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

2. 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.

3. 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

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

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

6. Strengths Allround brand awareness 74.1% to 80.0%

7. Weaknesses
Market share decline
23.2% to 10.4%

8. Weaknesses cont.
Inconsistent promotion expenditures

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

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

11. 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

12. Threats Sensitivity of pricing/inflation
Increasing competitive environment
Product formulation critiques

13. Lessons Learned Allocating income to proper areas
Balance promotional expenditures
Advertising

14. Lessons Learned cont.
Sales force

15. Lessons Learned cont.
Promotion

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

17. 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