This document proposes that Under Armour develop a line of supplements called WILLPower to diversify their product offerings and target everyday athletes. It suggests segmenting the supplement market by demographics like age and geography to appeal to casual users aged 24-55 in the U.S. and Europe. Promoting the supplements through bundled apparel discounts and celebrity endorsements at sponsored sporting events could leverage Under Armour's brand recognition. The initial product lineup would focus on protein powders, multivitamins, and supplements for weight loss, endurance and maintenance to match the goals of average gym-goers.
Basically its a group project done by Shayla Khan Shimu,Badhon Mahadi Islam , Shahanur Alam , Shamrat Banik from American International-University Bangladesh
Basically its a group project done by Shayla Khan Shimu,Badhon Mahadi Islam , Shahanur Alam , Shamrat Banik from American International-University Bangladesh
This project includes the business information about Under Armour, Inc. It demonstrates the mastery of analyzing the current financial position of a company and predicting the future growth.
Comprehensive Analysis on roadmap of strategic management
1) WHERE ARE WE NOW?
2) WHERE DO WE WANT TO GO?
3) HOW DO WE GET THERE?
4) HOW DO WE ENSURE OUR ARRIVAL?
The report studies the Brand "Adidas" and its aspects like CBBE, Brand Prism, Positioning, Target Segment.
This is made by Shivi Aggarwal and Madhusudan Partani, Students of FORE School of Managemnt.
Contact: madhu.partani@gmail.com
How to do Under Armour's SWOT Analysis? Strengths, Weaknesses, Opportunities ...SWOT & PESTLE.com
Check out our latest publication on Under Armour, Inc. which is an American sports equipment company that manufactures and produces footwear, sports and casual apparel.
Check out the SWOT and PESTLE analysis on Under Armour- https://www.swotandpestle.com/under-armour/
The analysis covers the business strategy of Under Armour.
We appreciate Siddhesh Suhas Salkar 's contribution towards this research report.
Follow us @swotandpestle to know more and visit our website - https://www.swotandpestle.com/
NEED HELP WITH YOUR RESEARCH?
Apart from SWOT and PESTLE analysis we also do Value chain analysis, Porter's five forces, BCG Analysis, Segment-Target and Positioning Analysis and other models and analyses to suit customised needs. Place your inquiry here
https://www.swotandpestle.com/solutions/
#UnderArmour #SWOTAnalysisUnderArmour #PESTLEAnalysisUnderArmour #MarketResearchUnderArmour #CustomisedResearchUnderArmour #StrategyUnderArmour #BusinessCasestudyUnderArmour #BusinessStrategyUnderArmour
#SWOTandPESTLEUnderArmour #SWOT #PESTLE #ConsultingUnderArmour
This project includes the business information about Under Armour, Inc. It demonstrates the mastery of analyzing the current financial position of a company and predicting the future growth.
Comprehensive Analysis on roadmap of strategic management
1) WHERE ARE WE NOW?
2) WHERE DO WE WANT TO GO?
3) HOW DO WE GET THERE?
4) HOW DO WE ENSURE OUR ARRIVAL?
The report studies the Brand "Adidas" and its aspects like CBBE, Brand Prism, Positioning, Target Segment.
This is made by Shivi Aggarwal and Madhusudan Partani, Students of FORE School of Managemnt.
Contact: madhu.partani@gmail.com
How to do Under Armour's SWOT Analysis? Strengths, Weaknesses, Opportunities ...SWOT & PESTLE.com
Check out our latest publication on Under Armour, Inc. which is an American sports equipment company that manufactures and produces footwear, sports and casual apparel.
Check out the SWOT and PESTLE analysis on Under Armour- https://www.swotandpestle.com/under-armour/
The analysis covers the business strategy of Under Armour.
We appreciate Siddhesh Suhas Salkar 's contribution towards this research report.
Follow us @swotandpestle to know more and visit our website - https://www.swotandpestle.com/
NEED HELP WITH YOUR RESEARCH?
Apart from SWOT and PESTLE analysis we also do Value chain analysis, Porter's five forces, BCG Analysis, Segment-Target and Positioning Analysis and other models and analyses to suit customised needs. Place your inquiry here
https://www.swotandpestle.com/solutions/
#UnderArmour #SWOTAnalysisUnderArmour #PESTLEAnalysisUnderArmour #MarketResearchUnderArmour #CustomisedResearchUnderArmour #StrategyUnderArmour #BusinessCasestudyUnderArmour #BusinessStrategyUnderArmour
#SWOTandPESTLEUnderArmour #SWOT #PESTLE #ConsultingUnderArmour
Under Armour- Strategic Marketing Plan By Zoe Suffetysuffetyz
Strategic Marketing plan by Zoe Suffety including Mobile Marketing, Social Media and Internet Marketing that can boost the brand image of Under Armour.
