Wiikano orchards case

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

e) Year 5

f) Year 6

g) Year 7

h) Year 8

i) Year 9

j) Year 10

7. Summary: Pages 16-17

1. MISSION STATEMENT:

To establish Allstar Brands as a market leader of Over-The-Counter multi-symptom cold/allergy relief, while maintaining the highest level of customer satisfaction through product effectiveness, quality and affordability.

2. MARKETING OBJECTIVES:

· To increase the stock price by 3 points every 2 years

· To maintain a combined direct/indirect sales force of no less than 140

· To increase net income to $40 million in the next 2 years

· To increase brand awareness by 5% yearly for all products of Allstar toward a long-term goal of 85%, thereafter any increase is found sufficient

· To maintain advertising budget expenditure above $26 million, minimum $10 million toward Allround, Allround+ and minimum $9 million toward Allright

· Introduce one new product within every 3-year period according to appropriate market trends and characteristics of demand

· To keep promotional allowance at or above 14% for all products

· To increase customer satisfaction to 60% for all Allstar Brand products within the next 2 years

3. SWOT:

Strengths:

· Allstar Brands have a competitive advantage which is based on the lowest price in the cold/allergy market

· Brand awareness for the products of Allstar Brands is one of the highest among the competitors

· Product mix targets variety of ailments (Allround – multi-symptom, Allround+ - cold and allergy, Allright – cough and cold)

· Customer satisfaction for Allstar products ranges from 54% to 61%

· Allround is the second highest brand purchased among the OTC medicine and has the second largest market share of manufacturing sales

· Allround Brand perception of cough and ache medicine is the highest among the competitors

· Steady rise of product contribution for Allright and Allround+

· Allstar offers relief for all of the most frequent symptoms of ailments: aches, coughing, and chest congestion

· Allright attains largest market share based on manufacturing sales of 14.9% in the cough medicine market

Weaknesses:

· Low sales force

· Steep drop off of stock price after year five

· Allround has the lowest net income among the competitors

· Advertising budget for every product is not sufficient for leading a proper advertising campaign to increase brand awareness

· A stronger competitor Besthelp keeps Allround from being the leader of brands purchased

· Low budget allocated to promotional mix of all 3 products

· Current customer’s intentions to buy Allround, Allround+ and Allright are larger than Allstar can produce

· Annual fall of Allround’s total sales and product contribution since year 5

· Constant fall of trade ratings for Allright and Allround+

· Allstar Brands takes third place in retail sales

· Medium quality of advertising due to advertising agency S&R hired

Opportunities:

· Introduction of new products in the future

· Investment in Research and Development to improve composition of existing and new products

· Becoming the highest brand purchased among OTC medicine and reaching the highest marketing share in manufacture sales

· Changing brand formulation of products according to existing market needs

· Population growth rate of 1.6%

· Industry growth rate 5.9%

· Penetrating international markets

Threats:

· Strong competition in cold/allergy market

· Loss in stock price and net income of Allstar brands

· Economic instability

· Unfavorable market fluctuations

· Poor choice of advertising agency to lead advertising campaigns for the Company products

· Inflation rate increase

· Unfavorable Governmental regulations toward OTC products

· Competitor advantage in Research and Development

· Lack of adequate sales force

4. TARGET MARKET:

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.

5. MARKETING ACTIVITIES:

In order to achieve our first marketing objective, we recommend the following activities: Keep producing high quality, positive image products that satisfy customer’s needs. Secondly, the team must maintain direct and indirect sales force of no less than 140 and plan in advance in order to have the budget to do so. We also recommend offering employee fringe benefits to encourage long term positions in the company.

For the next objective, which is to increase net income to $40 million in the next two years they must choose and maintain the suitable marketing/promotional mix. Offer diversity of products to meet every customer’s need and keep promotional allowance above 14% to encourage stores to carry our product. Give out trial sizes for new and existing products to increase brand awareness by 5% yearly which is objective number four. Also the advertising agency should be chosen carefully to ensure the highest quality of advertising campaign and strategy. The composition of the advertising message must be created according to the stage of the product’s life cycle. The key to achieving all of these advertising goals is to make sure the current and future budget will be great enough to cover these critical needs.