COMPANY HISTORY ON ALLROUND
ARTHUR’S NAME
UNIVERSITY AFFILIATION
The Allstar brands corporation is a reputed company known for manufacturing packaged goods. The firm has three sectors, which include consumer products, international and pharmaceuticals. The Pharmaceutical division is tasked with the production and marketing of OTC and ethical drugs. The management of this division comprises several groups associated with marketing, including the over-the-counter cold medicine (OCM) group. The OCM is predominantly focused on the marketing of the Allround brand.
The Allround brand is an over-the-counter cold medicine that is available in liquid form. It has a 4-hour product duration, which thereby means that an individual cannot take the dose more than the stipulated four times a day. The ingredients contained in Allround include an analgesic, antihistamine, decongestant, a cough suppressant, and alcohol. These elements have enabled the brand to become the most effective in the market as it subdues multiple cough symptoms such as cough, runny nose, nasal congestion, and chest congestion. Numerous consumers, however, prefer to use it at night since the medicine is strong, and the alcohol and antihistamine help the patients to rest with ease.
The Allround product has had consistent success as it has dominated the market over the years. The sales and profits made from this OTC medication have made it an essential component of the pharmaceuticals division. Nevertheless, following the fourth-quarter performance reports carried out in the past month, the Allround achievements did not seem to live up to the company’s expectations. This has, in turn, resulted in the senior management putting the OCM team in the spotlight.
The brand manager, who makes up the OCM management group along with the assistant brand manager and brand assistant, also noticed the rising competition in the OTC cold remedy market. Several other new products have been introduced and immensely advertised and promoted. This will, in the long run, affect Allround’s profitability due to reduced market share. Actually, in the last year, the product brand has lost one full-share point.