Strategic Analysis of Nike, Under Armour & IMGTiantong Liu
Strategic Analysis of Nike, Under Armour & IMG
Content include:
Mission & Vision of each organization
PESTEL Analysis
Five Forces Model Analysis
Suggestions
Strength & Weakness
Strategic Implementation
I made this PowerPoint presentation for my Consumer Behavior class in 2006. It was the for a project in which we examined Under Armour's integrated marketing communications, and made recommendations at the end.
Summer Internship Project Report on Comparative Analysis of Investment Option...Prakhar Srivastava
For every Stock Broking Company one has to compulsorily know how the people are taking their decision regarding the investments. Herewith, I have tried to compile the COMPARATIVE ANALYSIS OF INVESTMENT OPTIONS AVAILABLE IN THE MARKET AND CUSTOMER BUYING PREFERENCE. in Lucknow City. Therefore I have selected this topic in order to know the mindset of the people and how they decide with which company, they should deal with. Ieve tried to find out various aspect of the investor in Lucknow City. For that I have taken the help of graphs to represent the research data in a graphical manner. This project report also gives brief information of the other companies and all the four-departmental activities of Karvy Ltd.This project will also help to understand the investors facet before investing in any of the investment tools and thus to scrutinize the important aspects for the investors before investing that further helped in analyzing the relation between the features of the products and the investors‘ requirements.
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Blue Team Part 2 Assignment Score -11 pts. (14 out of 25 points).docxAASTHA76
Blue Team Part 2 Assignment Score: -11 pts. (14 out of 25 points)
Note, by making the corrections to the mistakes shown below, you may recapture ½ of the points lost. Due by Friday at midnight.
Strengths
· Our brand formulation covers a variety of fields with our diverse use of ingredients, no other brand compares.
· Having the highest brand awareness, trials, frequency of purchases, and conversion ratio plays to our advantage as the top dog in the market.
· Through our brands recognition, effectiveness, and loyalty in the market we are able to control the price of our products more freely allowing us to out compete our rivals and maintain price leadership (in controlling cost of medication without fear of hurting our profits). Good list of Strengths. -0 pts.
Weaknesses
· Alcohol Based product denies some markets (children, young families).
· Our retention ratio is lower than desired – we need to establish a stronger and more reliable following.
· Lack of direction in advertising at the moment – we have only recognized our rivals we have not decided what we will do as a company whether it be spread consumer awareness more, push or pull strategy, etc.
· Unsure if we will stick with BMW or go to S&R or LLC for our advertising agencies.
Good list of Weaknesses. -0 pts.
Opportunities
· We can possibly take the alcohol aspect out of our formula so that it is more family friendly and people can take it during the day without worrying about becoming drowsy.
· Changing our formula to a capsule brand over a liquid for easy travel.
· Cold medication has seen the largest growth in market share at 6.6% so we should capitalize on pushing an intensive marketing strategy to bring in the most profit. In other words, we do not necessarily have to focus on other markets except cold medication.
Threats
· Besthelp controls the second largest share in cold medication (they use a 4 hour capsule strategy – more on the go friendly).
· B&B as a company covers multiple markets in allergy and cold while Allstar Brand (us) only cover multi-symptom cold. Our market is not necessarily narrow but it is not as specified or broad as some of the other competitors.
· Ethik Incorporated may be one of the biggest threats overlooked in terms of market shares because they have stakes in three markets and may be looking to expand further into ours.
1)
The 3rd Opportunity in the SWOT analysis is written correctly from an external, market perspective. The other two are written from an internal perspective, but should be re-written to show how the market is providing opportunities. (Opportunities and Threats are externally generated and should be expressed as such.) Example: “Increased consumer demand for cold products that work with different lifestyles provides an opportunity to add a capsule version for easy travel.” -3 pts.
The Threats ARE written from an external perspective. -0 pts.
2) Place
All-round products have adapted both the direct a ...
Running Head: Marketing Plan 1
Marketing Plan 6
Shaunta’ R. Armstrong
BUS599 Strategic Management
Week 4 Marketing PlanApril 29, 2015Dr. Veronica Brown-Corbin
Target market
The Body Right energy drink will target a number of individuals in the society. However, the company’s product is an energy drink that is specifically designed for athletes and other sportsmen who need a lot of energy while exercising or playing. The product targets both males and females but works best on males aged between 14-30years. Our product is also recommended for students both high school and university, who require extra energy in their course work or waking up after a night out with friends. It is especially designed for athletes and other sportsmen since it replenishes their bodies with carbohydrates and electrolytes before and after a powerful body activity (Powerbrands.us, 2015).
The Body Right energy drink is designed to operate under three stages namely Reform, Prime, and Recover. The first phase reform is meant to refuel, rehydrate, and replenish lost carbohydrates and electrolytes during a sprint or a game. It helps the body regain the energy lost therefore making the athlete able to prepare for the next day’s activity without any issues. The second phase prime, acts as a fuel for all athletes every day and is designed for use after intensive exercise to provide energy and performance fuel. The final phase of the energy drink is the recovery phase that is recommended for athletes who not actively exercising or nursing an injury (Powerbrands.us, 2015).
