Download Allstar Presentation

June 1, 2006
Marketing Transition Plan
Presented by the Allstar Brands Marketing Team:
Allison DiNoia
Steven Duong
Maureen Givnish
Christine Wagner
Mike Welch
Mission Statement
“The mission of Allstar Brands is to provide our
customers with a safe and effective product at a
fair price, while respecting our stockholders
interest. We do this by providing our employees
with creative opportunity to use their talents for
research and product development but never
losing sight of our goal to improve the quality of
life for our customers.”
Allstar Brands
Product Line and Target Market
Allround
• Over-the-counter (OTC) liquid cold
remedy
• 4-hour dosage
• Aimed towards individuals over
the age of 12
• Ideal for individuals suffering from
common cold symptoms who do
not require prescription
medication
• Allstar Brand’s initial product
Allstar Brands
Product Line and Target Market
Allround +
• OTC liquid cold remedy
• 4-hour dosage
• Aimed towards children under the
age of 12
• Marketed towards parents and
families of young children
• Ideal for loyal consumers of
Allround who have children
• Has been on the market for 6
years
Allstar Brands
Product Line and Target Market
Allright
• OTC multi-capsule
• 12-hour dosage
• Ideal for individuals who trust
Allround but do not wish to take
medication every four hours
• Marketed to those who prefer
capsules over liquid intake
• Has been on the market for 4
years
Allstar Brands
SWOT Analysis
Strengths
◙
◙
◙
Currently the market share
leader in OTC cold remedy
market
Diverse product line
Steadily increasing stock price
over the past ten years
Allstar Brands
SWOT Analysis
Weaknesses
 Oversaturated market
 During first 5 years, prices were
not increased according to
inflation and demand
 Surveys were not purchased
during first 6 years
Allstar Brands
SWOT Analysis
Opportunities
 Ability to expand and diversify our
product line due to strong client
base
 Talented product development
personnel
 Capability to increase production
without increased manufacturing
costs
Allstar Brands
SWOT Analysis
Threats
 Direct competition within target
markets
 Generic brand medications with
competitive pricing and consumer
confidence
 Suffering economy which may
cause a downturn in the stock
market affecting Allstar Brands
stock price
Allstar Brands
Marketing Objectives/Activities
1. Reassess advertising budget every
year and adjust appropriately
• Adjust according to product life and
performance, economy, and current
budget
• Increase advertising costs between
15% - 20% for all new products within
the first 3 years
Allstar Brands
Marketing Objectives/Activities
2. Assess product line every three years and
reformulate based on consumer needs
• Purchase surveys
• Increase advertising costs to keep
customers updated on reformulations
Allstar Brands
Marketing Objectives/Activities
3. Increase brand awareness for Allright from 52.5% to 70%
in three years
Percent (%)
Allright Brand Awareness
55
50
45
40
35
30
25
20
15
10
0
1
2
3
4
5
6
7
8
9
10
Period
Allstar Brands
Marketing Objectives/Activities
4. Increase prices based on national
inflation and market inflation rates
• Adjust prices according to
customer demand
• Keep products competitive by
altering prices to attract new
customers and keep loyal ones
Allstar Brands
Marketing Objectives/Activities
5. Maintain a stock price above $80 per share
Stock Prices
Stock Price (in $)
90
80
70
60
50
40
30
0
1
2
3
4
5
6
7
8
9
10
Period
Allstar Brands
Marketing Objectives/Activities
6. Increase overall market share to 27% in the next
four years
Total Market Share
30%
29%
Market Share %
28%
27%
26%
25%
24%
23%
22%
21%
20%
0
1
2
3
4
5
6
7
8
9
10
Period
Allstar Brands
Lessons Learned
Price - Adjust pricing for
introductory products
Promotion – Develop marketing
strategy for allocating resources
Place – Preserve loyalty of the
most profitable distribution
channel
Product – Reformulate according
to customer demands while
maintaining brand reliability
Allstar Brands
Any questions or comments?