Download - Marketing Management Final Presentation
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MARKETING TEAM #2E
Ankit ChoudharyAfua Gyasi
Randal KrampertApril Merscher
Joseph Nachinson
PHAMASIM FINAL PRESENTATION
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Marketing Plan Review
Short Term Goals Reformulate Allround Diversify Allstar’s
product line Considerable
increase to sales force
Establish strong channel support
Long Term Goals Increase revenue &
market share Aim to increase stock
price, net income & profitability
Maintain strong brand awareness & consumer satisfaction across all products
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Marketing Plan Review: Brand, Benefit & Strategy
Brand Image: products must be formulated, marketed, and sold as top tier.
Fulfill Consumers’ Value Proposition Pricing Map: Link customer satisfaction
with performance-based pricing Sales Force: Early aggressive hiring in
anticipation of product launches & retention issues
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Marketing Plan Review: Product, Pricing & Promotions
Top quality products with aggressive pricing
Utilization of push/pull strategies (i.e. mass quantity discounts, trial sizes, coupons)
Pre-determined budget allocation: 40% to capsule form of cold medicine 30% to children’s cold medicine30% to liquid cold medicine
The $$ Question…..Would we adhere to this financial plan??
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Summary of Performance
Overall increase of 16% for Allstar Company
Product
Name Market % Change
Allround Cold Liquid +1%
Besthelp Cold Liquid -2%
Allround Plus Multi Capsule +6%
Dryup Multi Capsule -7%
Allright Allergy +5%
Believe Allergy -4%
1 2 3 4 5 6 7 8 9 100%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Allstar CompanyShare of Mfr. Sales
Allstar Share of Mfr. Sales
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Summary of Performance
Allstar stock price and net income increased every round.
The stock price rose overall by $264 or 795%.
Allstar’s net income increased by $1.734 billion or 2688%
0 1 2 3 4 5 6 7 8 9 10$0
$50
$100
$150
$200
$250
$300
$350
Allstar's Stock Price
Stock Price
0 1 2 3 4 5 6 7 8 9 10$0
$200$400$600$800
$1,000$1,200$1,400$1,600$1,800$2,000
Allstar's Cum. Net Income
Cum. NI ($M)
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Period Stock Price Share of Man. Sales Cum. NI Promotion Sales Force Advertisement Average Price
1 51.21 23.6 160 9 146 21.2 5.4
2 52.84 23.7 254 10 182 26.3 5.45
3 55.03 24.1 348 12 213 28 5.69
4 70.77 26.6 461 14 310 35.4 5.84
5 89.91 27.6 603 18 335 34.5 5.94
6 121.89 31.4 765 27 440 41 5.92
7 157.99 33.8 970 28 484 41.8 6.22
8 195.61 36.3 1203 31 484 48.9 6.36
9 240.57 38.2 1472 36 537 54.4 6.6
10 302.41 39.9 1801 41 585 62.9 7.16
Phase-Wise Strategy:•Phase 1 (Pd. 1,2) - Build channel relation, increase market share•Phase 2 (Pd. 3-6) - Maintain channel relation, increase sales force, diversify•Phase 3 (Pd. 7-10) - Increase net income by proper allocation of funds in advertising & promotion, and increase prices.
Decision Summary
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“Unique” Core Strategy Periods 1 & 2
Build Channel Relations:
Increase volume discounts High co-op advertisement Target specific channel
affiliates for distribution of Allstar
Plan to increase market share
Why?
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“Unique” Core StrategyPeriod 3 - 6
Purchase and Use of Reports
Diversify: Launch new products in periods 3 & 5
to target a larger market Use strong channel relations to make
these launches successful
Increase Sales Force: To support launching of new products
and provide sales assistance to the channels
To top competitions sales force
Why?
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“Unique” Core StrategyPeriods 7 - 10
Aggressive Pricing: Maintain “top-tier” position within each
product segment Significant increase in price with
simultaneous adjustments to promotion
Substantial Expenditure on Promotions & Advertisement: Use of excess budget allocated due to
increased net income To regain the slight decline in Allround’s
market share Accrue the long-term (Allround) and short-
term (Allright, Allround+) benefits of advertisement elasticity
Why
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In Hindsight
Use of report purchasing in earlier rounds Budget allocation issues:
- promotion vs. advertising- excess emphasis on sales force- residual funds, $1M budget:$5M
revenue Where/when to be aggressive
Overall we learned a lot through continued trial and error. As we gained experience our decision
making improved, and in the end we had fun and made a lot of virtual $$!