Running Head INITIAL STRATEGY PAPER .docx

Running Head: INITIAL STRATEGY PAPER
1
INITIAL STRATEGY PAPER 2
Group A Initial Strategy Paper
Maria Daniels, David Gehl, Aisha Rasberry, Heather Otwell, &
Lasheikca Willie
Saint Leo University
MBA 565 Marketing Management
Dr. Lorrie McGovern
November 4, 2013
Table of Contents
Business Definition----------------------------------------------------
--------------Page 3
Competitive Advantage-----------------------------------------------
--------------Page 4
Performance Objectives-----------------------------------------------
------------- Page 4-5
Key Success Factors---------------------------------------------------
--------------Page 5-7
Strategic Assumptions-------------------------------------------------
--------------Page 7
Conclusion--------------------------------------------------------------

--------------Page 7-8
Business definition
Target market: Allstar Brand’s Allround product will be
marketed toward the demographics of young adults with
children and the mature, mainly because these two
demographics tend to have a higher demand of our product.
Children tend to catch colds from being around other children,
who then spread it at home, and to other family members. As
people mature in age, the immune system weakens and becomes
more vulnerable to catching colds or developing allergies along
the way. Allstar believes that by focusing on young families,
having consistent delivery of quality products, and by
continually focusing on the customer needs, we would help
build the loyalty of a lifelong customer and capture future
generations. Allround products will be known as the trusted
product from the “cradle to the grave”, by offering quality
products at a great price. Allstar can be conveniently located at
a local grocer or wholesale store within the community.
Value and Satisfaction: Allstar Brand will use customer
surveys, market data, and trial size offerings to the targeted
market to help us understand their ever changing needs and to
ensure satisfaction on our current products. For instance,
market surveys have revealed that some consumers showed

preference of capsule over liquid form for convenience, while
some young families show preference of non-alcoholic formula
for their children's medication. Reformulation would be a high
risk, since Allround is already well known “as is” in the current
market, but by doing so, that would show our commitment and
willingness to customize our product to meet our customers
need.
Competitive Advantage
Our major competitor is Ethik Incorporated with $395
million worth of sales, followed by Allstar Brands, B &B Health
Care, Driscol Corporation and Curral. Ethik has a very strong
management team, which works closely together in making
decisions for the company. We gain the competitive advantage
because our product is available at grocery stores and wholesale
locations, which makes it easy to target young families and the
mature community; particularly the retired. We also offer both
the day and nighttime formula. The night formula contains
alcohol, which we believe some customers may prefer to use as
a sleep aid. We decided to offer our product at these various
locations to offer convenience to the shopper. Busy parents and
the mature shop, perhaps, once a week at locations that offers a
variety of products at reasonable prices. We have targeted
young families because it provides us an opportunity to breed
brand loyalty within the children: “my parents gave this to me
when I was sick, and it always worked”. We also targeted the
mature because they are the largest consumer of cold medicine
and shop at wholesale or super shopping centers. We will
increase our competitive advantage by offering excellent
customer service from suggestions we receive via surveys and
feedback. Free trial sizes will be offered to our niche market to
drive sales.
Performance Objectives
PharmaSim has several factors that affect the bottom line such
as market environments, inflation rates, market trends,

demographical changes and consumer habits and trends. The
program requires analytical and decision-making skills in order
to maximize profit and market share. Our team will play
through six decision periods that will represent six years of the
product life cycle. As the simulation plays out, we will develop
a better understanding of the interrelationships of many
variables in marketing strategy.
The manufacturers suggested retail price (MSRP) and
discounts are tools that our group will use to manipulate the
price and the amount of the products we sell. This approach
will give incentive to the retailers to purchase more of our
product. Advertising is fundamental in establishing our brand
awareness among the consumer base and in helping to shape
consumers' perception of all of our products. We will gradually
increase the expenditures for advertising for our one product,
Allround. We will utilize analyzing surveys and reports, and
understand the product life cycle model. Team A will continue
with this strategy in order for Allstar's net cumulative income to
exceed $1.4 billion and its stock price to exceed $155 in period
six.
Key Success Factors
1. The utilization of reports and surveys - These provide
tremendous insight into industry trends and customer
preference, as well as being important requirements for success.
These tools collect and/or provide various critical aspects of the
firm, to include defining the size of the market, demand
patterns, customer buying habits & motivation, and current
trends for our product and the competition.
2. Effectively managing the brand budget - The effective
allocation of funds will ensure concurrent growth in the
market/industry, as well as prudently executing the budget each
period (meaning not to spend the entire budget unless it can be
explicitly justified). Budgets need to be developed and used in
an efficient manner while giving serious consideration to
maintaining customer awareness and desire for the product.
3. Creation of Allround line extensions - This will result in

capturing a broader reach of customers. In short, line extension
will add variety to our existing product for the sake of reaching
a more diverse customer base and enticing existing customers
with new options.
4. Understand the needs, wants and desires of our target market
– Our team will be the voice of the customer for our firm. We
must know the market and how our product satisfies the
requirements of the people in the market. Otherwise, it will be
difficult strategize and understand demand for the product.
Many think they know the market based solely on what the sales
team tells them about the customers. Many firms conduct a
customer satisfaction survey and consider this as representative
of the market. This is dangerous because customers are
inherently biased; they have already chosen a product/firm
therefore. Doing the research is the only way we will truly
understand the market and where our product offering fits
within the market.
5. Understand the real capabilities of our firm - Understanding
the firm capabilities and willingness to produce for the
customer. It is important to ensure that the marketing message
is aligned with the real capabilities of the firm and the only way
it can be assured is through complete understanding of the
firm’s capabilities. Marketing needs to get into the trenches
and see what’s shipping, what’s being manufactured on the
floor, and, most importantly, how it’s being received, used and
perceived by the customers.
6. Alignment between Marketing and Sales - The marketing
team knowing what the sales team is doing on a daily basis and
on a strategic basis cannot be overstated. The marketing team
needs to know the daily activities of the sales team or their
needs, wants, frustrations, likes or dislikes about marketing
activities. Research has shown that alignment between sales
and marketing will significantly outperform those firms that do
not achieve alignment.
7. Be close with the R&D team - R&D need market knowledge
and needs to hear the voice of the customer in order to develop

the best possible product. In order for R&D to develop and
deliver products or services that fill a need and differentiate in
the marketplace, they need to have access to market information
and hear the voice of the customer. Marketing needs to be very
involved and provide guidance to the R&D team in order to be
successful. The most important point is that it's up to the
marketing team to keep a close relationship with the R&D team
by establishing lines of communication and a mutual trust.
Strategic Assumptions
Offering the right product mix, and decreasing "dissatisfiers",
we will gain loyalty and increase customer lifetime value. In
doing so, we will increase retention ratio and decrease the
conversion ratio towards other products and brands. By aligning
our team with sales and R & D we will be enabled to
consistently provide the right product at the right time. Taking
care of our sales force and distributors will enable us to achieve
our sales goal.
In conclusion, we began by discussing the utilization of
reports and surveys, as well as what is the most effective way to
allocate a budget. Additionally, we have implemented an
Allround line extension to build our clientele, and established
ways to better serve our clients/customers by understanding
their needs, wants and desires. To better serve our clients, we
are making sure that our firm has a solid understanding of its
real capabilities, which is to know the product and inventory
and how it is being received, used and perceived by our
customers. The most effective way to do this is to have a strong
link between Marketing and Sales while also maintaining a
close relationship with the R&D team.

Reference
James, S.W., Kinnear, T.C. & Deighan, M. (2012). PharmaSim-
The Marketing Management
Simulation. Interpretive Simulations. Charlottesville, VA.
PharmaSim
The Marketing Management Simulation
Thomas C. Kinnear, The University of Michigan
Stuart W. James, Interpretive Simulations
Michael Deighan, Interpretive Simulations
Charlottesville, Virginia, USA
ii
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iii
About the Authors
Thomas C. Kinnear is D. Maynard Phelps Professor of Business
Administration, Professor
Emeritus of Marketing, and founding Executive Director of the
Samuel Zell and Robert H. Lurie

Institute for Entrepreneurial Studies at the Ross School of
Business at the University of Michigan.
He was formerly Eugene Applebaum Professor of
Entrepreneurial Studies, Senior Associate Dean
of the Business School, and Vice President for Development and
Executive Officer for the
University. He headed the $1.4 billion Campaign for Michigan
in the 1990s. At Michigan, he has
received awards for teaching excellence and service to the
University. He holds an undergraduate
degree and LLD (honoris causa) from Queen’s University at
Kingston, Ontario; an MBA from
Harvard University; and a Ph.D. in Business Administration
from the University of Michigan.
He has previously held a faculty appointment at the University
of Western Ontario and visiting
appointments at Harvard University, Stanford University, and
the European Management
Institute (INSEAD) at Fontainebleau, France. His teaching and
research interests are in the areas
of entrepreneurial studies, strategic marketing planning,
marketing and public policy, and
market-based management. His Ph.D. dissertation examined the
economic concept of “market
failure” as it relates to ecological issues, especially pollution
externalities. His research activity
has resulted in publications in numerous scholarly journals
including: the Journal of Marketing,
the Journal of Marketing Research, the Journal of Consumer
Research, the Journal of Public Policy
and Marketing, and the Journal of Business Research. He is
former editor of the Journal of
Marketing and former founding editor of the Journal of Public
Policy and Marketing. This latter
journal publishes scholarly articles related to public policy and

the marketplace, including issues
of FTC and FDA regulations and environmental dynamics of
consumption.
He is coauthor of several books including: Modern Marketing
Research (Thomson), Principles of
Marketing (Harper Collins), Marketing Research: An Applied
Approach (McGraw-Hill),
Promotional Strategy (Richard D. Irwin, Inc.), and Cases in
Marketing Management (Richard D.
Irwin, Inc.).
Professor Kinnear has worked in marketing management,
marketing research, and marketing
education consulting. His clients have included Aetna;
American Electronics Association; AT&T;
Alcatel (France); Chrysler; Domino’s Pizza, Inc.; Eli Lilly, Inc.;
Federal Trade Commission; General
Motors; General Electric; Helmac Products; Kodak; L’ Air
Liquide (France); Machine Vision
International; TI Group (UK); and Travelers.
He is CEO and chair of the Board of Directors of the Venture
Michigan Corporation, a $200 million
venture capital fund of funds. He is a director and past-chair of
the Board of the American
Marketing Association and former chair of the Board of the
American Marketing Association
Foundation. He has previously served as an Academic Trustee
of the Marketing Science Institute,
as a director of the Association for Consumer Research, and as
the Vice President for Academics
iv

and Vice President for Publication at the American Marketing
Association. He also has served or
is serving as a member of the Board of Directors or Corporate
Advisory Boards for several
companies and community organizations: Accuri Cytometers,
Inc.; Ann Arbor Angels; Avail
Networks, Inc.; Bard Manufacturing, Inc.; BlueGill
Technologies, Inc.; Center for Learning Through
Community Service; Domino’s Pizza, Inc.; Greenhills School;
Helmac Products, Inc.; Ecliptic
Systems, Inc.; Interpretive Software, Inc.; Janeeva, Inc.; Mobius
Microsystems, Inc.; Nanocerox,
Inc.; National Patent Development Corporation; Venture
Michigan Fund; Network Express, Inc.;
Pennaflex Educational Resources, Inc.; and the University
Musical Society.
He is active in the entrepreneurial community as a co-founder,
advisor, angel investor, and board
member of start-up companies: Network Express, BlueGill
Technologies, Accuri Cytometers, Avail
Networks, Avidimer Therapeutics, Mobius Microsystems,
Janeeva, Nanocerox, and NanoBio. He
is also a limited partner in Apjohn Ventures, Arbor Partner
Ventures, Arboretum Ventures, EDF
Ventures, and RPMVentures. He is a member of the investment
committee for EDF Ventures and
serves as a special limited partner for Arboretum Ventures.
Stu James is the founder of Interpretive Simulations, one of the
leading publishers and developers of
business simulations worldwide. Interpretive’s simulations are
an integral part of the curriculum at
many of the world’s top business schools in the areas of
marketing, strategy, management, and

international business. To date, over 400,000 people have
experienced one of Interpretive’s
simulations, and many rave about how the simulation was one
of the best learning tools they have
ever used.
On the academic front, Stu is currently Visiting Lecturer at the
University of Michigan (EMBA), and at
the Colgate-Darden Graduate School of Business at the
University of Virginia (MBA Core Marketing
and Custom Executive Programs). In addition, Stu has served at
the Allen Center for Executive
Education at the Kellogg School of Business, the China Europe
International Business School (CEIBS),
and the Cheung Kong Graduate School of Business (CKGSB).
Along with his academic work at the above business schools,
Stu has also worked with American
Honda, CIGNA, The Davidson Institute, General Electric,
Genworth Financial, Harvard Business School,
Navy Federal Credit Union, Pearson Prentice Hall, and
McKinsey & Company. He is co-author of a
number of leading simulation products including
StratSimManagement, StratSimMarketing,
StratSimChina, CountryManager, PharmaSim, HRSimSelection,
MarketShare, BizCafe, and
ServiceSim, all used at leading universities worldwide. Stu has
extensive experience in facilitating
simulation events, having directly worked with thousands of
executive and MBA participants over the
past 25 years.
Currently, Stu’s primary focus is running Management by the
Numbers, Inc. (MBTN), a new venture
that he co-founded with Paul Farris of the Darden School of
Business. MBTN provides a self-paced,

on-line environment where students and executives can master
the numbers side of marketing and
business metrics.
Stu and his family reside in Afton, Virginia at the foot of the
Blue Ridge Mountains. In his spare time,
Stu enjoys playing and teaching Irish traditional music and
competing in triathlons.
v
Michael Deighan is a coauthor on the web-based editions of
Airline, Corporation, Entrepreneur, and
HRManagement. His expertise, insight, and creativity proved
invaluable and made it possible to
convert these models to their current web-based versions.
Michael joined Interpretive Simulations in
1989 as lead software developer and has served as manager of
technology and content development.
He is coauthor on a number of Interpretive simulations:
PharmaSim, BizCafe, StratSimMarketing,
StratSimManagement, StratSimChina, CountryManager, and
MarketShare. In addition to developing
software, he has been teaching computer programming classes
at Piedmont Virginia Community
College in Charlottesville, Virginia, since 1990. Michael
received his B.A. in German and Economics
from Washington and Lee University, and an M.A. in German
from the University of Virginia.
vi

