Allround was well established as a leader in over-the-counter cold treatment. Allround's primary target market was those who purchased cold treatment products for multiple symptoms without having to see a doctor. The company analyzed the need for our products by looking at the symptoms of what they were looking for in an over-the-counter cold remedy. The symptoms reported by the population were pain, nasal congestion, runny nose, cough and allergic symptoms. Based on the reported symptoms, our original formula, Four Hour Multi Liquid, has proven to be a great option for anyone experiencing such symptoms. Allround has maintained its goal of providing great cold treatment products for both adults and children. Competitors, new entrants and new products were factors that influenced our decision making, but Allround did not deviate from its target market. Competition has been fierce in the industry throughout all periods, but Allround has managed to remain the leader. In the area of ​​over-the-counter cold remedies, there are numerous options for consumers. The team studied the competitor's brand formula and took note of consumer feedback on social media. There have been many times when consumers noted that one of the competitor's products was better for them, but the majority of consumer feedback was in our favor. We diligently studied the brand formulations for all competitors and were confident that our product had the right mix to appeal to everyone