Pharmasim Project

3960 WordsJul 6, 201116 Pages
Pharmasim Project 1. Executive Summary The over-the-counter (OTC) cold and allergy remedy market was highly competitive. There were already 10 brands targeting in different segments at the beginning of the simulation. OTC cold medicine is effective to cure 3 major types of illness - cold, cough and allergy which associate with different symptoms like aches, nasal congestion, chest congestion, runny nose, coughing and allergy. Consumers can be segmented by young adult, young family, mature family, empty nester, retired. The products were sold to consumers in various channels including independent drug stores, chain drugstores, grocery stores, convenience stores and mass merchandisers. Our mission was to make use of product mix,…show more content…
3. Overall Performance Analysis After completing 8 rounds of simulation, we achieved an encouraging result in all performance indicators like net income, market share, stock price and shelf space. Our core product ALLROUND also positions as a market leader after 8 rounds of struggling. Exhibit 1 to 8 shows the performance summary of ALLSTAR in each period. Exhibit 9 to 15 shows our performance in different performance indicator. We also summarize our strategies and tactics throughout 8 periods by 4P analysis, BCG matrix analysis and Aaker’s Brand Equity Model in the following sections. 3.1 4P Analysis 3.1.1 Product We would like to own a product series covering our customers suffered from all illness segmentation of the OTC cold and allergy remedy market. We have totally launched 3 products, which played different roles in our product portfolio and have different attribute association. From period 1 to 3, only ALLROUND was available and we targeted to make it as a core product of ALLSTAR. Our primary goal was to expand the market share and gain the market awareness of the brand name. To make it success, we refined the ingredients to reduce the side effect so that the market could easily recognize ALLROUND. However, the market share of ALLROUND only increased slowly even we boosted the advertisement and increased the reminder to perform

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