Acknowledgements
A moment of appreciation...
The authors wish to thank many people for their support in the
development of this simulation.
Mary Juraco and Kathleen Simroth of Interpretive Simulations
were a great help with the editing
process for the initial version of this manual. Melissa Rosati,
Jim Boyd, and Jim Sitlington at Scott,
Foresman and Company all played an important role in getting
PharmaSim off the ground. Steve
and Kathleen Simroth and Karen James collected data in retail
outlets long before the first line of
code was written. We also are grateful to the many students who
tested all the versions of
PharmaSim over its development. A special thanks is due to
Eric Anderson, Craig Ehrnst, Matt
Hausmann, Nadine Lindley, Jim Pack, Louise Bedard, and
Joanne Novak at the University of
Michigan Business School for their help in the alpha and beta
test phases of PharmaSim.
Over the years, a number of people contributed to improvements
in the manual and software.
We especially appreciate the contributions of Julie Koh, Gabriel
Buddenbrock, Susan Christmas,
Marjorie Adams, Del Kolberg, Erin Simpson, Clayton Shumate,
Tony Naidu, and Anne Louque of
Interpretive Simulations; Anne Smith of HarperCollins; and
Melissa Sabella and Melissa Pellerano
of Pearson Education. We also owe a huge debt of gratitude to
faculty who have worked with us,
including Jose Rosa, Gene Anderson, Harlan Spotts, Ann Root,
Marian Moore, Lori Feldman and

Hugh Daubek. We also appreciate being invited into the
classrooms and meetings by the first-
year marketing faculty at the Harvard and Darden Business
Schools.
The latest release of PharmaSim incorporates the feedback of
the 200,000+ users of the
simulation since its initial release. We want to acknowledge the
hard work and dedication of a
number of Interpretive employees—especially Clayton Shumate,
Patrick Neeley, Matt Travis,
Steve Messing, Laura Chappell Arnold, Erin Simpson, Caleb
Sancken, Rachel Hill, Tim Melson, Tim
Sams, and David Luzader.
Thomas C. Kinnear
Stuart W. James
Michael Deighan
This simulation is dedicated to Connie, Maggie, and Jamie;
Karen and Katherine;
Mary, Justin, Mikaela, Kathleen, and Sean.
vii
Contents
Introduction 1
PharmaSim Quick Start Guide 3
PharmaSim Manual 4
Case 5

The Company 7
The OTC Medicine Industry 9
OTC Medicine Marketing 14
Internal Product Development 19
Financial Situation for the OCM Group 21
The Marketing Task 22
Sample Market Survey Questionnaire 23
Marketing Management Process 25
Situation Analysis 28
Marketing Strategy 35
Marketing Mix 38
Conclusion 44
Appendix 45
Using PharmaSim in a Group 46
Market Segment Descriptions 47
Glossary 51
Image Attribution 57
Index 58
Printed July 18, 2019
PHARMASIM
Introduction

2
PharmaSim is a marketing management simulation based on the
over-the-counter cold medicine
industry. While it focuses on brand management, the issues
raised apply to marketers in any
industry. In PharmaSim you will learn the importance of
understanding customer needs, creating
awareness for your products, finding the best distribution
model, and deriving an appropriate
pricing structure.
As a member of a marketing management team, you will make
decisions regarding product mix,
pricing, distribution, advertising, and promotion for Allstar
Brands, one of five firms in the
market. The four computer-simulated competitors will respond
to your decisions and execute
their own strategies. All the teams in your section compete
within the same environment,
allowing your instructor to compare results. PharmaSim covers
a timespan of up to 10 simulated
years, so you can observe both the short-term and long-term
effects of your decisions.
PharmaSim offers three playing levels with varying degrees of
complexity. “Brand Assistant” has
the fewest decisions and least number of reports available.
“Assistant Brand Manager” is
moderately complex. “Brand Manager” is the most complex,
offering the greatest detail in the
decisions and reports. Your instructor may choose to use one or
more of the levels. In addition,
you may have to respond to special decisions that arise from
incidents, and you may be asked to

complete supplemental assignments chosen by your instructor.
Competing in the PharmaSim marketplace will require complex
analysis and decision-making.
Therefore, take some time to familiarize yourself with the case
before beginning the simulation.
While working through your decisions you will find it helpful to
refer to the manual for
information and strategy tips.
To get the most out of the PharmaSim experience, we
recommend the approach outlined on the
following page.
3
PharmaSim Quick Start Guide
1. READ THE CASE
• Industry background
• Company starting situation
2. START-UP
• Access simulation from the course website.
3. PERIOD DECISIONS
• Sales Force
• Pricing (for each product)
• Advertising (for each product)
• Promotion (for each product)
• Special

4. DECISION ANALYSIS
• Budget Allocation
• What If…
• Pricing Analysis
Go back to Step 3 until satisfied with decisions
5. TEAM LEADER ADVANCES SIMULATION
• Check schedule for times
• Complete decisions before deadline
If the simulation is over, skip to Step 7
6. EVALUATE RESULTS
• Company reports
• Market research
• Survey
Go back to Step 3
7. SIMULATION ENDS
• Evaluate team performance
• Review what you have learned
Your instructor may require incident decisions and additional
assignments during the simulation. Check
the schedule and messages on your course website for details.
4
PharmaSim Manual
The remainder of this manual is divided into the sections

described below. Your understanding
and success in PharmaSim will be greatly enhanced by reading
this manual before you begin
the simulation. The manual will answer most of the questions
students typically have during the
simulation experience, and reading it has the added benefit of
improving your competitiveness.
Contextual help within the simulation interface and Frequently
Asked Questions, “FAQs,” on your
course site provide more information.
The remainder of this divided into the sections described below.
The Case contains background on the over-the-counter (OTC)
cold and allergy remedy market,
and it describes the current situation of your firm, Allstar
Brands. It also provides an overview of
the decisions you will make and information on the reports and
research available. A timeline of
the product decisions you will face is also included.
Marketing Management Process presents a general discussion of
marketing management:
situation analysis, the 5 C’s, SWOT analysis, marketing
strategy, and the 4 P’s. It serves as a guide
in developing and executing your marketing plan.
The Appendix provides supplemental materials to help you with
the simulation experience.
There are tips on using the simulation as part of a group. A
description of the market segments
and distribution channels in the PharmaSim environment may
help guide you in segmenting the
market and positioning your products. The glossary contains
marketing terms that are used in
the simulation. An index concludes the appendix.

PHARMASIM
Case
6
The management team at the Over-the-counter Cold Medicine
(OCM) Group of Allstar Brands
just completed its third presentation in the past month to the
Pharmaceuticals Division manager
regarding the status of the Allround cold medication. It is
apparent, from all the attention the
team has received, that the Allround brand it manages is of
strategic importance to the company.
Unfortunately for the team and the company, the fourth quarter
performance reports for
Allround were not as positive as management expected.
Therefore, the OCM team has been
under the intense scrutiny of senior management.
Allstar Brands’ Allround product is a market leader in the over-
the-counter (OTC) cold and allergy
remedy market. The consistent success of the brand in terms of
profitability and sales has made
it a critical component of the Pharmaceuticals Division’s long-
term strategic plan. The division
anticipates that the brand’s cash flow in the coming years will

allow the company to pursue new
opportunities in emerging markets. However, the division
manager responsible for Allround has
become concerned with the competitive nature of the OTC cold
remedy market. In the past three
years, the industry has seen several product introductions as
well as major increases in
promotional and advertising expenditures. There is concern
among senior management that this
competitive activity will lead to declining market share and
profitability for Allround. The brand
has lost one full share point in the last year. Senior management
expects that skillful marketing
will prove pivotal to the long-term success of Allstar Brands.
7
The Company
Allstar Brands Corporation is one of the leading manufacturers
of packaged goods in the world.
Since its founding in 1924, the company has acquired or merged
with a number of smaller
packaged goods companies.
The company consists of three divisions: Consumer Products,
International, and Pharmaceuticals.
The Consumer Products Division handles a number of packaged
goods, such as laundry
detergent, shampoo, and bar soap. The International Division
distributes Allstar products on a
global basis and has a large presence in the European market.
The Pharmaceuticals Division is
responsible for the marketing and production of ethical and

OTC medications. Ethical drugs are
available through pharmacies with a physician’s prescription,
whereas OTC remedies are widely
distributed without the need for a prescription.
The management of Allstar’s Pharmaceuticals Division consists
of a number of market related
groups, one of these being the OCM Group. This group is
concerned primarily with the marketing
activities of the Allround brand and any line extensions or new
product introductions that might
fall under the same category. An overview of the corporate
structure of Allstar Brands is
presented in the following figure.
Organizational Chart for Allstar Brands
The Brand Management Group at OCM
The marketing management group responsible for Allround
consists of a brand manager, an
assistant brand manager, and a brand assistant who is a recent
business school graduate. They
work together as a team on all the marketing decisions related
to the OTC cold and allergy
remedy market. The three managers are concerned with
developing the Allround marketing mix
strategy each year, including any reformulation or line
extension options. In addition, if Allstar’s
research department develops any promising new product ideas
for the cold medicine market,
this team will be responsible for the new product launch.
Although all product and marketing
decisions are made as a group, each member of the brand
management group has a different

role.
8
The brand assistant has major input on decisions related to
retail price, promotional allowances,
consumer and trade promotional expenditures, advertising
expenditures, and the number of
direct and indirect sales force personnel committed to the
Allround brand. The brand manager
thought it would be best for the brand assistant to gain
experience by understanding the basic
marketing variables before becoming more involved in the
detailed implementation of the
marketing plan.
The assistant brand manager has input on the aforementioned
issues but is also required to
make more in-depth marketing decisions. For example, the
assistant brand manager makes
recommendations concerning the allocation of the sales force to
retailers and across direct and
indirect channels. This person is also concerned with the
development of the pricing discount
structure, as well as more of the specifics of promotional
programs, including the advertising
message, advertising agency, and trade and consumer
promotions.
The brand manager is responsible for all aspects of the
marketing decisions for the Allround
brand. In addition to the decision areas above, the brand
manager is responsible for more
detailed aspects of the advertising message, including which

competitor to position against, the
choice of target segments, and the details of how promotional
allowances and promotions are
allocated across various distribution channels.
In general, the brand management group is responsible for
making effective marketing decisions
in all marketing mix areas to maximize the long-term
profitability of Allstar Brands’ OTC cold and
allergy remedy group.
9
The OTC Medicine Industry
Allstar Brands competes with four other firms in the OTC cold
and allergy market. As shown in
the table below, these five firms offer a total of 10 brands in
five different product categories
(cold liquid, cough liquid, allergy capsule, cold capsule, and
nasal spray).
Company and Brand Summary
Company Name Manufacturer Sales (M$) Brands on the Market
Allstar Brands $355 Allround: 4-hr multi-symptom cold liquid
B&B Health Care $286 Believe: 4-hr allergy capsule, Besthelp:
4-hr cold capsule
Curall Pharmaceuticals $199 Coughcure: 4-hr cough liquid
Driscol Corporation $255
Defogg: 4-hr allergy capsule,

Dripstop: nasal cold spray,
Dryup: 4-hr multi-symptom cold capsule
Ethik Incorporated $396
Effective: nasal cold spray,
End: 4-hr cough liquid,
Extra: 12-hr cold capsule
Cold Remedy Market
Cold remedies are designed to address five basic symptoms:
aches and fever, nasal congestion,
chest congestion, runny nose, and cough. Although the cause is
different, allergies share many
of the same symptoms and are therefore often grouped with cold
remedies. However, products
formulated specifically for allergy relief symptoms are
available, and it is common in the industry
to consider relief from allergy symptoms as a separate consumer
need from cold and flu related
illnesses. Chronic allergy sufferers tend to have different usage
patterns and more concerns
about side effects because of the duration of the symptoms.
Brand Formulations
Products vary in the ingredients they contain, their form, and
the duration of relief. In general,
various combinations of six basic types of ingredients are used
to formulate OTC brands. Each
ingredient targets one of the five basic symptoms or is used as a
base for the other ingredients.
The ingredients are
• Analgesics: Provide relief for aches and fever. Common
analgesics are aspirin, ibuprofen,

and acetaminophen.
• Antihistamines: Reduce the secretions that cause runny nose
and watery eyes.
• Decongestants: Reduce nasal congestion by shrinking the
blood vessels in the nose lining
to clear the passages and restore free breathing.
10
• Cough suppressants: Reduce the cough reflex.
• Expectorants: Provide relief from chest congestion by
loosening the phlegm, thereby
making each cough more efficient.
• Alcohol: Provides a base for the other ingredients in some
products and helps the patient
rest. (Some consumers view alcohol as a negative attribute.)
A brand can be made available in one of three forms: liquid,
capsule, or spray. A consumer’s
choice with regard to form is usually based on personal
preference, but some general differences
are apparent. Nasal sprays contain only a topical nasal
decongestant that provides faster relief
from sinus congestion than other forms. Capsule and liquid cold
medications might contain any
combination of ingredients, although cough medicine is usually
found in liquid form to help
soothe throat irritation. According to a recent survey, most
consumers find that capsule form is
somewhat more convenient than liquid.

