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