marketing simulation paper

PbarmaSim

Period #4 Brand Manager Industry: team:a User: sain143431 07-PLAYER

Decision Summary - Period 5

I Decision Summary for A1lstar, Input for Period 5 li,1 Summary of Decisions (Company)

Sales Force (#SF) Indep Drugstores 20 Wholesaler Support 30 Chain Drugstores 60 Merchandisers 20 Grocery Stores 90 Detailers 25 Convenience Stores 9 MassMerch 30 Total Sales Force 284

% of Budget Sales Force Advertising Promotion

35.3% 49.9% 13.9%

Reports Ordered Purchase Survey $, Operating Statistics $, Sales Force $, Advertising $, Promotion $, Channel Sales $, Pricing $, Shopping Habits $, Shelf Space $, Recommendations $

Brand Analg Antihist Decon Cough

Expec Alcoh Description Supp.

AI/round 1000 4 60 0 200 20 4hr multi liquid AI/round+ 1300 8 100 0 0 0 12hr multi capsule

Period 1 2 3 4 5 6 Replays: 0 0 0 0 0 0

Restarts: 0

Summary of Decisions (All round)

Pricing Mfr Sugg Ret Price < 250 vol. disc. < 2500 vol. disc. 2500+ vol. disc. Wholesaler vot. disc.

$5.39 25.0% 35.0% 39.0% 45.0%

Advertising Budget (M$) Agency Symptom Targets:

cold, allergy Demographic Targets:

young singles

$16.5 BMW

lof3

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PbarmaSim

20£1

Primary % Benefit % Comparison % Reminder % Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, helps you rest

0.0% 50.0%

0.0% 50.0%

Promotion Allowance (%) Co-op Adv.(M$) Product Disp.(M$) Trial Size (M$) Coupons (M$)

WS Ind 15.0% 15.0%

$1.5 $1.5 $0.0 $1.0 (0.50)

Summary of Decisions (Allround+)

Pricing Mfr Sugg Ret Price < 250 vol. disc. < 2500 vol. disc. 2500+ vol. disc. Wholesaler vol. disc.

$5.19 25.0% 35.0% 39.0% 45.0%

Advertising Budget (M$) Agency Symptom Targets:

cold, allergy Demographic Targets:

young singles, young families

$6.0 BMW

30.0% 50.0% 10.0% 10.0%

with Besthelp

Chain 18.0%

..;

...;

Groc 20.0%

..;

...;

Conv MM 15.0% 15.0%

..;

Primary % Benefit % Comparison % Reminder % Promote Benefits:

relieves aches, clears nasal congestion, relieves allergy symptoms

with Besthelp+

Promotion Allowance (%) Co-op Adv.(M$) Product Disp.(M$) Trial Size (M$) Coupons (M$)

WS Ind 15.0% 15.0%

$0.5 $0.8 $1.0 $0.0

Creative Design Decision

Company Logo Link No link has been entered.

Chain 18.0%

...;

..;

Groc 20.0%

...;

..;

Conv MM 15.0% 15.0%

...;

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PbarmaSim

30f3

Company Ad Link No link has been entered.

Incident

Incident: Detailing Changes Choice: None Selected

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PbarmaSim

Period # 4

Income Statement - Period 4

Brand Manager Industry: team:a User: sain14343107-PLAYER

! Income Statement for Alistar Manufacturer Sales Promotional Allowance Cost of Goods Sold Gross Margin

Consumer & Trade Promotion Advertising Sales Force Administrative Total Marketing

Contribution after Marketing

Fixed Costs

Net Income Next Period Budget

406.3 100.0% 68.7 16.9%

177.0 43.6% 160.7 39.5%

15.4 3.8% 29.0 7.1% 11.1 2.7% 12.4 3.1%

67.9 16.7%

92.8 22.8%

72.5 17.8%

20.3 5.0% 45.1 11.1%

Note: Amounts are in millions of dollars.

90

80

70

~ 60•,...j ,...j

1"2 50 40

30

20 0

Rllstar Incone/EHpense

I

I " I",,", II

1 42 Period

3

1 of 1

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PharmaSim

Period # 4 Brand Manager Industry: team:a User: sain14343107-PLAYER

Product Contribution - Period 4

I Product Contribution for Allround

I i i

I

Unit Sales Avg Retail Price Retail Sales

120.0 $4.18 501.9

383.3 100.0% 64.7 16.9%

164.8 43.0% 153.8 40.1%

9.4 2.5% 19.0 5.0%

28.4 7.4%

125.4 32.7%

Manufacturer Sales Promotional Allowance Cost of Goods Sold Gross Margin

Consumer & Trade Promotion Advertising Total Marketing

Product Contribution

Note: Values (except Avg Retail Price) are in millions.

I RUstar Product ContrIbut.Lon

I 200 ! a a I 150 I ! a

I~ 100,0 I~ fJ. AllroundIi 50 '7 Allround+

0I V

I -50

0 1 2 3 4 Period

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