Two other basic considerations are duration of the product and
possible side effects. Product
duration is typically either 4-hour or 12-hour. The government
regulates the amount of
medication for various periods of relief, including the maximum
for a 24-hour period without a
prescription. For safety reasons, the maximum dosage used in 4-
hour formulations cannot be
taken more than four times each day. Twelve-hour formulations
can contain twice the dosage as
4-hour formulations, or half the daily maximum medication.
Nasal sprays are considered instant
relief products because they act much faster than standard cold
medicines, but their
effectiveness wears off faster.
OTC side effects have become a greater consideration in recent
times because of the emphasis
on healthier lifestyles and concerns about performance under
medication. Drowsiness caused by
antihistamines or alcohol is the most often mentioned negative
side effect, especially when these
products are used during the day. Other considerations include
upset stomach, long-term effects
of nasal spray, and excessive medication.
As can be seen in the table below, the Allround brand is a 4-
hour liquid cold medicine that
provides multi-symptom relief. It contains an analgesic, an
antihistamine, a decongestant, a
cough suppressant, and alcohol. Most consumers use this
product for nighttime relief because of
the strength of the medication and because the alcohol and
antihistamine help the patient rest.
Allround is viewed as one of the most effective brands on the

market at reducing multiple cold
symptoms. However, consumer groups and some physicians
have attacked the multi-symptom
shotgun approach as providing excessive medication in many
circumstances.
11
Current Brand Formulations
Analgesic
Antihistam
ine
Decongestant
Cough
Suppressant
Expectorant
Alcohol
Description
Max Allowed 1,000 4 60 30 200 20 (mg per 4-hr dose)
Allround 1,000 4 60 30 0 20 4-hr multi liquid
Believe 0 4 0 0 0 0 4-hr allergy capsule
Besthelp 0 4 60 0 0 0 4-hr cold capsule
Coughcure 0 0 30 30 0 10 4-hr cough liquid

Defogg 0 4 0 0 0 0 4-hr allergy capsule
Dripstop 0 0 60 0 0 0 1-hr cold spray
Dryup 1,000 4 60 0 0 0 4-hr multi capsule
Effective 0 0 60 0 0 0 1-hr cold spray
End 0 0 0 0 200 10 4-hr cough liquid
Extra 0 0 120 0 0 0 12-hr cold capsule
Market Segmentation
The trade typically segments the OTC cold and allergy market
based on how the brands are
labeled. The four standard product categories in the OTC market
are cold, cough, allergy, and
nasal spray. The brand management group often uses the
information presented in the table
below as a basis for determining the brand’s direct competition
but also realizes that the report
fails to account for the cross-usage of brands (e.g., using a cold
medicine to relieve allergy
symptoms).
Market Share by Product Category
Cold Cough Allergy Nasal Total
Mfr. Sales (M$) $879.7 $366.4 $126.1 $119.1 $1,491.2
Growth 6.6% 3.2% 5.9% 4.5% 5.6%
Allround 40.4% 0.0% 0.0% 0.0% 23.8%
Believe 0.0% 0.0% 50.7% 0.0% 4.3%
Besthelp 25.2% 0.0% 0.0% 0.0% 14.9%
Coughcure 0.0% 54.3% 0.0% 0.0% 13.3%
Defogg 0.0% 0.0% 49.3% 0.0% 4.2%
Dripstop 0.0% 0.0% 0.0% 52.0% 4.2%

Dryup 14.9% 0.0% 0.0% 0.0% 8.8%
Effective 0.0% 0.0% 0.0% 48.0% 3.8%
End 0.0% 45.7% 0.0% 0.0% 11.2%
Extra 19.5% 0.0% 0.0% 0.0% 11.5%
12
A major marketing research firm offers a nationwide survey of
OTC cold and allergy consumers.
The market research firm claims that this survey provides a
great deal more information on how
consumers perceive and use cold and allergy products. The firm
also suggests that demographic
segmentation could reveal important information about the
market. Survey data are provided
with two segmentation options: illness (cold, cough, and
allergy) and demographics (young
singles, young families, mature families, empty nesters, and
retired). The marketing research firm
conducts this survey every year. A “Sample Market Survey
Questionnaire” concludes the case.
Curious about possible new market insights, the OCM Group
obtained results of the market
survey for $100,000. If the group finds the data informative, it
plans to continue purchasing the
survey. The Brand Manager and Assistant Brand Manager can
analyze the OTC cold and allergy
market based on any or all combinations of illness and
demographics that the OCM Group
desires, but survey cross-sections are not available to the Brand
Assistant.

Survey Data
The consumer survey consists of the following reports: (1)
market share based on consumer
brand purchases; (2) purchase decision-making criteria used by
consumers; (3) brand awareness,
trial, and repurchase percentages; (4) brand satisfaction; (5)
intended purchases compared to
actual purchases; (6) a comparison of brands based on
consumers’ perceptions of their ability to
relieve symptoms; and (7) the trade-off that consumers perceive
between symptom relief and
price. The sample data for awareness, trial, and repurchase are
presented in the table below.
The survey results on Brands Purchased, Purchase Intentions,
and Satisfaction are based on units
sold. Brand Awareness, Decision Criteria, Brand Perception,
and Trade-offs are based on survey
population. This distinction reflects multiple purchases from
one survey respondent (usage
rates).
Market Survey—Awareness, Trials, Repurchase
Brand Brand Awareness
Brand
Trials
Most
Frequently
Purchased
Conversion
Ratio

Retention
Ratio
Allround 74.1% 47.1% 21.8% 63.6% 46.3%
Believe 18.9% 9.2% 3.8% 48.5% 41.9%
Besthelp 56.6% 30.0% 13.0% 53.1% 43.2%
Coughcure 49.0% 29.0% 18.4% 59.1% 63.6%
Defogg 24.1% 13.0% 4.1% 53.9% 31.8%
Dripstop 20.2% 11.3% 3.6% 56.1% 31.4%
Dryup 23.2% 10.9% 7.2% 47.0% 65.6%
Effective 22.0% 12.0% 3.1% 54.5% 26.2%
End 46.9% 30.6% 15.6% 65.3% 50.8%
Extra 60.1% 31.8% 9.5% 52.8% 29.9%
13
The OCM Group found the data insightful. They were pleased
that Allround had very high
awareness. The survey measures the percent of those queried
who mentioned the Allround
brand without prompting, which is considered “unaided
awareness.” In addition, the Allround
brand had the highest trial level and was the brand most
frequently purchased. Allround’s
conversion ratio (the percentage of those aware of a brand who
have tried it) is also high. The
brand manager noted that the retention ratio (the percentage of
those who have tried the brand
who now purchase it most often) for Allround was lower than

that for several other brands. The
OCM Group wondered if this might be a signal of future
problems, but the brand assistant
recalled that new brands and brands that fill very specific needs
often have higher retention rates
than brands that are mature or not highly targeted.
Other Marketing Research
In addition to the survey data, other information about the
market is available. Market trade
publications are free to the OCM Group and provide data for
industry outlook on population,
market growth rate, inflation, wholesale/direct distribution,
symptoms reported by consumers,
and manufacturer sales for each brand. Other data concerning
competition and distribution are
available for a fee. These include a comparison of relevant
operating statistics for each company;
competitive estimates of sales force allocation, advertising
expenditures and message, and
promotional programs; as well as studies of distribution
regarding share of channel sales, pricing,
consumer shopping habits, average shelf space, and physician
and pharmacist recommendations.
Assistant Brand Manager and above can also conduct test
markets which allow you to experiment
with different combinations of price, advertising, and
promotion. In some cases, Brand Managers
may be able to use a new conjoint study to help with product
decisions.
The OCM Group believes that the Marketing Research studies
contain useful information but that
they also need to examine the trade-off between the cost of
these studies and the information

for decision-making that these studies provide. They also need
to recognize that all marketing
research studies have some error in them.
14
OTC Medicine Marketing
Pricing and Promotional Allowances
It is industry practice for manufacturers to suggest retail prices
to retailers, although retailers
ultimately set the price to consumers. Manufacturers commonly
offer volume discounts of 15–
40% of the manufacturer’s suggested retail price plus an
additional promotional allowance of 10–
20%. Allowances are necessary to gain retail distribution,
obtain desired shelf facings in retail
outlets, and gain retailer support for a brand in advertisements
and promotions undertaken by
the retailer. Allowances are usually discussed with retailers in
conjunction with price levels but
are also considered to be a type of promotional expense. Thus,
allowances appear on the income
statement as a separate variable cost line item. The table below
displays the current pricing
policies for the Allround brand.
Volume Discount Schedule for Allround
Order Size/Type Volume Discount
Price to
Channel

Units Sold
(M)
Dollars
Sold ($M)
% of Total
Sales
<250 units direct 25% $3.97 10.5 $41.8 11.8%
250–2499 units direct 30% $3.70 35.4 $131.2 36.9%
2500+ units direct 35% $3.44 15.1 $51.9 14.6%
Indirect/Wholesale 40% $3.17 41.1 $130.3 36.7%
The preceding discount schedule is not available at the Brand
Assistant level in the simulation.
The manufacturer’s suggested retail price (MSRP) for Allround
is relatively high with volume
discounts ranging from 25% to 40%, not including promotional
allowances. However, the OCM
Group believes that Allround’s sales have not suffered because
of the higher price. In fact, the
brand’s effectiveness, high recognition, and level of loyalty
have allowed it to maintain a price
leadership role in the market. The following table provides the
MSRPs for all brands in the market.
Manufacturer’s Suggested Retail Prices
Brand Price
Allround $5.29
Believe $4.39
Besthelp $4.89

Coughcure $5.49
Defogg $4.29
Brand Price
Dripstop $4.29
Dryup $5.09
Effective $4.39
End $5.29
Extra $4.49
A market research report showing average retail price by
channel costs $20,000 at the start of the
simulation.
15
Advertising
Advertising plays a major role in establishing brand awareness
among consumers and in helping
to shape consumers’ perceptions of products. The OCM Group
must make three basic advertising
decisions each year: the amount of dollars allocated to the
advertising budget, the content of the
advertising message, and the choice of an advertising agency.
Last year Allstar spent $20 million on Allround’s advertising
campaign, primarily for commercials
aired on network television. Competitive advertising budgets
for last year ranged from $1 million
for the Effective brand to $16 million for Coughcure.

There are four basic advertising message types that the OCM
Group considers potentially useful
for Allround: a primary demand stimulation to focus the
advertising message on increasing
overall demand for OTC remedies while increasing Allround’s
unaided awareness; a benefits
approach that states the symptomatic relief properties of
Allround; a comparison approach that
positions Allround against another brand; and a reminder
advertising message to maintain
consumer awareness and stimulate the repurchase of Allround.
The advertising message used in
any year can be a combination of these types and Allround used
all of them to some extent last
year in their campaigns. The advertising message can also target
product use (cold, cough, and/or
allergy) and demographics (young singles, young families,
mature families, empty nesters, and/or
retired). This targeting provides guidance to the advertising
agency for creative aspects of the ad
design and selection of specific media placements.
The OCM Group is considering the selection of a new
advertising agency. Allround’s current
agency is Brewster, Maxwell, and Wheeler (BMW). This agency
is known for its high-quality work
but charges a 15% commission on media placements. There is
some concern that BMW costs too
much and is having an adverse impact on Allround’s profits.
The OCM Group has received
solicitation from two other advertising agencies. Sully &
Rodgers (S&R) has a reputation of
providing medium-quality work but charges only 10% on media
placements. Lester Loebol &
Company (LLC) charges only 5% on media placements, one-

third as much as BMW, but its
advertising campaigns are of significantly lower quality. It
could be argued that, since the
Allround name is well established, a decrease in the quality of
advertising might not hurt the
brand significantly. Potential cost savings could result in an
increase in profits, but the group is
concerned that lower quality advertising might cause irreparable
damage to Allround’s brand
image.
There is a debate on your management team about the best way
to use digital marketing for your
company. Currently you have a website with product
information, and marketing uses
microblogging and social networking applications to announce
company news. However, there’s
very little positive feedback from buyers or customers, and the
social media accounts are not
being monitored. Your website and all your social media are run
by two people in the Marketing
department, neither of whom have web programming
experience; so, they rely on “free time” of
16
IT employees in the department. Marketing recently
commissioned a consultant to review your
social media campaigns and found that you receive below
average responses.
One suggestion for improving the digital marketing effort is to
create display ads targeting
websites that are connected with health issues, especially

treatment for cold and cough
symptoms. Another idea is to work on search marketing by
improving the website so it will score
higher in searches for cold and cough medicines (search engine
optimization) and to pay to list
your products in relevant search results (pay-per-click). A final
suggestion is to monitor your
social media accounts better and to enhance the coordination of
social media efforts with
advertising and promotion.
Promotion
Trade promotions include promotional allowances and
cooperative advertising. Promotional
allowances, also discussed in the pricing section, are an
additional discount to the channel. Co-
op advertising provides incentives to the channel to feature a
specific brand in their own
advertising. Money is made available to retailers to pay for a
portion of the retailer’s advertising
when the relevant brand is promoted.
Consumer promotions include distribution of free trial-size
packages, coupons, and point-of-
purchase displays. Trial sizes come in smaller packages and
allow consumers to try a product
before buying. Allround did not use trial-size packaging last
year but may consider this option in
the future. As the name implies, trial-size packaging usually
contains a smaller dosage of medicine
and is provided to potential consumers free of charge. This
promotion can be used to attract
potential consumers to the Allround brand.
Coupons offer additional discounts off the retail price when

redeemed at the time of purchase.
Coupons can be distributed in print through direct mailings and
with periodicals; at the cash
register based on your purchases; and through a variety of
digital means. Last year a part of
Allround’s consumer promotion budget was spent on coupon
support. This included money
spent on printing, distribution, and redemption.
Point-of-purchase vehicles are special displays, such as retail
sale racks, on-shelf advertisements,
or end-of-aisle displays that promote a brand to the consumer in
the retail store. The OCM Group
believes that these displays promote brand switching when the
consumer is purchasing OTC
products. Point-of-purchase money is paid to the retailer, but
the promotion targets the end
consumer. The brand manager may allocate these funds across
retail channels depending on such
factors as shopping habits and channel needs. The table below is
a summary of last year’s
promotional activity for the Allround brand.
17
Promotional Activity for the Allround Brand
Measure Value
Promotional Allowances $60.4M (17.0%)
Co-op Advertising $1.4M
Point of Purchase $1.4M
Trial Size $0
Coupons $4.2M ($0.50 each)