The Body Right company has also designed an energy drink for the rest of the population, and this will make the target demographic of this product broad and extensive due to product popularity and appeal. Reviewing the population status of the Hispanic population in California, they can build an excellent market base for the company’s product.
Hispanic population in California 2014Hispanic population ages
population
(‘000)
B
percentage of Users
D
Index
Rank within category
14-30
15489
18.6
123
1
30-54
22568
30.4
114
2
Students aged 14-35
76898
57.3
109
1
Competition
The company is set face stiff competition from well-established companies such as Red Bull and Monster. They are the two leading companies in the United States and also in the world in terms of energy drink production. The company will capitalize on the major weaknesses of our competitors to penetrate the market. Our product being a new entrant in the market will introduce its brand in a three in one design. That is, the product will be available in three phases for our key target customers. This will ensure that the product is available in all the phases of their activity (Powerbrands.us, 2015).
Our company has specified the type of energy drink the athlete is supposed to use before, during, and after a race or a game. Most competitors have specialized in only one product. For example, a competitor like Red Bul.
CompanyInformation is very important part of anything that exist.docxdonnajames55
Company
Information is very important part of anything that exist in the world but the correct information is the worthy part that actually plays a role in the success of the company. The correct information provided can only become the source of the right decision in the company. The case enables the reader to communicate the detailed description about the company and the shows the depth of the information. It tells that the All- Star Brands Medicine Groups is among one of the leading manufacturers of the packaged goods since 1924 and keep on expanding its network by acquiring or merging with the various small brands in the market. It gives the detailed overview about the company which shows it has three divisions including Consumer products, international and the pharmaceuticals. It also tells about the offering products of each division like the consumer products include detergent, laundry, bar soap and the shampoo. It is quite good that the company clearly tells about its global presence for which the international division is responsible for and also the leading brand of the group. The pharma division is engaged in the activities of marketing as well. The All- star Brand’s All- round is the market leader in Over the counter (OTC) cold and allergy remedy market. The company clearly tells about the profitability of the company through its leading brands and also the decline in the sales due to the tough competition. The group itself is concerned with the marketing activities and the decision of the brand and its extensions as well as the introductions of the new products. The marketing management group is responsible for the marketing activities. The depth of the information about the company is very important while taking the critical decisions of the company. All- star brand provides the information about the company and presents its overview in a clear manner but it should also present some more facts about the company and its pharma division as it the main focus and the subject matter of the case.
Surveys
The first and most important distinction that the surveys point out is the type of medicine Allround is perceived to be, and who are our target customer should be going forward. Allround is primarily a cold medicine and is perceived as a cold medicine. The target audience for Allround as cold medicine is young and mature families. The surveys suggest that Allround is rarely perceived as an effective medication for allergy symptoms. Allround is perceived as the number one medication for aches and cough among the target audience of young and mature families. The market penetration for families is 67%.
Although we have more overall satisfaction than all of our competitors in every category, we do not currently lead in any category within any demographic. Our brand awareness is excellent, with 82.3% of families being aware of Allround prior to making a purchase. 19% of the buyers that know about Allaround are actua.
Winning PharmaSim Marketing Game StrategyLaura Winger
With a symphony of heavy data mining and simulation, my team was able to beat the competition (teams of fellow classmates) with no spending on pricey market research reports in this marketing game.
1 page paper and halfGo into pricing for each period and expla.docxhoney725342
1 page paper and half
Go into pricing for each period and explain why and how you came up with the pricing for each period
Look up report purchases and it will still you how much MSRP is for each period. Please show numbers
Look at the list of Pricing in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.Performance Objectives:
What are the performance goals the group expects to achieve through Period-0 decisions?
Look at the list of measurements in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.
Performance Objectives:
What are the performance goals the group expects to achieve through Period-0 decisions?
Look at the list of measurements in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.
Performance Objectives:
What are the performance goals the group expects to achieve through Period-0 decisions?
Look at the list of measurements in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.
Performance Objectives:
What are the performance goals the group expects to achieve through Period-0 decisions?
Look at the list of measurements in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.
Period #0 we started with all round being 5.29
Period # 1 5.04
Period #2 5.04
Period #3 6.00
Period #4 5.75 and we added allround plus 4.75
Period #5 5.69 and allround plus 4.79
Period #6 5.99 and all round plus 4.99
Scanned by CamScanner
1: PharmaSim Case
PharmaSim Case — Page 13
The Allstar Brands Medicine Group
LLSTAR BRANDS CORPORATION IS ONE OF THE LEADING MANUFACTURERS of
packaged goods in the world. Since its founding in 1924, the company has acquired or
merged with a number of smaller packaged goods companies.
The Allround Brand
The management team at the over-the-counter cold medicine (OCM) group of Allstar Brands just
completed its third presentation in the past month to the Pharmaceuticals Division manager
regarding the status of the Allround cold medication. It is apparent, from all the attention the
team has received, that the Allround brand it manages is of strategic importance to the company.
