I. Mission Statement
All-star Brands Corporation is one of the leading manufacturers of packaged goods in the world. The Pharmaceutical Division manufactures and markets both ethical and over-the-counter (OTC) medications to help improve human health. The mission of All-star is to provide both the consumer portion of the market, with products that help improve human health and also the internal environment of All-star. We are striving to produce cutting edge remedies for the common cold and allergy symptoms, while maintaining the highest market share, with opportunities and beneficial work with a satisfying yield of return.
II. Marketing Objectives
The objective of the All-star marketing plan in the upcoming 12 months is to:
Invest in adding products such as Alright.
Increase Sales Force from 174 to over 200.
Maintain promotional allowance since Brand Awareness is high--increase if necessary, depending on retention ratio.
Consider reformulating product with available ingredients to better suit consumer needs.
Increase All-Round+ Brand Awareness from 51.0% to 70% within the next two years.
To increase All-Round Brand Awareness back to the top spot.
To increase Brand Trial for All-Round+ from 7.4% to 20% within two years.
Increase the stock price 27.17 to somewhere over fifty in the next two years.
Increase Utilization from 77.7% to 87%.
Increase Gross Margin from $192 to around $250(in millions).
III. SWOT ANALYSIS
All-Round is the leading product in the cold and allergy market. All-Round has the second highest Brand Awareness, high percentage of Brand Trials, and a high customer retention ratio. All-Round obtained the highest conversion ratio. All-Round promotions have allowed the consumers to become familiar with our product, enabling us to cut back on our advertising expenses.
All-Round+ has one of the highest customer retention ratios. Coughing and chest congestion were the two leading symptoms. All-Round+ has an...