INTEROFFICE MEMORANDUM
TO:
FROM:
SUBJECT:
DATE:

PROF. WILLIAM QUALLS
YASHASWI SINGH
ALLSTAR PERIOD 1-3 MARKETING STRATEGY
SEPTEMBER 24, 2015

Allstar had some huge choices in front of it. With changing economic situations and strong contenders, their brand recognition and market share were insufficient to sustain and increase sales revenue and net income. I set out a course of action to efficiently focus the variables with the best impact over net income and market share. The consequences of my experimentation approach, and later refinement, were upheld by business instincts, marketing strategy and data from the case. When I comprehended on a couple key variables, I had to figure a strong base to dispatch us into much more noteworthy benefits in the accompanying subsequent periods. The three most significant choices were to reinforce the indirect sales force, increase point of purchase, and target the right market segment. Allstar needs to integrate the 4 Ps of marketing strategy which are Price, Place, Product and Promotion.
Much to the advantage of the OCM group, Allstar was already a well-known brand toward the start of period 1. The brand itself had pronounced itself to be one of the ‘most effective brands at reducing multiple cold symptoms’. That being said, there were various strengths and weakness to the organization both before and amid this PharmaSim simulation that added to and impacted our marketing strategy.
My preliminary tactic was to focus our sales force on two of the indirect channels, which had demonstrated efficacious in the trial periods. This additionally implied that quite a bit of the business was being done before the item come to the market. With the added income of 118M dollars, I was later able to enlarge sales force in direct sales channels. My sales force saw a stable upsurge from an initial 127 to
145 to 150