Bristol Myers Squibb Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Bristol Myers Squibb analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Bristol Myers Squibb marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Bristol Myers Squibb.

Let us start the Bristol Myers Squibb Marketing Mix & Strategy:

Bristol Myers Squibb Product Strategy:

The product strategy and mix in Bristol Myers Squibb marketing strategy can be explained as follows:

Bristol Myers Squibb is a Bio-Pharma firm which aims to constantly innovate and develop medicines to treat patients suffering from serious diseases. It spends around $5 billion in its research and development. It provides various medicines as a part of its marketing mix product portfolio in the field of oncology, virology, cardiovascular diseases and immune-science. Also, Bristol Myers Squibb manufactures pharmaceuticals in areas like diabetes, rheumatoid arthritis, HIV/AIDS, cancer, hepatitis and psychiatric disorders.


Image: flickr.com/photos/a4-nieuwsnl/


Bristol Myers Squibb Price/Pricing Strategy:

Below is the pricing strategy in Bristol Myers Squibb marketing strategy:

Considering the overall healthcare sector is expensive, many people are not able to afford the treatment/medicines of serious diseases.

Bristol Myers Squibb seeks to reduce the costs so as to provide medical solutions for all, for every kind of disease to every income group. It constantly tries to innovate and utilize the technology in the best possible way to make the medicines affordable and easily accessible. The lesser the amount to be paid, more number of people would be inclined towards the brand. This would add to the revenue streams.


Bristol Myers Squibb Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Bristol Myers Squibb SWOT Analysis, STP & Competitors

Bristol Myers Squibb Place & Distribution Strategy:

Following is the distribution strategy of Bristol Myers Squibb:

Bristol Myers Squibb does its Research and Development in various regions like New Jersey, Ireland, Belgium, Japan and India (in Bangalore). Since it is a firm of repute, it has a high credit rating and thus, a low borrowing cost. With extensive R&D and constant technological innovation, it has developed a strong brand portfolio with diverse applications. However, it still has to develop products in the biologics segment. Bristol Myers Squibb is overly dependent on a few of its high-selling products namely Eliquis, Sprycel, Yervoy, Opdivo Orencia and Baraclude which forms about 80% of the sales they make annually. Bristol Myers Squibb also has its foundation for the needy. Along with that, it has developed sustainability as its fundamental to carry out its operational activities. For backing up its people financially, it has Corporative Sponsorship Support.

All of these help build a reputation and position itself as an even better player in the market.


Bristol Myers Squibb Promotion & Advertising Strategy:

The promotional and advertising strategy in the Bristol Myers Squibb marketing strategy is as follows:

Healthcare sector is one which doesn’t need to do active promotions to entice people for purchasing its products. Bristol Myers Squib, focusing on serious-disease treatment should ensure the product quality is maintained and communicated to the patients. Billboards, tie-ups with hospitals and other clinics is a way the firm can maintain its credibility and sell its products. People in this sector need to be informed well, instead of pushing. Bristol Myers Squibb adopts a pull strategy to bring the people when they need a particular medicine to cure a disease. Hence this completes the marketing mix of Bristol Myers Squibb.


About Bristol Myers Squibb:

Bristol Myers Squibb is a U.S. based pharmaceutical company which has a headquarter in New York City. The products are manufactured mainly in the U.S. and Puerto Rico and are sold all across the globe, with U.S. contributing to more than half of the total revenue.

Bristol Myers Squibb was formed by the merger of Squibb and Bristol Myers in 1989.They seek to achieve people’s health and harmony by treating several diseases. Its net global sales in the year 2016 was $19.4 billion.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse 4Ps Analysis of more brands and companies similar to Bristol Myers Squibb Marketing Mix. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

Search & Explore : Marketing Mix


The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Share this Page on:
Facebook ShareTweetShare on Linkedin