Executive Summary
The Allstar Companys Over-The-Counter (OTC) Group stands strong in todays merchandise and is self-collected for additional growth. Despite a turbulent eight geezerhood that saw a fragmentation of the market via multiple market entrants, Allstars stock price has nearly tripled while extending the product line. edifice upon the market leadership status of Allround, Allround+ (a 4 hour cough liquid), and Allright (a 4 hour allergy capsule) were success full moony launched and quickly follow by consumers. Additionally, Allround was reformulated twice, dropping alcohol and cough suppressant respectively, in order to position the line exclusively as a cold remedy.
Initially, consumers rebelled against a price hike by Allround original, instigating a three term stock price drop afterwards period one. Only by last readjusting price and marketing tactics did the stock price, market share, and earnings begin their climb once again. The launch of Allround+ marked the first attempt at leveraging the well-known Allround brand name with a change cough suppressing product. Likewise, Allright complemented the line by bringing a sinewy allergy medication to market.
In total, the simulation provided the team a practicable means of planning and implementing a marketing strategy at a brand management level. Being able to oblige to and overcome adversity and respond to market changes were solid encyclopaedism tools for the team.
Likewise, it was rewarding to see a strategy pull through and through in the presbyopic term despite early setbacks.
Objectives:
The long term product strategy for the Allstar line involves a strategical defense of the Allround Multi-Symptom Liquid with market entries leveraging the brand indistinguishability into symptom-specific specialization formulas. With consumers concerned about over-medication and having more and more barter for options, Allround must seek to reposition the Multi-Symptom Liquid as a Cold medicine, while offering a line extension Cough medicine, and finally launch an innovative Allergy medication. Through...
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