Elizabeth Lachcik Professor Koc MKTG 301 12 August 2013

1. Elizabeth Lachcik Professor Koc MKTG 301 12 August 2013

2. Mission Statement “It is Allstar’s mission to be there by your side in sickness and in health. We know illness is inevitable, so we want to be there to help nurse you back to health with our reliable products. Allstar brands excel in treating your cold, allergy, cough, or other undesirable illnesses while speeding the process in making you healthy again. Our customers’ health is always first priority at Allstar. By keeping our customers happy we in turn make our stakeholders happy. ”

3. Marketing Objectives • 1. Increase the stock price from $62.90 to $72.00 in the next 3 years. • 2. Increase the overall satisfaction percentage from 56.9% to 60% for the brand Allround in the next 5 years. • 3. Increase physician and pharmacist recommendations for Allround from 11.7% to 15.7% within the next 5 years. • 4. Introduce the new product line Alright to the product mix within the next 2 years. • 5. Increase brand awareness for Allround from 79.4% to 83% over the next 3 years. • 6. Consider trying to make a more memorable brand logo in the next 5 years.

4. Target Market Allround

5. Target Market Allround+

6. Strength From Brand Awareness

7. Strength From Brand Satisfaction

8. Weaknesses for Allstar • One of Allstar’s greatest weaknesses is that it is primarily focused on the cold market. Allstar lacks the versatility that some of our competitors possess which puts us at a disadvantage. • Allround+ is not as successful a brand as its predecessor Allround. There is also a possibility that Allround+ is cannibalizing some of Allround’s overall sales.

9. Opportunities for Allstar • Allstar has the opportunity of adding more product lines to its product mix. Some of the product lines that Allstar is looking into expanding its market includes a 12 hour multi capsule, 4 hours allergy capsule non drowsy, and a cold spray. • Another opportunity that Allstar has is the opportunity to expand brand awareness and advertisement through new forms of media and technology.

10. Threats of Allstar • The largest threat to our Allstar sales is the constant threat and unpredictability of the economy. Allstar is always in the constant threat of negative effects from inflation. One way inflation can negatively affect Allstar is through higher production costs to make finished goods. When this happens Allstar needs to raise its sales price which deter some customers resulting in a loss of sales. • Another major threat Allstar faces is competition. Allstar is always facing the constant threat of new firms entering the market and competitors adding new product lines. An example of a competitor gaining a competitive advantage would be when Driscol added Dryup+ to their product mix.

11. Stock Price for Allstar

12. Pricing Strategy

13. Lessons Learned My final lesson learned is the importance of balancing your resources so your company can optimally operate. Without this proper balance your company cannot thrive. Some ways help make your company operate more efficiently is by having a good marketing, pricing, and promotional strategy. When one of these strategies isn’t performing well it will lower your stock price and harm your company.