1. •Nichapapa Chayavorakul
•Aut Tanwichit
•Thidajit Mukmanee
•Sasithorn Phuengsomboonying
•Tapanee Tantisavee
•Kwanchanok Atthasap

2.  Objective
 Period 0-4
 Period 4-7
 Period 7-10
 Final Result
 Marketing Mix (4P) - Allstar
 Lesson Learned
 Marketing and PharmaSim

3. To manage AllStar to become
in pharmaceutical industry.
 Earning a the Highest Net Income
 Earning a the Highest Stock Price
 Earning a the Highest Market Share
 Earning a the Highest Manufacturer Sales

4.  Too many competitors
in the market.
 Market share
continuously decrease.
 A huge reduction in
net income, stock
price, and
manufacturing sales
during period 2-3.

5.  Constantly increase price.
 Continuously increase Sale Force.
 Set Promotion Allowance to 18%.
 Spend most of budgets on Advertising.
 Decide not to drop Alcohol in Allround.
 Launch “Allround+” as 12hrs Multi
capsule.

6.  Our price are higher than the
competitors
 Both products of Allstar are the same
target, reducing to the market share
 Plan the suitable strategies for Allright.
Market cannibalization.
Allround VS Allround+

7.  Adjusted the price to compete and
expand the market share.
 To launch the new product.
 Plan the suitable strategies for Allright.
 Increasing the sales force to support the
new product.

8.  Limited budget during
beginning of period 7.
 Allround+ still does not
growth as we expect.
 Allround sales
decreasing a little bit.
 Market share
continuously
decrease.

9.  Still continue increase price for all
products, especially Allround and
Allright.
 Reformulate Allround by adding
Expectorants to resolve chest
congestion
 Increase point of purchase in customer
promotion dramatically.
 Decrease promotion allowance for all
products.

10. Net income, market share and growth of Allstar
Net Income Marketing Share (%) Growth
Million Baht
Units
-
-
-
- - - - - - - - - -
Introduction of Introduction of
Allround+ Allright

11. Finally, Allround
become a Star
and Allround+ is
move up from
Dog to ?

12. Net income has
apparently
continued
increasing from
period 7

13. An increasing of
stock price is
reflected the
investor reliable
and Allstar
operation

14. Lastly, Allstar
became the
MARKET
LEADER

15. According to our objective statements.
 Allstar can earned both highest in Net
Income and Manufacture Sales.
 Second Place in Stock Price.
 Allstar earn the highest Market share.
Credit : http://www.maoinvestor.com/

16.  Product : Premium grade
medicine, cover niche
market
 Price : High price
 Place : All distribution
channels, emphasize on
the highest growth of
each period

17.  Promotion
› Advertising : Use the best
advertisement agency to
gain addition brand
awareness.
› Trial Product : Offer trial
size to promote new
product.
› Coupon : To convince
consumer to repurchase
our product.

18.  Adapt the marketing
strategy to use in
critical situations.
 Marketing research is
very helpful in decision
making.
 Understanding the
nature of product will
be advantageous for
planning suitable
strategy.

19.  Stock price reflecting as
the mirror, can
demonstrate the
outcome of chosen
strategy.
 Launching products with
the same benefits causes
market cannibalization.
 Pharmaceutical products
have less effects from
time because of brand
loyalty.

20.  PharmaSim do provide a great practice
for Marketing.
 However, it would better if.
› Product Naming is important to customer
perception.
› Using the best advertisement agency, do not
always guarantee the best result.
› Social Marketing play important role at
present.