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: 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 period
Objective 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 market
Objective 5:
Maintain a high brand awareness for each product
Objective 6:
Increase Market Share to 30% by end of 10th period

7. Internal Strengths and Weaknesses External Opportunities and Threats
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 2500 -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

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. Product, Price, Place, Promotion
Lessons Learned
Product, Price, Place, Promotion

19. Product Allround Allround+ Allright Life Cycle difficult to track
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 Item priced too low/ high
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 Sales force distribution
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. Place (Distribution) Lesson Learned:
For some growth did not have a pattern…
Independent Drug
Total sales were very erratic

25. Place (Distribution)

26. 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

27. Promotion Introduction Co-op promotion Growth Trial size
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
Co-op promotion
Little participation
Trial size
New products
Coupons & point of purchase
Always effective

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