Pharmasim Handbook

Allstar Brands’ brand management team will make decisions based on the assumptions gained from corporate standings and market research. Allround cold medication will capitalize on its high brand awareness and solid market share to increase revenue through promotional allowances, product diversification and bigger direct to consumer promotions. Our primary focus is direct channel distribution to mass merchandisers, large grocery stores and chain drugstores. New product reformulation for children’s medicine and adult capsule are expected to increase market share and long-term profitability. We predict a reduction in advertising costs due to strong brand awareness.

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 Allstar as the industry leader of the OTC cold remedy market, while maintaining long term sustaining profitability.

During this time the first DTC print advertisement for Merck an “antipneumococcal vaccine, Pneumovax(pneumococcal vaccine polyvalent) was printed in Reader’s Digest (Ventola).” That created a chain effect and shortly later “Boots Pharmaceuticals ran the first DTC broadcast advertisement, which promoted the lower price of its prescription brand of ibuprofen (Rufen), compared with Motrin (Ventola).” Today, the US pharmaceutical industry spends $3.1 billion on advertising prescription drugs directly to consumers.

In order to discuss this case, it is also important to know about McNeil Consumer Healthcare, the subsidiary of Johnson & Johnson and the producers of famous medicine "Tylenol". Tylenol was their best selling product; it was very much trusted by their consumers and they also earned huge profits from its sales in United States.

Texas Legislature passed the first Texas Pharmacy Act in 1907 in order to bring consistency and centralization to pharmacy practice regulation. The Act established the Texas State Board of Pharmacy as an independent state regulatory board responsible for the licensing or registration of Texas pharmacists, pharmacy technicians, and pharmacies. Its mission is to promote, preserve, and protect the public health, safety, and welfare by promoting the development of quality pharmaceutical care to the citizens of Texas through there regulation of the practice of pharmacy, operation of pharmacies, and distribution of prescription drugs in the public interest. The Board consist of eleven members appointed by the governor with the approval of the Senate

Providing Over-The-Counter medicine Allstar targets people who have common health problems. The best way to segment Allstar’s customers would be by the following two major categories: illness (cold, cough, allergy) and demographics (young singles, young families, mature families, empty nesters, retired). Allstar Brands invests in marketing research to learn about the ever changing preferences and trends of the market. The information the Company gathers from this research is then used to make according decisions to satisfy each particular category of customer.

Methaqualone, is also referred to as Disco Biscuits, Down And Dirties, Jekyll-and-Hyde, Joe Fridays, Lemmon 714, Lemons, Lennon's, Lovers, Ludes, Mandies, Mandrake, Q, Qua, Quack, Quad, Quaaludes, Soaper, Supper, Vitamin Q, The Love Drug, Wallbangers, Whore Pills, and Sopor. This list of street names for the drug goes on and on.

All competitors of Allstar’s are diversified into other categories of the OTC market and not dependent upon just the cold segment. This is one area where Allstar can potentially improve its sales and diversify its product lines. Although Allstar has the highest brand awareness, it also has the highest price amongst competitors. The fact that Allround has a strong reputation in the market place due to the product effectiveness allows Allround to maintain a higher price than its competition. All other competitors supply its OTC in capsule form, which is the preferred method of consumption by consumers. Allstar must be aware of the various formulations of the competitors, be selective in considering new products to market, and pay attention to newly offered products and the markets the competitors are targeting. The Allstar team needs to reassess the strategy and approach each period based upon competitor information while maintaining the long-term strategic objectives.

D. If you can only get the brand name drug, and you are allergic to the inactive ingredients in it, then you are out of luck.

This situation is an opportunity because Bristol-Myers needed to figure out how to successfully price and promote Datril as it launched in the analgesics market. Two main options are available (1) whether to promote Datril as a direct point of sale towards the consumer or (2) to adopt the traditional and more conservative route as that of Tylenol and promote Datril towards the trade only. Ultimately, to establish a price point that allows Datril to compete with Tylenol given like functionality.

The cough serum is known for its ability to provide fast-acting relief with minimal side affects, such as drowsiness. While consumers seemed satisfied with the product overall, a major strength of the company was the knowledge that even though as leader in terms of market share, without continuous modification of the product this success would not continue. And so, through careful implementation on a marketing mix focused on product improvement, gradual rises in price, direction profits towards increased promotion, and changes in distribution channels as the market dictated, Allstar’s brand Allround remained a top competitor.

The drug administration mainly depends on the age. From consumers visions website The Food and Drug Administration (FDA) classifies drugs according to the degree of risk they pose for the fetus if they are used during pregnancy. Some drugs are highly toxic and should never be used by pregnant women because they cause severe birth defects. One example is thalidomide. Several decades ago, this drug caused extreme underdevelopment of arms and legs and defects of the intestine, heart, and blood vessels in the babies of women who took the drug during pregnancy. Some drugs cause birth defects in animals, but the same effects have not been seen in people. One example is meclizine, frequently taken for motion sickness, nausea, and vomiting. Most Pregnant

Thesis: Just last month, Mylan Pharmaceuticals was able to monopolize the EpiPen, the first line of defense against severe allergies in America, raising the price of the life-saving product by four-hundred percent.

GSK has three main markets that it excels and competes in, Pharmaceuticals, vaccines and Consumer Healthcare. GSK 's drugs and vaccines earned £21.3 billion in 2013; its top-selling products that year were Advair,Avodart,Flovent,Augmentin,Lovaza andLamictal. GSK 's consumer products, which earned £5.2 billion in 2013 include Sensodyne and Aquafresh toothpaste, the malted-milk drink Horlicks, Abreva for cold sores, Breathe Right nasal strips, Nicoderm and Nicorette nicotine replacements, and Night Nurse, a cold remedy. The company developed the first malaria vaccine, RTS,S, which it said in 2014 it would make available for five percent above cost. Legacy products developed at GSK include several listed in the World Health Organization Model List of Essential Medicines, such

MARKETING MIX PRODUCT: Products have been divided into 5 power brands Quality: High Sizes: Available in different sizes Design: Available in Tetra Pack, Bottles, Sachets