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Wachowiak Report To Shareholders V3
- 11. Overall Performance Cold Market
- 12. Overall Performance Cough Market
- 13. Overall Performance Allergy Market
Editor's Notes
- many had there doubts early on but you cannot deny that it is outstanding performance as you can see from the chart we have had a roller coaster ride over the past eight periods but, clearly, the last three periods have been moving in the right direction the otc cold/cough/allergy business is a $31Billion dollar market at the end of period 8
- Yes this our best product launch to date, but we will share later in this presentation all the learnings and opportunities there are in Allstars future but back to the facts about Allright the best product launch a better performance than any other brand launched in the last eight periods and to think that most new products achieve their best result in the 3rd period. 29% in two periods beating out the competition Imagine what new product launches will be like from what we have learned with the Allrights success
- Market Research studies- Purchase Survey Pricing, Advertsing,Shopping Habits
- Marketing planning is a process. Your decisions should fit into your long-term plan and goals. Our goal was to dominate the grocery and chain drug stores, Additionally, our introduction of Allright was specifically targeted to take market share away from the weakest competitor which was Defogg
- Detailers help increase knowledge of products by working directly with doctors and pharmacists to generate product support and recommendations for new product. Merchandisers maintain POP displays and mange retail shelf space. they are in the stores Point of Purchase Displays (in-store) encourages brand switching at time of purchase Trial Sizes....encourages consumers to try, gain recommendation by doctors who hand them out Coupons, encourage repurchase.......this is more productive for mature products, redemption is not necessarily high in OTC but maintains awareness in consumers minds
- Don’t underestimate importance of teamwork and organization Deliberate scheduling focused agendas, and timekeepers identified strengths of each team member and play into it learn from mistakes
- Before.......... Continuing to research essential vitamins, herbs and minerals that will improve the auto immune system. INNOVATION Zicam
- During.......... this has been the primary focus of our brand. We have in development expand into product extensions with new dosage forms, new delivery systems to find better ways to get better. Nasal Medications Topical medications Strips Based upon our penetration of the market and brand recognition, product aides Advancement of mobile technology Of course, always reviewing new formulations based upon the consumers changing needs
- After.......... we have relieved your symptoms, helped you to rest comfortably and get back to normal, we want to be part of your keeping your life balanced through education and preventive medicines We want to improve the lives of busy people who don't have time to be sick
- Marketing is about numbers and skill: understanding complex research studies, financial implications, discovering market drivers, forecasting, etc. But there are unknowns… your job is to make the best decisions you can in an ambiguous environment that is constantly changing.