A case study from CMMU class.

2. GROUP 2
Group Members
1.
2.
3.
4.

3. THAILAND PHARMACEUTICAL INDUSTRY

4. MANUFACTURERS
DISTRIBUTORS
MARKETING &
SALE
THIRD PARTY
MANUFACTURERS
CONTRACT
MARKETING
SERVICE

5. ORIGINAL VS GENERIC
Original Medicine
Generic Medicine
•
Innovative / R&D
•
Competitive price
•
Premium price
•
Family business
•
Scientific and
professional
approach
•
Relationship
approach

6. TYPE OF ORIGINAL PHAMA CULTURE

7. LILLY’S BRAND PROMISE
At Lilly, we promise to provide trusted Answers that Matter to our customers in order
to deliver better patient outcomes. We'll deliver on this promise in four ways:
Through our commitment to breakthrough products, which means that we commit
to focusing our R&D investment on meeting unmet patient needs - not only on
responding to market opportunities.
Through the medical expertise we provide, which enables the research, discovery
and development of new medicines.
By practicing active listening and responding when engaging with stakeholders knowing that listening builds our understanding of stakeholders wants and needs,
and responding builds trust and assures our stakeholders that their concerns have
been taken seriously.
Our pledge to be reliable and trustworthy demonstrates our intention to build trust
in our company and in our industry.

8. LILLY’S CORE VALUES
Integrity: We conduct our business consistent with all applicable
laws and are honest in our dealings with customers, employees,
shareholders, partners, suppliers, competitors, and the community.
Excellence: We pursue pharmaceutical innovation, provide highquality products, and strive to deliver superior business results. We
continually search for new ways to improve everything we do.
Respect for People: We maintain an environment built on mutual
respect, openness, and individual integrity. Respect for people
includes our concern for all people who touch or are touched by
our company: customers, employees, shareholders, partners,
suppliers, and communities.

9. PFIZER’S PURPOSE
Together, we will earn the trust of internal and external stakeholders as
an innovative healthcare partner working to improve the lives of
Thai patients and the community.

10. PFIZER’S CORE VALUES
Customer Focus
Community
Respect for People
Performance
Collaboration
Leadership
Integrity
Quality
Innovation
BEING PFIZER…LIVING THE VALUES

12. INTEGRITY
highest ethical standards, and our
products and processes will be of
the highest quality
• Company’s Code of Conduct and
other regulations

13. COMMUNITY / CSR
Our responsibility to our communities extends
beyond the products we make to include a
commitment to educational support and
philanthropy
• Grants & Donations
• Continued Medical Education
• Foundation

14. ELI LILY CORPORATE SOCIAL RESPONSIBILITY
 Blood donations
 Volunteer work days
 Donation to help patients fight HIV
 First Aid room at a remote school
 Scholarship grants

15. PFIZER CORPORATE SOCIAL RESPONSIBILITY
 Scholarship grants
 Fellowship training
 Young Leadership Program
 HIV Positive Partnership Program
 Capacity building program for cancer NGOs
 etc

16. RESPECT FOR PEOPLE
• Recognize that people are the
cornerstone of the organization’s
success
• People are treated equally – open office,
flexible working time, career part and
promotion scheme, work-life balance
program