Pharma Sim Group 7 Brian Gamble Eduardo Pellerano

Pharma. Sim Group 7 Brian Gamble Eduardo Pellerano Steve Cisowski Douglas Beck

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

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

Strengths n n Allround brand awareness • 74. 1% to 80. 0% Allround+ brand awareness • 63. 0% to 68. 0%

Weaknesses n Market share decline • 23. 2% to 10. 4%

Weaknesses cont. n Inconsistent promotion expenditures

Weaknesses cont. n Inconsistent advertising allocations • 22. 5 M in Period 3 to 10. 0 M in Period 4

Weaknesses cont. n Extreme pricing decisions • Allright: $2. 00 jump from Period 6 to 7 • Stock price dropped $56. 69 to $33. 39

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

Lessons Learned n Allocating income to proper areas • Balance promotional expenditures n Advertising

Lessons Learned cont. n Sales force

Lessons Learned cont. n Promotion

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

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