Transcript Marketing Objectives and Activities

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
These ideas will lead to a profitable company
with shareholder satisfaction
Marketing Objectives
and Activities
Marketing Objectives
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Objective 1:
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Objective 2:
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Increase stock price by 10% every period until 100% increase by
end of 10th period.
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
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Objective 4:
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Objective 5:
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Successfully Introduce Allround+ and Allright to meet the needs of
the market
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
Internal Strengths and Weaknesses
External Opportunities and Threats
Strengths

Brand Awareness

Customer Satisfaction

Market Share

Pricing
Brand Awareness
%
Brand Awareness
90
80
70
60
50
40
30
20
10
0
Allround
Allround+
Allright
0
1
2
3
4
5
Period
6
7
8
9
10
Weaknesses

Discounts
-Greater than 2500
-Grocery Stores
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Sales Force
-To much money in advertising
Opportunities

Expansion
-Product line extension

Reformulate
-Add/remove ingredients
Threats

Inflation
-Unpredictable

Cost of Goods Sold
-High

Competition
-High
Inflation
Inflation Rate
Inflation
9.0%
8.0%
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
0
1
2
3
4
5
Period
6
7
8
9
10
Target Market
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 – 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.
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Target Market - Allright
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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
Product, Price, Place, Promotion
Product

Allround
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Life Cycle difficult to track
Our best product on the market
Allround+

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4hr multi liquid
12hr multi capsule
Pulled sales away from Allround
Introduced it too early
Allright
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4hr allergy capsule
Only 2 other allergy medications in market
Unique product – had decongestant
Price
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Match MSRP to perceived benefit
Tradeoffs survey
 Inflation
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Item priced too low/ high
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Pricing status- quo
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Perceived value
Positively affected stock price
Drastic price changes
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Negatively affected stock price
Place (Distribution)
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Distribution Channels
Direct vs. Indirect
 Growth Markets
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Sales force distribution
Portion of sales
 % Growth
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Place (Distribution)
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Lesson Learned:
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For some growth had a pattern...
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Chain Drug, Grocery Store, Mass Merchandise
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Total sales always increased
Place (Distribution)
Chain Drug Sales
1200
25.00%
Retail Sales ($M)
1000
20.00%
800
15.00%
600
Total Sales
% Total Increase
% Allround Increase
% Allround+ Increase
% Allright Increase
400
200
10.00%
5.00%
% increase
0
0.00%
1
2
3
4
5
6
Period
7
8
9
10
11
Place (Distribution)
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Lesson Learned:
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For some growth did not have a pattern…
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Independent Drug
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Total sales were very erratic
Place (Distribution)
Independent Drug Sales
520
25.00%
20.00%
Retail Sales ($M)
500
15.00%
480
10.00%
460
18
5.00%
440
Total Sales
% Total Increase
% Allround Increase
% Allround+ Increase
% Allright Increase
420
0.00%
-5.00%
% increase
400
-10.00%
1
2
3
4
5
6
Period
7
8
9
10
11
Place (Distribution)
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Lesson Learned:
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For some growth had a pattern…
 Chain
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Drug, Grocery Store, Mass Merchandise
Total sales always increased
 Independent
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Total sales were very erratic
 Convenience
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Drug
Store
Total sales increased (except 2 periods)
Overall total sales continually increased
Promotion
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Introduction
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Growth
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Benefits & Comparison
advertising
Budget = 14 -17MM
Maturity
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Primary advertising
Brewster, Maxwell, & Wheeler
Budget = 20MM
Comparison & Reminder
advertising
Budget = 7 -11MM
Decline
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Reminder advertising
Budget = 3 -5MM
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Co-op promotion
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Trial size
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Little participation
New products
Coupons & point of purchase
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Always effective
Recommendations
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Price status-quo
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Product line extension
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Economy of scales
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Advertising important to new products
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Allocation of sales force