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Country ManagerAllstar Brands

Fall 2013, Team 1

Matt Arbuckle, David Bowles,

Eli Bradaric, Rahul Bhosale

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Background

Company and Division Products sold Typical Markets New Structure

Division Growth Methods Looking to Grow via New Markets South America

Attractive Market Challenges of Market Decisions to be Made

Objectives Growth Profit Share Value

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SWOT Analysis

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Marketing Strategy

Initial Objective: Gain highest market share andsubstantial profits

1. Gain market share by achieving high Share of mind- Advertisement

2. Gain Market leadership by dominating populardistribution channels

3. Remain price competitive and Family oriented

Countries: Mxico, Brazil, Chile, Argentina Production and Supply: Home and Chile SKUs: Med-Tube-Gel for Family

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Marketing Plan

1. Earn (substantial) Profitsa. Margin of almost 100%

b. Increase margin every year by 10-20%

2. Price competitivea. Low pricing than national brands every year

3. Dominate distribution channels

a. introduce in popular channels early in thesimulation

b. High sales force in each channelc. Promotion budget high enough

d. Allowance of 7-10%

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Strategy and Plan throughout CM

Followed initial market plan with few changes

Removed Argentina from list

Add new SKUs: Healthy and Kid, Size: Small,

Formulation: Paste

Entered into other Channels periodically

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Company Performance (BEI)

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Company Performance

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Company PerformancePeriod 3

-BEI 71

Period 4

-Market leader in Mexico with 33.3%

Period 5

-Market leader in Chile with 23.8%-Net contribution rose 100.8% to $13.2 million

Period 6

-Market leader in Brazil with 21.4%

-BEI 80

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Company Performance

Period 9

-Net contribution $13.3 million

-Unit sales 449.7 million

-BEI 83

-Total market Share 25%

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The Future

- Venezuela

- Central America

- Asia

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What We Learned

Important to find abalance between allperformance measures

Focused solely on

companies BEI,

especially in the laterrounds

Had resources in place,

should have pulled back

on spending

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What We Learned

It is important to keepup to date withcompetitors strategies

Unaware of profitable

market channels

Benchmarked off ofcompetitors prices

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What We Learned

Original target marketand positioning does nothave to always stay tocoarse

Added plenty of different

SKUs throughout thesimulation

Created ads targeting an

array of markets

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Questions