Allround is well established as a leader in over-the-counter cold remedies. Allround's primary target market was those purchasing cold products to treat multiple symptoms without having to visit a medical provider. The company analyzed the needs of our products by studying the symptoms of what they were looking for in an over-the-counter cold remedy. The symptoms reported by the population were body aches, nasal congestion, runny nose, cough and allergy symptoms. Based on these reported symptoms, our original, four-hour multi-liquid formula was a great option for anyone experiencing these symptoms. Allround has maintained its goal of providing excellent cold products for adults and children. Competitors, new entrants as well as new products were factors that affected our decision-making process, but Allround did not move away from its target market. Competition has been fierce in the industry over times, but Allround has managed to remain the leader. . In the over-the-counter cold remedy industry, there are a multitude of options for consumers. The team studied the formula of competing brands and noted consumer feedback on social media. There have been many periods where consumers have noted that one of our competitors' products was better for them, but most consumer feedback was in our favor. We carefully studied the formulations of all competitors' brands and were confident that our product had the right combination to meet all needs..