marketing

Competitive Advantage There are four firms that compete directly with AllStar Brands in the over the counter (OTC) cold and allergy market. The competition is: B&B Health Care, Curall Pharmaceuticals, Driscol Corporation, and Ethik Incorporated. AllStar Brands produces Allround, a 4-hr multi-symptom cold liquid. Retail sales place Allround second behind Ethik Incorporated by approximately $40 […]

The Future of Allround Brands We have learned it is important to increase the advertising budgets proportionally every year. A large increase is not necessary because all of the products have been on the market for a while and it is more important to increase your sales force every year. As products get older, it

Cumulative Net Income and Stock Price Line Extensions In period four, we had a line extension of Allround+. We decided that Allround+ would be a child four hour cold liquid medicine. We felt that for children it would be easier to swallow a liquid than to swallow a pill and that there needed to be

Advertising Messages The team also placed huge emphasis on the four types of advertising messages. The four types of advertising messages are primary, benefits, comparison, and reminder. The major focus of the advertising and of the advertising strategy was promoting the benefits of the products. For the first year, the percentage of advertisement messages focusing

Volume Discounts and Promotional Allowances Each period we established the MSRP, and then we focused on the overall pricing strategy which included volume discounts and promotional allowances. We, as brand managers, thought sharing discounts and promotions to reward large volume customers, would improve our strategy, as a result profits and stocks failed horribly. With the

Formulating the marketing strategy, which answers the question of “Where do we want to be?” was Team B’s strategy to guarantee the success for Allstar Brands Team B (My Team)     Introduction Formulating the marketing strategy, which answers the question of “Where do we want to be?” was Team B’s strategy to guarantee the

Sales Force The sales force (SF) allocation was modest initially, starting at 127 and adding 11 for a total of 138. At this juncture, Allround was in the growth or “rapid market acceptance” phase of the product life cycle (PLC) and the moderate SF designation was satisfactory. Market share grew and the stock price increased.

Volume Discounts and Promotional Allowances When dealing with the volume discounts we quickly learned that it was very important to consider everyone that was offering his or her assistance. It was important to make sure that the retailers were supporting our brand and continued to do so. We also noticed that in the beginning we

Advertising Agency Team A Introduction……………………………………………………………………………………………………………………..3 Manufacturer’s Suggested Retail Price………………………………………………………………………………..4 Volume Discount and Promotional Allowances……………………………………………………………………5 Advertising Budget…………………………………………………………………………………………………………..5 Advertising Agency………………………………………………………………………………………………………….6 Advertising Messages……………………………………………………………………………………………………….6 Promotions………………………………………………………………………………………………………………………7 Sales Force…………………………………………………………………………………………………………………….10 Segmentation………………………………………………………………………………………………………………….11 Line Extensions………………………………………………………………………………………………………………12 Cumulative Net Income and Stock Price……………………………………………………………………………14 Period Nine……………………………………………………………………………………………………………………15 Conclusion…………………………………………………………………………………………………………………….16 References……………………………………………………………………………………………………………………..17 Appendix A……………………………………………………………………………………………………………………19 Initial Strategy……………………………………………………………………………………………………..19 Decisions, Results, and Interpretations……………………………………………………………………21 Appendix B……………………………………………………………………………………………………………………28 Net Income Graphs and Charts………………………………………………………………………………28 Manufacturer Sales and Stock