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ProductsAllround, a 4-hour multi-symptom liquid cold medicine, is Allstar Brands core product. Allround contains an analgesic, antihistamine, decongestant, cough suppressant and alcohol. While consumer groups and some physicians disapprove of the multi-symptom approach that requires a larger mix of ingredients to treat symptoms, Allround is at the top of the market share for effectiveness in this category. Allround Plus, a 4-hour liquid children’s medication was introduced in year 3. Like Allround, Allround Plus contains an analgesic, antihistamine and a decongestant but uses an expectorant instead of a cough suppressant and does not contain alcohol. Allright, a 4-hour allergy capsule, was introduced in year 5. Allright contains an antihistamine and decongestant and is expected to gain brand awareness in a short amount of time due to its non-drowsy formula. Product ConcernsAllround – “Allround is viewed as one of the most effective brands on the market at reducing multiple cold symptoms. However, consumer groups and some physicians have attacked the multi-symptom shotgun approach as providing excessive medication in many circumstances” (Kinnear, James & Deighan, 2019). It has also been reported that the preferred method of ingestion is in capsule form and Allround is a liquid medication. After a recent survey, purchased by the marketing team, consumers rank the retail prices of Allround as very high and could pose retention issues in the future. Allround Plus – Allround Plus was introduced in year 3 as the children’s version of the original Allround medication. Similar to the original, Allround Plus is in liquid form for ease of ingestion with children however the ingredient amounts are lower and do not contain alcohol. Decreasing market share, stock prices and revenue during periods of new product introduction are common and become a challenge for the marketing team to avoid. Competing with established and well-known products will also pose a challenge for the marketing team to gain exposure in brand awareness and effectiveness. Pricing new products to stay competitive and support an increased salesforce is also a concern.Allright – Allright was introduced in year 5 as a non-drowsy, 4-hour allergy medication. Like Allround Plus, introducing a new product creates concern regarding revenue, pricing, brand awareness and an increase in salesforce. Marketing funds must also be allocated to support new products which will decrease marketing funds for established products. Concerns regarding over/under advertising plague the4
marketing team to spend more funds on new products while also maintaining the current market exposurefor existing products. CompetitorsAllstar Brands competes with four firms in the OTC cold and allergy market. Shown in the table below, each firm offers multiple remedies offering the market 15 products in five categories (cold liquid, cough liquid, allergy capsule, cold capsule and nasal spray) (Kinnear, 2019).