Sales Force
The support of a manufacturer’s sales force is critical to the
success of a brand in the OTC cold
and allergy market. Part of the sales force sells directly to retail
outlets. This direct sales force is
responsible for maintaining relationships with current retailers
and for developing new retail
accounts. The direct sales force also presents trade promotions,
allowances, and new product
introductions to retailers.
Wholesalers sell OTC brands to smaller, independent retailers
that are not reached by the direct
sales force of the manufacturer. Merchandisers provide special
support to retailers for their in-
store activities, such as shelf location, pricing, and compliance
with special promotions. Detailers
contact doctors and pharmacists to provide information about
their brand, introduce new
products, and encourage doctors or pharmacists to recommend
their brand to consumers.
The OCM Group determines the total size of the sales force,
including the proportion of direct
and indirect support. The brand manager allocates the direct
sales force to each type of retail
outlet and the indirect sales force to its three components
(wholesalers, merchandisers, and
detailers). The group must also be concerned with sales force
hiring with and training costs. The
latter is critical to the pharmaceuticals business, even in OTC
drugs.
OCM Sales Force Allocation

Sales Force Type Count
Independent Drugstores 6
Chain Drugstores 28
Grocery Stores 43
Convenience Stores 3
Mass Merchandisers 14
Subtotal (Direct) 94
Sales Force Type Count
Wholesalers 15
Merchandisers 8
Detailers 10
Subtotal (Indirect) 33
Total 127
Channel Choices
As noted above, Allround uses both direct and indirect channels
of distribution. Generally, direct
sales target larger urban and suburban stores as well as chain
retail accounts. Wholesalers
typically serve smaller retail outlets and more rural areas, where
the revenues generated for
Allround do not support the cost of maintaining a salesperson.
Wholesalers carry many product
lines and therefore have a broader revenue base for supporting
the cost of their sales force.
18

Gaining the support of the channel is an important part of a
brand’s success, and shelf space
allocation and placement can have a significant effect on brand
sales. The OCM Group paid for a
study of average shelf space in retail channels and found that
Allround did not receive the best
placement in all channels. The group wondered why Allround
did not consistently receive the
best placement, since the brand typically generated higher
volume than any other OTC
medication. Because of this concern, they asked their sales
force to query retailers about shelf
space allocation among brands. The results from this informal
survey showed that retailers
considered four basic factors regarding shelf space allocation:
product turnover (number of units
sold in a given period), promotional allowances, sales force
support, and co-op advertising
allowances. In general, large grocery stores, mass
merchandisers, and chain drugstores were
more apt to focus on turnover and allowances, whereas
independent drugstores paid greater
attention to sales force support. The OCM Group hoped that this
information might prove useful
in determining how to allocate their resources across
distribution channels.
19
Internal Product Development
The OCM Group has important product development and
management decisions to make over
the next decade and must work closely with the product research

and development (R&D) area
within Allstar Brands. R&D can provide three major types of
product development for the
Allround brand group: reformulation of the ingredients in
Allround; line extensions of the basic
Allround brand; and development of a new brand. New brand
options may include ingredients
currently available only by prescription should government
regulations change. These
proprietary, prescription-only medications may offer Allstar
Brands competitive advantages in
the OTC market.
After lengthy discussion, the OCM Group and R&D agreed that
the following schedule would
frame the group’s product development decisions. The product
alternatives will not be available
to the OCM Group outside the given times because R&D will be
busy with other projects. No
product decisions are available at the start (Year 0).
Product Development Schedule
Two reformulations of the Allround brand will be available
from R&D in Year 1 or 2. The two
options under consideration are dropping the alcohol or
replacing the cough suppressant with
an expectorant. If used, the reformulation would replace the
current product configuration. The
OCM Group must decide by the end of Year 1 or 2 between
these two reformulations (for
introduction in the market the following year). The opportunity
to decide to reformulate will not
be available to the OCM Group after Year 2.
Three potential line extensions will be available from R&D in

Year 3 or 4. The three options under
consideration are a 4-hour cold liquid for children, a 12-hour
multi-symptom capsule, or a 4-hour
cough liquid. If introduced, the line extension will provide a
new stock-keeping unit (SKU) in
addition to Allround but also take advantage of Allround’s
awareness. The OCM Group must
decide by the end of Year 3 or 4 from among these three choices
(for introduction in the market
the following year). The opportunity to decide on a line
extension will not be available to the
OCM Group after Year 4.
Three new product formulations will be available from R&D in
Year 5 or 6. The three options
under consideration are a 4-hour allergy capsule, a cold spray,
or one of the line extensions not
previously chosen (to be determined by R&D). The allergy
medication is based on a unique, non-
drowsy product that is currently available by prescription only.
However, the company is planning
to submit the product for government approval. The OCM
Group must decide by the end of Year
5 or 6 from among these three new product choices (for
introduction in the market the following
year). The opportunity to launch a new product line will not be
available to the OCM Group after
Year 6.
20
R&D will be available in Years 7 and 8 to reformulate Allround.
The OCM Group must decide by
the end of Year 7 and/or by the end of Year 8 whether or not to

reformulate Allround (for
introduction into the market the following year).
Allstar OCM Product Development Timeline
The numbers in the above timeline indicate the period when
product development decisions can be
made. Any product changes go into effect the following period,
after the simulation is advanced.
21
Financial Situation for the OCM Group
An income statement is presented below. Allround is a
successful and profitable brand with sales
of $355.3 million at the manufacturer’s level last period. The
gross margin was $172.3 million,
and the margin after advertising and promotional expenses was
$145.3 million. The margin after
all marketing expenditures, including sales force and
administrative costs, was $129.5 million.
The Allround brand also carries its share of fixed costs,
including the plant where Allround is
produced and a share of corporate overhead charges. The OCM
Group knew that if demand
warranted, the plant would be expanded, and fixed costs would
increase based on the increase
in capacity. These fixed cost charges were $62.4 million last
period, leaving a net income of $67.2
million. Senior management of Allstar Brands expects the OCM
Group to make even greater
contributions in the future.

The OCM Group has received a budget to make marketing
decisions for the Allround brand. The
marketing budget must cover all sales force, advertising, and
consumer and trade promotion
expenditures. In addition, any marketing research purchased is a
budget expense. Promotion
allowance, however, is treated as a price discount and is not
charged against the budget. Each
year, the marketing budget is adjusted up or down based on
sales and net contribution
performance. If a line extension or new product is introduced,
the group will receive additional
budget funds to help with the launch. Unused budget will not be
carried forward to the next
year, and budget deficits are not permitted. The brand
management group must determine the
best way to allocate the available funds and can use the
marketing efficiency index (ratio of net
income divided by marketing expenditures) to track
performance.
OCM Group Income Statement
Item Value (millions of dollars) % of Manufacturer Sales
Manufacturer Sales $355.3 100.0%
Promotional Allowance $60.4 17.0%
Cost of Goods Sold $122.6 34.5%
Gross Margin $172.3 48.5%
Consumer & Trade Promotions $7.0 2.0%
Advertising $20.0 5.6%
Sales Force $6.0 1.7%
Administrative $9.8 2.7%
Total Market Expenses $42.8 12.0%

Contribution After Marketing $129.5 36.5%
Fixed Costs $62.4 17.6%
Net Income $67.2 18.9%
22
The Marketing Task
The task of the Allround brand management team is to maintain
long-term profitability and
market share in an increasingly competitive and changing
environment. With great enthusiasm,
the OCM Group sets out to do the job. Each member has
separate assignments, but all are
concerned with the performance of the Allround brand and any
new brands that might be
forthcoming. It will be necessary to use marketing research
studies to assess Allround’s situation.
After completing its analysis of the situation, the group will
then make decisions in the areas of
product choice, distribution, promotion, and pricing. The group
must keep in mind that all
decisions are interrelated and must be considered in context. It
will repeat this process over the
coming 10 years as it attempts to establish AllStar Brands as the
leader in both profitability and
market share in OTC cold medication.
23
Sample Market Survey Questionnaire

This market survey questionnaire was designed to be given to
consumers at the point of purchase
(drugstore, grocery store, convenience store). The survey is
given only to those who are currently
suffering from cold, cough, or allergy symptoms.
MARKET SURVEY QUESTIONNAIRE
PURCHASE INFORMATION
1. Did you purchase any cold medicine? Yes No
—If you answered “No” above, go to question 5—
2. Which brand of cold medicine did you purchase?
__________________
3. Which brand of cold medicine did you intend to buy?
__________________
SATISFACTION
4. Overall, are you satisfied with the product you just
purchased? Yes No
5. Which brands of cold medicine have you heard of?
Allround Besthelp Believe
Coldcure Coughcure Dripstop
Defogg Effective Extra
End Other
6. Which brands of cold medicine have you tried?
End Other

7. Which brand of cold medicine do you purchase most
frequently?
End Other
(Continued on next page…)
24
(…Continued from previous page)
DECISION CRITERIA
8. Please rank the following product attributes in order of
importance in your decision to
purchase cold medicine:
___ Product Effectiveness
___ Side Effects
___ Price
___ Form
___ Duration
BRAND PERCEPTIONS / TRADE-OFFS
9. Of the brands you mentioned having heard of (from question
5), how effective would you
rate the __________________ brand of cold medicine in
relieving the following
symptoms:
Symptom

Effectiveness Rating
1=Not at All Effective, 5=Extremely Effective
Aches 1 2 3 4 5
Nasal Congestion 1 2 3 4 5
Chest Congestion 1 2 3 4 5
Runny Nose 1 2 3 4 5
Cough 1 2 3 4 5
Allergy 1 2 3 4 5
10. What is your perception of the price of
__________________ brand?
1=Inexpensive, 5=Expensive
1 2 3 4 5
SEGMENT INFORMATION
11. Age: ______
12. Household size: ____
13. Children under 12: ____
14. Children Aged 12–20: ____
15. What illness are you (or your child) suffering from? Cold
Cough Allergy
PHARMASIM
Marketing
Management Process

