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Executive Summary The Allstar Companys Over-The-Counter OTC Group stands strong in todays market and is poised for additional growth Despite a turbulent eight years that saw a fragmentation of the market via multiple market entrants Allstars 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 was reformulated twice dropping alcohol and cough suppressant respectively in order to position the line exclusively as a cold remedy Initially consumers rebelled against a price hike by Allround original instigating a three term stock price drop after period one Only by finally readjusting price and marketing tactics did the stock price market share and earnings begin their ascent once again The launch of Allround marked the first attempt at leveraging the well-known Allround brand name with a specialized cough suppressing product Likewise Allright complemented the line by bringing a potent allergy medication to market In total the simulation provided the team a viable means of planning and implementing a marketing strategy at a brand management level Being able to adapt to and overcome adversity and respond to market changes were solid learning tools for the team Likewise it was rewarding to see a strategy pull through in the long term despite early setbacks Objectives The long term product strategy for the Allstar line involves a strategic defense of the Allround Multi-Symptom Liquid with market entries leveraging the brand identity into symptom-specific specialization formulas With consumers concerned about over-medication and having more and more purchase options Allround must seek to reposition the Multi-Symptom Liquid as a Cold medicine while offering a line extension Cough medicine and finally launch an innovative Allergy medication Through these actions Allstar stands to capture additional market share and generate record earnings thereby paving the way to
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