Unfortunately for the team and the company, the fourth quarter performance reports for
Allround were not as positive as management expected. Therefore, the OCM team has been
under the intense scrutiny of senior management.
Overview
Allstar Brands' Allround product is a market leader in the over-
the-counter (OTC) cold and allergy remedy market. The
consistent success of the brand in terms of profitability and
sales has made it a critical component of the Pharmaceuticals
Division's long-term strategic plan. The division anticipates that
the brand's cash flow in the coming periods will allow ...
A local business owner in Oxford Mississippi, Good Nutrition manager, Ms. Cynthia Bolden, asked for ideas to make her business prosper further in the Lafayette county community. Good Nutrition is an all natural supplement store and distributor of Nature's Sunshine products.
HOSP 4060 Final Exam Essay One 4 points Pr.docxtrishamassafd7p
HOSP 4060
Final Exam
Essay One 4 points
Provide basic background information about this company. Critique the mission
and vision statements of this company using the tools and techniques presented in
this class. Conversely, if they do not have either of these tools, suggest a sample
mission and sample vision statement for this company then critique each. Include an
analysis of their current goals.
Hostess began in Manhattan as the Ward Baking Company in 1849. It grew
regionally and changed its name to Continental Bakeries in 1925 and bought Wonder
Bread. In 1930 the iconic Twinkie was created. The company changed hands several
times, and in 1995 Hostess was sold to Interstate Bakeries and became the largest bakery
in the United States, with $3.2 billion in sales, 58 factories, 1,250 outlet stores and 10,500
delivery routes. Eventually consumer tastes changed toward more health conscious
snacks, the price of flour and sugar rose, and costs for things such as pensions for
unionized workers lead Hostess to file for bankruptcy in 2004. The company emerged
from bankruptcy in 2009, with a new owner but with many of its old problems – high
pension expenses, inefficient manufacturing, shipping and delivery systems, and still high
debt. Despite union concessions to save the company money, Hostess filed again for
bankruptcy in 2012. It was in liquidation when Andy Jhawar and C. Dean Metropoulos
purchased the company and began to rebuild and reinvent the Hostess brand.
Because of the liquidation, many of the problems that plagued the company
previously were gone – pension costs, union contracts, debt, outdated factories and
unprofitable routes. Mr. Jhawar and Mr. Metropoulos had a brand and saw opportunity.
They re-built the Hostess brand from the ground up. They modernized the factories,
invested in software to manage inventory and logistics, and invested in research and
development to lengthen the shelf life of the Hostess products. They developed a
marketing plan to announce the comeback of Twinkies and demand skyrocketed. Future
plans for Hostess include targeting new markets, creating updated versions of the Hostess
classic products with new flavors, and perhaps there is a sale or an IPO possible for the
company.
Mission and Vision statements for Hostess brands were not available but they
may be something like this:
Vision Statement: Hostess brands will continue to grow and change to provide future
generations the snack products they desire.
Mission Statement: Our mission is to offer value to all our stakeholders – our investors,
employees and consumers – by producing quality bakery and snack products in a cost-
effective manner that is safe for our employees and the environment. We are proud to
have served generations of consumers the products they desire and our goal is to change
and update our products to match the changing needs and d.
Time101Answer the Performance ObjectivesWhat are the perfo.docxherthalearmont
Time101
Answer the Performance Objectives:
What are the performance goals the group expects to achieve through Period-0 decisions?
Look at the list of measurements in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.Performance Objectives:
What are the performance goals the group expects to achieve through Period-0 decisions?
Look at the list of measurements in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.
Performance Objectives:
What are the performance goals the group expects to achieve through Period-0 decisions?
Look at the list of measurements in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.
Performance Objectives:
What are the performance goals the group expects to achieve through Period-0 decisions?
Look at the list of measurements in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.
Performance Objectives:
What are the performance goals the group expects to achieve through Period-0 decisions?
Look at the list of measurements in the “Results” section of the PhamaSim game and decide which measurements are most important at this point.
The PharmaSim Case—Page 11
SECTION 1: THE PHARMASIM CASE
ALLSTAR BRANDS
CORPORATION. . .
. . . is one of the leading
manufacturers of
packaged goods in the
world. Since its founding
in 1924, the company has
acquired or merged with
a number of smaller
packaged goods
companies.
ALLSTAR BRANDS' OTC COLD MEDICINE GROUP:
The Allround Brand
The management team at the over-the-counter cold medicine
(OCM) group of Allstar Brands just completed its third
presentation in the past month to the Pharmaceuticals Division
manager regarding the status of the Allround cold medication. It
is apparent, from all the attention the team has received, that the
Allround brand it manages is of strategic importance to the
company. Unfortunately for the team and the company, the
fourth quarter performance reports for Allround were not as
positive as management expected. Therefore, the OCM team has
been under the intense scrutiny of senior management.
