Final Brand Plan

Final Brand Plan - PharmaSim Brand Plan Luisa Niebles...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
PharmaSim Brand Plan Luisa Niebles Elizabeth Pirinis Natalia Valderrama
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Brand Vision To be family’s preferred choice for cold multi-symptom relief
Background image of page 2
Brand Role To serve as a primary income generator for Allround while keeping our market leadership position and forging strong relationships within the value chain
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Brand Positioning For engaged, supportive, tight-knit families, Allbrand is the cold medicine that delivers highly effective multi- symptom relief because only Allbrand combines the right ingredients to ensure your family’s happiness and wellbeing
Background image of page 4
Situation Assessment Market shares based on manufacturer sales Cold Cough Allergy Nasal Total Mfr Sale ($M) $879.70 $366.40 $126.10 $119.10 $1,491.20 Growth 6.60% 3.20% 5.90% 4.50% 5.60% Allround 40.40% 0.00% 0.00% 0.00% 23.80% Believe 0.00% 0.00% 50.70% 0.00% 4.30% Besthelp 25.20% 0.00% 0.00% 0.00% 14.90% Coughcure 0.00% 54.30% 0.00% 0.00% 13.30% Defogg 0.00% 0.00% 49.30% 0.00% 4.20% Dripstop 0.00% 0.00% 0.00% 52.00% 4.20% Dryup 14.90% 0.00% 0.00% 0.00% 8.80% Effective 0.00% 0.00% 0.00% 48.00% 3.80% End 0.00% 45.70% 0.00% 0.00% 11.20% Extra 19.50% 0.00% 0.00% 0.00% 11.50% Cold accounts for the largest section of the OTC market, 59% Cold has the highest growing prospects 6.6% Allbrand has highest market share with 40.4% We will withdraw from the allergy and cough market and focus our efforts in cold to maintain our leader status
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Situation Assessment Marketing survey of brands purchased
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/21/2011 for the course BUS 347 taught by Professor Timholleran during the Fall '11 term at Emory.

Page1 / 17

Final Brand Plan - PharmaSim Brand Plan Luisa Niebles...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online