26
PharmaSim is designed to be a challenging and realistic
learning experience. One goal of the
simulation is to provide you with the opportunity to apply your
marketing knowledge in a
dynamic environment over multiple years. It is in this setting—
where customers, competitors,
and the environment are constantly changing—that managers are
challenged. Even with the
constraints of limited decisions and time, you will find
PharmaSim an excellent environment to
experience these fluctuations.
A secondary goal of using PharmaSim is to gain decision-
making experience in an ambiguous
environment. This is very different than a multiple-choice exam
where there is one right answer.
In a simulation there is no single correct answer and all
“answers” (i.e., decisions) are
interrelated. Remember, there is no ultimate solution for
PharmaSim. Many different strategies,
if implemented well and followed consistently, can be
profitable.
Another learning goal is to experience making decisions in a
group environment where you and
your teammates will likely have different opinions on what your
firm should do. If this is your first
time experiencing a group decision-making process, you will
likely find it challenging. That is part
of the learning experience. However, be assured most marketing
managers grapple with this

environment daily.
This section of the manual is designed to help you think through
your decision-making process as a
team. You may be using a textbook that also offers some advice,
and your instructor will have important
insights to share as well. However, providing a simple
framework for decision-making will help you
think through the process.
Let’s start with some typical questions that can help you frame
your group’s discussion. The
questions below are grouped into three categories. We’ll
address what these categories mean in
marketing terms soon enough, but spend a few moments now
thinking about these questions.
Discussing these questions within your group will provide the
strategic direction for your firm.
You will want to discuss these questions in the first few periods
of the simulation. Coming to a
common understanding in these areas will be important for your
group decision-making process.
27
If your group can agree on this analysis, then you will have a
common perspective for decision-
making. You will also want to review this periodically, as
customers, competition, and your
experience will change with time.
Let’s translate these questions into terms that are commonly

used in marketing management.
So, the question, “Where are we now?” becomes situation
analysis. The question, “Where do we
want to be?” becomes your team’s marketing strategy. And the
question, “How should we get
there?” becomes your team’s marketing mix decisions. In effect,
the situation analysis drives your
marketing strategy, and your marketing strategy drives your
marketing mix decisions. This
process is graphically displayed below.
Many of us tend to jump right into the marketing mix decisions
without first going through the
situation analysis and marketing strategy stages. This is not
surprising. The marketing mix
decisions are the hard and fast deadlines and decisions that we
must make on a daily basis,
whereas the first two stages are more preparatory in nature.
However, without the framework
of situation analysis and marketing strategy in place, we make
decisions in a vacuum, leading to
reactive rather than proactive choices. It is essential that your
firm does your preparatory work
first. So, let’s spend a little time defining situation analysis and
marketing strategy before diving
into the marketing mix decisions.
28
Situation Analysis
When marketers discuss situation analysis, they often use the

term “5 C’s.” The 5 C’s refers to
completing an internal and external analysis of the
circumstances of the firm or business unit—
specifically, the context (environment), competition (current
and potential), customers (needs,
buying process, etc.), collaborators (distributors, suppliers,
alliances), and company (current
products, image, resources, goals, etc.). The 5 C’s analysis is
where it all begins. Without a good
understanding of the 5 C’s, it is impossible to craft a successful
strategy or make informed
marketing mix decisions. Let’s discuss each of the 5 C’s in
more detail. For a more complete
discussion, please refer to your marketing textbook.
Context
The business environment (context) can have an enormous
impact on marketing programs.
Health concerns, waste disposal, energy shortages, and changes
in commodities prices are some
examples of environmental factors that have altered industries
and marketing programs. A good
example relating to cold medicine was the 2008 announcement
from the government regarding
the use of OTC cough and cold products for young children. An
excerpt from the transcript is
provided below.
We strongly recommend that over-the-counter cough and cold
products should not be used in infants
and young children under two years of age because serious and
potentially life-threatening side effects
can occur from use of these products.
Obviously, an announcement such as this will have a significant

impact on demand for families
with young children. But it also may have an impact on other
people’s purchasing and use
decisions. Think about how a manager might respond to this
news.
In PharmaSim there are multiple environmental factors that your
firm should monitor. The
demand for cold medicine is very much dependent on the
number of people reporting various
illnesses, as well as seasonal influences (e.g., increased
occurrence of influenza or high pollen
count). There may be some underlying changes in health
concerns that may be monitored by
tracking physician recommendations or the purchasing decisions
of consumers. You should also
consider the effects of inflation on costs and pricing.
29
Competitors
Understanding the dynamics of competition is critical to the
success of any marketing plan. Are
you able to discern your competitors’ strategies? How do you
expect them to react to your
actions? By reviewing and tracking your competitors’ marketing
mix decisions, performance, and
resources, one can develop an understanding of their
competitive intent.
In addition to helping you understand your competitors,
analyzing competitive marketing data
can also often help you gain insight into what may be a more

effective use of marketing
resources. For instance, you might be tracking advertising
expenditures and messages and notice
that your competitor has a new program in place. Furthermore,
that competitor also had a jump
in market share. Perhaps the change in market share was caused,
in part, by the change in the
advertising decisions. Now your team can discuss the pros and
cons of potentially making a
similar change and whether that is appropriate for your situation
and strategy.
The most difficult facet of the dynamics of competition is
anticipating the retaliatory moves of
your competitors and deciding whether they might neutralize
your marketing programs. One
should consider the effects of changes in a competitor’s price,
sales force, promotion, or
advertising approach on the success of your strategy. Before
you make a decision that is likely to
cause a retaliatory reaction, think through whether it is in your
long-term best interest to begin
this process. Sometimes the short-term gain is more than offset
by a long-term chain of negative
events that is difficult to reverse.
Customers
The customer dimension of the 5 C’s can be broadly partitioned
into two areas for analysis. The
first is the nature of demand. This includes understanding what
benefits customers are seeking,
how they learn about products, what their motivation is for
purchasing, where they buy the
product, what they consider when choosing a product, and the
like. The study of these types of

issues is often called consumer behavior. The second analysis is
the extent of demand. This
includes market size and growth, purchase quantities and usage
rates, etc. A more in-depth
description of these two areas is provided below.
Understanding the nature of demand involves answering the
question, “How do consumers make
their purchasing decisions?” To understand this process, one
should describe the purchasing
behaviors and attitudes of the consumer. You may use your own
experiences to some degree,
but do not impose your personal purchasing preferences on your
target consumers. Try to find
out what makes their decisions different from yours. Marketing
research can be of great
assistance in analyzing these behavioral patterns. One
framework that you may find useful is the
five-stage model of the buying process as shown below.
30
Stage Description
PROBLEM RECOGNITION
Someone in my household has a cough, cold, or allergy.
I’m out of medicine. I’ve seen advertisements and/or
promotions.
INFORMATION SEARCH
I’ve used the product before. A doctor or pharmacist
recommended one. I’ve seen an advertisement. I’ve
looked in the store.

EVALUATION OF
ALTERNATIVES
What brands offer good relief of my symptoms? What else
is important to me? What is the price compared to the
benefit?
PURCHASE DECISION
What do I intend to purchase? What happens at the point
of purchase? Special promotions? Location on shelf?
Actual retail price?
POST-PURCHASE BEHAVIOR Did it relieve my symptoms?
Do I continue to use it the next time I have a cold? Was I
satisfied with the product?
In the above model the final stage is post-purchase behavior.
This is especially important with a
consumer packaged-good because satisfaction and repurchase
behavior are major drivers of
future sales. Satisfaction is particularly important for customers
who tend to repurchase
frequently—for example, allergy sufferers during the spring.
Let’s consider the drivers of satisfaction and repurchase in more
detail. Consumers will typically
have some expectations about product performance based on
advertising, word-of-mouth, etc.
They will also likely have some expectation of the value
received for that particular set of
perceived benefits. How well the product actually delivers those
benefits at the actual price paid
relative to the perceived value will be a driver of customer
satisfaction and, ultimately, of repeat
purchase. It may be helpful to think of this as depicted in the
graphic below.

Drivers of Satisfaction and Repurchase in PharmaSim
31
Once you have a general idea of how consumers make decisions,
try to group consumers with
similar decision-making paradigms, seeing whether the market
can be segmented based on what
consumers want and how they buy. One reason for doing this is
to target your marketing
resources at consumers with common needs and purchasing
patterns. In most cases this will lead
to a more efficient use of your limited resources.
Some useful variables to consider for segmentation include age,
stage in the family life cycle,
geographic location, and product usage. Attitude-based
segmentation and consumer
psychographics are other, perhaps more insightful, segmentation
methods. In PharmaSim one
has the ability to segment based on illness (product usage) and
demographics (age and family life
cycle). For job levels higher than Brand Assistant, the Survey
reports may be viewed based on any
segmentation scheme. When viewing these reports, one should
ask whether the information is
significantly different using different segmentation schemes. Do
all segments view your product
in the same way? If not, why? Again, this should provide more
insight into the purchasing process
of targeted consumers.

Finally, keep track of how the nature of demand changes over
time. Consumers do not necessarily
draw the same conclusion every time they make a purchase
decision. Their needs may change,
their information level may change, and the environment may
change. It is important to
anticipate how these dynamics evolve over time and how this
may affect marketing decisions.
The extent of demand is the current and future size of the
market in units and dollars. This
information is important to assess what market opportunities
offer the greatest potential. How
one measures or assesses potential is a fundamental question.
Some primary measures would
include market size in units and dollars, market growth rates,
and profit potential. Often one will
have to look at several dimensions and consider them in tandem.
For example, a smaller, high-
growth market may offer more long-term advantages than a
larger, stagnant market.
When evaluating extent of demand, there are three additional
issues to consider, especially in
PharmaSim: market penetration (which is often related to stage
in the product life cycle), usage
rates, and segments.
Market penetration compares actual sales with potential sales.
For example, it is unlikely that
100% of the people suffering from colds are buying cold
medicine. Some people may choose to
just suffer through the symptoms or use home remedies instead
of cold medicine. Therefore, the
actual percent of people suffering from colds who choose to use

cold medicine might be only
60%. This value of 60% would be considered current market
penetration. If market penetration
increased from 60% to 80%, actual sales would climb
significantly (33%). If the current sales are
511 million units, increasing market penetration to 80% would
increase sales to 681 million units.
Average usage also can have a significant impact on your extent
of demand analysis. If the
average usage in the current market is 2.7 (i.e., each person who
buys cold medicine uses an
average of 2.7 bottles per year) what happens if usage increases
to 3.0? Sales would climb 11%.
32
Therefore, one should go beyond the basics of unit sales to
consider market penetration and
usage when estimating market demand.
Finally, you may want to analyze markets on both an aggregate
basis (i.e., the total market for
OTC cold medications) as well as a segmented basis (e.g., the
market for children's cold
medicine). Often the values for the total market are readily
available, but segmented estimates
are more difficult to calculate. The Manufacturer Sales option
on the Market menu provides an
estimate of cold, cough, allergy, and nasal spray sales in
manufacturer dollars. However, you may
prefer segmentation based on usage or demographics. Also,
remember that in the Manufacturer
Sales report these “segments” are defined by what label the

manufacturer puts on the brand
rather than consumers’ actual use. For example, you may have a
brand labeled as “cold” which
is often used for allergies.
Considering all the factors discussed above, how might unit
sales in a particular segment, such as
older cold sufferers, be estimated? In the simulation interface,
go to the Consumer Survey menu,
and select the Brand Purchased page. If it is available to you,
change the illness segment to “cold”
and the demographic segments to “retired.” Identify the
percentage of the total unit sales this
segment represents. Select one of the brands to see the total unit
sales, and multiply by the
percent. For example, suppose the segment is 8.7% of unit sales
and total unit sales is 511 million,
then sales to the segment would be 44 million units per year
(0.087 × 511 = 44).
Collaborators
The distribution structure of an industry plays an important role
in marketing decisions. In some
industries manufacturers sell directly to the consumer, whereas
in other industries there are
multiple levels of distribution (brokers, wholesalers, retailers,
etc.). It is important to understand
the roles, strengths, and needs of each channel member.
Typically, as more intermediaries come
between the manufacturer and the consumer, the amount of
control the manufacturer has in
the marketplace decreases. In addition, the manufacturer may
not receive important market
feedback directly from the consumer, thus underscoring the
need for marketing research.

It is important to understand how to motivate the channel in
terms of discounts, allowances,
support, and turnover, all of which play a role in whether or not
to stock your brand as well as a
brand’s visual placement on retail shelves.
Much of the information regarding channel policies (markup,
use of wholesalers, needs, etc.) is
found in the case at the beginning of this manual. Remember to
consider where your target
customers are likely to purchase your medication. Finally, think
about the role of the sales force
in motivating the channel to carry your product.
Another group of people who influence your customers’
decisions are doctors and pharmacists.
They are more concerned with using the proper medication for
the symptoms and situation and
are less likely to be swayed by advertising. However, these
influencers still need to be aware of
a brand to recommend it, and if two brands offer similar relief,
they may be more likely to
33
recommend one brand over another if they are more familiar
with it. So, advertising and sales
force—especially the detailers (salespeople whose primary task
is to inform clients about new
products)—do influence doctors and pharmacists.
In summary, think about the buying behavior of your
collaborators, just as you do with your

customers. Of course, collaborators’ motivations are quite
different from those of the end user,
but they are equally important to understand.
Company
Now we arrive at the final C—the company. Most people begin
situation analysis with the
company because internal functions are more easily known than
external issues. However, we
have purposely left the company last because situation analysis,
especially from a marketing
perspective, should have an external focus.
For company analysis, consider your current and future products
and brands. Are they
successful? Are they growing? Are margins good? Are they
unique? Do they meet customer
needs? Related to the product, think about your overall position
and image in the marketplace
with both customers and collaborators. Are you well known?
Are you able to charge a premium
price? Do you have strength in your distribution channels?
You’ll also want to think about the resources available to your
brands. In PharmaSim this is your
budget. Your budget is based on your overall performance on
sales and profitability. Is your
budget more or less than your competitors? Are you spending
your budget wisely?
Finally, consider your actual team in the simulation. Do you
work together well? Do you share a
common vision for your firm and brands? How will you analyze
information and come to
decisions as a group? Is there trust within the team? Often this

aspect of the simulation is
overlooked, but it is typically one of the more important
determinants of success. This also
mirrors the real world. An effective management team and
workforce is one of your most
important assets.
SWOT Analysis
It is fairly common to group all the 5 C’s information into four
categories: Strengths, Weaknesses,
Opportunities, and Threats (SWOT). Strengths and weaknesses
are internal (company) factors
while opportunities and threats are external factors. A brief
description of each is provided
below.
34
Category Description
STRENGTHS Superior resources and/or skills that can be drawn
on to exploit opportunities and diminish threats.
WEAKNESSES Deficiencies in resources and/or skills that
inhibit the firm’s ability to capture opportunities or that must be
overcome to avoid failure or underperformance.
OPPORTUNITIES
Environmental (consumer, competitors, channels, economy,
technology,
deregulation, etc.) states of being or trends with positive
consequences. They

provide a potential new basis for competitive advantage and
provide a
possibility of improved performance if pursued.
THREATS
Environmental states of being or trends with negative
consequences. They
may impede the implementation of strategy, increase the risks
of strategy,
increase the resources required, or reduce performance
expectations.
35
Marketing Strategy
Defining your marketing strategy consists of choosing a
segmentation approach, target markets,
and positioning objective. This is known as segmentation,
targeting, and positioning—or STP for
short. STP provides the overall strategic direction for your
company—who you will serve, how
you will serve them, and on what basis you intend to compete.
As an example, if you are selling
automobiles, a simple STP statement might be, “We intend to
serve the high-income market in
Canada through high-performance, all-wheel drive vehicles.”
Your marketing strategy should be based on your 5 C’s analysis
you did in phase one (or a
variation of that such as SWOT analysis). It is important to
build upon previous analysis as you
proceed through each phase. Failing to do so is easy; we often

like to jump right into decisions or
strategy without referencing the underlying assumptions.
However, if we fail to properly build
on the 5 C’s analysis, our strategy will have flaws, and we will
only have ourselves to blame.
Statements such as, “The strategy is perfect except for the
possible exception of X, but let’s put
that aside for now,” reveal potential flaws that need to be
addressed. Is “X” something that is
essential to the success of the strategy? If so, don’t ignore it or
“X” will haunt you as you move
forward. Address it up front. Make sure you have analyzed it,
and if it still makes sense to
proceed, do so knowing that you have done everything you can
to account for the impact of “X.”
Often, one of Michael Porter’s three generic strategies will be
the underpinning of your
marketing strategy. They provide a good starting point for
discussing strategy and formulating a
marketing plan. They are
• Overall Cost Leadership. Here, the goal of the business is to
achieve the lowest possible
system cost (production, distribution, supply chain). Generally,
a business that pursues
this strategy will have the lowest prices and attempt to have the
highest market share.
This strategy works best for markets where price is the primary
consideration in the
purchase process. However, it is dependent on your firm being
able to achieve the lowest
cost position in the industry. If the industry is prone to
technological advances that impact
cost, it is difficult to achieve a sustainable advantage.

