AllStar Inc. Aiming for excellence. Marketing Management Oliver Yu Nikul Patel Kimberly Fritz Edward...

AllStar Inc.

Aiming for excellence

Marketing Management

• Oliver Yu

• Nikul Patel

• Kimberly Fritz

• Edward McDade

• Jeffrey Valinsky

• Manoj Chacko

Mission Statement• We are fully committed to preserving

the quality of life among individuals across the globe. By providing potent panaceas for the many ailments that hinder day to day functions, we hope to enrich the health of all lifestyles.

Company Overview

• Stock price– ALS: $75.24

• Market share– #1 in 2 markets

• Revenues– $105.4 million

Products

• Allround– 4 Hour Multi Liquid

• Allround+– 12 Hour Multi Capsule

• Allright– 4 Hour Allergy Capsule

Products

• Allround– Current leader in Cold Market share. – A cash cow that will fund Allstar OTC growth

• Allround+– Short-term vs. Long-term– Ride the storm and success will follow

• Allright– Current leader in Allergy Market share

Retention Ratio

• Brand Perceptions

• Trade Publications– Symptoms Reported– Reformulate

• Product & meeting customer needs

Retention Ratio/ Period

Allround

Allright

30.00

40.00

50.00

60.00

70.00

0 1 2 3 4 5 6 7 8 9 10Period

Ret

entio

n R

atio

Price

• Inflation vs. Market average increases

• “Tradeoff” survey & Pricing Report by Channel

• New product pricing strategy

Promotion• Discounts used to gain shelf space

• Trials and coupons boost brand awareness

• Slowly phase out trials and coupons

Place

• Make product available to customers

• Priority is convenience

• Sales from chain drugstores, grocery stores and mass merchandisers

• Share of Channel Sales Survey

Strengths• Allround

– Highest market share• 31.5%

– Highest brand awareness• 81.2%

• Allright– Over 40% of OTC allergy medications

• Customer Satisfaction– 67%

Strengths (cont.)

• Advertising – Multinational cultures

• Commitment to social responsibility.

Weaknesses• Low retention ratio

• Discontinued Allround+

• Losing market share– Allround

• Use resources inefficiency

Opportunities• Allround profits enable access to new markets.• Competitor companies loosing market shares.

Opportunities (cont)• Research & development into more symptom

relieving products• Launching new products for expansion

– Allmighty– Allround Kids

• International market for Allstar products

Threats B&B Incorporated

Number one sales Diverse product lines

Allround loosing market share

Threats (cont)• No market presence in:

– Cough – Nasal

• Price wars with our competitors

• FDA approvals– Time and money

Company Focus• After 10th year goals

– Allround• Improve market share and brand awareness• Reformulate

– Allright• Improve market share and brand awareness

– Allmighty• Introduce line meeting 3 year criteria

– Allround Kids• Introduction

Market Activities for the Future• Allround

– Increase • Market share • Brand awareness

• Launch Allround Kids• Allright

– Improve • Market share • Brand awareness

• Introduce Allmighty

Market Activities for the Future• Retention Ratio • Customer relationship

Questions and Answers?