Brian Gamble Eduardo Pellerano Steve Cisowski Douglas Beck PharmaSim Group 7 Brian Gamble Eduardo Pellerano Steve Cisowski Douglas Beck

Mission Statement 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 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. Combine our advertising department with another agency Never lose focus on the 4 P’s Maximize on the AIDA Concept.

Strengths Leading manufacturer of packaged goods High brand awareness Market share leader Second highest conversion ratio

Strengths Allround brand awareness 74.1% to 80.0%

Weaknesses Market share decline 23.2% to 10.4%

Weaknesses cont. Inconsistent promotion expenditures

Weaknesses cont. Inconsistent advertising allocations 22.5M in Period 3 to 10.0M in Period 4

Weaknesses cont. Extreme pricing decisions Allright: $2.00 jump from Period 6 to 7 Stock price dropped $56.69 to $33.39

Opportunities 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 Sensitivity of pricing/inflation Increasing competitive environment Product formulation critiques

Lessons Learned Allocating income to proper areas Balance promotional expenditures Advertising

Lessons Learned cont. Sales force

Lessons Learned cont. Promotion

Lessons Learned cont. Price sensitivity If below tradeoff, gradually raise If above tradeoff, gradually lower

Lessons Learned cont. Reformulation Research Requires scientific research and consumer reasoning gradually Research Always stay informed of market in comparison to competitor activities by purchasing reports