• Differentiation. For a differentiation strategy, the goal for the
business is to establish
superior performance in one or more areas that are of
importance to the customer and
typically charge a higher price for that superior performance.
This strategy is effective in
industries where price is not the primary driver and customers
are willing to pay more for
a product/service that provides superior benefits.
36
• Focus. Here the goal of the business is to leverage the
customer relationship. By focusing
on a narrower range of consumer segments, a business can tailor
products and services
to best meet customer needs. This might be providing low costs
or differentiation;
whichever is appropriate for the target segment selected.
After your team has agreed on an overall strategy for your
business, the next step is creating a
marketing plan. You may be asked by your professor to provide
this for PharmaSim after a period
or two. There are many ways to write a marketing plan, so make
sure to follow the directions
provided by your instructor. The marketing plan assignment that
may be available on your
PharmaSim course website essentially asks you to go through
the 5 C’s and STP analysis and then
put your strategy into writing. Most marketing plans will also
include financial projections (sales
forecasts, expense forecasts, product contribution) and variables
that can be monitored to track

the progress against the plan.
Monitoring Results Against Plan
What are the marketing metrics you will use in PharmaSim to
track your progress? Net income
and market share are good overall benchmarks of performance
against other players. However,
to determine if your marketing plan is working, you will need to
use intermediate measures such
as awareness, shelf space, recommendations, etc.
One reason to track intermediate measures is to help distinguish
between a symptom and a root
cause of a problem. A symptom is an obvious result of a
specific problem. For example, you may
see that sales or profits are down. You have identified a
symptom. Now you need to determine
the underlying problem that caused this symptom. Keep asking
“why” until you find the root
cause of the situation. The following is a fictional conversation
between teammates illustrating
the process of finding the underlying problem given a symptom.
37
In many cases, more than one problem can cause a general
symptom like “profits are down.” In
the example above, it might also be that total market sales are
down, which would only
compound the problem of a competitor’s product launch.

38
Marketing Mix
The marketing mix is the implementation of your marketing
strategy. Often these marketing mix
variables are referred to as the 4 P’s of marketing—product,
place (distribution), price, and
promotion. In PharmaSim the 4 P’s represent all of the
decisions you make each simulated year.
This consists of multiple decisions in each area. For example,
the primary pricing decision is the
MSRP, but there are many other factors to consider, such as
volume discounts, promotional
allowances, coupons, etc., which ultimately influence the final
price paid by the consumer. Let’s
look at each of the 4 P’s in a little more detail.
Product
Recall the product development timelines discussed in the case.
Every two simulated years, your
firm will have the option to change the existing product or
introduce a new product through
reformulation, line extension, or new product launch. These are
important decision points for
your firm. In light of your strategy, your team must decide
which product development decision
is the best option. In addition, your team must decide the best
way to implement its product
decisions (for example, how best to minimize cannibalization
with a line extension).
Allstar OCM Product Development Timeline

There are several tools that you may want to use to supplement
your analysis. Understanding
customer needs is a good place to start—here, the Decision
Criteria report in the Consumer
Survey and, if available, the Conjoint Analysis are both helpful
tools. Knowing the competitors’
products and their success is also important. Competitive
formulations are provided in the Brand
Formulations report. Also remember to take into consideration
the potential margin which would
include the likely selling price for, and cost structure of, the
product.
39
Place (Distribution)
Understanding the needs of your distribution channels is
essential to any well-thought-out
marketing plan. For example, when trying to gain prime shelf
space in grocery stores, it is
necessary to find out what is most important to those retail
outlets. Refer to the case to find out
what factors influence the allocation of shelf space among
brands. Typically, retailers will
consider stock turnover rates (brand sales volume), profitability
(unit margin), promotional
allowances, sales support (sales force), and trade promotion
(e.g., cooperative advertising). If
shelf space for your brand is low in the target channels, sales
will suffer. Because brand decisions
for cold medicines are often made in the store, brands that are at

eye level or have special point-
of-purchase displays usually have an advantage over those
brands found on the bottom shelf.
In general, when considering distribution in PharmaSim,
remember:
• Successful brands will gain prime shelf space.
• Retailers have different needs/considerations.
• Shelf space is essential to reach non-loyal buyers who make
purchase decisions in store.
• Shelf space in PharmaSim includes both breadth (% stocking)
and depth (in-store
attractiveness).
Pricing
When deciding on a price, many external as well as internal
factors must be considered. Your
price should reflect the strategy you have chosen, while taking
into consideration competitors’
pricing and the importance your target customers place on price.
The most important price
decision is the manufacturer’s suggested retail price (MSRP).
However, in setting that, remember
that there are many more dimensions (and decisions) that drive
the ultimate price that the
consumer pays. Before those factors are incorporated, it is
imperative that you review and
understand the “marketing arithmetic” of prices.
• Manufacturer’s Suggested Retail Price (MSRP): The MSRP is
a “reference price” used by
the manufacturer and the channel alike to set expectations in the
mind of the consumer.

It is the value the manufacturer believes the product to have.
The MSRP is also the starting
point for calculating all discounts in PharmaSim. The volume
discount is the percent off
MSRP used to calculate the discounted price to the channel.
Promotional allowance is
then calculated as a percent of the discounted price.
• Volume Discount: This discount is a percentage (15%–45%) of
the MSRP, which is
subtracted from the MSRP to determine the selling price to the
retailer. It depends on the
volume of product a retailer purchases (higher discounts for
higher volumes). The retailer
then sets the actual selling price to the customer. Out of the
difference between the
actual retail price and the price paid to the manufacturer, the
retailer must pay all of its
promotional and fixed costs (and hopefully have a small profit
left over).
40
• Promotional Allowance: Promotional allowances, sometimes
called slotting allowances,
are additional discounts offered to the retailer beyond the
volume discounts, with the
goal of obtaining shelf space for a product. They are
particularly important when trying
to establish distribution channels for new products. In
PharmaSim promotional
allowances range between 10%–20%. You can see what
allowances your competitors are
offering by looking at the Promotion report, which provides all

of the major promotional
decisions by brand.
• Price to the Channel: This is the actual revenue that your firm
receives for a sale of your
product. The price to the channel is the MSRP less volume
discounts. The channel will
then mark the product up from this price before reselling it (in
the case of a wholesaler)
or selling it to the consumer (in the case of the retailer). This
markup plus promotional
allowances must cover their costs of selling the product.
• Cost of Goods Sold: Cost of Goods Sold is the variable cost of
producing each unit. This
amount includes all materials, labor, and production costs for
the product.
• Per Unit Margin: This is the manufacturer’s margin on each
product. Like the retailer’s
margin, the manufacturer must pay all of its remaining costs
(advertising, administrative
costs, etc.) from this amount. A company’s gross margin is the
aggregate of all the per
unit margins (each per unit margin multiplied by units sold).
The chart shown below breaks down the elements discussed
above for a product whose MSRP is
$1.00. These amounts shown are for illustrative purposes only.
It is helpful to do an analysis
similar to this for your products as you determine their MSRPs.
41

Companies are often tempted to cut prices in response to a
downturn in sales. Why is this? First,
customers normally prefer a lower price; thus, there is always
the perceived “fix” that lowering
your price will improve sales. It is also an easy change in the
marketing mix to implement.
However, there are many risks with using a lower price to spur
sales. Consider the impact and
potential responses by competitors if Allround, the leading
brand, initiates a price cut. Philip
Kotler and Kevin Keller cite four possible traps of price-
cutting: (1) customers assume quality is
low; (2) a low price buys market share but not loyalty because
the same customers will shift to
any lower-price firm; (3) higher-priced competitors match the
lower prices but have longer
staying power; and (4) a price war may be triggered.
42
Promotion
Advertising is important in establishing brand awareness and in
shaping consumers’ perceptions
of products. In managing Allround, you will need to decide how
much to spend on advertising
and what the message should be for your target group(s).
When targeting specific demographic or product user groups, it
is important to have a marketing
plan that is consistent with the needs of the target group. This is
especially important for line
extensions and new product introductions because these are

more likely to be marketed to a
specific group. The advertising message should appeal to the
target group and promote the
benefits that are most important to them. When comparing with
another brand, target the
current leader in that segment. This will create an advertising
campaign that communicates why
your brand is superior to the competing brand. The promotional
strategy should be consistent
with the overall brand strategy.
Promotional levers available in PharmaSim can be broadly
divided into trade promotion and
consumer promotion. The purpose of trade promotion is to
motivate your channel partners to
(1) carry your brand and (2) provide your brand with good shelf
space. In PharmaSim trade
promotion includes promotional allowances and co-op
advertising. As discussed previously
regarding pricing, promotional allowances are an additional
discount to target channels. Co-op
advertising provides incentives to the channel to feature a
specific brand in their own advertising.
The purpose of consumer promotion is to motivate the consumer
directly. Consumer promotion
in PharmaSim includes coupons, trial-size packages, and point-
of-purchase displays. A coupon
offers a discount off the retail price when redeemed at the time
of purchase. Trial-size medication
comes in smaller packages and is provided directly to
consumers at a lower price or for free.
Point-of-purchase vehicles are special displays, such as retail
sale racks, on-shelf advertisements,
or end-of-aisle displays that promote a brand to the consumer in
the retail store.

Push/Pull Implementation Strategies
PharmaSim is an excellent environment to test push and pull
strategies. You will likely use both
push and pull elements, but you may decide that for your
product category and circumstances,
one strategy makes more sense for you to emphasize.
To implement a push strategy, you will probably focus on trade
promotions as the primary
elements of your marketing mix. This would include higher-
than-average promotional allowances
and volume discounts, more emphasis on sales force support
(especially merchandisers and your
direct sales force), and some use of co-op advertising and point-
of-purchase displays. All these
elements will help increase your shelf space and make your
product more appealing to
consumers at the point of purchase.
For a pull strategy, you will spend more of your budget on
consumer promotion and advertising.
The idea is to build your brand strength through greater
awareness and knowledge of the
43
benefits of using your brand. Thus, when consumers purchase a
product, they will look for your
brand. In a pull strategy, it is likely that more of your budget
will go toward advertising, trial size,
coupons, and detailers. Point-of-purchase displays and co-op
advertising can also help to build

brand equity.
It is important to note that these two strategies are not mutually
exclusive. A strong brand will
be more appealing to channel partners. They will want to carry
your brand to help bring
customers into their retail outlet. Also, strong brand equity can
also work to your advantage for
customers who are making their product choice at the point of
purchase.
How Best to Allocate a Limited Budget Across Brands
In the example below, a division has four brands on the market.
Sales, brand contribution, current
market share, market share of the largest competitor, and market
growth are listed for each
brand. The division has a marketing budget of $20 million.
Based on this information, how would
you allocate the division’s budget?
Example Data from a Division with Four Brands on the Market
Last Yr. Budget Sales Contribution
Market
Share
Competitor
Share
Market
Growth
New
Budget

Brand A $10.0 $75.2 $15.6 18.3% 16.5% 2.1% ?
Brand B $0.5 $12.1 $1.1 2.0% 22.3% 4.5% ?
Brand C $8.0 $172.5 $3.7 27.3% 14.9% 16.2% ?
Brand D $1.5 $45.8 $4.8 6.3% 12.5% 18.5% ?
Total $20.0 $305.6 $25.2 n/a n/a n/a $20.0
The information presented here is limited, but you probably
have some initial thoughts on an
approach you might take. You might choose to keep the budget
the same as last period. Budgets
are often based on last period’s budget. You also might want to
consider some other options,
such as sales or contribution. Brands that have the highest sales
or contribution will receive the
highest budget. Some straightforward methods of allocating the
budget can lead to surprising
range of values, as shown in the following table.
Various Methods of Allocating a $20 Million Budget Based on
the Previous Table’s Data
Basis for Allocation Brand A Brand B Brand C Brand D
Last Period’s Budget $10.0 $0.5 $8.0 $1.5
Sales $4.9 $0.8 $11.3 $3.0
Contribution $12.4 $0.9 $2.9 $3.8
Return on Expenditures $4.2 $6.0 $1.2 $8.6
Market Size $1.3 $3.1 $13.0 $2.7
Market Growth $1.0 $2.2 $7.8 $9.0
Market Share $6.8 $0.7 $10.1 $2.3
Relative Market Share
(ratio of your share to largest competitor’s) $6.3 $0.5 $10.4
$2.9

