The marketing team presented a plan with short term goals of reformulating their main product and diversifying their product line, as well as increasing their sales force. Long term goals included increasing revenue, market share, stock price, net income and brand awareness. The plan outlined strategies for building brand image, fulfilling customer value, pricing, utilizing push/pull promotions, and allocating 40% of the budget to cold capsules, 30% to children's medicine, and 30% to liquid medicine. A performance summary showed an overall 16% increase in sales and significant increases in stock price and net income each round. The marketing plan involved a phased strategy starting with building channel relationships and market share, then maintaining relationships while increasing the sales force

1. Marketing team #2e Phamasim final presentation Ankit Choudhary Afua Gyasi Randal Krampert April Merscher Joseph Nachinson

3. Diversify Allstar’s product line

4. Considerable increase to sales force

6. Aim to increase stock price, net income & profitability

8. Fulfill Consumers’ Value Proposition

9. Pricing Map: Link customer satisfaction with performance-based pricing

11. Utilization of push/pull strategies (i.e. mass quantity discounts, trial sizes, coupons)

12. Pre-determined budget allocation: 40% to capsule form of cold medicine 30% to children’s cold medicine 30% to liquid cold medicine The $$ Question…..Would we adhere to this financial plan??

14. The stock price rose overall by $264 or 795%.

16. Phase 2 (Pd. 3-6) - Maintain channel relation, increase sales force, diversify

18. “Unique” Core StrategyPeriod 3 - 6 Purchase and Use of Reports Diversify: Launch new products in periods 3 & 5 to target a larger market Use strong channel relations to make these launches successful Increase Sales Force: To support launching of new products and provide sales assistance to the channels To top competitions sales force Why?

19. “Unique” Core StrategyPeriods 7 - 10 Aggressive Pricing: Maintain “top-tier” position within each product segment Significant increase in price with simultaneous adjustments to promotion Substantial Expenditure on Promotions & Advertisement: Use of excess budget allocated due to increased net income To regain the slight decline in Allround’s market share Accrue the long-term (Allround) and short-term (Allright, Allround+) benefits of advertisement elasticity Why