marketing budget plan

B2C Objective: Become preferred brand and to increase customer loyalty to our product lines amongst:

· Young Adults (business/career builders)

· Children

· Young Families

Goals:

Tactics:

Budget:

Timetable:

Responsibilities:

1) increasing market penetration to 80%

1. Increase the number of direct sales force and in-house sales personnel who support the retail channels by 20%

2. Increase b2c advertising by 10% each

3. Lower the prices of cold medicine and make it affordable to the target groups

1.

$25M

2. 39M

3. N/A

Christopher

Anita

Yasser

2) increase usage of cold medicine to 3.0 bottles/period among the preference groups

1. Offer volume discounts of 15-40% of the manufacturer’s suggested retail price and promotional allowance of 10-20 percent

2. Spend $20 million dollars on all round's advertising campaign, mainly for commercials aired on network television.

3. Increase competitive advertising budgets

1.

35M

2. $20M

3. 39M

Yasser

Mohammed

Anita

3) increase the demand for cold medicine

1. Reviewing and tracking competitors’ marketing mix decisions, performance, and resources

2. Understanding what benefits the customer is seeking, how they learn about products, what their motivation for purchasing is, where they buy the product, what they consider when choosing a product, and the like

3. Determine the current and future size of the market in units and dollars through market research

n/a

N/a

2. $100,000

Mohammed

Anita

Christopher

B2B Objective: Claim a larger market share over specific channels with shelving

· Supermarkets

· Pharmacies

Goals:

Tactics:

Budget:

Timetable:

Responsibilities:

1) increase gross margin of All round from $145.3 million, to $172.3 million.

1. Reduce advertising and promotional expenses

2. Minimize sales force and administrative costs

3. Reduce the purchasing of marketing research

1. 24M

2. 5M

3. 10M

2) Outshine the competitors in the industry like supermarkets and pharmacies

1. Understanding the dynamics of market competition

2. Discern competitors’ strategies

3. Changing the advertising decisions to increase the market share.

1. n/a

2. n/a

3. n/a

3) to maintain long-term profitability and market share in an increasingly competitive and changing environment

1. Embrace skillful marketing which will be pivotal to the long-term success of all-star brands.

2. Assign each member separate assignments, but all are concerned with the performance of the Allround brand and any new brands that might be forthcoming.

3. Make proper decisions in the areas of product choice, distribution, promotion, and pricing.

1.

$10M

2. N/a