Allstar Presentation

PharmaSimFinal PresentationTeam OneJa’Kye HolmesJacqueline LangeheineKristi Meier

Highlights of Our Marketing Plan~

❏ Product reformulation

❏ Targeted to young families

❏ Low Cost Product

❏ Raising Brand Awareness

❏ Offering Trial Size Packages

❏ Point of Purchase Displays

Changes in Marketing Plan~

❏ Steadily increased price

❏ Advertising: primary and benefit approach

❏ Large sales force in grocery stores & chain drugstores

Benefits: relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, suppresses coughing.

Price: Allround started at $5.29 and Allround+ started at $5.69

Place: Shelf space was 1.5 feet and very easy to find medication

Promotion: Co-op advertising, Point-of-purchase displays, coupons, and trial sizes Product: Allround & Allround+

Insights on the 4Ps

Key success factors in PharmaSim

❏ Group work reformation❏ Product reformulation❏ Line extension ❏ Maintaining high brand awareness

❏ Allround was at 74.8% Brand Awareness❏ Social Media

Allstar’s Reoccurring Issues

❏ Slow stock growth❏ Too many competitors❏ Higher prices than competitors❏ Tight budget❏ Advertisement spending down alerts from

PharmaSim

Performance Objectives ❏ Move closer to industry norms

❏ Maintained a higher price than competitors

❏ Introduce new products❏ Introduced Allround+

but not an allergy alternative

❏ Increase stock price and sales❏ Slow increases with two

upsets resulting in loss. Ended with a higher than industry average

❏ Beneficial incident decisions

& Actual Performance

Incident Decisions: Week 1-9

Period oneSocial Media: Website/Blog & Adwords

Period twoQuality Assurance: Sell the batch to jobber at a loss

Period fiveCustomized promo material to leave behind

Period fourSocial Media: Respond to comments often

Period three

Period sixSponsored RacecarRun an Ad contest

Period seven

Period eight

Period nineIntroduced

Children’s liquid cold medicine

Additional Discount to chains

Product TamperingChoice: 1,2 & 5

Special Promo 1, 3 & 6

Brand Assistant

Assist. Brand Manager

Brand

Brand Manager

What people are saying...

How we left Allstar positioned for the future...

❏ Room to extend product line by introducing an allergy medicine

❏ Allround → cash cow❏ Allround+ → not doing well❏ Negative Budget → $2 million ❏ Room for improvement all

around❏ Stock price at $23.58

Important Take-Aways

❏ Learn from mistakes❏ Buy more reports❏ Use surveys

❏ Don’t get too comfortable❏ Teamwork - Rocky start to smooth sailing❏ Take more risks❏ Marketing research is vital to making decisions

Questions...