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AllStar Inc.
Aiming for excellence
Marketing Management
• Oliver Yu
• Nikul Patel
• Kimberly Fritz
• Edward McDade
• Jeffrey Valinsky
• Manoj Chacko
Mission Statement• We are fully committed to preserving
the quality of life among individuals across the globe. By providing potent panaceas for the many ailments that hinder day to day functions, we hope to enrich the health of all lifestyles.
Company Overview
• Stock price– ALS: $75.24
• Market share– #1 in 2 markets
• Revenues– $105.4 million
Products
• Allround– 4 Hour Multi Liquid
• Allround+– 12 Hour Multi Capsule
• Allright– 4 Hour Allergy Capsule
Products
• Allround– Current leader in Cold Market share. – A cash cow that will fund Allstar OTC growth
• Allround+– Short-term vs. Long-term– Ride the storm and success will follow
• Allright– Current leader in Allergy Market share
Retention Ratio
• Brand Perceptions
• Trade Publications– Symptoms Reported– Reformulate
• Product & meeting customer needs
Retention Ratio/ Period
Allround
Allright
30.00
40.00
50.00
60.00
70.00
0 1 2 3 4 5 6 7 8 9 10Period
Ret
entio
n R
atio
Price
• Inflation vs. Market average increases
• “Tradeoff” survey & Pricing Report by Channel
• New product pricing strategy
Promotion• Discounts used to gain shelf space
• Trials and coupons boost brand awareness
• Slowly phase out trials and coupons
Place
• Make product available to customers
• Priority is convenience
• Sales from chain drugstores, grocery stores and mass merchandisers
• Share of Channel Sales Survey
Strengths• Allround
– Highest market share• 31.5%
– Highest brand awareness• 81.2%
• Allright– Over 40% of OTC allergy medications
• Customer Satisfaction– 67%
Strengths (cont.)
• Advertising – Multinational cultures
• Commitment to social responsibility.
Weaknesses• Low retention ratio
• Discontinued Allround+
• Losing market share– Allround
• Use resources inefficiency
Opportunities• Allround profits enable access to new markets.• Competitor companies loosing market shares.
Opportunities (cont)• Research & development into more symptom
relieving products• Launching new products for expansion
– Allmighty– Allround Kids
• International market for Allstar products
Threats B&B Incorporated
Number one sales Diverse product lines
Allround loosing market share
Threats (cont)• No market presence in:
– Cough – Nasal
• Price wars with our competitors
• FDA approvals– Time and money
Company Focus• After 10th year goals
– Allround• Improve market share and brand awareness• Reformulate
– Allright• Improve market share and brand awareness
– Allmighty• Introduce line meeting 3 year criteria
– Allround Kids• Introduction
Market Activities for the Future• Allround
– Increase • Market share • Brand awareness
• Launch Allround Kids• Allright
– Improve • Market share • Brand awareness
• Introduce Allmighty
Market Activities for the Future• Retention Ratio • Customer relationship
Questions and Answers?