Pharmasim Essays

PharmaSim SWOT analysis and 10 year goals for AllStar Brand Management Team MBA 6210 Marketing Management Introduction: Allstar’s Pharmaceutical division has a multi-symptom cold OTC medication (Allround) that is competing against nine brands from four competitors. The intent of this exercise is to evaluate Allround’s current position in the market, by analyzing its strengths, weaknesses, opportunities, and threats. There is also a proposed 10 year goal plan and strategy to establish…

PharmaSim Project Notes / Tips / Questions / Ideas General Case Notes The objectives and goals of Allstar are to look for new opportunities in emerging market with support from healthy and growing cash flow, to introduce new product, to maintain leadership and to maintain long-term profitability and market share in an increasingly competitive and changing environment. Certain measurements are introduced to weight the success and progress of the objectives such as feedbacks from customers and retailers…

PHARMASIM ALLSTAR BRANDS [pic] GROUP 3: Abraham Ipe Josh Zimmerman Natalia Gluschuk Kyle Bickley TABLE OF CONTENTS 1. Mission Statement: Page 2 2. Marketing Objectives: Page 2 3. SWOT Analysis: Pages 2-4 4. Target Market: Page 4-5 5. Marketing Activities: Pages 5-7 6. Lessons Learned: Pages 7-15 a) Year 1 b) Year 2 c) Year 3 d) Year 4…

Inflation/Deflation 2) Consumer purchase decision criteria 3) Balancing the tradeoff between price and symptom relief 4) Analysis of competitor pricing / competitor product offering / historical pricing We will monitor the tradeoff graph in the PharmaSim module each period to ensure that we are pricing the product close to the optimal line (price vs. symptom relief). Thus far, we have learned that we need to continue increasing our prices to keep up with inflation and make some manual modifications…

Executive Summary As the brand manager for Allround cold medicine, there were many decisions regarding product formulation, strategy, line extensions and product launches over the company’s last 10 periods. The brand was focused on remaining a profitable, mature product family within the cold medicine category, but also maintaining a premium brand image. ALAN’S INITIAL STRATEGY. Please add, it should only be around 1 paragraph. After a period of declining sales for Allround, we increased the advertising…

decide to use independent drug benefit plans instead of an in-house plan. OptumRx will have to grow its clientele base before it becomes a competitive concern to the other PBM’s. In their book A Framework for Marketing Management Integrated with PharmaSim, Kotler and Keller (2009) analyze the business market’s characteristics in table 6.1, page 108, as markets with fewer but larger buyers, closer customer-supplier relationships, and direct purchasing. These characteristics define the Pharmacy Benefits…

What Did We Learn From Pharmasim? In our experience with Pharmasim we learned that Marketing decision making must be very sensitive and responsive to everything going on in the industry which is very complex. Consumer responses to marketing tactics can be volatile and unpredictable and no idea is guaranteed to work well. Marketing is a matter of meticulous research, assumptions, planning, and volatility at times. Overall we took away two major points: 1) that it is important to consider the product…

and co-op advertising allowances. In general, large grocery stores, mass merchandisers, and chain drugstores were more apt to focus on turnover and allowances, whereas independent drugstores paid greater attention to sales force support." (The PharmaSim Case, p 15) In addition, mass merchandiser sales showed the greatest growth so the following decisions were made. Period 0 Decisions Growth (%) Independent Drugstores 6 11 0.3 Chain Drugstores 28 18 4.5 Grocery 43 33 5.5 Convenience 3 8 4…

PharmaSim Case Report February 13, 2013 Identification / Description of the Problem: Allstar Brands' over-the-counter cold and allergy remedy Allround will continue to be the market leader among OTC cold medicines and continue to increase its stock price over the next decade in order to remain not only competitive, but the premier stock choice among competitors in the OTC cold and allergy remedy market. To further grow the Allround product it is essential to build upon the current…

companies may benefit from the product’s availability. Additionally, the article mentions hydroponic equipment and professional services companies as successful market entrants. In their book A Framework for Marketing Management Integrated with PharmaSim, Kotler and Keller (2009) discuss development of the advertising campaign and refer to the legal and social issues companies have to address (p.312). Scotts’ advertising campaign will specifically have to tackle the legal issues of medical marijuana…