order to find out what consumers are interested in, why they continue to buy the products they do, promotions, and how often they purchase the product. Knowing buyers behaviors will assist the marketing team in future promotions and products. Allstar is considered with who their competitors are and what their brands are doing to keep a competitive edge. Tracking competitors and their brands will assist with development of Allstar’s new products. Target marketing through different channels allows Allstar to encompass a variety of consumers. Including online and in store sales enables Allstar to reach all ages of the spectrum. Allstar brands focuses on their salesforce and their effectiveness along with brand awareness. This will allow Allstar a competitive advantage against their competitors. Overall Allstar chose to increase the sales team for each period to ensure they continued to have brand awareness and support from the physician population. Giving the consumers what they desired in symptom relief and eco-friendly product that was readily assessable in many locations, including at the front of the stores, was critical in Allstar’s marketing tactics. Purchasing the consumers survey not only allowed Allstar to see what was good but where there could be improvement. In order to capture the younger generations Allstar will need to allocate alarger budget towards digital and social media advertising.Marketing TacticsThe concept most commonly used to evaluate and implement a product is the 4 P’s. Marketing tactics include communication, pricing, product, place and promotion. Allstar brands use many different communication methods from social media to paper ads. Price – The MSRP (manufactured suggested retail price) is the price consumers expect to pay foran item. Allstar’s MSRP is perceived to be average with the medications effectiveness being average. The current product is perceived price was high and the perceived effect was average. Allstar was not the most expensive among the competitors but was purchased the most often. Continuing to survey the market will ensure Allstar keeps their price within the consumers’ expectation of what they are willing to pay for the medication.