1. PharmaSim Marketing Plan
5Cs
Company
Goals: new market and current competitive market
Measures to determine direction: customer feedbacks, market reports.
Strength: multi-functionality, high effectiveness and high brand awareness and market share.
Weakness: solo dosage form, low retention rate, no specific target area
Customer
Underlying needs: quality, functionality, safety and effectiveness of the products.
Benefits: relieve from illness earlier and safer
Current trends: Great needs in the OTC cold remedy market. Consumers have negative attitude toward alcohol in the drug formulation. capsule is more convenient than liquid form
Competitor
primary competitors : B&B health care, Curall Pharmaceuticals, Discol Corporation and Ethik Incorporated.
Their moves: following after us entering cold remedy market, which is the fastest growth market
Our reactions: reformulation, line extension, sales force changes and adjustment on pricing and promotion strategies.
Collaborator
Direct channels: including Independent drugstores, chain drugstores, grocery stores, convenience stores, mass merchandisers
Indirect channels: wholesalers, merchandisers and detailers
Ways to motivate them: promotional allowance, discount, sales force and etc.
Collaborator
Technology development, inflation rate and public knowledge and perception transition.

2. PharmaSim Marketing Plan
STP
Segmentation
There are a lot of segments for selection in PharmaSim. Cold, cough, allergy and multi-symptom in the form of liquid and capsule for adults and children.
Targeting
We are targeting at adult multi-symptom area and we are trying to target at adult cold area. Hopefully, cough in the long run.
Positioning
Value proposition: be high quality, highly effective, absolute safe and relatively cheaper price.
Pricing strategy: Market leader, prevent new entry
Advertising strategy: stressing on new functions of the products and its effectiveness.
Channel partner: In-store setting and shelf allocation by channel partner make it easier for customers to have in store shopping decisions

3. PharmaSim Marketing Plan
4Ps
Channels/ Pricing
Cannibalizations
line extension: 4 hour cough liquid
The new line will definitely benefit a lot from current core product because of its high brand awareness in cold remedy area
Two Options: 1. always emphasizing different functions between two brands
2. encourage consumer trials by cross selling two products together