Allstar Company Overview

1
Allstar Company Overview

• Pharmasim Marketing Simulation
• Mimi Davis

2
Mission Statement

• Allstar Pharmaceuticals is here to provide
  quality care and products to families, customers
  and the medical field. We are accountable that
  our products are at a reasonable price to
  purchase and allow our distributors to make a
  profit. We must recognize a need to improve on
  our community with donations and support. We hold
  responsibility to our employees and stockholders
  to make a profit and grow.

3
Marketing Objectives

• Increase our customer basis for Alright by 20
• 1. Target advertising to different demographics
• 2. Bring product to new parts of the country
• 3. Change the attitudes of consumers

4
SWOT Analysis/Target Market

• Strengths
• Allstar has three products in the market
• Our company has grown almost every year
• Stock price risen over 60 points since we started
• We close our goals of being the number one brand
  of cold and allergy medicine

5
SWOT Analysis/Target Market

• Weaknesses
• Must concern ourselves with Allround
  overshadowing profits from Allround in market
• Reformulated Allround and have to see how it
  effects the market
• Allright was launched and needs to be priced
  accordingly

6
SWOT Analysis/Target Market

• Opportunities
• Allright was introduced into relatively
  undeveloped market
• Just reformulated product to include more
  expectorants because 60 of symptoms occuring
  were chest congestion

7
SWOT Analysis/Target Market

• Threats
• BB HealthCare has grown faster than we
  anticipated and now is our number one competitor
• Ethik Incorporated has developed a new product
  before us that competes with Allright and they
  have majority of market in Nasal Spray
• Compared to other companies, we spend the most in
  advertising, and BB spends the least in
  advertising yet has a higher stock price

8
Marketing Activities

• 1. Increase customer basis for Allright by 20 in
  2 years
• 2. Increase purchasing intent of Allround and
  Allround by 10 within 1 year
• 3. Increase sales force by 14 by next year
• 4. Convert 26 of customers to loyal consumers
  within 2 years
• 6. Create a new product in the Allergy market
  next year
• 7. Break into the Children's Cold market in next
  3 years with liquid cough syrup and multi-symptom
  chewable tablet.

9
Marketing Activities

• Increase our sales force by 14
• 1. Increase Employee benefits
• 2. Cash and Trip incentives
• 3. More Competitive base salary and increase
  opportunity for commission from 30 to 50.

10
Marketing Activities

• Change Attitudes and Beliefs of Allround
• 1. Work with local charities to give back to
  communities.
• 2. Team with academic centers to provide
  scholarship programs
• 3. Improve environmental and Animal protection
  policies.

11
Marketing Activities

• Develop a competitive strategy to influence
  Effective brand consumers to change to Allround
  brand
• 1. Raise competitive advertisement
• 2. Provide more point of purchase promotions
• 3. Give supermarkets better discounts in
  return for
• better shelf space

12
Marketing Activities

• Make 26 customers into consumers
• Recognizes that the attitudes and habits of
  consumers change with times
• Offer purchasing incentives
• Free samples of Allright with every purchase of
  Allround

13
Lessons Learned

• Learned Strategies
• The sales force was increased each period
• Invested the entire remaining budget of each
  period
• Increased product price by period inflation rate
• Decisions were implemented through the active use
  of the marketing mix

14
Lessons Learned

• New products
• Made the mistake of not surveying the market
  appropriately before launching Allround
• Learned from mistake and was successful in
  addition of 3rd product line Alright
• Reformulating
• Promotion Distribution
• Product life cycle

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Stock Comparison Conclusion