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MarketShare Simulation

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by

Yasmine BENSINANE

on 11 December 2014

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Transcript of MarketShare Simulation

Results
MarketShare Simulation
Group 3: Aigerim, Laetitia, Jisu, Yasmine
Results
What results did we obtain?
TABLE
CONTENTS
Conclusion
Strategy
What we could have done better?
Q&A
Strategy
What strategy did we plan ?
Target
Decisions summary
What were our actions in the game?
Decisions summary
Period 1
Product
Period 2
Period 3
Period 4
Period 5
Period 6
Sales Force
Advertising
Promotion
Stock price increased to $14.61

Sales, Net Income and Market share increased

Marketing efficiency and Gross margin percentage decreased

Confusing advertising campaign and inefficient sales force allocation
Decrease the price to $5.35, as it was higher than our competitors
Adapt the volume discount 28%
Increase Sales Force in Mass Merchandize and Grocery Stores
12% in Mass Merchandize
Increase the budget
Compare to Dryup
Focus on Benefits and Reminder
Uncheck “Reduce Chest Congestion” Check “Minimize Side Effects”
Increase the budget
Focus on Point Of Purchase, and not on Newspaper Coupons
Stock price increased to $17.24

Sales, Net Income, Gross margin percentage, Marketing efficiency and Market share increased

Confusing advertising campaign and inefficient sales force allocation

Lack of promotion
Stock price increased to $18.94

Revenue and Market share increased

Net Income and Gross margin percentage decreased

Confusing advertising campaign
Stock price increased to $24.08

Sales increased, Allright immediately took a 18.3% market share in the Allergy Sector

Marketing efficiency, Net Income and Gross margin percentage decreased

Allright’s price is too low
Stock price increased to $25.99

Sales, Gross margin percentage, Net Income and Marketing Efficiency increased

Number of units sold and Allround’s Market Share decreased

Lack of promotion for Allround
Stock price increased to $39.46

Sales, Gross margin percentage, Marketing efficiency and Net Income increased

Allround’s market share is in recovery

Allright is 2% away from being the market leader

Sales
Market Share
Expenses’ efficiency
Net Income

of
Product
Sales Force
Advertising
Increase the price to $5.36, as inflation was higher than the general drop of price
Drop alcohol to attract families and day workers
Increase the number of employees in Grocery Stores and Mass Merchandize, based on the ratio Sales/Sales Force
Increase the budget
Compare to BestHelp
Stick to our advertising message
Product
Sales Force
Advertising
Increase the price
Increase the promotion budget
Use of a new ratio:
Sales in x / Total Sales
Set a total of 145 employees, and spread them according to this ratio
Increase the budget
Add "Won't Cause Drowsiness"
Uncheck "Dries Up Runny Nose" contradict with "Clear Nasal Congestion"
Product
Sales Force
Allround
Allright
Launch of Allright, a non-drowsy allergy medicine
Set a price of $4.30 as our competitors’ are $3.99 (Believe) and $4.09 (Defogg)
New total of 160 sales employees, with the same allocation as before
Increase the part of Reminder
Stick to our advertising message
Advertising budget of $9.80 million
Focus only on Primary and Benefits
Simple advertising message: promote only “Relieves Allergy Symptoms” and “Won’t Cause Drowsiness”
Product
Sales Force
Advertising
Promotion
Allround’s price adaptation to inflation (5.2%) and general price increase (2.5%):
$5.65 x 1.052 x 1.025 = $5.98
Allright's price: directly to $6.00
Decrease the total number of employees
Decrease of Allround’s budget
Increase of Allright’s
Decrease of Allround’s budget
Increase of Allright’s
Product
Sales Force
Advertising
Promotion
Prices adaptation to inflation and general increase of price, following the previous calculation formula
Decrease of the number of employees
Decrease of Allright’s budget
Increase of Allround’s budget
Decrease of Allright’s budget
Increase of Allround’s budget
Conclusion
But, what could we have done better?
What is our final rank?
What could we have done better?
Advertising
Price
Allright
Percentage of gross margin
% of gross margin significantly decreased
Finally ...
The simulation game helped us to understand the marketing in a different point of view.
Q
A
&
Thank you
Allround
Price was too low at the beginning

-> Loss of profit -> Less budget

Adequate price & Adjusted price related to inflation

-> Match with our goal

-> Excessive amount of cost of goods sold compared to the revenue
-> We spent too much on advertising, promotion and sales force
-> Misallocation of budget
1- Young families
2- Active employees
3- Mature costumers
Product
Adapt the product to our target
Diversify the product line
Maintain the brand image
Competitors
Besthelp
Dryup
Short term
Long term
Awareness
Satisfaction
Loyalty
Revenue
Stock price
Net income
Full transcript