retention of customers that used OTC product. Each brand exposure outlines keys to what makes consumer more likely to purchase their OTC medication. Allround has the highest brand awareness (81%), brand trail (56%), most frequently purchased product (25.2%), but falls a little short in the retention department and ranked 2 nd (44.9%). Brand awareness set some level of expectation for the products and the actual selling price. Figure 3 graph also provides insight as to what is important to the buyer when selecting a certain brand, figure 3 also gives percentages results on brand trails, frequently purchased, conversion and retention ratio are based on units sold. The mind of the consumer to purchase is influenced by the brand awareness. Figure 3 Cross Section: All Respondents (100.0%) Survey of Brand Awareness, Trials, & Repurchas Brand Brand Awareness Brand Trials Most Freq. Purchase Conversion Ratio Retention Ratio Allround 81.0% 56.0% 25.2% 69.2% 44.9% Believe 29.0% 12.1% 3.9% 41.6% 32.6% Besthelp 70.6% 39.0% 15.9% 55.3% 40.8% Coldcure 18.1% 6.6% 4.4% 36.2% 67.1% Coughcure 63.6% 32.1% 12.3% 50.4% 38.4% Defogg 27.9% 14.4% 3.0% 51.5% 20.9% Dripstop 28.2% 13.3% 3.3% 47.3% 25.0% Dryup 40.2% 16.4% 6.7% 40.8% 40.9% Effective 30.4% 15.7% 4.3% 51.6% 27.4% End 64.5% 33.2% 14.3% 51.4% 43.0% Extra 61.6% 35.1% 6.7% 56.9% 19.0% The OCM team believed that the awareness data from figure 3 was insightful and showed gratitude towards Allstrars brand and the Allround product because it had the highest trail level was the most frequently purchased OTC product. The chart below displays the OTC manufactured suggested retail price (MSRP) which is the price recommended for the brands, including an average mark-up, for a 7
product that is supposed to reflect all the costs incurred over the manufacturing and sales process. The chart describes the MSRP for the OTC brands. Allround MSRP is from start through year 2 was $5.29 which allows all contributors involved (the manufacturer, wholesaler, and retailer) to make a profit from the final sale of the OTC medication. The graph below displays the MSRP and retail value of each brand in its network . Sales The working unit sales and evaluations for Allstars brands (Allround and Allround Plus) in the OTC cold, cough and allergy remedy marketplace are shown in the table below. From inception through year 7, during this time period, both brands showed growth however, Allround Plus was more consistent and trajectory growth. 8
Update Prices increased approximately 2% compared to an inflation rate of 3%. Total advertising expenditure is up approximately $8 million while promotional expenditure increased by approximately $6 million. Mass Merchandisers sales showed the strongest growth this period with an increase of approximately 14%. Retail sales grew by approximately $59 million. Allstars VRIO Analysis Allstars brand VRIO framework is a strategic analysis tool designed to help reveal and protect the capitals and competences that secure their competitive advantage in the marketplace. The VRIO analysis shape the fate of your Allstar Brand company; unfortunately, Allstar Brand is.
You've reached the end of your free preview.
Want to read all 18 pages?
- Spring '19
- Marketing, Allstar Brands