Allstar: Marketing Planning And Implementation Essay

3158 words - 13 pages

Executive SummaryThe Allstar Company's Over-The-Counter (OTC) Group stands strong in today's market and is poised for additional growth. Despite a turbulent eight years that saw a fragmentation of the market via multiple market entrants, Allstar's stock price has nearly tripled while extending the product line. Building upon the market leadership status of Allround, Allround+ (a 4 hour cough liquid), and Allright (a 4 hour allergy capsule) were successfully launched and quickly adopted 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 after period one. Only by finally readjusting price and marketing tactics did the stock price, market share, and earnings begin their ascent once again. The launch of Allround+ marked the first attempt at leveraging the well-known Allround brand name with a specialized cough suppressing product. Likewise, Allright complemented the line by bringing a potent allergy medication to market.In total, the simulation provided the team a viable means of planning and implementing a marketing strategy at a brand management level. Being able to adapt to and overcome adversity and respond to market changes were solid learning tools for the team. Likewise, it was rewarding to see a strategy pull through in the long term despite early setbacks.Objectives:The long term product strategy for the Allstar line involves a strategic defense of the Allround Multi-Symptom Liquid with market entries leveraging the brand identity into symptom-specific specialization formulas. With consumers concerned about over-medication and having more and more purchase 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 these actions, Allstar stands to capture additional market share and generate record earnings, thereby paving the way to building stockholder wealth.Overall Marketing Strategy:The value proposition of Allstar's OTC group stands at a crossroads. As a single product provider, "We are the 'all around' cure for your cold, cough and allergy symptoms - the trusted brand that cold, cough, and allergy sufferers turn to most." With the fundamental repositioning of Allround to a cold medicine coupled with the new product launches, the proposition follows suit: "Allstar Brands - offering the trusted products that cold, cough, and allergy sufferers turn to most."Customers:Allstar's OTC remedy group has broken up the market into five distinct consumer groups: young singles, young families, mature families, empty nesters, and retired persons. These demographics suffer from three distinct ailments: the cold, a cough, or allergies. Complicating the marketing environment,...

Find Another Essay On Allstar: Marketing Planning and Implementation

Business Planning Paper, Create a business and outline the background, operations plan, marketing plan and financial plan

5139 words - 21 pages the firm's goals and objectives. She will implement programs consistent with the growth and profit, as well as improvement of the firm's processes. Day-to-day activities will be planned and directed by the VP of Operations. Vice President of Marketing and Sales The Vice President of Marketing and Sales will be responsible for strategic marketing and sales planning. He will oversee market research, as well as marketing and advertising

“What is an Enterprise Resource Planning System and How Does it Affect Businesses?”

646 words - 3 pages An Enterprise Resource Planning System or “ERP” is a system that synchronizes all resources of a company such as procurement, production, sales, marketing, human resources, inventory control, finance, and distribution. (Katica Simunovic, 2013) This Synchronization of resources allows companies to access one software system for all aspects of the company. The Enterprise Resource Planning software constitutes a multi- billion dollar industry that

Strategic Marketing Process

1085 words - 4 pages Strategic Marketing Process The purpose of this paper is to briefly explore the strategic marketing process, specifically the key phases of planning, implementation, and control. In addition, the application of mixed marketing to create a market segments as well as customer loyalty is equally explored. Several relevant scholarly sources were identified to provide research and information about the strategic marketing process and its


2269 words - 9 pages think? References Assael, H. (1997), Behavior and Marketing Actions, Kent, Boston, MA. Chang, A. and Simkin, L. (1997), "Understanding competitors' strategies", Marketing Intelligence & Planning, Vol. 15 No. 3, pp. 124-34. Cravens, D. (1998), "Implementation strategies in the market-driven era", Academy of Marketing Science Journal, Vol. 26 No. 3, pp. 237-41. Dibb, S. and Simkin, L. (1997), "Marketing and market planning: still barriers to

Marketing Strategy For a Service-based Organization

2650 words - 11 pages operations. Marketing programming and marketing action are its major objectives, which are achieved through organizational implementation. The definition of marketing planning in service organizations varies from an all-encompassing review of the current situation, strategies, programming, scheduling, budgeting, controlling, and installation of programs to the development of one specific plan for marketing action. The central idea of marketing