Overview
Allstar Brands' Allround product is the market share leader in the
over-the-counter (OTC) cold and allergy remedy market. The
consistent success of the brand in terms of profitability and sales
has made it a critical component of the Pharmaceuticals
Division's long-term strategic plan. The division anticipates that
the brand's cash flow in the coming periods will allow the
company to pursue new opportunities in emerging markets.
However, the division manager responsible for Allround has
become concerned with the competitive nature of the OTC cold
remedy market. In the past three periods, the industry has seen
several product introductions as well as major increases in
promotional ...
1. MISSION STATEMENTTo provide our customers with the best medi.docxjackiewalcutt
1. MISSION STATEMENT:
To provide our customers with the best medicines to help alleviate common cold and allergy symptoms in order to help you get through your day.
2. MARKETING OBJECTIVES:
· To emphasis grocery store sales and dominate this space
· Increase stock price $10.00 a share every year
· Increase the sales for to at least 300 people over the next five years
· To increase net income to $100 million in the next eight years
· To increase brand awareness to 85% for Allround.
· Spend no more than $22 million on Allround brand advertising.
· Increase promotional allowances to 20% for Grocery Stores over the next three years
· To keep cost of goods sold under 40%
3. SWOT ANALYSIS:
STRENGTHS:
· Brand awareness peaked at 85.8% for Allround, the highest of any competitors
· Allround is the most often purchased brand
· 18% of the market intended to buy Allround, 18.5% actually bought it
· Point of Purchase promotion strategy is working
· Allround dominates sales with 18.3% of the market
· On average, Allround have 1.7 square feet of shelf space. In many cases, this is three times that of competitors. All Allround products consistently control shelf space.
· Stock price has nearly tripled in 4 years and continues to show a path of growth
· Allround+ is the most recommended product of its kind
· Allright is the most recommended allergy medicine
· Allstar’s products lead the market in satisfaction across the board
· Allround dominates the retired market with the closest competitor holding half the share of Allround,
WEAKNESSES:
· MSRP fluctuation. At times the price failed to keep pace with inflation. At other times, the price was considered too high. The products’ price was not consistent during the first years (periods).
· The gross margin dropped so much in the first few years that is has just now recovered to its original percentage.
· Allstar’s sale force is large relative to competitors. Likely to be unnecessary due to the market dominance of Allstar’s products.
· The cost of goods sold is significantly higher than Allstar’s closest competitor, B & B.
· Allstar’s net income is significantly lower than B & B’s
· Allround+ trails Besthelp+ in every channel.
· Allround’s sales have dropped consistently over time to the point of matching Besthelp.
OPPORTUNITIES:
· Convenience stores’ growth is currently at 25.9%. Allstar’s focus on grocery stores may need to alter in order to capitalize on the growing convenient store market.
· Retail sales unceasingly increase by ~6%. A focus on retail and away from mass merchants could be beneficial.
· The trend among competitors is limited or no alcohol in products. An alcohol-free brand reformulation may be due.
· There are no 12-hour multi-liquid products on the market. A reformulation or brand extension into this market should be evaluated.
· Allright continues to be the only non-drowsy 4-hour capsule on the market. An expansion into a 12-hour non-drowsy capsule should be researched.
· Price is t ...
1: PharmaSim Case
PharmaSim Case — Page 13
The Allstar Brands Medicine Group
LLSTAR BRANDS CORPORATION IS ONE OF THE LEADING MANUFACTURERS of
packaged goods in the world. Since its founding in 1924, the company has acquired or
merged with a number of smaller packaged goods companies.
The Allround Brand
The management team at the over-the-counter cold medicine (OCM) group of Allstar Brands just
completed its third presentation in the past month to the Pharmaceuticals Division manager
regarding the status of the Allround cold medication. It is apparent, from all the attention the
team has received, that the Allround brand it manages is of strategic importance to the company.
Unfortunately for the team and the company, the fourth quarter performance reports for
Allround were not as positive as management expected. Therefore, the OCM team has been
under the intense scrutiny of senior management.
Overview
Allstar Brands' Allround product is a market leader in the over-
the-counter (OTC) cold and allergy remedy market. The
consistent success of the brand in terms of profitability and
sales has made it a critical component of the Pharmaceuticals
Division's long-term strategic plan. The division anticipates that
the brand's cash flow in the coming periods will allow the
company to pursue new opportunities in emerging markets.
However, the division manager responsible for Allround has become concerned with the
competitive nature of the OTC cold remedy market. In the past three years, the industry has seen
several product introductions as well as major increases in promotional and advertising
expenditures. There is concern among senior management that this competitive activity will lead
to declining market share and profitability for Allround. The brand has lost one full share point in
the last year. Senior management expects that skillful marketing will prove pivotal to the long-
term success of Allstar Brands.
The Company
The company consists of three divisions: Consumer Products, International, and Pharmaceuticals.
