marketing simulation paper

PharmaSim

10f3

. Period f#"6" Brand ManagerIndustry: team:a User: sain14343107-PLAYER

Decision Summary - Period 7

Decision Summary for Allstar, Input for Period 7

Summary of Decisions (Company)

Sales Force (#SF) Indep Drugstores Chain Drugstores Grocery Stores Convenience Stores MassMerch

I

30 Wholesaller Support 35 65 Merchandisers 25

100 Detailers 35 11 30 Total Sales Force 331

% of Budget Sales Force Advertising Promotion

33.4% 50.0% 16.7%

Reports Ordered none

Brand Analg Antihist Decon ~OU9h Expec Alcoh Description upp.

Allround 1000 4 60 0 200 2:0 4hr multi liquid Allround+ 1300 8 100 0 0 I) 12hr multi capsule Allright 0 4 60 0 0 I) 4hr allergy capsule NO

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

Restarts: 0

Summary of Decisions (Allround)

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

$5.99 25.0% 35.0% 39.0% 45.0%

Advertising Budget (M$) Agency Symptom Targets:

cold, allergy Demographic Targets:

young singles

$16.5 BMW

Primary % 0.0%

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PharmaSim

20f3

Benefit % Comparison % Reminder % Promote Benefits:

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

50.0% 0.0% with Besthelp

50.0%

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

WS Ind 13.0% 15.0%

Chain 20.0%

\Jf

/'\J

Groc 20.0%

..;

..;

Conv MM 13.0% 15.0%

..;$1.0 $1.0

$0.0 $1.5 (0.75)

Summary of Decisions (Allround+)

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

$5.99 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

Primary % Benefit % Comparison % Reminder % Promote Benefits:

relieves aches, clears nasal congestion, relieves allergy symptoms

20.0% 50.0% 20.0% 10.0%

with Besthelp+

Promotion WS Ind Chain Groc Conv MM Allowance (%) 13.0% 15.0% 20.0% 20.0% 13.0% 15.0% Co-op Adv.(M$) $0.5 ../ ..; ..; Product Disp.(M$) $0.8 \Jf ..; Trial Size (M$) $0.0 Coupons (M$) $1.5 (0.75)

Summary of Decisions (Allright)

Pricing Mfr Sugg Ret Price $6.99 < 250 vol. disc. 25.0%

< 2500 vol disc. 35.0%

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PbarmaSim

30f3

2500+ vol. disc. Wholesaler vol, disc.

39.0% 45.0%

Advertising Budget (M$) Agency Symptom Targets:

allergy Demographic Targets:

young singles, mature families

$6.0 BMW

Primary % Benefit % Comparison % Reminder % Promote Benefits:

relieves allergy symptoms, won't cause drowsiness

30.0% 50.0%

0.0% 20.0%

with 84011:0

Promotion WS Ind Chain Groc Conv MM Allowance (%) 13.0% 15.0% 20.0% 20.0% 13.0% 15.0% Co-op Adv. (M$) $0.8 "if ../ ../ Product Disp.(M$) $1.0 "if ../ Trial Size (M$) $0.5 Coupons (M$) $1.0 (0.75)

Creative Design Decision

Company Logo Link No link has been entered.

Company Ad Link No link has been entered.

Incident

Incident: Price Discrimination Choice: None Selected

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PharmaSim

Period # 6 Brand Manager Industry: team:a User: sain14343107-PlAYER

Product Contribution - Period 6 I

I Product Contribution for Allround

Unit Sales Avg Retail Price Retail Sales

115.6 $4.81 5~i6.2

425.6 100.0% ,·0.2 16.5%

169.7 39.9% 185.6 43.6%

3.5 0.8% 16.5 3.9%

20.0 4.7%

165.6 38.9%

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.

Allstar- Pr-oduct Contr-ibtJItion ~ I 200

Ixr V150 " 'rJ I-sr~ 100c IQ .6. Allright·004

I..-j V Allround..-j·004 50 -<>- Allround+:z: I~ -- <> I 1

.;.- J!. I0 .---<>~

I -50 I0 1 2 3 4 I) 6

Per-iod I

1 of 1

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PharmaSim

Period # 6 Brand Manager Industry: team:a User: sain143431 07-PuIl,.YER

Product Contribution - Period 6

i Product Contribution for Allround+ Unit Sales Avg Retail Price Retail Sales

Manufacturer Sales Promotional Allowance

I Cost of Goods Sold I Gross Margin I Consumer & Trade Promotion i Advertising i Total Marketing I Product Contribution I I

16.7 $4.80

80.4

61.7 100.0% 10.3 16.6% 17.5 28.3%

33.9 55.0%

2.8 4.5% 6.0 9.7%

8.8 14.2%

25.2 40.8%

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

Rllstar Product ContribUition 200

v V 150 ''l

~ 100c 0 6. Allright.""....•

\J Allround....•

Ii 50 -<)- Allround+~{>----- -.{>-

A0 .s-«: I {> -- I

JI -50I 0 1 2 3 4 s 6PeriodL-..-

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PharmaSim

Period # 6 Brand Manager Industry: team:a User: sain14343107-PLAYER

Product Contribution - Period 6 iI Product Contribution for Allright I Unit Sales

Avg Retail Price Retail Sales

7.9 $5.66

44.6

33.9 100.0% 5.7 16.8%

15.8 46.5% 12.5 36.7%

3.3 9.6% 6.0 17.7%

9.3 27.3%

3.2 9.5%

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 Rllstar Product ContribUition !

200 I Tf VI 150 ';r I I -Tf

I~ 100 I·:: /:;.. Allright I~ V Allround50 -~- Allround+I~ -- c-

-;>- --- II 0 ~- aI "'-I JI -50I 0 1 2 3 4 !) 6Period,

l of l

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