Allstar: Marketing Planning and Implementation

Executive Summary The Allstar Company's Over-The-Counter (OTC) Group stands strong in today's market and is poised for additional growth. Despite a turbulent eight years that saw a fragmentation of the market via multiple market entrants, Allstar's stock price has nearly tripled while extending the product line. Building upon the market leadership status of Allround, Allround+ (a 4 hour cough liquid), and Allright (a 4 hour allergy capsule) were successfully launched and quickly adopted by consumers. Additionally, Allround …

…the first four terms to bring the brand back to market prominence. With the tacit understanding of early decisions having a disproportionate effect on results in the near term and over the entire period, a very early frank appraisal of the planned strategy was undertaken. This experience, and the difficult decisions and strong debates that accompanied it, undoubtedly mirrored those in board rooms and marketing departments in today's leading organizations. <Tab/>