ALLSTAR BRANDS OCMS GROUP Marketing Plan

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ALLSTAR BRANDS OCMS GROUPMarketing Plan

• Allen Johnson
• Arooj Khan

Vera Gabidova Erik Sun Ko
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Company Information

• Allstar Brands Corporation, founded in 1924,
  consists of three divisions Consumer Products,
  International, and Pharmaceuticals. OCM is
  founded within the Pharmaceutical Group. Allstar
  is one of the leading manufacturers of packaged
  goods in the world.

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Mission Statement

• The Allstar Brands Pharmaceutical Division is a
  dependable provider of both ethical and
  over-the-counter cold and allergy solutions
  dedicated to providing our customers with
  unequaled symptom relief. Our focus is on
  creating high value for our customers by
  delivering an exceptional and highly effective
  and affordable product line while maintaining
  topnotch quality standards and ethics. Our aim
  is to satisfy our stockholders by emphasizing
  product satisfaction and symptom relief. We will
  continue developing and building the brand itself
  to satisfy the demands of the customers first and
  foremost.

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Target Market Analysis Product Information

• Allround

• Allround

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Target Market Analysis Product Information

• ALLROUND
• OTC liquid formula
• 4hr multiple symptom relief.
• Reasonably priced for Average Income Families
• Nighttime relief

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Target Market Analysis Product Information

• ALLROUND
• OTC children's liquid formula
• 4hr. multiple symptom relief.
• Less potent than Allround principally for
  children 12 and under.
• Economically priced for young families

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S.W.O.T. Analysis

• Strengths
• Weaknesses
• Opportunities
• Threats

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Strengths

• Diverse and dedicated management team
• Allstar maintaining substantial brand awareness
• Dedicated and credible information gathering
  resources
• Factory resources to diversify product line
• Sales force resources to expand product lines
• Awareness of changing external factors
• Allround products provide multiple symptom relief
• Streamlined product line

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Weaknesses

• High cost of goods sold high overhead
• Inexperienced management team
• Failed to initiate a directed, focused marketing
  strategy
• Failed to state goals for product or company
• Customer satisfaction Declining net income
• Low Promotional Budget
• Low Budget will make it hard to thoroughly review
  market research.
• Liquid form.
• ?

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Opportunities

• Allround brand name awareness
• Allround has class leading symptom relief
• High product trial rate
• Low Factory utilization
• Industry growth outlook
• Future technological advances

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Threats

• Low profit margins
• Increased competition product diversification
  within industry
• Inflation
• Doctors currently recommend a competitors product
  (Besthelp) over Allround.
• FDA guidelines make product introduction a timely
  affair.
• Industry growth patterns subject to change
  dictating a restructuring of our sales force
  allocations.

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Marketing Objectives

• Sales Stay above 420 million dollars in
  manufacture sale for the next 5 periods and
  increase sales in the following 5 periods by 8
  to 10 annually.
• Brand Awareness - Maintain at least 70 brand
  awareness for the Allround and Allround products
  within its target market annually, gradually
  increasing awareness to market leading levels
  within the next 5 periods.
• Sales Force - Increase sales force to compliment
  promotion activities as well as industry growth
  within 2 years.

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Marketing Objectives

• Consumer and Trade Promotion - Designate more
  consumer promotional programs such as free trials
  and coupon distribution, exceeding 40 coupon
  retention within 1 period.
• Brand Satisfaction - Perform more extensive
  laboratory research on the effectiveness and
  quality of Allround. Introduce a New
  Improved Allround within 5 periods.
• Price stability - Cease the price reductions for
  the next period and gradually stabilize an
  increasing price of an annual 5 to improve
  profitability in the following 5 periods.

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Marketing Objectives

• Retention ratios - Increase Retention Ratios from
  26 to 40 and from 38 to 50 for Allround and
  Allround respectively.
• Brand Trials - Increase brand trials for
  Allround product by 15 within 2 years.

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Marketing Activities

• Pricing
• Pricing strategy
• Inflation
• Pricing report
• Trade-off report
• Product Life Cycle

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Marketing Activities
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Marketing Activities
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Marketing Activities

• Brand Awareness
• Promotion
• Advertising
• Surveys
• Does the Product meet consumers demands,
  satisfaction?
• Are the consumers aware of Allround products?
• Physicians recommendations

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Marketing Activities

• Brand trials
• Brand awareness
• Product display
• Sales force
• Promotional Allowance
• Coupons
• Trial Sizes

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Marketing Activities

• Conversion and Retention Ratios
• More extensive Promotions
• More focused Advertising message
• Product Life Cycle

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Marketing Activities

• Sales
• Product
• Price
• Placement
• Promotion
• Inelasticity
• Budget allocation

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Marketing Activities
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Marketing Activities

• Brand Satisfaction
• Analyses
• Symptoms reported
• Market tendencies
• Consumer demands
• Consumer decision criteria
• Reformulations
• Reintroduction
• New Product

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Sales Force

• Analyze sales trend at a particular sales channel.

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Lessons Learned

• Successful Marketing is NOT easy.
• Ability to see from customers perspective
• Increase in sales force
• Volume Discounts
• Recognition of competitors
• Importance of analyzing the surveys
• Pricing techniques
• Importance of having an adequate budget

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