Developing a Strategic Plan

1894 words - 8 pages organization’s goal and capabilities and its changing marketing opportunities. It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies. Strategic planning sets the stage for the rest of the planning in the firm. Companies usually prepare annual plans, long range plans, and strategic plans. The strategic plan involves adapting the firm to take advantage

Synopsis of chapter 1-3 of the framework of marketing management - Pace MBA - Synopsis

1250 words - 5 pages , establishing Strategic Business Units (SBU), assigning resources to each unit, assessing growth opportunities. All Business Units initiate planning activities like business mission, SWOT analysis which is an overall evaluation of company’s strength, weakness, opportunities and threat of external and internal marketing environment, goal formulation, strategic formulation and program formulation and implementation. For measuring marketing performance

Defining Marketing Paper

923 words - 4 pages . What have also changed are marketing strategies and the marketing programs have available to implement those strategies.Marketing strategies and marketing programs have changed, but the basic marketing definition has not. Excellent marketing is and always has been analysis, then action. It is strategy development, then logical and thought-out tactical implementation. It is the way to customer satisfaction and increasing profit.An analysis of

Consumer behaviour in marketing ethics

1224 words - 5 pages planning process for an organization 3.3 Examine techniques for new product development 3.4 Justify recommendations for pricing policy, distribution and communication mix 3.5 Explain how factors affecting the effective implementation of the marketing plan have been taken into account LO4 Understand ethical issues in marketing 4.1 Explain how ethical issues influence marketing planning 4.2 Analyse examples of how organisations respond to ethical

Strategic Marketing

753 words - 3 pages external environment which influence the resource capabilities (1, ch01). Strategic marketing planning level consists of conducting a situation analysis, developing marketing objectives, determining the positioning of the product and the differential advantage in the market. The marketer then selects the target markets by measuring the market demand of the product. Once all the phases have been successfully completed, the designing and implementation of


1681 words - 7 pages types of industries make use of marketing mix in the formation of various marketing strategies and tactics.This can be understood in a prominent manner with the help of the example of Toyota Motor Corporation, which operates in the automobile sector. The company has gained a great competitive advantage through the implementation of the marketing mix in its different and diverse marketing strategies. Marketing mix renders Toyota with a number of

Similar Essays

Strategic Planning And Implementation Essay

3326 words - 13 pages IntroductionStarting with an overview of an institution-specific strategic planning model, this project details both the process and effects of subsequent planning stages during the first year of implementation and the appropriate participation process. Review and revision of the planning document is discussed, as are specific examples of the plan's effects on library operations. Last, suggestions are made for enhancing the effectiveness of the

Erp For Riordan Manufacturing: Project Planning And Implementation

2369 words - 9 pages ERP for Riordan PAGE \* MERGEFORMAT 1 ERP for Riordan ManufacturingRaymond McDonald, Andy Cagan, Fernando Amorim, Chris Cortez, Dean ParmenterDr. Ronald BlackCMGT/410 Project Planning and ImplementationERP for Riordan ManufacturingBackground and Statement of NeedRiordan Manufacturing, Inc. is an industry leader in the field of plastic injection molding. With facilities in San Jose, California, Albany, Georgia, Pontiac, Michigan and Hangzhou

Implementation Of Digital Marketing And E Commerce Strategy

2042 words - 8 pages Proposed Research Topic: Implementation of digital marketing and E- commerce strategy across global business operations in building materials sector. To recommend and analyse the best approaches for the implementation and to create implementation plan (road map) in the use of E -commerce and digital marketing for the organisation

A Successful Enterprise Resource Planning (Erp) System Implementation Requires Integration Of Technology With Business Strategy And Assessing The Impact Of The System On All Aspects Of The Business;

9755 words - 39 pages ITS Staff 45Operation from a distant place 46Ensure Good Implementation through Good Vendors 46Ensure Good Implementation through Good Vendors 46Conclusion 47References 48Appendices 52Appendix A 52Outline of the ProposalChapter 1IntroductionEnterprise Resource Planning systems commonly known as ERP Systems are in fact the software packages composed of several modules, such as human resources, sales, finance and production, providing cross