pharmasim period 4 6
PERIODS 4 - 6
PERIOD 4: During period 4 it was apparent that we maintained our primary focus on the grocery stores since the majority of our sales force was there. Realizing that it was one of our biggest marketers, we continued to increase in this area (increasing by 8% during this period). We realized at this point that when looking at sales force numbers, we were one of the lowest ones and we thought that if we could bump our total sale force from 183 to 190, and then for our next decision we’d try and push it over 200 that might benefit us. As a result, we increased the numbers in Chain Drug Stores by 5, Mass Merchandisers increased by 5 and Wholesalers and Merchandisers increased by 3 which increased our increased the overall sales force totals from 165 to 186 putting us where we thought we needed to be to remain competitive in the market.
The graph shows total sales force for each company over time. During this period, we looked at our competitors and made the decision to add a new product to the market. We compared Allround to Coughcure and based on our findings, we decided on a line extension, adding Allround+, a child 's cold product. We priced our new product at $6.29. Additionally, we decided that we would also increase the price of Allround by $.10 bringing its cost from $5.39 to $5.49.
We also decided to increase the amount we were allocating to advertising and promotion in an effort to increase brand awareness. During this period, we also made the decision to switch back to “Brewster, Maxwell and Wheeler,” BMW for our advertising needs. BMW is one of the most expensive however, it is a high quality performance agency when it comes to advertising and therefore we felt that even though it was more expensive, we were getting more for our money with this company. We’ve used BMW in the past and had better results with them versus other advertising agencies. The makeup of our advertising message consisted of: Primary 40%, Benefit – 40%,
PERIOD 4: During period 4 it was apparent that we maintained our primary focus on the grocery stores since the majority of our sales force was there. Realizing that it was one of our biggest marketers, we continued to increase in this area (increasing by 8% during this period). We realized at this point that when looking at sales force numbers, we were one of the lowest ones and we thought that if we could bump our total sale force from 183 to 190, and then for our next decision we’d try and push it over 200 that might benefit us. As a result, we increased the numbers in Chain Drug Stores by 5, Mass Merchandisers increased by 5 and Wholesalers and Merchandisers increased by 3 which increased our increased the overall sales force totals from 165 to 186 putting us where we thought we needed to be to remain competitive in the market.
The graph shows total sales force for each company over time. During this period, we looked at our competitors and made the decision to add a new product to the market. We compared Allround to Coughcure and based on our findings, we decided on a line extension, adding Allround+, a child 's cold product. We priced our new product at $6.29. Additionally, we decided that we would also increase the price of Allround by $.10 bringing its cost from $5.39 to $5.49.
We also decided to increase the amount we were allocating to advertising and promotion in an effort to increase brand awareness. During this period, we also made the decision to switch back to “Brewster, Maxwell and Wheeler,” BMW for our advertising needs. BMW is one of the most expensive however, it is a high quality performance agency when it comes to advertising and therefore we felt that even though it was more expensive, we were getting more for our money with this company. We’ve used BMW in the past and had better results with them versus other advertising agencies. The makeup of our advertising message consisted of: Primary 40%, Benefit – 40%,
References: James, S., Kinnear, T., & Deighan, M. (2012). The PharmaSim Manual. Retrieved from http://schools.interpretive.com/fsui/index.php?token=1