The marketing team presented a plan with short term goals of reformulating their main product and diversifying their product line, as well as increasing their sales force. Long term goals included increasing revenue, market share, stock price, net income and brand awareness. The plan outlined strategies for building brand image, fulfilling customer value, pricing, utilizing push/pull promotions, and allocating 40% of the budget to cold capsules, 30% to children's medicine, and 30% to liquid medicine. A performance summary showed an overall 16% increase in sales and significant increases in stock price and net income each round. The marketing plan involved a phased strategy starting with building channel relationships and market share, then maintaining relationships while increasing the sales force

1. Marketing team #2ePhamasim final presentationAnkit ChoudharyAfua GyasiRandal KrampertApril MerscherJoseph Nachinson

2. Marketing Plan ReviewShort Term GoalsReformulate Allround

3. Diversify Allstar’s product line

4. Considerable increase to sales force

5. Establish strong channel support Long Term GoalsIncrease revenue & market share

6. Aim to increase stock price, net income & profitability

7. Maintain strong brand awareness & consumer satisfaction across all productsMarketing Plan Review: Brand, Benefit & StrategyBrand Image: products must be formulated, marketed, and sold as top tier.

8. Fulfill Consumers’ Value Proposition

9. Pricing Map: Link customer satisfaction with performance-based pricing

10. Sales Force: Early aggressive hiring in anticipation of product launches & retention issuesMarketing Plan Review: Product, Pricing & PromotionsTop quality products with aggressive pricing

11. Utilization of push/pull strategies (i.e. mass quantity discounts, trial sizes, coupons)