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This was the final presentation in an MBA Marketing class I took in which myself and 3 other classmates met on a weekly basis to make all marketing decisions for a pharmaceutical company. The data was adjusted each week based on our decision making. Each week we could see data regarding sales, volume, discounts redeemed, and all other marketing related metrics. We made decisions regarding new product launches, promotional budgets, advertising budgets, and discontinuation of products. We placed 2nd of 8 groups, with market share and net income being the most important metrics for performance evaluation.
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Gina Maria LoRusso, Ryan McNulty, Amber Powers, Michelle Scudday
ALLRIGHTALLROUND +
ALLROUND
Goals
Maximize profits Increase Market Share Increase Customer Retention Become the Most Recommended Brand
Marketing Plan: 5 C’s Company
Strengths
Weaknesses
Customers –
Customers seek value; a reliable, convenient product at an affordable price.
Competitors – Besthelp
Dryup
Collaborators
Context
Marketing Plan: STP Targeting
Demographics
Markets
Positioning Effective relief for multiple symptoms at an affordable price
Marketing Plan: 4 P’s Product
Price
Promotion
Place
State of Our Brand and Products
High customer satisfaction in all 3 products
Stay aligned with our roadmap Consistent Marketing Mix
State of Our Products: Allround Industry leader
Successful reformulation allowing for brand extension-Allround+
High brand recognition allowing for successful launches of other products
State of Our Products: Allround+ Initial Success
Allround and Allround+
State of Our Products: Allright
Negative returns
Customer satisfaction and brand awareness
KEEP MOVING FORWARD
Competition
Product Lines
Marketing Strategy
.
Market Knowledge
Industry Leader
PRODUCT LINESMaturity Stage
Market Modifiction
Product Modification
Marketing Modification
ConsistencyReview prior periods
Market/Industry Outlook
Decision Breakdown
MARKET STRATEGY
MARKET KNOWLEDGE
Know the ConsumersExisting Information
Product Survey
Other market information
THE COMPETITION
The CompetitionDistribution
Advertising
Product
Lines/Formulation
Stay in frontQuality
Innovation
Pricing traps
INDUSTRY LEADER