Range $1.0–$12.4 $0.5–$6.0 $1.2–$13.0 $1.5–$9.0
44
Example calculation for budget allocation based on sales:
Brand A represents 24.6% of the division’s sales (75.2 ÷ 305.6).
If the budget were allocated based on
sales, the brand would receive 24.6% of $20 million, or $4.9
million.
Each one of the example budget allocation approaches has some
merit. It is important to note
the wide range of outcomes possible based on simple allocation
approaches. It is the job of the
division manager to sort out priorities, potential, and risks to
arrive at an allocation decision. This
is not an easy process, but it is one of the essential parts of
marketing management. Make use
of the tools and market research available in PharmaSim to help
you sort out options and
priorities. There is no one right answer, only a good answer
based on sound analysis. Accepting
that level of ambiguity while making a decision takes courage
and is a big part of being a manager.
Use PharmaSim as an opportunity to become more comfortable
in that role.
Conclusion
PharmaSim rewards those players who perform a thorough
market and competitive analysis and
develop marketing plans that are

• Customer-focused
• Reasonable in both the short- and long-term
• Consistent and integrated
• Financially sound
• Responsive to competitive strategies
If you follow these guidelines, your firm will likely prosper.
Enjoy your tenure as a member of the
Allstar Brands management team.
PHARMASIM
Appendix
46
Using PharmaSim in a Group
If you are using PharmaSim in a classroom setting, you may be
asked by your instructor to work
in groups. Each group will pool its skills and resources to
manage collectively as a brand manager,
assistant brand manager, or brand assistant for over-the-counter
cold medicines. Thus, your
group will make specific decisions depending on the
management position you are assigned.
One of the most frequent complaints with group work is the

amount of time wasted in trying to
get organized and make decisions. There are also complaints
that members are not “pulling their
weight.” To reduce these problems, your group should answer
the following questions in their
first meeting:
1. When, where, and how often should we meet?
2. How should we efficiently and effectively conduct our
meetings?
3. Should we choose a general manager?
4. What authority should this person have?
5. How should we divide the marketing tasks among group
members?
6. How do we resolve marketing issues and make final
decisions?
7. How do we encourage and maintain a high quality of
contribution?
8. How will we deal with personal conflicts among group
members?
Over time the group should assess whether it is functioning
efficiently and effectively. As your product
portfolio changes, new competitive situations arise, and more
information becomes available, the
group may have to reorganize to best meet the current needs of
the business.
Team Leader
When playing PharmaSim as a team, one member will be
designated as “team leader.” The team
leader is ultimately responsible for advancing the simulation
after making sure the decisions are
entered correctly and within budget. The team leader also may
“lock” decisions to block other

team members from changing them before the simulation is
advanced to the next period. Thus,
it is important that a team chooses a capable leader that is
accessible to all team members and
the instructor. Additionally, if your instructor has allowed the
replay or restart options, your team
leader is the person who will implement these options.
The replay option erases any decisions you have made in the
current period and moves you back
one period. You can only replay to the immediately preceding
period, so you can’t, for example,
replay from Year 5 to Year 3, but you may be able to replay
from Year 5 to Year 4 and then from
Year 4 to Year 3. Restart will erase everything you’ve done in
the simulation for all periods, placing
you back at the beginning. Note that replaying and restarting is
different than using the period
selector to view previous years. The period selector is for
viewing your history, while the replay
and restart options are for changing previous periods’ decisions.
47
Market Segment Descriptions
In the over-the-counter cold and allergy market, segments are
typically based on how products
are labeled. This segmentation approach, however, fails to
account for cross-usage of products.
For example, a cold medicine might be used to relieve allergy
symptoms. In PharmaSim the
customer survey allows you to view the market using two
additional segmentation options:

illness and demographics. This section describes each of the
segments in the simulation.
Product Segments
The trade segments the market based on product labels. This is
the segmentation approach used
on the Manufacturer Sales report for calculating market shares
in each category. View the Brand
Formulations report to see how each brand is labeled.
Cold
Cold products are designed to relieve one or more cold
symptoms. They tend to have a
decongestant for nasal congestion, with an antihistamine for
runny nose. Some will have an
analgesic to relieve aches and fever, and some might add a
cough suppressant or expectorant to
relieve both cough and cold symptoms. All products labeled for
colds, except nasal sprays, are
included in this category on the report. You could broaden the
cold category by including the
sprays or narrow it by breaking out the multi-symptom products
(such as Allround) and children’s
cold medicines.
Cough
Cough medicines contain a cough suppressant or an expectorant
to relieve cough symptoms.
Cough suppressants work by inhibiting the cough reflex.
Expectorants help improve the
effectiveness of a cough by loosening phlegm in the throat. All
brands labeled as cough medicine
are included in this category.
Allergy

Allergy products contain an antihistamine to relieve sneezing,
itchy eyes, and runny nose.
Although some cold medicines may contain an antihistamine,
only products labeled for allergy
use are included in this category.
Nasal Spray
This category is based on the delivery method, rather than the
symptoms it is intended to relieve.
Nasal sprays contain a decongestant to reduce swelling in the
nose from increased production of
fluid and mucous. They provide quick relief compared to a
capsule decongestant but should not
be used for extended periods of time.
48
Illness Segments
Segmenting consumers based on illness, or how they want to
use the product, is useful for
identifying groups of customers who have similar needs and
shopping habits. When the survey
data is collected, users are asked what illness they are suffering
from, and results can be viewed
for each category or combination of categories.
Cold
Colds have a wide range of symptoms, including sore throat,
cough, runny nose, sneezing, and
nasal congestion. A slight fever and some aching or tiredness
are also possible. Cold sufferers use
a wide range of products for relief, including products not
labeled for colds. They may take

medication for specific symptoms—for example, an
antihistamine for runny nose or a pain
reliever for aches—or they may take a cold medicine that
relieves a full range of symptoms. Users
seek cold products in capsule, liquid, or spray form, depending
on the symptoms and how they
are used. For example, capsules are easily carried around and
are most convenient for use away
from home, while liquids might be fine for home use. Adult
formulas are not recommended for
children, but some parents may give them a reduced dose of a
liquid cold medicine if a children’s
product is not available. Some cold suffers may use home
remedies, while others may just put
up with the symptoms until they get over the cold.
Cough
A cough can occur with a cold or other infectious disease, or it
may be in response to
environmental conditions. Sufferers may take a cough medicine
by itself or along with a cold
product. Some may prefer a multi-symptom product to relieve
cough and cold symptoms. For a
dry cough, users may prefer a cough suppressant. If a cough is
accompanied by a buildup of
mucous, users may prefer an expectorant to help relieve the
congestion. Expectorants may also
be preferable for children for a more productive cough and
reduced risk of side effects.
Allergy
Allergies are caused by a wide range of environmental factors,
including foods, pets, and pollens.
Symptoms include sneezing, runny nose, and itchy, watery eyes.
Symptoms may also include
congestion. Most sufferers look for an antihistamine, though it

may cause drowsiness, which is
an issue for use when working or driving. There may be some
cross-usage of cold medicines,
especially if allergy medicines are priced high and lower-priced
cold medicines with similar
formulas are available.
49
Demographic Segments
Demographic characteristics are useful for identifying potential
users of your product. In
PharmaSim the demographic segments are based on family life
cycle and age. Consumers in each
of the segments will tend to be looking for a different mix of
OTC cold and allergy medicines.
Young Singles
Consumers in this segment are young adults living on their own
and without families to care for.
About half the purchases made by young singles are to help
them get through the day at work,
when convenience and minimizing side effects are important.
When using a product at home,
they usually just want something to relieve their symptoms and
help them rest.
Young Family
Young families are made up of adults with small children,
where most are younger than 12 years
of age. These consumers buy products for a variety of users:
children, working adults, and adults
staying home to recover from illness. Most parents prefer liquid

medicines with appropriate
dosage for their children and are concerned about side effects.
Convenience and effectiveness
may be more important for adult users.
Mature Family
Most of the children in mature families are 12 years of age or
older. There is a smaller need for
children’s products compared to the Young Family segment,
since older children will be using
adult formulas. For working adults, convenience and
minimizing side effects will be important.
This category tends to have many at-home users, since older
children will likely stay home from
school if they are sick.
Empty Nester
The empty nest is made up of older adults with no children at
home. Usage is split between
products for use at work, and products for getting rest at home.
For work, convenience and
minimal side effects are important. On the other hand, taking a
product at home that makes the
user drowsy can be a plus.
Retired
Consumers in this segment are older, retired adults. Retired
users have a higher preference for
liquid medicines compared to other adults and price can be an
important factor in their decision.
They tend to be brand loyal in their purchase of OTC cold
medicines.
50

Distribution Channel Descriptions
Getting your product to where your target customers shop is
important to the success of your
brand in PharmaSim. To allocate marketing resources
efficiently, you will need to understand
your collaborators in the channel.
Independent Drug Stores
These retail stores consist of small pharmacies selling
prescription and OTC medicines, as well as
other household items. They tend to order from the
manufacturer in smaller volumes or buy
product through a wholesaler. Markups are high. Co-op
advertising can be important for
independent drug stores because their marketing budgets are
limited.
Chain Drug Stores
Chain drug stores are pharmacies that have a single owner with
some central management and
a shared distribution system. Smaller chains buy through a
wholesaler or in small volumes from
the manufacturer. Most larger chains will buy direct. Sales force
support and promotion
allowances tend to be important for these retailers. Markups are
in the mid-range for retailers.
Grocery Stores
Grocery stores primarily sell food to consumers but may also
sell medicine and household items.
Some smaller grocery stores will buy through wholesalers, but
most will buy direct in medium to
high volumes. Like chain drug stores, sales force support and
promotion allowances are

important factors in their decision to carry a brand. Markups are
in the mid-range for retailers.
Convenience Store
These stores are small retailers that stock a range of items; they
have long hours and locations
that are convenient to their customers. Shelf space is limited, so
turnover is important when
deciding on the brands to carry. Some stores may buy direct, but
most will buy through a
wholesaler. Markups are high.
Mass Merchandisers
Mass merchandisers are large retail outlets that generally offer
discount prices on items and have
a high level of sales. Most buy product direct from the
manufacturer in medium to high volumes.
Mass merchandisers attract customers with low prices, and
turnover is important when
allocating shelf space.
Wholesalers
Wholesalers do not sell to the end consumer; they buy product
from different manufacturers
and resell it to retailers. They serve smaller retail outlets and
more rural areas, providing their
own sales force to sell the many product lines they carry. High
volume discounts and promotion
allowances are important to wholesalers.
51
Glossary

Term Definition
Administrative Costs
Expenditures arising from the administration of a product,
including some fixed overhead costs, some variable expenses,
and some expenses related to the number of orders placed.
Advertising Any paid form of non-personal presentation and
promotion of ideas, products, or services by an identified
sponsor.
Advertising Message
The point that an advertisement is trying to make, whether to
stimulate overall demand for a product group, stress the
benefits of the product, compare with other brands, or
maintain awareness.
Average Retail Price
The average price for a product charged by retailers, including
both those stores with higher prices because of increased
personal service, exclusive merchandise lines, attractive store
atmosphere, special promotions, convenient location, and/or
special services as well as those stores that offer a no-frills,
low-price approach.
BCG Growth-Share Matrix
A model developed by the Boston Consulting Group in the
1960s that summarizes a company’s market position. The
matrix displays strategic business units (SBUs) on a two-
dimensional grid. The horizontal axis gives market share
relative to the industry’s largest competitor, whereas the
vertical axis represents the growth rate of the market. The
placement of an SBU on the grid indicates its cash flow

position: Cash Cow, Dog, Question Mark, or Star.
Brand Awareness The level of consumer familiarity with a
product, brand, or promotional vehicle.
Brand Formulation The physical structure or ingredients of a
product or service.
Brand Image The meaning consumers give to a product, based
on the perceived benefits that the product provides.
Brand Loyalty A favorable attitude toward, and exclusive
purchase of, a brand over time.
Break-Even Analysis
An attempt to determine the volume of sales necessary (at
various prices) for the manufacturer or merchant to cover
costs or to make revenue equal costs. Break-even analysis is
useful to help set prices, estimate profit or loss potentials, and
determine the discretionary costs that should be incurred.
Cannibalization Sales of a new product that decrease sales of
another product in the product line.
52
Term Definition
Capacity Utilization
The extent to which the physical production ability of a plant
facility is being used. Normally described as a percentage of
total capacity (e.g., 50 percent of capacity).
Channel of Distribution

Any firm or individual participating in the flow of products and
services as they move from producer to user (consumer or
industrial).
Checkout Coupon
A coupon printed at the cash register based on your purchases.
These coupons are sometimes called “catalinas” after a
company that distributes them.
Cooperative (Co-op)
Advertising
An agreement in which a manufacturer pays a portion of a
retailer’s local advertising costs.
Consumer Promotion Promotional activities aimed at the
consumer, including trial sizes of products, coupons, and point-
of-purchase displays.
Conversion Ratio Of those consumers aware of a brand, the
percentage that have tried the brand (i.e., % trials / % aware).
Contribution After
Marketing
The dollar amount remaining after subtracting total marketing
expenditures from the gross margin.
Cost of Goods Sold The total variable manufacturing cost of
producing a product.
Coupons
A promotional technique designed to convince consumers to
purchase a product by offering an individualized discount on
the price of the item.
Demand The desire of consumers for a certain product.

