuse
Students Against Substance Abuse
Proposal for a Social Responsibility Campaign in the Dallas Independence School District
University of Texas of Dallas BCOM 3311 – Wednesday 5pm
Introduction “When people decide where to invest their money, as many as 66% consider a company’s dedication to social causes before investing their money” (Tyson). Since more than half of potential investors take social responsibility into consideration, it is critically important for Pfizer to launch a campaign that will identify us as a responsible trusting company.
In order to improve Pfizer’s public image and company culture we propose the following: “Students Against Substance Abuse” (S.A.S.A) - a social responsibility campaign. The campaign goal is to promote our products while creating a house hold brand image for Pfizer and reduce the negative connotation of a corporate name. We will partner with Dallas Independent School District and create S.A.S.A. an organization composed of Pfizer employees and selected students at three pilot high schools, in an attempt to solve the substance abuse outcry affecting the economically disadvantaged youth of the city. This socially responsible campaign will improve stakeholders’ trust, improve company image, increase sales, and yield in customer and employee loyalty. The campaign will allow Pfizer and its products, such as, Chantix, Benadril, and Dilantin, to gain household name status and the benefits that go along with it.
With this proposal we will explore the history of Pfizer, statistics demonstrating why the SASA campaign is a social need for the community, a detailed plan of action, a proposed budget, and the benefits Pfizer will gain from this social responsible campaign.
History of Pfizer
Pfizer is a pharmaceutical company dedicated to improve the quality and wellbeing and health by utilizing science and the global
“Break Free”
Students Against Substance Abuse
Students Against Substance Abuse
Proposal for a Social Responsibility Campaign in the Dallas Independence School District
University of Texas of Dallas BCOM 3311 – Wednesday 5pm
Introduction “When people decide where to invest their money, as many as 66% consider a company’s dedication to social causes before investing their money” (Tyson). Since more than half of potential investors take social responsibility into consideration, it is critically important for Pfizer to launch a campaign that will identify us as a responsible trusting company.
In order to improve Pfizer’s public image and company culture we propose the following: “Students Against Substance Abuse” (S.A.S.A) - a social responsibility campaign. The campaign goal is to promote our products while creating a house hold brand image for Pfizer and reduce the negative connotation of a corporate name. We will partner with Dallas Independent School District and create S.A.S.A. an organization composed of Pfizer employees and selected students at three pilot high schools, in an attempt to solve the substance abuse outcry affecting the economically disadvantaged youth of the city. This socially responsible campaign will improve stakeholders’ trust, improve company image, increase sales, and yield in customer and employee loyalty. The campaign will allow Pfizer and its products, such as, Chantix, Benadril, and Dilantin, to gain household name status and the benefits that go along with it.
With this proposal we will explore the history of Pfizer, statistics demonstrating why the SASA campaign is a social need for the community, a detailed plan of action, a proposed budget, and the benefits Pfizer will gain from this social responsible campaign.
History of Pfizer
Pfizer is a pharmaceutical company dedicated to improve the quality and wellbeing and health by utilizing science and the global
Cited: Tyson. (n.d.). 5 ways companies benefit from cause marketing. Retrieved from http://www.brightercausemarketing.com Beyond Hangovers. National Institute of Alcohol Abuse and Alcoholism. Retrieved November 10th, 2012, from www.niaaa.nih.gov Evolving to Meet the Needs of a Changing Society. Pfizer. Retrieved November 6th, 2012, from Pfizer.com Bhattacharya, C. B. (2009, November 20). Corporate social responsibility: It 's all about marketing. Retrieved from http://www.forbes.com/2009/11/20/corporate-social-responsibility-leadership-citizenship-marketing.html Health Effects of Cigarette Smoking. Centers for Disease Control and Prevention. Retrieved November 3, 2012, from CDC.gov.