The Consumer Products Division handles a number of packaged goods, such as laundry
detergent, shampoo, and bar soap. The International Division distributes Allstar products on a
global basis and has a large presence in the European market. The Pharmaceuticals Division is
responsible for the marketing and production of ethical and OTC medications. Ethical drugs are
available through pharmacies with a physician's prescription, whereas OTC remedies are widely
distributed without the need for a prescription.
The management of Allstar's Pharmaceuticals Division consists of a number of market related
groups, one of these being the OCM group. This group is concerned primarily with the marketing
activities of the Allround brand and any line extensions or new product introductions that might
A
Allstar Brands Corporation is
one of the lead ...
First partBegin with a brief narrative description how the plan .docxvoversbyobersby
First part
Begin with a brief narrative description how the plan budget will achieve profitability.
Part two
Gaining approval from the company leadership often depends on the allocation of the marketing plan budget. Show that you know how to spend it wisely.
B2C Objective: Become preferred brand and to increase customer loyalty to our product lines amongst:
· Young Adults (business/career builders)
· Children
· Young Families
Goals:
Tactics:
Budget:
Timetable:
Responsibilities:
1) increasing market penetration to 80%
1. Increase the number of direct sales force and in-house sales personnel who support the retail channels by 20%
2. Increase b2c advertising by 10% each
3. Lower the prices of cold medicine and make it affordable to the target groups
1.
$25M
2. 39M
3. N/A
Christopher
Anita
Yasser
2) increase usage of cold medicine to 3.0 bottles/period among the preference groups
1. Offer volume discounts of 15-40% of the manufacturer’s suggested retail price and promotional allowance of 10-20 percent
2. Spend $20 million dollars on all round's advertising campaign, mainly for commercials aired on network television.
3. Increase competitive advertising budgets
1.
35M
2. $20M
3. 39M
Yasser
Mohammed
Anita
3) increase the demand for cold medicine
1. Reviewing and tracking competitors’
marketing mix decisions, performance, and resources
2. Understanding what benefits the customer is seeking, how they learn about products, what their motivation for purchasing is, where they buy the product, what they consider when choosing a product, and the like
3. Determine the current and future size of the market in units and dollars through market research
n/a
N/a
2. $100,000
Mohammed
Anita
Christopher
B2B Objective: Claim a larger market share over specific channels with shelving
· Supermarkets
· Pharmacies
Goals:
Tactics:
Budget:
Timetable:
Responsibilities:
1) increase gross margin of All round from $145.3 million, to $172.3 million.
1. Reduce advertising and promotional expenses
2. Minimize sales force and administrative costs
3. Reduce the purchasing of marketing research
1. 24M
2. 5M
3. 10M
2) Outshine the competitors in the industry like supermarkets and pharmacies
1. Understanding the dynamics of market competition
2. Discern competitors’ strategies
3. Changing the advertising decisions to increase the market share.
1. n/a
2. n/a
3. n/a
3) to maintain long-term profitability and market share in an increasingly competitive and changing environment
1. Embrace skillful marketing which will be pivotal to the long-term success of all-star brands.
2. Assign each member separate assignments, but all are concerned with the performance of the Allround brand and any new brands that might be forthcoming.
3. Make proper decisions in the areas of product choice, distrib ...
Positioning is one of the fundamental elements of marketing, both for consumer products and B2B (Business to Business). Positioning is a brand’s unique way of providing value to its customers. Where it sits in the hearts and minds of customers. The associations that consumers hold with the brand reflect its positioning in the market.
Firms use positioning to create an image of their product or service in the mind of their target customers. Positioning defines how the brand’s offering is unique, how it provides a distinct benefit to customers.
Businesses use marketing to communicate their market position to customers and influence their perception of the brand’s products or services. Marketing establishes the brand identity, influencing consumer perceptions of its position in the market relative to the alternatives available from competitors.
“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” (Ries & Trout, 2001)
2. Description
Under Armour is continuing to grow in the forever competitive sporting
apparel industry.
Yet, they all seem so similar as they offer the same sorts of products with no
one willing to risk their brand certainty and familiarity to strike bid by
pushing the boundaries with innovation.
I propose that Under Armour ventures out and formulates a line of
supplements that are geared toward the every day athlete as it will put a
focus on helping you find your “I WILL”.
3. Goals
To separate from other athletic companies by pairing a well known apparel
company with cutting-edge formulated supplements
To appeal to a diverse range of athletes
To stay true to Under Armour’s vision and image of a unique company who
continues to push the limits
To bring existing customers into the new product line eager to see how Under
Armour can continue to exceed their expectations
To corner new consumers with a friendly formula geared toward personal
growth at the user’s desired rate
4. Environmental Analysis
Increasing movement to be fit and healthy. This coincides with aging seniors
as well as teenagers wanting to start getting in shape at a younger age.
“Health craze” highlighted by fad diets and increase in supplement use.
Government regulations have already started to limit serving sizes of fast
food options, increase the push for daily exercise, and explored ways to age
healthy.
