June 1, 2006

Marketing Transition Plan

Presented by the Allstar Brands Marketing Team:
Allison DiNoia
Steven Duong
Maureen Givnish
Christine Wagner
Mike Welch

Mission Statement
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.

Allstar Brands

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 Brands 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

Allstar Brands

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

Allstar Brands

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
Allstar Brands

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

Allstar Brands

Marketing Objectives/Activities
3. Increase brand awareness for Allright from 52.5% to 70% in three years

Allstar Brands

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

Allstar Brands

Marketing Objectives/Activities
6. Increase overall market share to 27% in the next four years

Allstar Brands

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?