Transcript Marketing Presentation

ALLSTAR BRANDS
YEAR END REVIEW
Todd Nappi (CEO)
Tyrone Ottley (Secretary)
Zachery Leonard (CFO)
Jonathan Saunders (CIO & part-time Janitor)
AGENDA

Organizational Overview

Review of Key Objectives

Critical Success Factors

Marketing Strategy

Review of Progress Against Objectives

Lessons Learned

The Future
OUR MISSION
Deliver professionally endorsed, effective
pharmaceutical products for the entire family,
while aiming to be the low-cost, brand-name
leader for the consumer cold medicine market.
All of this must be accomplished while
maintaining a profit and steady growth rate for
our shareholders.
REVIEW OF KEY OBJECTIVES

Keep price increases moderate

Formulate products to optimize appeal to target
market

Attain 5-10% annual growth in revenue on all
products

Increase stock price 5-10% annually

Maintain strong brand awareness
Critical Success Factors

Strong brand awareness

Relatively low prices

Eager and efficient Distribution Network

Dedicated and lively staff
Marketing Strategy



Increase product price while staying under inflation percentage
 Found avg. inflation rate and increased price slightly lower
 Ex. If inflation rate increase prices by 5%, we only went up 3 or 4
%. We also used the .9 rule to make consumers feel better about
prices
Reformulate our product
 By doing so manufacturing costs were reduced in turn allowing us to
offer a low price to our customers
 Low prices attracted a larger customer base which allowed us to
see a large increase in sales
Release new product to the market
 First we researched to see what was currently available in the market
to avoid competition
 Found that there was only a single 12 hour capsule, so we chose to
release a 12 hour “multi” capsule
Marketing Strategy cont’d


Release a 3rd product
 Goal was to flood the market
 Looked for a need in the market. Found that the nasal spray
market could be penetrated
Keep advertising budget steady
 Used our inflation analysis to help determine our yearly expenditure
 Allocated budget percentages based on how long the product has
been on the market and other variables such as uniqueness in
market
 Ex. 12 hour multi didn’t use high percentage of budget
towards Comparing or Reminding
Marketing Strategy cont’d


Increase stock price 5 – 10% each period
 Used all the clues from the marketing update to help us try to obtain
this goal
 Ex. Inflation rate to adjust prices, Advertising spending, Sales
force
Revenue
 Monitor revenue for each product
 If 5 – 10% growth rate then progressing
 Allowed us to drop Allright due to revenue issues
Target Markets


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Allround
 4 hour multi-liquid
 Non alcohol for the kids and families
 Low price
Allround+
 12 hour multi-capsule
 Young working adults needing most of the day relief
 No problem taking pills
 Affordable and most of all effective
Allright
 Nasal spray
 Middle aged adults
 No problem using sprays
Sales
Revenue
Products
Stock Price
Stock Price
100
90
80
Price $
70
60
Baseline (5%)
50
Stock Price
40
Baseline (10%)
30
20
10
0
1
2
3
4
5
6
Year
7
8
9
10
Market Share
Brand Awareness
Lessons Learned
Discuss major decisions in depth
 As well as points from paper

Three Year Outlook

Re-establish our dominant position

Introduce new product
Summary
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Stock Prices grew 93%

Cum. Net Income of $990 MM

Failed Introduction of Allright

Astounding recovery and refocusing

Thanks