MARKETING PLAN 13Product DevelopmentThe product penetration strategy is to introduce a cold product for children which willhelp to complete the cold product category. The new product for children will be named Allcure.It will be a 4hr cold liquid for children that will contain both a decongestant for nasal congestion,an analgesic, a cough suppressant and an antihistamine. The ingredients to be contained in thisnew product will be the same as those that are used in producing Allround. However, thequantities of the components will be reduced so that it can be used by children. This is the idealproject for development because Allround has already established itself as a leader in theindustry. In addition, for cold products, Coldcure, the only direct competitor, does not satisfycustomers. Allcure will be targeted towards both the younger families and the mature familieswhich are the largest market segments in the cold product category.Brand PenetrationBrand differentiation is another strategy for Allstar Brands. “In today’s increasinglycompetitive marketplace, a brand’s point of view must be distilled to the clearest messagepossible to gain the attention of its target market” (Paunovic, 2018). Brands have to stand out bybeing both authentic and different. When a brand individualizes itself from its competitors inways that are relevant to its target customers, it is able to establish credibility, customer loyaltyand a high status in the market (Paunovic, 2018). Allstar brand will have to explore ways inwhich it can make its brands outstanding. If the company carries out its marketing in a way thatit stands out, it is able to seize opportunities and attract more customers. Generally,differentiation is achieved through being relevant, authentic and proving that it can achieve thepurpose it is intended for (Paunovic, 2018). Allstar brands will achieve brand differentiationthrough the reformulation of the products it already offers and beginning new product offering soas to reap the benefits. The company will focus on the needs and wants of customers to makesure that the company succeeds.