MBA-FPX5012_AleshinloyeIsmail_Assessment_1-1.doc -...

Marketing Plan of AllStar 1
Marketing Plan of AllStar
Capella University
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Marketing Plan
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Executive Summary of AllStar Brand
AllStar Brand is committed to helping customers achieve optimal health through the
production of safe, effective, high quality and affordable over-the-counter (OTC) cold medicine.
AllStar achieves this by focusing on the creation of work environments that allow its employees
to utilize and express their given talents positively hence relieving customers in the process.
AllStar Brand has been steadily acquiring and merging small companies that are
specialized in packed goods. The focus of AllStar is different brands that will help bring potential
customers and increase the company’s revenue. AllStar Brand should be familiar with its
customer needs and have the capability to satisfy the market. The market segment was assessed
by demographics, behavioral, and psychographics. Market segmentation is the division of the
target market into approachable groups by creating subsets of a market based on needs, priorities,
common interest, demographics and other psychographic criteria that is used to better understand
the target audience (What is Market Segmentation? Different Types Explained, n.d.).
Market segmentation makes it less difficult for marketers to personalize their market
campaigns towards their targets. By arranging AllStar Brand’s target market into segmented
groups, rather than customers being targeted individually. Marketers will be more efficient with
their money, time, and other resources with the implementation of Market Segmentation rather
than targeting customers individually. Grouping similar customers together enables for a cost
effective way that marketers target specific audience. The success of AllStar Brand relies on a
solid marketing strategy.
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Situation Analysis
The All-round product is the leader in the over-0the-counter medicine market. However,
the company’s market share loss and performance in the fourth quarter caused worry with upper
management. The key to the market share growth is brand awareness in the market technique.
Target Market: All-round is the leader in cold medicine but not in the cough, allergies, and nasal
medicine.
Market Demographics: Demographics is broken down into the below categories:
 Geographical – Suburban, urban, and rural areas.
 Marital Status – Mature, young, young singles, and retired families.

Behavioral Factors – Customers mostly take All-round product nightly because it causes
drowsiness and it has the same antihistamines as allergy relief medicine.
Market Needs: All-round provides excellent value products as well as meeting consumer needs.
Providing customers with the best medicine to relief all their cold symptoms without side effects.