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Allstar Pharmaceuticals - PowerPoint PPT Presentation


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Allstar Pharmaceuticals. Marketing Plan. Marketing Brand Managers. Crystal Coughlin Tom McGeehan Jessica Stilson Alicia Whye. Mission Statement. Allstar’s Objective: Remain Successful Market Share leader in OTC market Maintain Highest level of Customer Satisfaction

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Presentation Transcript
marketing brand managers
Marketing Brand Managers
  • Crystal Coughlin
  • Tom McGeehan
  • Jessica Stilson
  • Alicia Whye
mission statement
Mission Statement

Allstar’s Objective:

  • Remain Successful Market Share leader in OTC market
  • Maintain Highest level of Customer Satisfaction

These ideas will lead to a profitable company with shareholder satisfaction

marketing objectives
Marketing Objectives
  • Objective 1:
    • Increase stock price by 10% every period until 100% increase by end of 10th period.
  • Objective 2:
    • Increase total unit sales by 50% by the end of the 10th period
  • Objective 3:
    • Increase gross margin by 100% by end of 10th period
marketing objectives cont d
Marketing Objectives Cont’d
  • Objective 4:
    • Successfully Introduce Allround+ and Allright to meet the needs of the market
  • Objective 5:
    • Maintain a high brand awareness for each product
  • Objective 6:
    • Increase Market Share to 30% by end of 10th period
s w o t analysis

S.W.O.T. Analysis

Internal Strengths and Weaknesses

External Opportunities and Threats

strengths
Strengths
  • Brand Awareness
  • Customer Satisfaction
  • Market Share
  • Pricing
weaknesses
Weaknesses
  • Discounts

-Greater than 2500

-Grocery Stores

  • Sales Force

-To much money in advertising

opportunities
Opportunities
  • Expansion

-Product line extension

  • Reformulate

-Add/remove ingredients

threats
Threats
  • Inflation

-Unpredictable

  • Cost of Goods Sold

-High

  • Competition

-High

target market allround
Target Market - Allround
  • People 12 and over
  • A person who lives in the USA
  • Suffers from symptoms of a cold or allergies
  • A person who values feeling symptom free in order to return to daily activities
target market allround16
Target Market – Allround+
  • This person wants to be allergy and cold symptom free for the maximum amount of time (with out having to take another dose).
  • Prefers the convenience of a small capsule as opposed to carrying a bottle of liquid medicine.
target market allright
Target Market - Allright
  • Age 12 or older
  • USA
  • Is an Allergy sufferer
  • Prefer a shorter lasting dose in order to gain more control of the side affects of the medication.
  • Prefers the convenience of a small capsule as opposed to carrying a bottle of liquid medicine.
lessons learned

Lessons Learned

Product, Price, Place, Promotion

product
Product
  • Allround
      • 4hr multi liquid
    • Life Cycle difficult to track
    • Our best product on the market
  • Allround+
      • 12hr multi capsule
    • Pulled sales away from Allround
    • Introduced it too early
  • Allright
      • 4hr allergy capsule
    • Only 2 other allergy medications in market
    • Unique product – had decongestant
price
Price
  • Match MSRP to perceived benefit
    • Tradeoffs survey
    • Inflation
  • Item priced too low/ high
    • Perceived value
  • Pricing status- quo
    • Positively affected stock price
  • Drastic price changes
    • Negatively affected stock price
place distribution
Place (Distribution)
  • Distribution Channels
    • Direct vs. Indirect
    • Growth Markets
  • Sales force distribution
    • Portion of sales
    • % Growth
place distribution22
Place (Distribution)
  • Lesson Learned:
    • For some growth had a pattern...
    • Chain Drug, Grocery Store, Mass Merchandise
        • Total sales always increased
place distribution24
Place (Distribution)
  • Lesson Learned:
    • For some growth did not have a pattern…
    • Independent Drug
        • Total sales were very erratic
place distribution26
Place (Distribution)
  • Lesson Learned:
    • For some growth had a pattern…
      • Chain Drug, Grocery Store, Mass Merchandise
        • Total sales always increased
      • Independent Drug
        • Total sales were very erratic
      • Convenience Store
        • Total sales increased (except 2 periods)
  • Overall total sales continually increased
promotion
Co-op promotion

Little participation

Trial size

New products

Coupons & point of purchase

Always effective

Introduction

Primary advertising

Brewster, Maxwell, & Wheeler

Budget = 20MM

Growth

Benefits & Comparison advertising

Budget = 14 -17MM

Maturity

Comparison & Reminder advertising

Budget = 7 -11MM

Decline

Reminder advertising

Budget = 3 -5MM

Promotion
recommendations
Recommendations
  • Price status-quo
  • Product line extension
    • Economy of scales
  • Advertising important to new products
  • Allocation of sales force