Allstar Pharmaceuticals Mission Statement

1
Allstar Pharmaceuticals Mission Statement

• Leading the way to a healthier, cold and allergy
  free society
• quality manufacturing
• responsible sales and marketing
• commitment to the best quality chemical
  components
• service to health care professionals and patients

2
Allstar Pharmaceuticals Mission Statement

• Allstar brings to the market an effective way to
  combat cold and allergy symptoms that will
  improve the daily lives of our consumers and
  increase our stockholders faith in us as a
  company.

3
Marketing Objectives

• Increase price for Allround by at least 32.14,
  from 5.29 to 6.99 in the next one to two
  years.
• Increase price for Alright by 18.2, from 5.49
  to 6.49 in the next one to two years.

4
Marketing Objectives

• Increase unit sales for Allround by 16.5 , from
  103.5 to 120 in the next one to two years.
• Increase unit sales for Alright by 25 from 17 to
  21.25 constantly until its maturity stage.

5
Marketing Objectives

• Increase brand awareness for Allround from 78.3
  to 83 at least in the next one to two years.
• Increase brand awareness for Alright from now
  33.3 up to 70 till it reaches its maturity
  stage.

6
Marketing Objectives

• Increase consumer satisfaction for Allround from
  61.1 to 70 in the next 2 years.
• Increase consumer satisfaction for Alright from
  51.9 to 60 for the next 5-6 years.

7
Marketing Objectives

• Bring back Allround and increase its unit sales
  by 100 to 150 for about 6yrs constantly until
  it reaches its cash cow stage.
• Also, increase brand awareness and consumer
  satisfaction up to 70 -73 in 8-10 years.

8
S.W.O.T. Analysis

• Strengths
• Weaknesses
• Opportunities
• Threats

9
STRENGTHS

• Child 4hr Cold Liquid Brand Formulation appears
  to be better than others
• Alright is the 2nd highly recommended cold
  medicine(10.7) by physicians and pharmacists
• Distribution based on retail sales (4 hr
  multi-liquid) Allround highest for independent
  drug, chain drug, convenience, mass merchandise
  and 2nd highest for grocery stores

10
STRENGTHS (contd)

• New product introduction Alright and Allround
  broadening customer base/target market
• Brand Awareness Allround 78.3 and Alright
  33.0(fairly high for a new product that is in
  its growth stage)
• Average square feet of shelf space Alright is 1
  in all channels except grocery which holds the 2
  position

11
STRENGTHS (contd)

• According to marketing survey, Allround has the
  highest satisfaction with product by consumers
• According to survey, Allround is most frequently
  purchased
• Allround conversion ratio highest among
  competitors (78.2)

12
WEAKNESSES

• Fluctuation of Stock prices

13
WEAKNESSES

• Large amount of money invested and then lost in
  new product (Allround ) due to discontinuation
  (after two periods)
• Decrease in price of Allround without taking into
  consideration increasing inflation rate and the
  decision making criteria of consumers (more
  concerned with product effectiveness than price)

14
OPPORTUNITIES

• Increase revenue of fairly new product, Alright,
  which is increasing in its Share of Channel Sales
  (currently at 2.67)
• Bring Allround back into market. Appeared to be
  a valuable asset when in the market for two
  periods

15
THREATS

• Increase in inflation rate forcing retail price
  of product to increase while having to manage to
  remain competitive with other similar brands in
  the market
• High retention ratio of Alrights competitor,
  such as Coughcure, which is the highest at 60.4.
  This makes it difficult to attract new consumers.

16
THREATS

• Consumer demand for high effectiveness of
  multi-symptom relief products at a low cost
• Competitors with similar product as Alright, such
  as Coldcures Child 4hr Cold Liquid Brand , and
  Allrounds competitor Dryup being the only other
  4hr. multi-symptom relieve product.

17
Target Market

• The brand formulations and a description of
  active ingredients are given below in order to
  better understand the targeted market for each
  product according to illness and related symptoms

18
Basic Ingredients

• Analgesics Reduce fevers and relieves head
  and body- aches
• Antihistamines Relieve itchy eyes and
  sneezing
• Decongestant Reduces nasal congestion
  by shrinking swollen nasal passages

19
Basic Ingredients

• Expectorant Loosens chest congestion to
  improve the effectiveness of coughing
• Alcohol Helps people rest and numbs the
  pain
• Cough Suppressant Suppresses coughing
  reflex

20
Allround

• 4hr Multi-liquid - Multi liquid, but the main
  focus is on consumers, adults and children
  approximately 15 and above, seeking analgesics
  and expectorant. With the price of our product
  being fairly average in relation to our
  competitors, the targeted income level can be
  thought to be in the middle to upper class range

21
Allround

• As a line extension of Allround the benefits and
  targeted market are similar to that of Allround

22
Alright

• Child 4hr Cold liquid
• Multi liquid, but the main focus is on children
  (infants- approximately twelve year olds)
  consumers seeking analgesics and expectorant.
  With the price of our product being fairly
  average in relation to our competitors, the
  targeted income level can be thought to be in the
  middle to upper class range.

23
Marketing Activities

• Product Development
• Benefits
• Quality Perception
• Product Lines
• Packaging
• Distribution Channels

24

• Price
• Promotional Activities
• Organizing Sales Force
• Discounts
• Other Incentives For Buying
• Advertising

25
What Worked

• Higher end competitive pricing
• Increasing distribution and sales force
• Introducing new product line

26
What Didnt Work

• Neglecting to adjust product needs/costs with
  inflationary trends
• Discontinuing new product line
• Reducing distribution and sales force
• Increasing Reminder advertising budget when
  product is stable