Allstar Brands Corporation

1. Allstar Brands Corporation Lessons Learned from the Brand Management Team: Amy Bauer Scott Allison Abey Abraham Rohith Baharani Drexel University Lebow College of Business Marketing 301 November 28th, 2004 Helping the world live a healthy and happy life.

2. Mission Statement “Allstar aims to provide our customers with the highest symptom relieving medications in the pharmaceutical industry. Our employees will bring our medications to the consumer at convenient locations and affordable prices. Allstar will offer superior service in all aspects of both marketing and customer satisfaction in order to raise the bar in the cold medication market. We will continually reach for the premier stock price in the industry so that our shareholders will reap the benefits of Allstar’s growing profits.”

3. Mission Objective • Maintain a price/effectiveness relationship acceptable to market conditions. • 2. In the next three years, release a children’s cold and cough medicine so that Allstar brand products encompasses a greater market share percentage. • 3. The third objective is to increase sales for both of our medicines by 10 % each year. • 4. Maintain sales in original product, Allround • 5. Maintain our current Allround brand awareness of 81.6%. • 6. Increase brand awareness of Allround+ by 10 %.

4. Mission Activities • 1. Match price with effectiveness each period. • 2. Target a larger cross section. • 3. Increase advertising and sales force for each product.   • 4. Maintaining sales or Allround throughout needed to be done by putting  • money into sales force each time in addition to advertising even though new products were introduced • 5. Maintain brand awareness for Allround by staying with current advertising agency • 6. Increasing brand awareness for Allround + by increasing promotional activities and decreasing Allrounds promotion slightly.

5. S.W.O.T. Analysis • Strengths: • -Great Consumer Awareness which helped Advertising • -High initial starting market share • Weaknesses: • -Using L&L for Allround+ wasn’t a great idea • Opportunities: • -Great opportunity for Allround+ to attract young families • Threats: • -Fluctuating interest rates make for producing a reasonable price rather difficult • -Advertising form other competitors

6. Marketing Mix Product Over The Counter Medication Allround -A four-hour cold liquid -Allround +A four-hour cold liquid with increased amount of expectorant Allright - A four-hour childen’s cold medication

7. Marketing Mix Price • How did we set a price? • Three methods: • -By comparing to competitors • -Looking at tradeoff graph • Increased by rate of inflation

8. Marketing Mix Promotion • Increase consumer awareness • Use increased amounts of advertising • Advertising schemes: • Primary • Benefit • Comparison • Reminder • Increase retention ratios

9. Marketing Mix Place • Sell in areas with: • Demanding consumers • Consumers with money • Willingness to pay price Distribution centers: Independent drugstores Grocery stores Mass merchandisers Wholesalers

10. Advice to future groups Launch new products as early as possible and remember additional funds will be given by investors to make the launch possible It is difficult to snatch customers from established competitors. Try to differentiate your products and aim them towards a specific target market that is not yet being tapped. Allocate sales force focusing in on areas growing the most, but do not ignore other channels.  Give attention to all channels Don't be afraid to purchase surveys despite budget problems so that you can make better decisions about allocating your sales force. 

11. Advice ?? Helping the world live a healthy and happy life