In BRAND MANAGEMENT small PC simulation, teams try to build and sustain sales and profitability for a high-value consumer brand, such as a premium coffee in a market with many potential consumers, who buy through retail stores. Success depends on:
- developing consumer interest by advertising, while not spending more than necessary to reach target consumers,
- growing distribution of the product through retail stores by deciding on the size of sales force – making sure not to employ more effort and cost than is worthwhile,
- setting a wholesale price that gives a good margin, whilst resulting in a retail price through stores that ensures consumers buy the product and still give stores a good profit.
The brand competes in a broad market, rather than taking on specific competitors. Teams can focus on marketing and sales issues, since production and distribution activities and costs are fixed.
In addition to launching a completely new brand with a limited budget, teams can take over a business that has been spending on sales and advertising with little success, another that has grown quickly, or another that must be rescued from declining sales and profits.
Can you build and sustain a successful consumer brand by winning consumers and stores, profitably? This is a small scale simulation that provides an engaging introduction to taking a resource view of management.
Teams run a premium consumer brand over 12 years to build sales and profits. Advertising spend wins consumer interest, and a sales force wins stores in order to increase product availability. Pricing decisions determine profit margin and average consumer demand. More…
Key Learning points
Business performance over time (sales and earnings) depends on the resources we have. More…
Teams make monthly decisions on advertising spend, sales force size and wholesale pricing. Reports, graphs and tables give extensive information on consumer research, product distribution, sales and profitability. Includes three pre-set challenges and the facility to create additional challenges for your courses. More…
This simulation’s primary use is for strategy, strategy dynamics, systems thinking and marketing courses. A PC based exercise it is usually run in teams of 3-4 people. About 2.5 hours is required for completion. Full teaching materials are provided. More…
Teams are the managers of a brand with a potential market of 5 million consumers and 50,000 stores. There is an initial budget within which they must accomplish the entire product launch.
The simulation runs over 12 years, with monthly decisions, although useful learning exercises may run over just a few simulated years. Decisions can be set to repeat over a number of periods automatically.
Grow the brand profitably in a large but finite market, making decisions that build consumers’ interest, extend product availability by ensuring that stores will benefit from sufficient demand and margin.
The simulation can be started with different levels of launch budget – the default value is generous, and teams will discover there is a minimum level of total spending, below which no launch is possible.
Windows operating system (Win98 up to Windows 8). Screen resolution 1024*768 or above. 10Mb Disk space.
Mac users please note: this software is not created for Mac but can run in a Windows emulator. You are advised to try the demo software to see if your system will run it.
Note: our software is all delivered in evaluation format and requires a code to be entered to unlock all features. For single user copies this is sent to you by email shortly after purchase. If bought during UK working hours we aim to send these within one hour although we recommend that you allow 1 working day.
Codes for workshop and site licences are valid for the period of the licence.