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Marketing Transition Plan June 1, 2006 Presented by the Allstar Brands Marketing Team: Allison DiNoia Steven Duong Maureen Givnish Christine Wagner Mike.

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Presentation on theme: "Marketing Transition Plan June 1, 2006 Presented by the Allstar Brands Marketing Team: Allison DiNoia Steven Duong Maureen Givnish Christine Wagner Mike."— Presentation transcript:

1 Marketing Transition Plan June 1, 2006 Presented by the Allstar Brands Marketing Team: Allison DiNoia Steven Duong Maureen Givnish Christine Wagner Mike Welch

2 Allstar Brands “ The mission of Allstar Brands is to provide our customers with a safe and effective product at a fair price, while respecting our stockholders interest. We do this by providing our employees with creative opportunity to use their talents for research and product development but never losing sight of our goal to improve the quality of life for our customers.” Mission Statement

3 Product Line and Target Market Allround Over-the-counter (OTC) liquid cold remedy 4-hour dosage Aimed towards individuals over the age of 12 Ideal for individuals suffering from common cold symptoms who do not require prescription medication Allstar Brand’s initial product Allstar Brands

4 Product Line and Target Market Allround + OTC liquid cold remedy 4-hour dosage Aimed towards children under the age of 12 Marketed towards parents and families of young children Ideal for loyal consumers of Allround who have children Has been on the market for 6 years Allstar Brands

5 Product Line and Target Market Allright OTC multi-capsule 12-hour dosage Ideal for individuals who trust Allround but do not wish to take medication every four hours Marketed to those who prefer capsules over liquid intake Has been on the market for 4 years Allstar Brands

6 SWOT Analysis Strengths ◙Currently the market share leader in OTC cold remedy market ◙Diverse product line ◙Steadily increasing stock price over the past ten years Allstar Brands

7 SWOT Analysis Weaknesses  Oversaturated market  During first 5 years, prices were not increased according to inflation and demand  Surveys were not purchased during first 6 years Allstar Brands

8 SWOT Analysis Opportunities  Ability to expand and diversify our product line due to strong client base  Talented product development personnel  Capability to increase production without increased manufacturing costs Allstar Brands

9 SWOT Analysis Threats  Direct competition within target markets  Generic brand medications with competitive pricing and consumer confidence  Suffering economy which may cause a downturn in the stock market affecting Allstar Brands stock price Allstar Brands

10 Marketing Objectives/Activities 1. Reassess advertising budget every year and adjust appropriately Adjust according to product life and performance, economy, and current budget Increase advertising costs between 15% - 20% for all new products within the first 3 years Allstar Brands

11 Marketing Objectives/Activities 2. Assess product line every three years and reformulate based on consumer needs Purchase surveys Increase advertising costs to keep customers updated on reformulations Allstar Brands

12 Marketing Objectives/Activities 3. Increase brand awareness for Allright from 52.5% to 70% in three years Allstar Brands

13 Marketing Objectives/Activities 4. Increase prices based on national inflation and market inflation rates Adjust prices according to customer demand Keep products competitive by altering prices to attract new customers and keep loyal ones Allstar Brands

14 Marketing Objectives/Activities 5. Maintain a stock price above $80 per share Allstar Brands

15 Marketing Objectives/Activities 6. Increase overall market share to 27% in the next four years Allstar Brands

16 Lessons Learned Price - Adjust pricing for introductory products Promotion – Develop marketing strategy for allocating resources Place – Preserve loyalty of the most profitable distribution channel Product – Reformulate according to customer demands while maintaining brand reliability Allstar Brands

17 Any questions or comments?


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