ALLSTAR Pharmaceutical

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ALLSTARPharmaceutical
ALLSTARPharmaceutical
Marketing Update
Khaled Tamran Renata Szpila Thomas Toner Steven
Golisano
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Mission Statement

• We at Allstar pharmaceutical believe in creating
  quality, affordable medicines that give you
  a warm and comforting Moms cup of chicken
  noodle soup sensation. We aim to provide fast
  relief to you or your loved ones ailments so you
  can concentrate on the positive aspects of your
  lives, which is what really matters. We will
  continue to exceed the expectations of our
  industry by providing quality health products at
  competitive prices and a sound financial
  investment to all of our shareholders.

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SWOT ANALYSIS
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SWOT ANALYSIS

• Strengths
• High value products, combining quality with
  competitive pricing.
• Highest brand awareness of any competing
  pharmaceutical producer.
• Highest conversion ratio of any other brand out
  on the market.
• Allstar takes advantage of cutting edge
  technologies to insure efficient and precise
  production and sales methods.

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SWOT ANALYSIS

• Weaknesses
• Marketing department is fairly inexperienced
• Improper allocation of advertising budget
• Negative budgets over past years have resulted in
  reduced company performance.
• An overextension of company resources occurred
  when developing Allround
• Allstar's trade rating has been low, and that has
  a direct relationship to the stock price.
• Compared to the rest of the industry Allstars
  sales force is insufficient.

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SWOT ANALYSIS

• Opportunities
• Increase specialized product recognition.
• Utilize new technology
• Diversify into other markets with complimentary
  products.
• Create two types of medicine bottles, easy to
  open ones and bottles with better child safety
  lids.
• Create a flavored chewable version of Allround ,
  children's medicine.
• Develop a capsule version of Allround
• Create new packaging to increase the convenience

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SWOT ANALYSIS

• Threats
• A decrease in child population levels
• Possible competitors sales force increase
• Possible FDA regulation increases
• Overextension of company resources
• Advances in modern vaccines
• Lawsuits
• New companies

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Target Market
Allround

• People looking for relief from multiple cold
  symptoms.
• Formulated for adults of all cultures, education
  levels, and demographic segments.
• Young singles, empty nesters, mature families,
  and retired persons.
• Not suitable for children.
• Price sensitive, bulk buyers.
• Not necessarily the end user.
• Recent shift toward medium to high income level
  consumer.

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Target Market
Allround

• Children are our main beneficiary segment.
• Offers relief from multiple cold symptoms for
  children.
• Lower dosages of medication and NO ALCOHOL.
• Young families (new parents).
• Childcare professionals and daycare centers.
• Price sensitive buyer.
• Families with lower income levels.

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OBJECTIVES ACTIVITIESBy Category
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Manufacturing sales

• Increase manufacturing sales by 10 each year
• Increase the number of sales representatives
• Provide better training
• Review current manufacturing sales plan, make
  adjustment where necessary

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Brand awareness

• Achieve 85 of brand awareness.
• Increase cost effective advertising
• Promotions toward doctors offices and clinics
• Advertise in foreign language
• Use internet advertising

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Sales force

• Focus new workers in wholesale, chain, and
  grocery stores.
• Provide coupons and sales
• Distribute discounts
• Majority of sales force

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Sale promotion

• Increase sale promotion by investing additional
  10 into coupons.
• Insert coupons in all magazines and newspapers
  without expiration dates.
• Electronic coupon dispenser available on products
  shelves.
• Coupons for immediate use at the register.

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Market share

• Increase market share to above 50
• Offer incentives to consumers to purchase our
  product over competitors
• Lower price for short period of time
• Free trial package

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Stock price

• Increase by 15 each year
• Follow our marketing objectives
• Implement marketing activities
• Make timely decisions based on company status
• Adjust to markets environments

Stock Price
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Allright product

• Introduce product within 2 years
• Perform market surveys to understand consumers
  needs
• Market Allright to targeted consumers
• Formulate Allright product

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Symptom relief

• Become the leader in symptom relief.
• Continually perform surveys
• Adjust to new technology
• Invest in Research and Development

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Lessons Learned

• Do not change advertising agency
• Introduce Allround earlier
• Change price based on inflation
• Use majority of Budget towards advertising
• Not enough emphasis was put on consumer shopping
  habits and decision-making criteria surveys when
  annual decisions were made.