todd nappi (ceo) tyrone ottley (secretary) zachery leonard (cfo) jonathan saunders (cio &...

Todd Nappi (CEO)Tyrone Ottley (Secretary)Zachery Leonard (CFO)Jonathan Saunders (CIO & part-time Janitor)

YEAR END REVIEW

ALLSTAR BRANDS

AGENDA

Organizational Overview

Review of Key Objectives

Critical Success Factors

Marketing Strategy

Review of Progress Against Objectives

Lessons Learned

The Future

OUR MISSION

Deliver professionally endorsed, effective pharmaceutical products for the entire family, while aiming to be the low-cost, brand-name

leader for the consumer cold medicine market. All of this must be accomplished while

maintaining a profit and steady growth rate for our shareholders.

Keep price increases moderate Formulate products to optimize appeal to target

market Attain 5-10% annual growth in revenue on all

products Increase stock price 5-10% annually Maintain strong brand awareness

REVIEW OF KEY OBJECTIVES

Critical Success Factors

Strong brand awareness

Relatively low prices

Eager and efficient Distribution Network

Dedicated and lively staff

Marketing Strategy

Increase product price while staying under inflation percentage Found avg. inflation rate and increased price slightly lower

Ex. If inflation rate increase prices by 5%, we only went up 3 or 4 %. We also used the .9 rule to make consumers feel better about prices

Reformulate our product By doing so manufacturing costs were reduced in turn allowing us to

offer a low price to our customers Low prices attracted a larger customer base which allowed us to

see a large increase in sales Release new product to the market

First we researched to see what was currently available in the market to avoid competition

Found that there was only a single 12 hour capsule, so we chose to release a 12 hour “multi” capsule

Marketing Strategy cont’d

Release a 3rd product Goal was to flood the market

Looked for a need in the market. Found that the nasal spray market could be penetrated

Keep advertising budget steady Used our inflation analysis to help determine our yearly expenditure

Allocated budget percentages based on how long the product has been on the market and other variables such as uniqueness in market

Ex. 12 hour multi didn’t use high percentage of budget towards Comparing or Reminding

Marketing Strategy cont’d

Increase stock price 5 – 10% each period Used all the clues from the marketing update to help us try to obtain

this goal Ex. Inflation rate to adjust prices, Advertising spending, Sales

force Revenue

Monitor revenue for each product If 5 – 10% growth rate then progressing

Allowed us to drop Allright due to revenue issues

Target Markets

Allround 4 hour multi-liquid

Non alcohol for the kids and families Low price

Allround+ 12 hour multi-capsule

Young working adults needing most of the day relief No problem taking pills

Affordable and most of all effective Allright

Nasal spray Middle aged adults

No problem using sprays

Sales

Revenue

Products

Stock Price

Stock Price

0

10

20

30

40

50

60

70

80

90

100

1 2 3 4 5 6 7 8 9 10

Year

Pri

ce $ Baseline (5%)

Stock Price

Baseline (10%)

Market Share

Brand Awareness

Lessons Learned

Discuss major decisions in depth As well as points from paper

Three Year Outlook

Re-establish our dominant position

Introduce new product

Summary

Stock Prices grew 93%

Cum. Net Income of $990 MM

Failed Introduction of Allright

Astounding recovery and refocusing

Thanks