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Allstar Pharmaceuticals Marketing Plan. Marketing Brand Managers Crystal Coughlin Tom McGeehan Jessica Stilson Alicia Whye.

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Presentation on theme: "Allstar Pharmaceuticals Marketing Plan. Marketing Brand Managers Crystal Coughlin Tom McGeehan Jessica Stilson Alicia Whye."— Presentation transcript:

1 Allstar Pharmaceuticals Marketing Plan

2 Marketing Brand Managers Crystal Coughlin Tom McGeehan Jessica Stilson Alicia Whye

3 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

4 Marketing Objectives and Activities

5 Marketing Objectives Objective 1: Increase stock price by 10% every period until 100% increase by end of 10 th period. Objective 2: Increase total unit sales by 50% by the end of the 10 th period Objective 3: Increase gross margin by 100% by end of 10th period

6 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

7 S.W.O.T. Analysis Internal Strengths and Weaknesses External Opportunities and Threats

8 Strengths Brand Awareness Customer Satisfaction Market Share Pricing

9 Brand Awareness

10 Weaknesses Discounts -Greater than Grocery Stores Sales Force -To much money in advertising

11 Opportunities Expansion -Product line extension Reformulate -Add/remove ingredients

12 Threats Inflation -Unpredictable Cost of Goods Sold -High Competition -High

13 Inflation

14 Target Market

15 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

16 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.

17 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.

18 Lessons Learned Product, Price, Place, Promotion

19 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

20 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

21 Place (Distribution) Distribution Channels Direct vs. Indirect Growth Markets Sales force distribution Portion of sales % Growth

22 Place (Distribution) Lesson Learned: For some growth had a pattern... Chain Drug, Grocery Store, Mass Merchandise Total sales always increased

23 Place (Distribution)

24 Lesson Learned: For some growth did not have a pattern… Independent Drug Total sales were very erratic

25 Place (Distribution)

26 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

27 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 = MM Maturity Comparison & Reminder advertising Budget = 7 -11MM Decline Reminder advertising Budget = 3 -5MM

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


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