Allstar’s Mission It is the mission of Allstar to provide cold symptom relief to adults and children alike. By providing well- known products that customers know and like, Allstar can provide products that give customers relief.

Marketing Objectives Allround - Increase net income from Allround 10% within one year - Maintain Allround’s brand awareness and market share over the next five years

Marketing Objectives Allright - Increase brand awareness by 100% within three years. -Increase retail sales of Allright by 100% within three years -Make Allright profitable within three years while fulfilling Allright’s first two goals

Marketing Objectives Allgood -Introduce Allgood to a lower-income market sector within three years -Increase brand awareness of Allgood to half that of Allright within five years -Make Allgood profitable within eight years

Target Markets  Allround- Targeted toward high-income adults  Allright- Targeted toward children  Allgood- Targeted towared low-income adults

SWOT Analysis  Strengths- Revenue created by Allround opens the doors to advertising and promotion money for other products.  Weaknesses- Reliance on a single product line for the whole company  Opportunities- Creating new products to extend out from current market  Threats- Current brands in Allround’s target market. These brands could hurt the profitability of Allround and therefore inhibit ability to build new products.

Marketing Activities Allround -In order to achieve a 10% increase in net income for Allround within one year, you will need to decrease advertising expenditures -In order to maintain Allround’s brand awareness and market share over the next five years, you will need to make the advertising changes very minimal

Marketing Activities Allright -In order to increase Allright’s brand awareness by 100% in the next three years, you will need to move advertising resources dedicated to Allround toward Allright -In order to increase retail sales of Allright by 100% within three years, the first commitment is to brand awareness -In order to make Allright profitable within three years while fulfilling the first two goals, the first two goals need to be fulfilled

Marketing Activities Allgood -In order to introduce Allgood within three years, Allright needs to become profitable -In order to increase brand awareness of Allgood to half that of Allright within five years, more advertising resources must be contributed toward Allgood’s growth -In order to make Allgood profitable within eight years, brand awareness will need to be significant

Lessons Learned  The main idea learned over my time at Allstar is to not worry too much on the year-by-year results. It is more important to look at product results than stock prices, as the stock prices will ultimately reflect the commitment to your idea. Over my time at Allstar, the up-and-down nature of the stock prices reflected a less-than-total commitment to my approach, occasionally appeasing stockholders rather than the ultimate success of the company. While it is important to maintain profits it is quite important to build toward a goal, flip-flopping in order to sustain revenue only makes stockholder doubt their commitment to the company more. Target your goals toward results- not just sales.