Marketing
1. IDENTIFY THE 5C’s SITUATION ANALYSIS
Company: Goals, metrics, strengths/weaknesses
Goals:
Metrics
Strengths
Weaknesses
1. Allstar stock price
+10% per yr
Brand, share, inelastic pricing, category growth
Mktg. budget allocation, portfolio
2. Allstar cum net income
+10% per yr
Brand, share, price
Portfolio, sales
3. Allstar annual net income
$74M
Brand, share, price
Sales, shelf space
4. Allround Market share
41%
Category growth, inelastic pricing, brand awareness
Budget, sales coverage, R&D capacity
5. Allstar capacity utilization
93%
Category growth, brand, 1-product, formula opportunity
Alcohol formula, budget, growing portfolio
6. Allround shelf space rank
1 – retail
MSRP advantage, brand awareness
Budget constraints, sales coverage
2. CREATE YOUR PRODUCT MARKETING STRATEGY
Segmentation: Consumer segments available in PharmaSim
Illness Segments:
Segment Opportunities:
Segment Threats:
Demographic Segments:
Segment Opportunities:
Segment Threats:
Targeting: Segments you will target and why
Target Segments:
Why:
4.
Positioning: The value proposition you will promote by target market and the implications to the 4P’s
Target:
Value Proposition:
4P Implications: