The document outlines the strategies and results of managing the pharmaceutical company Allstar in the PharmaSim simulation. It discusses Allstar's objectives to earn the highest net income, stock price, market share, and manufacturer sales. Through adjusting prices, increasing sales forces, promoting products, and launching new products, Allstar was able to become the market leader and earn the highest net income and market share. Key lessons learned include understanding product nature, adapting strategies, and realizing limitations of the simulation.

1. •Nichapapa Chayavorakul
•Aut Tanwichit
•Thidajit Mukmanee
•Sasithorn Phuengsomboonying
•Tapanee Tantisavee
•Kwanchanok Atthasap

2.  Objective
 Period 0-4
 Period 4-7
 Period 7-10
 Final Result
 Marketing Mix (4P) - Allstar
 Lesson Learned
 Marketing and PharmaSim

3. To manage AllStar to become
in pharmaceutical industry.
 Earning a the Highest Net Income
 Earning a the Highest Stock Price
 Earning a the Highest Market Share
 Earning a the Highest Manufacturer Sales

4.  Too many competitors
in the market.
 Market share
continuously decrease.
 A huge reduction in
net income, stock
price, and
manufacturing sales
during period 2-3.

5.  Constantly increase price.
 Continuously increase Sale Force.
 Set Promotion Allowance to 18%.
 Spend most of budgets on Advertising.
 Decide not to drop Alcohol in Allround.
 Launch “Allround+” as 12hrs Multi
capsule.

6.  Our price are higher than the
competitors
 Both products of Allstar are the same
target, reducing to the market share
 Plan the suitable strategies for Allright.
Market cannibalization.
Allround VS Allround+

7.  Adjusted the price to compete and
expand the market share.
 To launch the new product.
 Plan the suitable strategies for Allright.
 Increasing the sales force to support the
new product.

8.  Limited budget during
beginning of period 7.
 Allround+ still does not
growth as we expect.
 Allround sales
decreasing a little bit.
 Market share
continuously
decrease.

9.  Still continue increase price for all
products, especially Allround and
Allright.
 Reformulate Allround by adding
Expectorants to resolve chest
congestion
 Increase point of purchase in customer
promotion dramatically.
 Decrease promotion allowance for all
products.

10. Net income, market share and growth of Allstar
Net Income Marketing Share (%) Growth
Million Baht
Units
-
-
-
- - - - - - - - - -
Introduction of Introduction of
Allround+ Allright

11. Finally, Allround
become a Star
and Allround+ is
move up from
Dog to ?

12. Net income has
apparently
continued
increasing from
period 7

13. An increasing of
stock price is
reflected the
investor reliable
and Allstar
operation

14. Lastly, Allstar
became the
MARKET
LEADER

15. According to our objective statements.
 Allstar can earned both highest in Net
Income and Manufacture Sales.
 Second Place in Stock Price.
 Allstar earn the highest Market share.
Credit : http://www.maoinvestor.com/

16.  Product : Premium grade
medicine, cover niche
market
 Price : High price
 Place : All distribution
channels, emphasize on
the highest growth of
each period

17.  Promotion
› Advertising : Use the best
advertisement agency to
gain addition brand
awareness.
› Trial Product : Offer trial
size to promote new
product.
› Coupon : To convince
consumer to repurchase
our product.

18.  Adapt the marketing
strategy to use in
critical situations.
 Marketing research is
very helpful in decision
making.
 Understanding the
nature of product will
be advantageous for
planning suitable
strategy.

19.  Stock price reflecting as
the mirror, can
demonstrate the
outcome of chosen
strategy.
 Launching products with
the same benefits causes
market cannibalization.
 Pharmaceutical products
have less effects from
time because of brand
loyalty.

20.  PharmaSim do provide a great practice
for Marketing.
 However, it would better if.
› Product Naming is important to customer
perception.
› Using the best advertisement agency, do not
always guarantee the best result.
› Social Marketing play important role at
present.