1. Allstar captured an additional 16.5% of the cold product segment of the market. Accordingly, their market share of manufacturer sales of the OTC Cold product market increased from 23.8% to 39.1%.
2. Allround OTC cold medication maintained the leadership position at period 10. The brand awareness was not evaluated specifically each year and instead was monitored by sales.
3. Since the Allstar portfolio of products dominated the market it is reasonable to assume that Allstar’s share price is higher than the competition.
4. Increase in net income on average was above the 10% goal. However, each individual period fluctuated based upon product introduction and product extensions. This objective based upon the justified revision was achieved. …show more content…
However, the price of all three products was lower than necessary to obtain this perceived value. The prices of each of all three products should have been increased more from periods 7 to 10.
• Allstar Brands' Allround product is a market leader in the over the-counter (OTC) cold medicine market. Since Allround has price leadership in the market, prices could have been adjusted upwards to a greater extent relative to inflation and competitor’s brands.
• The promotion budget was excessive for Allright. The promotion excess budget spent on Allright could have been better applied to Allround to differentiate the product even further from the Besthelp product which gained significant market share.
• The multi-symptom capsule product launch may have negatively impacted the brand due to the fact that some consumer groups are critical of the multi-symptom approach as providing excessive
2. Allround OTC cold medication maintained the leadership position at period 10. The brand awareness was not evaluated specifically each year and instead was monitored by sales.
3. Since the Allstar portfolio of products dominated the market it is reasonable to assume that Allstar’s share price is higher than the competition.
4. Increase in net income on average was above the 10% goal. However, each individual period fluctuated based upon product introduction and product extensions. This objective based upon the justified revision was achieved. …show more content…
However, the price of all three products was lower than necessary to obtain this perceived value. The prices of each of all three products should have been increased more from periods 7 to 10.
• Allstar Brands' Allround product is a market leader in the over the-counter (OTC) cold medicine market. Since Allround has price leadership in the market, prices could have been adjusted upwards to a greater extent relative to inflation and competitor’s brands.
• The promotion budget was excessive for Allright. The promotion excess budget spent on Allright could have been better applied to Allround to differentiate the product even further from the Besthelp product which gained significant market share.
• The multi-symptom capsule product launch may have negatively impacted the brand due to the fact that some consumer groups are critical of the multi-symptom approach as providing excessive