Allstars Presentation

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Marketing Transition Plan

June 1, 2006

Presented by the Allstar Brands Marketing Team:

Allison DiNoiaSteven Duong

Maureen Givnish

Christine Wagner

Mike Welch



Allstar Brands

“The mission of Al lstar Brands is to provide our

customers with a safe and effective product at afair price, while respecting our stockholders

interest. We do this by providing our employeeswith creative opportunity to use their talents forresearch and product development but neverlosing sight of our goal to improve the quality of

life for our customers.”

Mission Statement



Product Line and Target Market

Allround• Over-the-counter (OTC) liquid cold

remedy

• 4-hour dosage

• Aimed towards individuals overthe age of 12

• Ideal for individuals suffering fromcommon cold symptoms who do

not require prescriptionmedication

• Allstar Brand’s initial product

Allstar Brands




Allround +• OTC liquid cold remedy

• 4-hour dosage

• Aimed towards children under the

age of 12• Marketed towards parents and

families of young children

• Ideal for loyal consumers of

Al l round who have children• Has been on the market for 6

years

Allstar Brands




Allright• OTC multi-capsule

• 12-hour dosage

• Ideal for individuals who trust

Allround but do not wish to takemedication every four hours

• Marketed to those who prefercapsules over liquid intake

• Has been on the market for 4years

Allstar Brands



SWOT Analysis

Strengths

◙ Currently the market shareleader in OTC cold remedy

market◙ Diverse product line

◙ Steadily increasing stock priceover the past ten years

Allstar Brands



SWOT Analysis

Weaknesses

Oversaturated market

During first 5 years, prices were

not increased according toinflation and demand

Surveys were not purchasedduring first 6 years

Allstar Brands



SWOT Analysis

Opportunities

Ability to expand and diversify ourproduct line due to strong client

base Talented product development

personnel

Capability to increase production

without increased manufacturingcosts

Allstar Brands



SWOT Analysis

Threats

Direct competition within targetmarkets

Generic brand medications withcompetitive pricing and consumerconfidence

Suffering economy which may

cause a downturn in the stockmarket affecting Allstar Brandsstock price

Allstar Brands



Marketing Objectives/Activities

1. Reassess advertising budget everyyear and adjust appropriately

• Adjust according to product life and

performance, economy, and currentbudget

• Increase advertising costs between15% - 20% for all new products within

the first 3 years

Allstar Brands




2. Assess product line every three years andreformulate based on consumer needs

• Purchase surveys

• Increase advertising costs to keepcustomers updated on reformulations

Allstar Brands




3. Increase brand awareness for Allright from 52.5% to 70%in three years

Allstar Brands

Allright Brand Awareness

1015

20

25

30

35

40

45

50

55

0 1 2 3 4 5 6 7 8 9 10

Period

P e r c e n t ( % )




4. Increase prices based on nationalinflation and market inflation rates

• Adjust prices according to

customer demand• Keep products competitive by

altering prices to attract newcustomers and keep loyal ones

Allstar Brands




5. Maintain a stock price above $80 per share

Allstar Brands

Stock Prices

30

40

50

60

70

80

90

0 1 2 3 4 5 6 7 8 9 10

Period

S

t o c k P r i c e ( i n $ )




6. Increase overall market share to 27% in the nextfour years

Allstar Brands

Total Market Share

20%

21%

22%

23%

24%

25%

26%

27%

28%

29%

30%

0 1 2 3 4 5 6 7 8 9 10

Period

M a r k e t S h a r e %



Lessons Learned

Price - Adjust pricing forintroductory products

Promot ion – Develop marketingstrategy for allocating resources

Place – Preserve loyalty of themost profitable distributionchannel

Product – Reformulate according

to customer demands whilemaintaining brand reliability

Allstar Brands



Any questions or comments?

Allstars Presentation

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