Pfizer Digital
Marketing Report
Individual assignment
Student number: 19824671
Word count: 2080
Tutor: Dr Chitharanjandas Chinnapaka
Date: 17/05/2021
,Table of Contents
Introduction.................................................................................................................................2
Situation Analysis.........................................................................................................................3
Customer analysis....................................................................................................................3
Competitor engagement analysis............................................................................................4
PEST.........................................................................................................................................4
SWOT.......................................................................................................................................5
Objectives....................................................................................................................................6
Strategy.......................................................................................................................................7
Plan..........................................................................................................................................7
Reach.......................................................................................................................................8
Act and Convert.......................................................................................................................8
Engage.....................................................................................................................................9
Tools........................................................................................................................................9
Tactics.......................................................................................................................................10
Tactic 1..................................................................................................................................10
Tactic 2..................................................................................................................................11
Tactic 3..................................................................................................................................11
Different content used...........................................................................................................12
Action........................................................................................................................................12
Control.......................................................................................................................................13
Conclusion.................................................................................................................................14
References.................................................................................................................................15
Bibliography...............................................................................................................................17
Appendix 1: Situational Analysis................................................................................................18
Product quality......................................................................................................................18
Digital Channels.....................................................................................................................19
Appendix 2:................................................................................................................................21
PEST.......................................................................................................................................21
Appendix 3: Social Media Techniques from other companies...................................................21
, Introduction
Pfizer is one of the biggest global research biopharmaceutical companies alongside
many others. It specialises in development and discovery of healthcare products,
including a vaccine against COVID 19. The following digital marketing report will
examine and generate a digital marketing plan for Pfizer’s social media using PR
Smith’s SOSTAC model.
Marketing Report
Individual assignment
Student number: 19824671
Word count: 2080
Tutor: Dr Chitharanjandas Chinnapaka
Date: 17/05/2021
,Table of Contents
Introduction.................................................................................................................................2
Situation Analysis.........................................................................................................................3
Customer analysis....................................................................................................................3
Competitor engagement analysis............................................................................................4
PEST.........................................................................................................................................4
SWOT.......................................................................................................................................5
Objectives....................................................................................................................................6
Strategy.......................................................................................................................................7
Plan..........................................................................................................................................7
Reach.......................................................................................................................................8
Act and Convert.......................................................................................................................8
Engage.....................................................................................................................................9
Tools........................................................................................................................................9
Tactics.......................................................................................................................................10
Tactic 1..................................................................................................................................10
Tactic 2..................................................................................................................................11
Tactic 3..................................................................................................................................11
Different content used...........................................................................................................12
Action........................................................................................................................................12
Control.......................................................................................................................................13
Conclusion.................................................................................................................................14
References.................................................................................................................................15
Bibliography...............................................................................................................................17
Appendix 1: Situational Analysis................................................................................................18
Product quality......................................................................................................................18
Digital Channels.....................................................................................................................19
Appendix 2:................................................................................................................................21
PEST.......................................................................................................................................21
Appendix 3: Social Media Techniques from other companies...................................................21
, Introduction
Pfizer is one of the biggest global research biopharmaceutical companies alongside
many others. It specialises in development and discovery of healthcare products,
including a vaccine against COVID 19. The following digital marketing report will
examine and generate a digital marketing plan for Pfizer’s social media using PR
Smith’s SOSTAC model.
