Marketing Positioning Paper

Positioning Paper

Product

Allround

Allround is formulated to provide relief of aches and fevers, reduce the secretions that cause runny nose and watery eyes, reduce nasal congestion, reduce the cough reflex, and help patients rest. This product is specifically targeted toward the cold market and helps relieve numerous symptoms. The medication is classified as a 4hr multi liquid. Allround is currently in the top 3 medications recommended by physicians and pharmacists for colds and hold the top brand awareness and trial rates in the cold market.

Allround+

Allround+ was just introduced into the market as a children’s cold medication. The specific 4hr cold liquid formula provides relief of aches and fever, reduce the secretions that cause runny nose and watery eyes, reduce nasal congestion, and provides relief from chest congestion. This product was specifically designed for children to target a narrower portion of the market. The lack of alcohol also makes Allround+ a nice compliment to the more adult targeted Allround. After only 1 period Allround+ has higher brand awareness and retention rates than its competitor Coldcure (children’s). More physicians and pharmacists recommend Allround+ over Coldcure.

Price

Allround

Allround is priced as a premium product. Its MSRP is currently almost 4% more expensive than its competitor, Besthelp. This pricing strategy is intentional as Allround has had the market leadership position for many periods. Allround is also perceived by consumers as highly effective in comparison to its competitor Besthelp which is perceived as average on effectiveness and price.

Allround+

Allround+ was strategically priced at a lower price point than Allround. Still wanting to leverage the premium status of Allround but also wanted to make this a child friendly product as well as price slightly below Coldcure, Allround+ largest competitor. Also since Allround+ was second to enter the market we wanted to drive trial with a...