Supplements are growing as a “get in shape quick” way to transform one’s
body.
5. Competitive Analysis
Main competitors are name-brand supplement companies. Their entire
company revolves around the health industry as they usually have different
types of supplements including pre-workout, during workout, post-workout,
meal replacement, “cutting” mix, “bulking” mix, weight maintenance,
endurance stimulator and many, many other types.
This creates a gigantic market for Under Armour to enter into.
The negative about this is that there are so many competitors to compete
with.
The positive about this is many customers, especially those new to the
supplement industry, go off of word-of-mouth since almost all companies
advertise similarly. Because of this, Under Armour will be a well-known brand
in an industry that doesn’t have a clear frontrunner.
6. SWOT Analysis: Strengths
Awareness will be high due to brand recognition
Under Armour is always on the cutting edge of technology
Company geared toward the everyday athlete
Supplements will be able to support a large range of target audience
Company has been looking to expand to different sectors of market
7. SWOT Analysis: Weaknesses
New territory; Under Armour hasn’t even begun to think about a possible
supplement line
Customers will only know the company for apparel; may think they are not as
credible as other more legitimate companies
If people aren’t even familiar with Under Armour than the credibility for the
supplement is tarnished
8. SWOT Analysis: Opportunities
Too many supplement choices. The causal, first-time user will be
overwhelmed with choices as far as what to pick.
Many people are wanting to get in on the “latest and greatest” health craze
People are geared towards a more active and fit lifestyle
Other supplement companies advertise their products to provide massive
growth and transformation. Some casual users may be turned off to that,
instead wanting a more gradual, natural fit shift.
9. SWOT Analysis: Threats
Supplement line is hard to navigate. Too many choices. There is no clear-cut
model to follow.
Other more established companies are prominent in the market.
Supplement companies revolve their business solely around the supplements
that they sell; Under Armour doesn’t
More research has been put into other companies thus making them more
prepared and more appealing to dedicated customers
10. SWOT Analysis: Analysis
After careful analysis, the SWOT helps to identify that Under Armour will
need to heavily rely on its brand and name recognition in order to win over
customers. If they attempt to stray away from this aspect, they will fall into
“supplement purgatory” as they will fail to become differentiable among
competitors.
Under Armour’s biggest challenges will be overcoming over companies whose
sole purpose is supplements. It will be a competition of Under Armour’s
personal history versus that of the entire supplement world. Users will have
to in essence “take Under Armour’s word for it” that their line of supplements
will be as high quality as their shirts will be.
11. STP: Segmentation
Demographic: must be 16+ to take (Bodybuilding.com). Groupings can be 16-
23 (high schoolers/college kids), 24-35 (prime years), 36-55 (middle aged),
and 56+ (seniors). Income would range from lower middle class to upper
middle class.
Geographic: U.S. and outside U.S. in prospective countries such as Europe
Psychographic: Available from professionally driven athletes to first time
casual users. Target audience could be highly involved in work life as they
may not be able to work out as often as desired. Could leave a lifestyle of
careless eating or stick to a strict regiment of clean eating.
Behavioristic: Consumers could use our product every day as intended or it
could range to rare/minimal use. Consumers could also be extremely loyal to
our brand or they could be just trying it out as a casual experience.
12. STP: Targeting
Our desired target would reach the following types of people:
We would like to focus on the 24-55 year old age bracket. The reasoning
behind this is we would like to focus on those that are trying to get back in
shape. Our product we be tailored to the “everyday man”: one who leads a
balanced life and wants to lose a few pounds on the side. Women would also
be targeted in this age bracket.
Our main target audience would be within the United States. Yet, unlike past
UA efforts, I would like to expand this line to foreign countries. Since Europe
is already familiar with our brand (via the English Premier League’s Tottenham
Hotspurs) it will be easy to push our brand to them as a way to shift their
health to that similar of Western culture.
While we would be open to catering to professional athletes (especially in the
essence of sponsorships), we would want to tailor the products to “average
Joe”. We would want to appeal to someone who is taking the steps to get
back in fit shape.
We understand that customers may be a bit skeptical at first. Yet, we would
like to target pre-existing customers as well as those that are newcomers to
the sports supplement world.
13. STP: Positioning
After choosing our target market, UA will be able to position itself by
adopting the customer mindset.
The Under Armour supplement line will represent a point of difference within
the rest of the market as it will be able to distinguish itself on its ability
appeal to the casual user. It will be marketed to those that want to shed a
few pounds and maintain a healthier lifestyle.
Aside from marketing strategies, the formula for the WILLPower supplements
will be blended with natural ingredients in order to help maintain strict
integrity with gym users and pro athletes alike. Many companies do not
appeal to all athletes as they have been discovered to be against pro rules
(Mensfitness.com).
