I need help in Marketing 330 assignment.

TABLE OF CONTENTS

COMPANY DESCRIPTION……………………………………………………………………………….2

EXECUTIVE SUMMARY…………………………………………………………………………………3

SITUATIONAL ASSESSMENT AND ANALYSIS………………………………………………………4

MARKETING OBJECTIVES…………………………………………………………………………….10

Marketing Goals and Tactics Table 1…………………………………………………………….10

Marketing Goals and Tactics Table 2…………………………………………………………….12

FINANCIALS/MARKETING PLAN BUDGET…………………………………………………………12

PERFORMANCE/MONITORING MEASUREMENT…………………………………………………..13

SOURCES…………………………………………………………………………………………………14

EXECUTIVE SUMMARY

To come with final marketing plan

COMPANY DESCRIPTION

Legal Name and Description:

The Allstar Brands Medicine Group is a corporation that was founded in 1924 and has added several smaller packaged goods companies since its foundation. The company has three divisions: Consumer Products, International, and Pharmaceuticals. Allstar Brands has a great presence in packaged goods as in shampoo, bar soap, and detergent both in the US and the global market. In the Pharmaceutical Division, Allround leads in the market in over-the-counter (OTC) cold and allergy medicines. Allround’s success has made this product very profitable and critical to the Allstar Brand product line. This profitability has given Allstar Brand opportunities to expand the OTC product line in emerging markets. However, fourth quarter performance reports for Allround have not been favorable, which has left senior management closely watching the over-the-counter medicine group of Allstar.

Mission Statement:

Allstar is dedicated to being an industry leader through providing quality products that ease our customers' burdens and free them to enjoy life and pursue happiness; and to improve customer health and wellness by providing high quality and innovative products.

Management:

• Brand Managers: Andrea Budavari and Kyra Yeager

• Brand Assistant Managers: Ian Nichols and Waleed Alharbi

• Brand Assistants: Ashlyn Flynn and Khaled Almansour

Products Offered:

• New formulation for Allround replacing the cough suppressant with an expectorant

• Alcohol free multi-symptom children’s formula

• Cough Syrup

• Multi-symptom capsule

SITUATION ASSESSMENT AND ANALYSIS

SWOT Analysis:

4Ps Competitor Analysis:

4Ps for Coughcure by Andrea Budavari

Place: Market Share of Coughcure based on Retail Sales

• Independent Drug = 12.7%

• Chain Drug = 11.9%

• Grocery = 9%

• Convenience: 9.3%

• Mass Merchandisers = 9.9%

• Total Share of Sales = 10.6%

Price: Allround’s MSRP was $5.69 versus Coughcure’s MSRP in period 2 of $6.19. Coughcure’s average retail price by channel was as follows:

• Independent Drug = $6.18

• Chain Drug = $5.46

• Grocery = $5.36

• Convenience: $6.30

• Mass Merchandisers = $5.05

Product:

Coughcure offers a four-hour cough liquid that contains decongestant and cough suppressant. At this time, there are no other products offered by Coughcure.

Promotion:

Allround had a 19% promotion allowance as compared to Coughcure’s 12.5% in period 2. Coughcure’s promotional allowance for the second period was 12.5%. Their co-op advertising was $1 million, point of purchase was $975,000, and they offered a .50 coupon for their product.

4Ps for Besthelp by Kyra Yeager

Place: Market Share of Besthelp based on Retail Sales

• Independent Drug = 12.4%

• Chain Drug = 13.8%

• Grocery = 16.6%

• Convenience: 17.7%

• Mass Merchandisers = 16.7%

• Total Share of Sales = 15.1%

Besthelp has the highest market share after Allround’s share at a total of 21.8%.

Price: Allround’s MSRP was $5.69 versus Besthelp’s MSRP in period 2 of $5.09. Besthelp’s average retail price by channel was as follows:

• Independent Drug = $4.91

• Chain Drug = $4.35

• Grocery = $4.35

• Convenience: $5.01

• Mass Merchandisers = $4.02

Product:

Besthelp is a 4 hour cold capsule while Allround is a 4 hour multi liquid. Both products offer the same antihistamine and decongestant, but Besthelp does not offer the cough suppressant and alcohol attributes that Allround does.

Promotion:

Allround had a 19% promotion allowance as compared to Besthelp’s 15.8% in period 2. Allround had a significantly higher Co-op advertising budget at 5000 vs 1500, but the same point of purchase budget of 1500 and both offered no trial sizes and $0.50 newspaper coupons.

Primary Target Description:

Target Customers:

Children by Ashlyn Flynn:

Our product works wonders for any age group, but we have come to a conclusion that our top consumer is children. The reasoning for this is because it is very common for children to catch a cold quicker than most people, due to the germs and bacteria they are exposed to at school. With having children being are prime target it allows us to focus our research on what we need to do to accomplish their expectations, as well as creating a trust relationship with our consumers. It turns out that children’s cold medicine has exceeding sales reps, and continues to be a strong, successful area to be in.

Symptom Targets by Khaled Almansour:

The company primarily segments are the allergy market and the OTC cold market. Consumers in the OTC market are primarily the elderly and children in the market. It is apparent that age is one demographic segmentation approach used by the company in the OTC cold market. The elderly and children are prone to developing colds and other related symptoms, which makes them one of the largest consumer groups for the over the counter medications. The pricing of the OTC cold medicine is aligned with the requirements of the entire consumer base, which makes it easy for every person to access the drugs. The elderly people in the society are particularly key customers in the OTC cold market because they are likely to purchase different drugs that they consume regularly in bulk. The elderly prefer having everything in their house, rather than having to rush to the store whenever they have a cold or a headache.

The second segment is the allergy market. This market is particularly associated with primary consumers being adults in different workplaces, especially those working in the manufacturing industrial sector. The consumers are exposed to numerous allergens on a regular basis, making it necessary to carry around some of the allergy drugs. The workers in factories are especially common consumers of allergy medication associated with respiratory and optical allergies. Just like the elderly consumers in the OTC market, workers in the allergy market are likely to purchase the drugs in bulk to carry around the workplace and to keep some in their homes.

MARKETING OBJECTIVES

Marketing Objectives: Table 1

Marketing Objectives: Table 2

1st 3 B2B goals are excellent. The 4th goal is a B2C goal, not B2B. You can move it up to the B2C Objective to replace the 3rd B2C goal if you wish.

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