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 Descriptionupp. 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 $16.5 BMW Primary % 0.0% http://appl.interpretive.comlpss 12/i.php '. . 9/29/2013 12:54 PM PharmaSim 20f3 Benefit % Comparison % Reminder % Promote Benefits: relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, helps you rest 50.0% 0.0% with Besthelp 50.0% Promotion Allowance (%) Co-op Adv.(M$) 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 $6.99 < 250 vol. disc. 25.0% < 2500 vol disc. 35.0% http://appl.interpretive.comlpss 12/i.php 9/29/2013 12:54 PM PbarmaSim 30f3 2500+ vol. disc. Wholesaler vol, disc. 39.0% 45.0% Advertising Budget (M$) 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 http://appl.interpretive.comipss 12/Lpbp 9129/2013 12:54 PM 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) 6Per-iod I
1 of 1
http://appl.interpretive.comlpss 12/i.php
9/29/2013 12:57 PM
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-..-
l of l
http://appl.interpretive.comlpss12/i.php
9/29/2013 12:57 PM
PharmaSim
Period # 6 Brand Manager Industry: team:a User: sain14343107-PLAYER
Product Contribution – Period 6 iIProduct 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
http://appl.interpretive.com/pss 12/i.php
912912013 12:57 PM
Applied Sciences
Architecture and Design
Biology
Business & Finance
Chemistry
Computer Science
Geography
Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
Information Systems
Law
Literature
Mathematics
Nursing
Physics
Political Science
Psychology
Reading
Science
Social Science
Home
Homework Answers
Blog
Archive
Tags
Reviews
Contact
twitterfacebook
Copyright © 2021 SweetStudy.comSWEETSTUDY.COM YOUR HOMEWORK ANSWERS
chat0
Home.Literature.
Help.
Log in / Sign up
marketing simulation paper
profile
skillo9072
decision_6.pdf
Home>Business & Finance homework help>Marketing homework help>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 Descriptionupp. 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 $16.5 BMW Primary % 0.0% http://appl.interpretive.comlpss 12/i.php '. . 9/29/2013 12:54 PM PharmaSim 20f3 Benefit % Comparison % Reminder % Promote Benefits: relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, helps you rest 50.0% 0.0% with Besthelp 50.0% Promotion Allowance (%) Co-op Adv.(M$) 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 $6.99 < 250 vol. disc. 25.0% < 2500 vol disc. 35.0% http://appl.interpretive.comlpss 12/i.php 9/29/2013 12:54 PM PbarmaSim 30f3 2500+ vol. disc. Wholesaler vol, disc. 39.0% 45.0% Advertising Budget (M$) 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 http://appl.interpretive.comipss 12/Lpbp 9129/2013 12:54 PM 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) 6Per-iod I
1 of 1
http://appl.interpretive.comlpss 12/i.php
9/29/2013 12:57 PM
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-..-
l of l
http://appl.interpretive.comlpss12/i.php
9/29/2013 12:57 PM
PharmaSim
Period # 6 Brand Manager Industry: team:a User: sain14343107-PLAYER
Product Contribution – Period 6 iIProduct 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
http://appl.interpretive.com/pss 12/i.php
912912013 12:57 PM
Applied Sciences
Architecture and Design
Biology
Business & Finance
Chemistry
Computer Science
Geography
Geology
Education
Engineering
English
Environmental science
Spanish
Government
History
Human Resource Management
Information Systems
Law
Literature
Mathematics
Nursing
Physics
Political Science
Psychology
Reading
Science
Social Science
Home
Homework Answers
Blog
Archive
Tags
Reviews
Contact
twitterfacebook
Copyright © 2021 SweetStudy.com
Recent Comments