3 Mission Statement Allstar’s Objective: Remain Successful Market Share leader in OTC marketMaintain Highest level of Customer SatisfactionThese ideas will lead to a profitable company with shareholder satisfaction
5 Marketing Objectives Objective 1: Objective 2: Objective 3: 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 periodObjective 3:Increase gross margin by 100% by end of 10th period
6 Marketing Objectives Cont’d Successfully Introduce Allround+ and Allright to meet the needs of the marketObjective 5:Maintain a high brand awareness for each productObjective 6:Increase Market Share to 30% by end of 10th period
7 Internal Strengths and Weaknesses External Opportunities and Threats S.W.O.T. AnalysisInternal Strengths and WeaknessesExternal Opportunities and Threats
15 Target Market - Allround People 12 and overA person who lives in the USASuffers from symptoms of a cold or allergiesA 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 olderUSAIs an Allergy suffererPrefer 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.
19 Product Allround Allround+ Allright Life Cycle difficult to track 4hr multi liquidLife Cycle difficult to trackOur best product on the marketAllround+12hr multi capsulePulled sales away from AllroundIntroduced it too earlyAllright4hr allergy capsuleOnly 2 other allergy medications in marketUnique product – had decongestant
20 Price Match MSRP to perceived benefit Item priced too low/ high Tradeoffs surveyInflationItem priced too low/ highPerceived valuePricing status- quoPositively affected stock priceDrastic price changesNegatively affected stock price
21 Place (Distribution) Distribution Channels Sales force distribution Direct vs. IndirectGrowth MarketsSales force distributionPortion of sales% Growth
22 Place (Distribution) Lesson Learned: For some growth had a pattern... Chain Drug, Grocery Store, Mass MerchandiseTotal sales always increased
26 Place (Distribution) Lesson Learned: For some growth had a pattern…Chain Drug, Grocery Store, Mass MerchandiseTotal sales always increasedIndependent DrugTotal sales were very erraticConvenience StoreTotal sales increased (except 2 periods)Overall total sales continually increased