Transcript Pharmasim Group 7

PharmaSim
Group 7
Brian Gamble
Eduardo Pellerano
Steve Cisowski
Douglas Beck
Mission Statement
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Through innovative drugs and
therapies, All-star will provide
superior customer value at a lower
premium. We will provide nothing
but the best quality cold products
available anywhere. Our customers
are held in the highest regard, that’s
why All-star remedies are too.
Marketing Objectives
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Saturate The Market
Increase the public’s perception of
All-star
Initiate more profitable customer
relationships
Modify the public’s attitude towards
our medicine lines.
Open new market segments
Marketing Objectives cont.
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Combine our advertising department
with another agency
Never lose focus on the 4 P’s
Maximize on the AIDA Concept.
Strengths
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Leading manufacturer of packaged goods
High brand awareness
Market share leader
Second highest conversion ratio
Strengths
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Allround brand awareness
• 74.1% to 80.0%
Allround+ brand awareness
• 63.0% to 68.0%
Weaknesses
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Market share decline
• 23.2% to 10.4%
Weaknesses cont.
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Inconsistent promotion expenditures
Weaknesses cont.
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Inconsistent advertising allocations
• 22.5M in Period 3 to 10.0M in Period 4
Weaknesses cont.
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Extreme pricing decisions
• Allright: $2.00 jump from Period 6 to 7
• Stock price dropped $56.69 to $33.39
Opportunities
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Increase profits with 3 products in
different markets
Chance to compete with End and
Coughcure by introducing 4-hour
cough liquid
Chance to reformulate products
• Dropped alcohol in Period 2
• Reintroduced alcohol to maximum
allowance in Period 8
Threats
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Sensitivity of pricing/inflation
Increasing competitive environment
Product formulation critiques
Lessons Learned
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Allocating income to proper areas
• Balance promotional expenditures
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Advertising
Lessons Learned cont.
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Sales force
Lessons Learned cont.
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Promotion
Lessons Learned cont.
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Price sensitivity
• If below tradeoff, gradually raise
• If above tradeoff, gradually lower
Lessons Learned cont.
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Reformulation
• Requires scientific research and
consumer reasoning gradually
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Research
• Always stay informed of market in
comparison to competitor activities by
purchasing reports