Demography The study of people in the aggregate, including
population size, age, income, occupation, and gender.
Detailers
Part of the indirect sales force that calls on doctors and
pharmacists to provide information about their brand and to
introduce new products to consumers.
Digital Coupon A coupon that is distributed electronically.
Some types can be printed.
Digital Marketing Advertising and promotion done through the
internet.
Direct Channel The distribution flow of a product directly from
manufacturer to retail outlet.
Direct Sales Force
The portion of a sales force selling directly to retail outlets. The
direct sales force maintains relationships with current retail
accounts, develops new retail accounts, presents trade
promotions and allowances, and introduces new products to
retailers.
Display Advertising Internet-distributed advertising that
incorporates images. An example is a banner ad.
53
Term Definition
Experience Curve Pricing
A price-setting method using a markup on the forecasted

average total cost, which accounts for cost trends as sales
volume accumulates.
Fixed Costs
The unchanged financial obligations of a firm regardless of the
number of units of a product that are produced and marketed,
including amortization charges for any capital equipment and
plants as well as such charges as rent, executive salaries,
property taxes, and insurance.
Geo-demographics The neighborhood clustering of people with
similar economic and cultural backgrounds and perspectives.
Gross Margin Revenue less the cost of products sold. (Price −
Unit Cost) × Units Sold
Income Statement
A report of a firm’s overall results for a period, including a
breakdown of major expenditures and a calculated value of the
net income.
Indirect Channel A distribution channel from manufacturer to
retail outlet by way of a wholesaler, merchandiser, or detailer.
Inflation A general rise in the prices that people must pay for
products and services.
Keyword
In digital marketing, words or phrases related to a company’s
message and/or target consumer. Keywords are used to place
advertising or promotions in a relevant context (e.g., a
sponsored search result).
Line Extensions The introduction of new flavors, sizes, or

models to an existing brand within an existing product category.
Manufacturer Sales Receipts from all sales, both direct and
indirect, net of volume discounts.
Margin The difference between the price of a product and its
per-unit cost.
Market
People or businesses with the potential interest, purchasing
power, and willingness to buy a product or service that satisfies
a need.
Market Penetration The percentage of actual sales of a product
category in relation to the total sales possible in a market.
Market Share
The percentage of sales of a product in a market in relation to
other products in that market (i.e., Brand X sales ÷ total sales
in market).
Marketing
The process of planning and executing the conception, pricing,
promotion, and distribution of ideas, products, and services to
create exchanges that satisfy individual and organizational
needs or wants.
54
Term Definition
Marketing Efficiency Index

The ratio of net income divided by marketing expenditures
(budget spent on advertising, promotion, and sales force). This
does not include promotional allowances because it is viewed
as a discount to the channel.
Marketing Research The systematic and objective approach to
the development and provision of information for marketing
decision-making.
Markup Pricing A price-setting method common in wholesaling
and retailing that adds a markup to average total or variable
cost.
Mass Merchandisers Very large retail outlets that generally
offer discount prices on items and have a high level of sales.
Media Type The distinction between broad classes of media,
such as internet, newspapers, magazines, television, radio, etc.
Merchandisers
Part of the indirect sales force that provides special support to
retailers for in-store activities, such as shelf location, pricing,
and compliance with special programs.
Net Contribution The contribution after marketing less fixed
costs.
Net Income The profit remaining after all costs are subtracted
from revenues.
Over-the-Counter (OTC)
Medicine
A drug a consumer can legally acquire without a prescription
from a physician. This is in contrast to an ethical drug, which
requires a prescription.

Point-of-Purchase
Promotion (POP)
A special display, rack, sign, banner, or exhibit placed in a
retail
store to support the sales of a brand.
Portfolio Analysis
A way of classifying businesses or products, normally using the
dimensions of market attractiveness (e.g., growth) and
business position (e.g., relative market share).
Price The amount of money a seller requires to provide products
or services to a customer.
Price Structure The use of discounts, allowances, and freight
cost absorption in determining price.
Primary Demand
Stimulation
Advertising intended to affect demand for a product category
and not a specific brand.
Product Life Cycle The stages that a product goes through
during its time on the market, including introduction, growth,
maturity, and decline.
Product Mix All the products available from an organization.
Promotion The communication mechanism of marketing
designed to inform and persuade consumers to purchase.
Promotional Allowance
Reduction in the actual price paid by a channel member
resulting from an agreement to participate in promotional

activity. In PharmaSim promotional allowance is entered as a
percent of the discounted price.
55
Term Definition
Purchase Intentions A product or brand consumers intend to
purchase before they actually enter the retail outlet to make a
purchase.
Quality All features and characteristics of a product or service
that bear on its ability to satisfy stated or implied needs.
Reformulations Changes in the physical formulation of a brand
to make the product more desirable to the consumer.
Reminder Advertising An advertising message designed to
maintain awareness and stimulate repurchase of an already-
established brand.
Research and Development A portion of a firm designated to
research, analyze, and design products to meet consumer and
market needs.
Retailer A merchant whose main business is selling directly to
consumers for personal, non-business use.
Retention Ratio The proportion of consumers who have tried a
brand and repurchase the product.
Return on Marketing
The ratio of net income divided by marketing expenditures (as
a percent). Marketing expenditures are budget spent on

advertising, promotion, and sales force.
Return on Sales The ratio of net income divided by
manufacturer sales (expressed as a percent).
Sales Force Employees hired to promote and sell a
manufacturer’s product through direct or indirect channels.
Search Engine Marketing
Methods used to direct people doing web searches to your
content. The methods are adjusting your content to get it
higher in search results (Search Engine Optimization, or SEO)
and paying for prominent position in the results (Pay Per Click,
or PPC).
Segmentation
The process of dividing large heterogeneous markets into
smaller homogeneous segments of people or businesses with
similar needs and/or responses to marketing mix offerings.
Sensitivity Analysis
Calculating and comparing the financial effect of various sales
and cost scenarios. In PharmaSim this can be done using the
“What If..” tool.
Share of Channel Sales Market share segmented by the type of
retail outlet.
Shelf Space
The amount of space allocated to a product for display on retail
store shelves. Shelf space often depends on the sales and profit
potential of the product as well as special arrangements
between the store and manufacturer.

Shopping Habits Consumer shopping preferences, including
product and retail preferences.
56
Term Definition
Social Media
Internet-based services that allow people to share content
(text, images, video, etc.) and connect that content with other
people and content on the service.
Strategic Business Unit
(SBU)
A unit within an organization that includes a distinct set of
customers and competitors, has separate costs, and has the
ability to undertake a separate strategy.
Trade Publications
Publications that target a particular industry. Often these are
generated by trade associations and contain articles of interest
to the industry as well as general market research and
competitive information.
Trade Rating
A summarized result from a survey of retailers and wholesalers
on trade support and practices offered by your company. The
trade rating value is scaled from 1 to 10, where 10 is best.
Unit Sales The total volume of units sold by a manufacturer in a
market.
Usage Rates How often a product is used/purchased per period.

Variable Costs Costs tied directly to production, including
direct labor and raw materials charges.
Volume Discount
Reduction of list price based on the quantity a buyer
purchases. May be based on a specific purchase (non-
cumulative) or on total purchases over a period (cumulative).
Wholesale Price A special discount price offered to wholesalers
to encourage them to purchase and sell merchandise in large
quantities.
Wholesaler
A business unit that buys and resells merchandise to retailers,
other merchants, and/or industrial, institutional, and
commercial consumers.
57
Image Attribution
Description Location Attribution
Cover i iStock.com/PeopleImages
Introduction section heading 1 iStock.com/Kwangmoozaa
Case section heading 5 iStock.com/Yuri_Arcurs
Marketing Management Process section heading 25
iStock.com/shironosov
Appendix section heading 45 iStock.com/jayfish

58
Index
A
actual market .................................................................... 31
advertising ........................................................................ 15
agencies ..................................................................... .. 15
campaign ..................................................................... 42
message ................................................................. 15, 42
alcohol ........................................................................... ... 10
Allround ............................................................................ 10
discounts ..................................................................... 14
price ............................................................................. 14
Allstar Brands
background .................................................................... 6
organizational chart ....................................................... 7
Pharmaceuticals Division ............................................... 6
assistant brand manager, role of ........................................ 8
B
benefits approach ............................................................. 15
brand
awareness .................................................................... 15
brand assistant, role of ....................................................... 8
brand manager, role of ....................................................... 8
Brewster, Maxwell, and Wheeler ..................................... 15
budget ............................................................................... 43
C

channels of distribution .................................................... 17
comparison approach ....................................................... 15
competition
analysis ........................................................................ 44
consumer
brand awareness ......................................................... 42
consumer survey ............................................................... 12
co-op advertising ........................................................ 16, 18
coupons ...................................................................... 16, 42
cross-usage of brands ....................................................... 11
D
demand ............................................................................. 29
OTC remedies ..................................................................... 7
detailers ............................................................................ 17
direct channel ................................................................... 17
direct sales force ............................................................... 17
distribution ........................................................... 22, 32, 39
E
environment ..................................................................... 28
F
fixed costs......................................................................... 21
G
gross margin ............................................................... 21, 40
I
indirect channel ................................................................ 17
indirect sales force ........................................................... 17
instant relief products ...................................................... 10

L
Lester Loebol & Company ................................................ 15
line extension ................................................................... 19
M
manufacturer suggested retail price (MSRP) ............. 39, 40
margin .............................................................................. 21
market penetration .......................................................... 31
market research ............................................................... 12
market share by product category ................................... 11
market survey
brand awareness, trial, repurchases ........................... 23
market trade publications ................................................ 13
marketing management group .......................................... 7
marketing plans ................................................................ 44
maximum dosage ............................................................. 10
medication forms ............................................................. 10
merchandisers .................................................................. 17
multi-symptom relief........................................................ 10
N
new products ................................................................... 19
59
O
OTC cold/allergy
market categories .......................................................... 9
product ingredients ....................................................... 9
overhead charges ............................................................. 21

P
point-of-purchase displays.......................................... 16, 42
potential market ............................................................... 3 1
prescription drugs ............................................................. 19
price
competitive.................................................................. 39
importance .................................................................. 39
pricing ............................................................................... 22
primary demand stimulation ............................................ 15
product
development ............................................................... 19
duration ....................................................................... 10
line extension .............................................................. 19
new .............................................................................. 19
reformulation .............................................................. 19
turnover ....................................................................... 18
product choice .................................................................. 22
profitability ....................................................................... 22
promotion ......................................................................... 22
promotion allowance ............................................ 14, 16, 18
promotion strategy ........................................................... 42
R
reformulate product ......................................................... 19
reminder advertising ........................................................ 15
research and development .............................................. 19
retail
advertising .................................................................. 16
price ............................................................................ 40

retention ratio .................................................................. 13
S
sales force ........................................................................ 18
hiring ....................................................................... .... 17
segmentation ................................................................... 31
share of manufacturer sales ............................................. 32
shelf space ............................................................ 18, 39, 40
simulation
playing levels ................................................................. 2
stock turnover rates ......................................................... 39
strategic business unit ...................................................... 28
strategic business unit (SBU) ............................................ 56
Sully & Rodgers ................................................................ 15
symptoms, cold/allergy ...................................................... 9
T
targeting ........................................................................... 15
segments ..................................................................... 42
training cost.................................................................... .. 17
trial size ...................................................................... 16, 42
U
usage rates ....................................................................... 31
IntroductionPharmaSim Quick Start GuidePharmaSim
ManualCaseThe CompanyThe Brand Management Group at
OCMThe OTC Medicine IndustryCold Remedy MarketBrand
FormulationsMarket SegmentationSurvey DataOther Marketing
ResearchOTC Medicine MarketingPricing and Promotional
AllowancesAdvertisingPromotionSales ForceChannel
ChoicesInternal Product DevelopmentProduct Development

ScheduleFinancial Situation for the OCM GroupThe Marketing
TaskSample Market Survey QuestionnaireMarket Survey
QuestionnairePurchase InformationSatisfactionDecision
CriteriaBrand Perceptions / Trade-offsSegment
InformationMarketing Management ProcessSituation
AnalysisContextCompetitorsCustomersCollaboratorsCompanyS
WOT AnalysisMarketing StrategyMonitoring Results Against
PlanMarketing MixProductPlace
(Distribution)PricingPromotionPush/Pull Implementation
StrategiesHow Best to Allocate a Limited Budget Across
BrandsConclusionAppendixUsing PharmaSim in a GroupTeam
LeaderMarket Segment DescriptionsProduct
SegmentsColdCoughAllergyNasal SprayIllness
SegmentsColdCoughAllergyDemographic SegmentsYoung
SinglesYoung FamilyMature FamilyEmpty
NesterRetiredDistribution Channel DescriptionsIndependent
Drug StoresChain Drug StoresGrocery StoresConvenience
StoreMass MerchandisersWholesalersGlossaryImage
AttributionIndex

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