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PharmaSim OCM Group – Allstar Brands - Lab Report Example
Author : johnny85
Pages 5 (1255 words)
This report summarizes the decisions we made and its impact on our brand’s performance. The objective of PharmaSim exercise was to manage the over-the-counter cold medicine brand for the pharma group Allstar Brand Corporation. …
Marketing plan or strategy must describe the key or augmented product characteristics and the kind of benefits they provide to the customer, the pivotal price that bounds company profitability yet providing value for money for the customer, tempting promotions that wil attract people to buy the product and a sound distribution and placement strategy to create access for the customers. Our target market segments was basically the retired segment where Allround had the most penetration and the largest (30%) market share. The prime reason for the selection of this market was the fact that they are most prone to body aches due to ageing. Since Allround product had the most amount of Analgesic, it was more suitable for aches and fever than cold symptoms. The brand is the clear market leader in this market segment. Most consumers use this product for nighttime relief because of the strength of the medication and because the alcohol and antihistamine help the patient rest. ...
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