Allstar’s MissionAllstar’s Mission

It is the mission of Allstar to provide It is the mission of Allstar to provide cold symptom relief to adults and cold symptom relief to adults and children alike. By providing well-children alike. By providing well-known products that customers known products that customers know and like, Allstar can provide know and like, Allstar can provide products that give customers relief.products that give customers relief.

Marketing ObjectivesMarketing Objectives

AllroundAllround- Increase net income from Allround 10% within - Increase net income from Allround 10% within

one year one year

- Maintain Allround’s brand awareness and - Maintain Allround’s brand awareness and market share over the next five yearsmarket share over the next five years

Marketing ObjectivesMarketing Objectives

AllrightAllright- Increase brand awareness by 100% within - Increase brand awareness by 100% within

three years. three years. - Increase retail sales of Allright by 100% within Increase retail sales of Allright by 100% within

three years three years - Make Allright profitable within three years while Make Allright profitable within three years while

fulfilling Allright’s first two goals fulfilling Allright’s first two goals

Marketing ObjectivesMarketing Objectives

AllgoodAllgood- Introduce Allgood to a lower-income market Introduce Allgood to a lower-income market

sector within three years sector within three years - Increase brand awareness of Allgood to half Increase brand awareness of Allgood to half

that of Allright within five years that of Allright within five years - Make Allgood profitable within eight years Make Allgood profitable within eight years

Target MarketsTarget Markets

Allround- Targeted toward high-income Allround- Targeted toward high-income adultsadults

Allright- Targeted toward childrenAllright- Targeted toward children

Allgood- Targeted towared low-income Allgood- Targeted towared low-income adultsadults

SWOT AnalysisSWOT Analysis

Strengths- Revenue created by Allround opens Strengths- Revenue created by Allround opens the doors to advertising and promotion money the doors to advertising and promotion money for other products.for other products.

Weaknesses- Reliance on a single product line Weaknesses- Reliance on a single product line for the whole companyfor the whole company

Opportunities- Creating new products to extend Opportunities- Creating new products to extend out from current marketout from current market

Threats- Current brands in Allround’s target Threats- Current brands in Allround’s target market. These brands could hurt the market. These brands could hurt the profitability of Allround and therefore inhibit profitability of Allround and therefore inhibit ability to build new products.ability to build new products.

Marketing ActivitiesMarketing Activities

AllroundAllround- In order to achieve a 10% increase in net In order to achieve a 10% increase in net

income for Allround within one year, you income for Allround within one year, you will need to decrease advertising will need to decrease advertising expendituresexpenditures

- In order to maintain Allround’s brand In order to maintain Allround’s brand awareness and market share over the next five awareness and market share over the next five years, you will need to make the advertising years, you will need to make the advertising changes very minimal changes very minimal

Marketing ActivitiesMarketing Activities

AllrightAllright- In order to increase Allright’s brand awareness by In order to increase Allright’s brand awareness by

100% in the next three years, you will need to move 100% in the next three years, you will need to move advertising resources dedicated to Allround toward advertising resources dedicated to Allround toward AllrightAllright

- In order to increase retail sales of Allright by 100% In order to increase retail sales of Allright by 100% within three years, the first commitment is to brand within three years, the first commitment is to brand awareness awareness

- In order to make Allright profitable within three years In order to make Allright profitable within three years while fulfilling the first two goals, the first two goals while fulfilling the first two goals, the first two goals need to be fulfilled need to be fulfilled

Marketing ActivitiesMarketing Activities

AllgoodAllgood- In order to introduce Allgood within three In order to introduce Allgood within three

years, Allright needs to become profitableyears, Allright needs to become profitable - In order to increase brand awareness of In order to increase brand awareness of

Allgood to half that of Allright within five years, Allgood to half that of Allright within five years, more advertising resources must be more advertising resources must be contributed toward Allgood’s growth contributed toward Allgood’s growth

- In order to make Allgood profitable within eight In order to make Allgood profitable within eight years, brand awareness will need to be years, brand awareness will need to be significant significant

Lessons LearnedLessons Learned

The main idea learned over my time at Allstar is to not The main idea learned over my time at Allstar is to not worry too much on the year-by-year results. It is more worry too much on the year-by-year results. It is more important to look at product results than stock prices, important to look at product results than stock prices, as the stock prices will ultimately reflect the as the stock prices will ultimately reflect the commitment to your idea. Over my time at Allstar, the commitment to your idea. Over my time at Allstar, the up-and-down nature of the stock prices reflected a up-and-down nature of the stock prices reflected a less-than-total commitment to my approach, less-than-total commitment to my approach, occasionally appeasing stockholders rather than the occasionally appeasing stockholders rather than the ultimate success of the company. While it is important ultimate success of the company. While it is important to maintain profits it is quite important to build toward a to maintain profits it is quite important to build toward a goal, flip-flopping in order to sustain revenue only goal, flip-flopping in order to sustain revenue only makes stockholder doubt their commitment to the makes stockholder doubt their commitment to the company more. Target your goals toward results- not company more. Target your goals toward results- not just sales.just sales.