Marketing Plan
08140700100000004962525AllRound Marketing Plan Group 8:
Heather Smith
Anna Graham
00AllRound Marketing Plan Group 8:
Heather Smith
Anna Graham
Table of Contents TOC \o "1-2" \n "2-2" \h \z \u Executive Summary PAGEREF _Toc340506951 \h 2Description of Organization2
Mission StatementOrganization DepartmentsSituational Analysis4
SWOTBusiness Portfolio AnalysisMarketing MixExternal Situation AnalysisComponents of Competition
Consumer Analysis
Industry
RegulationsPlanning Assumption
ForecastsObjectives10
Marketing Strategy
Program Objectives
Break-Even Analysis
Advertisement and PromotionIncome StatementPercentage of Budget
Contingency Plans PAGEREF _Toc340506973 \h 6Alternative Strategies
Abandonment Points
EXECUTIVE SUMMARY
AllStar brand is one of the leading manufacturers of packaged goods throughout the world. In our North American over-the-counter pharmaceutical division the product AllRound has proven to be a successful market leader in the cold, cough, allergy, and flu market. This marketing plan highlights the current success, competition, and strategy for AllRound to gain a larger market share in the OTC market. AllRound is the ideal product on which to focus our marketing attention because of its recent growth and success.
In consumer surveys the AllRound brand name is widely recognized and loyalty is notably related to the effectiveness of the product. Much of AllRound’s success is due to its efficiency in its ability to treat multiple symptoms. Though the price qualifies it as a more expensive OTC medication, it is unique because it provides maximum strength multi-symptom relief. The strong multi-symptom relief formula has given us a competitive edge against our competitors.
There are a large number of competitors within the over-the-counter cold, cough, allergy and flu market. Many products are provided with a variety of formulas within the FDA regulations. AllRound holds a large share specifically in the cold
Heather Smith
Anna Graham
00AllRound Marketing Plan Group 8:
Heather Smith
Anna Graham
Table of Contents TOC \o "1-2" \n "2-2" \h \z \u Executive Summary PAGEREF _Toc340506951 \h 2Description of Organization2
Mission StatementOrganization DepartmentsSituational Analysis4
SWOTBusiness Portfolio AnalysisMarketing MixExternal Situation AnalysisComponents of Competition
Consumer Analysis
Industry
RegulationsPlanning Assumption
ForecastsObjectives10
Marketing Strategy
Program Objectives
Break-Even Analysis
Advertisement and PromotionIncome StatementPercentage of Budget
Contingency Plans PAGEREF _Toc340506973 \h 6Alternative Strategies
Abandonment Points
EXECUTIVE SUMMARY
AllStar brand is one of the leading manufacturers of packaged goods throughout the world. In our North American over-the-counter pharmaceutical division the product AllRound has proven to be a successful market leader in the cold, cough, allergy, and flu market. This marketing plan highlights the current success, competition, and strategy for AllRound to gain a larger market share in the OTC market. AllRound is the ideal product on which to focus our marketing attention because of its recent growth and success.
In consumer surveys the AllRound brand name is widely recognized and loyalty is notably related to the effectiveness of the product. Much of AllRound’s success is due to its efficiency in its ability to treat multiple symptoms. Though the price qualifies it as a more expensive OTC medication, it is unique because it provides maximum strength multi-symptom relief. The strong multi-symptom relief formula has given us a competitive edge against our competitors.
There are a large number of competitors within the over-the-counter cold, cough, allergy and flu market. Many products are provided with a variety of formulas within the FDA regulations. AllRound holds a large share specifically in the cold