Marketing Transition Plan

June 1, 2006

Presented by the Allstar Brands Marketing Team:

Allison DiNoiaSteven Duong

Maureen GivnishChristine Wagner

Mike Welch

Allstar Brands

“The mission of Allstar Brands is to provide our customers with a safe and effective product at a fair price, while respecting our stockholders interest. We do this by providing our employees with creative opportunity to use their talents for research and product development but never losing 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 over

the age of 12• Ideal for individuals suffering from

common cold symptoms who do not require prescription medication

• Allstar Brand’s initial product

Allstar Brands

Product Line and Target Market

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

Allround who have children• Has been on the market for 6

years

Allstar Brands

Product Line and Target Market

Allright• OTC multi-capsule• 12-hour dosage• Ideal for individuals who trust

Allround but do not wish to take medication every four hours

• Marketed to those who prefer capsules over liquid intake

• Has been on the market for 4 years

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SWOT Analysis

Strengths

◙ Currently the market share leader in OTC cold remedy market

◙ Diverse product line◙ Steadily increasing stock price

over the past ten years

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SWOT Analysis

Weaknesses

Oversaturated market During first 5 years, prices were

not increased according to inflation and demand

Surveys were not purchased during first 6 years

Allstar Brands

SWOT Analysis

Opportunities

Ability to expand and diversify our product line due to strong client base

Talented product development personnel

Capability to increase production without increased manufacturing costs

Allstar Brands

SWOT Analysis

Threats

Direct competition within target markets

Generic brand medications with competitive pricing and consumer confidence

Suffering economy which may cause a downturn in the stock market affecting Allstar Brands stock price

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Marketing Objectives/Activities

1. Reassess advertising budget every year and adjust appropriately

• Adjust according to product life and performance, economy, and current budget

• Increase advertising costs between 15% - 20% for all new products within the first 3 years

Allstar Brands

Marketing Objectives/Activities

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

• Purchase surveys • Increase advertising costs to keep

customers updated on reformulations

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Marketing Objectives/Activities

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

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Allright Brand Awareness

10152025303540455055

0 1 2 3 4 5 6 7 8 9 10

Period

Per

cen

t (%

)

Marketing Objectives/Activities

4. Increase prices based on national inflation and market inflation rates

• Adjust prices according to customer demand

• Keep products competitive by altering prices to attract new customers and keep loyal ones

Allstar Brands

Marketing Objectives/Activities

5. Maintain a stock price above $80 per share

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Stock Prices

30

40

50

60

70

80

90

0 1 2 3 4 5 6 7 8 9 10

Period

Sto

ck

Pri

ce

(in

$)

Marketing Objectives/Activities

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

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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

Mar

ket

Sh

are

%

Lessons Learned

Price - Adjust pricing for introductory products

Promotion – Develop marketing strategy for allocating resources

Place – Preserve loyalty of the most profitable distribution channel

Product – Reformulate according to customer demands while maintaining brand reliability

Allstar Brands

Any questions or comments?