The marketing plan highlights the 4 P's of marketing - product, price, place, and promotion. The initial objectives are to determine the appropriate target market for each product, focus advertising on benefits rather than comparisons, and be perceived as a high-end product at a reasonable price. The goals are to become a leading competitor in the cold, cough, and allergy markets and solidify market share in rounds 1 and 2. A comparison of rounds 1 and 2 shows that round 2 had higher net income due to higher prices and lower volume discounts, though round 1 had a larger share of retail sales and stock price due to different advertising messages. Lessons learned include understanding pricing impacts, the importance of brand positioning through promotions and advertising,

1. PharmaSim
Ethan Melvin
Jared Houtman
Marcos Lucero
Andrew Miera

2. Marketing Plan
Highlights The 4 P’s

3. Initial Objectives
Determine the Most
Appropriate Target
Market For Each
Product.
Focus Advertising on
Benefits Rather Than
Comparison
Be Perceived as a High
End Product For a
Reasonable Price
Become a Leading
Competitor In the Cold,
Cough, and Allergy
Markets
Solidify Market Share
Through Rounds 1 and 2

4. Key Success
Factors in
Pharmasim

5. Cumulative
Manufacturer
Sales
Comparison
Round 1 > Round 2
- No Real Change
- Pricing

6. Cumulative
Net Income
Comparison
Round 2 > Round 1
- Higher Prices
- Lower Volume Discounts

7. Share of Retail
Sales %
Comparison
Round 1 > Round 2
- Advertising Message was
flipped
5% : Primary , Reminder
45% : Benefits , Comparison
- Start of Period 4
Advertising Message Adjusted

8. Stock Price
Comparison
Round 1 > Round 2
- Similar Start
- Period 3
- Recovery
- Period 7
- Lower Result
- Period 9
- Distribution of Budget
- Price & COGS Increase

9. Performance
Cons
- Constantly Chasing Price
- Budget Allocation
- Period 9
- Round 2
Pros
- Evaluations of Target Market
- Allright Maintenance
- Allright Product
- We Tried

10. Future Position
Of Company
- In terms of shareholders;
A great time to buy Allstar stock at such a
low price!!
- Room for Growth
- Brand Reconstruction
- Pricing Alignment

11. Takeaways From Pharmasim
● Pricing can be very difficult to get right and hard to recover if
you are too low
● Understanding your brand situation/position with the right
balance between promotions and advertising is key
● Understand what competitors are doing to stay relevant.
● It is equally important to understand both the needs of our
retailers and the desires of individual customers.
● WIth more available decisions, the more careful you have to be
● KNOW WHERE YOU ARE EACH PERIOD

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