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PharmaSim Group 7. Brian Gamble Eduardo Pellerano Steve Cisowski Douglas Beck. Mission Statement.

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pharmasim group 7

PharmaSimGroup 7

Brian Gamble

Eduardo Pellerano

Steve Cisowski

Douglas Beck

mission statement
Mission Statement
  • Through innovative drugs and therapies, All-star will provide superior customer value at a lower premium. We will provide nothing but the best quality cold products available anywhere. Our customers are held in the highest regard, that’s why All-star remedies are too.
marketing objectives
Marketing Objectives
  • Saturate The Market
  • Increase the public’s perception of All-star
  • Initiate more profitable customer relationships
  • Modify the public’s attitude towards our medicine lines.
  • Open new market segments
marketing objectives cont
Marketing Objectives cont.
  • Combine our advertising department with another agency
  • Never lose focus on the 4 P’s
  • Maximize on the AIDA Concept.
strengths
Strengths
  • Leading manufacturer of packaged goods
  • High brand awareness
  • Market share leader
  • Second highest conversion ratio
strengths6
Strengths
  • Allround brand awareness
    • 74.1% to 80.0%
  • Allround+ brand awareness
    • 63.0% to 68.0%
weaknesses
Weaknesses
  • Market share decline
    • 23.2% to 10.4%
weaknesses cont
Weaknesses cont.
  • Inconsistent promotion expenditures
weaknesses cont9
Weaknesses cont.
  • Inconsistent advertising allocations
    • 22.5M in Period 3 to 10.0M in Period 4
weaknesses cont10
Weaknesses cont.
  • Extreme pricing decisions
    • Allright: $2.00 jump from Period 6 to 7
    • Stock price dropped $56.69 to $33.39
opportunities
Opportunities
  • Increase profits with 3 products in different markets
  • Chance to compete with End and Coughcure by introducing 4-hour cough liquid
  • Chance to reformulate products
    • Dropped alcohol in Period 2
    • Reintroduced alcohol to maximum allowance in Period 8
threats
Threats
  • Sensitivity of pricing/inflation
  • Increasing competitive environment
  • Product formulation critiques
lessons learned
Lessons Learned
  • Allocating income to proper areas
    • Balance promotional expenditures
      • Advertising
lessons learned cont16
Lessons Learned cont.
  • Price sensitivity
    • If below tradeoff, gradually raise
    • If above tradeoff, gradually lower
lessons learned cont17
Lessons Learned cont.
  • Reformulation
    • Requires scientific research and consumer reasoning gradually
  • Research
    • Always stay informed of market in comparison to competitor activities by purchasing reports