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PharmaSim Group 7

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

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PharmaSim Group 7

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  1. PharmaSimGroup 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% • Allround+ brand awareness • 63.0% to 68.0%

  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 • Requires scientific research and consumer reasoning gradually • Research • Always stay informed of market in comparison to competitor activities by purchasing reports

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