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adverting in the last three years. With the recent loss of one full share point, the management team thinks this competitive trajectory will lead to declining market share and negative impact financial gain for Allround. The marketing team must effectively and efficiently differentiate reserves budgeted to enhance, modify and market Allstar Brands Allround current and new products to gain competitive advantage in the marketplace. These efforts consist of researchingcompetitor’s current practices, pricing, consumer needs, analysis of internal and external factors as well as strengths, weaknesses, threats and opportunities for the organization. Senior management expects that improving in these areas will positively influence Allstar Brands revenue, finances, expenditures, stock prices, consumer satisfaction and the overall performance to the long term of the organization. ConsumersThe OTC (Over The Counter) remedy/medication industry client base are the major consumers of the cold, cough and allergy in their marketplace. Allstar Brands caters to a target audience and demographic with these symptoms ranging from young singles, beginning families, mature singles and families, empty nesters/ retirees. These targeted audience chooses OTC medications on the criteria of behavioral illness and life stage that address: indicators reliefs, side effects, value 3
per cost, formulary (fluid, tablet, spray) and extent of the suppository. During a survey pole, respondents were asked to rank OTC attribute in order, pertaining to decision criteria for OTC; here were the results: 1.Effectiveness2.Side effects3.Price4.Form 5.DurationConsumers are purchasing OTC products based on effectiveness for their illness (curing the symptoms), not because of the side effects, recommendation, advertisement, or the price. Understanding the customers’ needs creates is an idealsolution to edge out the competition by producing a product that successfully addresses the target demographic symptoms. ProductsAllround has been branded as one of the most effective products in the marketplaceat addressing and reducing a variety of cold indicators. Allround: a 4-hour multi-symptom liquid cold medicine (contains an analgesic, antihistamine, decongestant, cough suppressant and alcohol). While customer groups and some Doctor of Medicine criticize of the multi-symptom method that requires more combination of ingredients to address indicators, Allround is at the top of the market share for efficiency in this grouping. Allround Plus: a 4-hour liquid children’s medication (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 (contains an antihistamine and decongestant). and is expected to gain brand awareness in a short amount of time due to its non-drowsy formula.