When LSD&J took over as Brand Managers, Allround was advertised as a cold medicine for all demographics; young singles, young families, mature families, empty nesters, and retired. Allround's MSRP was $5.29 and the Marketing Update report listed a price increase of 2.8% compared to an inflation rate of 3.1%. Mass merchandiser sales showed the strongest growth with an increase of 9.0%. Dryup was introduced by Driscol and had a comparable formulation to Allround. Dryup was the only other multi symptom medicine to offer analgesics which is the ingredient to relieve body aches and reduce fever. Body aches was one of the most frequently reported symptoms in period 0. Allround had been compared to Besthelp, however, since Dryup was new and offered benefits that only Allround had, we changed our advertising campaign to compare Allround to Dryup and increased our advertising budget from $20M to $24M. Max Allow (mg)Analgesic
The benefits were not...