14. STP: Positioning
Positioning Statement:
“For the “everyman or woman” who is looking to get in shape and in tune
with a healthy, active lifestyle, Under Armour WILLPower is a interactive
health and fitness line that pair with Under Armour’s well-known reputation
and high quality of products to deliver a product that is guaranteed to work as
hard as you do.”
15. Product
The actual supplements will be geared toward weight maintenance, increased
endurance, and weight loss in its initial stages. Once the product catches on
with consumers, program packages such as “bulking” and “extreme burning
fat” will be introduced.
The product will eventually grow to have customers be able to interject their
voice into new flavors being created. Yet to start, core flavors such as Vanilla,
Chocolate, Peanut Butter, and Cookies and Cream will be unveiled. These are
time tested flavors that seem to rate consistently favorable with supplement
users (Vitaminshoppe.com).
Protein powder will be the initial surge in product development. Over time,
supplements in capsule form will be utilized for anti-aging, increased
metabolism, and better sleep regulation among other functions. During initial
launching, UA will introduce a multivitamin for regulation purposes.
The product is named as such due to Under Armour’s promotion of the slogan:
“I WILL”. Taking this entrenched wordplay, Under Armour can use this
advantage by rolling out the “WILLPower” product line.
16. Promotion
Since there are so many supplement companies, many of them try to throw
promotions or bundles at people in order to gain a competitive advantage.
Under Armour has the unique distinction of having a sizeable portion of their
products in the apparel department.
To capitalize on this fact, Under Armour will be able to bundle/significantly
discount apparel products in conjunction with their new supplement line.
For instance, one promotion could be “buy a canister of WILLPower Increase
Endurance and receive 20% off an Under Armour Alter Ego t-shirt.”
Another example could be “buy two canisters and receive a container of
multivitamins for free”.
17. Promotion
Advertising: Commercials have been a huge success for Under Armour in
recent months. Under Armour can continue to utilize celebrities (such as
already sponsored athletes like Tom Brady or newly crowned NBA MVP Stephen
Curry) to hype the new line.
Events: Many teams are sponsored by Under Armour. A great way to promote
the line would be to highly push for events at these games. Perhaps a
halftime show contest/activity where the winner receives a free canister of
powder.
18. Place
Distribution would take place at both outlet stores as well as online through
Under Armour’s website. I do not want to have the product line thrown into
other websites such as VitaminShoppe and BodyBuilding as they already have
a surplus of non-differentiable products.
By keeping the products completely in the realm of Under Armour, they will
be able to maintain the name of the brand (which is one of the key reasons
why customers will be attracted to it) while simultaneously distancing
themselves from competitors.
19. Price
Pricing supplements can be tricky. There are a wide range of products ranging
from $21.95 (very generic whey protein brands) to $69.49 (differentiable,
well-known brands). This is all based off of 2.91 lbs. which is approximately a
one month supply which is a great basis for protein powder.
One has to balance Under Armour’s well-known reputation with the fact that
they are new to this market. Considering all of this, I will price a one-month
supply at $40. (Note that this does not include shipping, taxes, handling, etc.)
This puts a day’s worth of supplement at a little over a dollar a day for the
customer, thus establishing a fair, yet competitive price. This gives Under
Armour the ability to increase prices in the future whenever it decides to roll
out a more intense type of product such as “Bulking” or “Extreme Burning
Fat”.
20. Physical Evidence
The facility will be housed in Under Armour headquarters in Baltimore,
Maryland. By keeping the facility in close distance with headquarters, it will
give upper-level management the ability to monitor progress and react
quickly to any errors.
For the factory, I want to take a more hands-on approach. This will ensure
that every canister and container will be checked by a human rather than a
machine. This will ensure product safety, product quality, and product
accuracy. WILLPower
21. People
Employees will have to be trained to properly handle the ingredients that go
into making these products.
Additionally, experts will be brought in to help create/update the
environment that the powder will be stored in. This will include making
machinery is up to date and that temperature of the factory is at an optimal
temperature.
22. Process
Under Armour will produce tracking numbers for all of there canisters.
This will allow the customer to track his/her package throughout the entire
process.
This will increase Under Armour’s credibility by showing their responsibility
towards the customer.
23. Conclusion
Under Armour has been very successful when releasing new products as they
have made a conscious effort to make it a focal point of its business. The line
of supplement products will continue to do the same as they rely on the
cutting edge and creative thinking that Under Armour has continued to
provide. If consumers can buy into Under Armour’s reputation, it will make it
that much easier to begin to win over the market as Under Armour continues
to push its way into this new industry.
24. References
“Building Muscle in Strength Under 16 Years Old”, Bodybuilding.com, n.d.,
n.p. http://www.bodybuilding.com/store/teens.htm#/under16
“Supps in Flux”, MensFitnessEditors, n.d., n.p.
http://www.mensfitness.com/nutrition/supplements/supps-flux
Vitamin Shoppe Search results:
http://www.vitaminshoppe.com/search/xfilters/N-
cp96mi?Ns=priceDesc&search=protein+powder+2.91+lbs