Marketing

1. IDENTIFY THE 5C’s SITUATION ANALYSIS

Company: Goals, metrics, strengths/weaknesses

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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: