17 3 Allstar Brands needs to target millennial salesforce members The

17 3 allstar brands needs to target millennial

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3. Allstar Brands needs to target millennial salesforce members. The information age is a lifestyle to millennials and there is not much that they don’t believe they can learn, create or accomplish. Pairing young, technological eyes with experienced marketing and technology engineers will open the door for Allstar Brands to develop and create advertising means that are fresh and meaningful to society today. “Net-a-Porter’s Lisa Bridgett said she was impressed by the millennial generation as they see no boundaries to what they can do” (Benady, 2014). Summary Allstar Brands Marketing Plan consists of a situation analysis that reported the 5 C’s, context, competitors, customers, collaborators and the company. These analyses showed improvement from Year 0 to Year 6 in Brand Awareness, up 17.1% for Allround and 72.1% for AllroundPlus and Allright collectively. Retail sales increased by 84.6% by Year 6 and income by 73.8%. Allstar Brands also increased the size of their salesforce to promote products by 276.4% by Year 6 to accommodate two new product lines and a new facility. The internal and external analyses that were conducted revealed the strengths, weaknesses, opportunities and threats and which strategies should be reinforced, developed or avoided. Allstar Brands is the leader in brand awareness but has a very weak digital and social media marketing strategy that poses opportunities for improvement and gaining a larger piece of the market share. The VRIO analysis revealed the firm does not currently hold a competitive advantage and it would be in the best interest of Allstar Brands to develop and implement proprietary technology that would be difficult for competitors to imitate. The marketing strategy is based on the STP method, segmentation, targeting and positioning. Most firms in the pharmaceutical industry are using the same method however, there are gaps that the firm can close by reallocating funds to different avenues in technology, digital advertising and social media platforms. Allstar Brands practices the 4 P’s for the marketing mix. Product, place, price and promotion are key areas that illustrate what the firm offers, in what location and price and how those products and places are promoted for the consumer. While the firm is doing well financially, their most expensive weakness is in the advertising department. Social media and technology strategies should be revamped and created inhouse with a mix of skilled and established employees paired with fresh informational savvy and tech minded individuals. These components will allow Allstar Brands to develop their own technology and processes to the best needs of their consumers and brands. Moving forward, Allstar Brands will see a positive return on this investment with retail sales, customer loyalty and reputation.

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