Pharmasim: a brand management simulation pharmasim is a computer simulation based on the over-the-counter cold medicine industry the exercise focuses primarily on marketing activities and is designed to teach marketing concepts in an active and stimulating environment. Pharmasim is very helpful and useful for the marketer in decisionmaking, how the problem should have been solved it is a good opportunity to practicemarketing strategy in pharmasim simulation because once the marketers make a wrongdecision, the pharmasim can be replayed as many time they needs. Chapter 5 market segmenting, targeting, and positioning a price-focused segment is composed of small companies that have low profit margins and regard the good or service being sold as not being strategically important to their operations.
Pharmasim project 1 executive summary the over-the-counter (otc) cold and allergy remedy market was highly competitive there were already 10 brands targeting in different segments at the beginning of the simulation. Pharmasim marketing case problem allstar brands corporation is one of the leading manufacturers of packaged goods in the world allstar brands’ allround product is a market leader in the over-the-counter (otc) cold and allergy remedy market. 1: pharmasim case - case studypdf− 14 − pharmasim student manual fall under the same category an overview of the corporate structure of allstar brands is presented in exhibit 11.
Marketing plan for pharmasim competitors of allstar’s are diversified into other categories of the otc market and not dependent upon just the cold segment this is one area where allstar can potentially improve its sales and diversify its product lines although allstar has the highest brand awareness, it also has the highest price. A list of miscellaneous things to consider when working on the pharmasim 1 remember that each period is an entire year thus, many things can and will happen during that year (eg, inflation, consumer attitudes, changes in competitors actions and success, distribution results. Pharmasim present to: janet haist marketing program professor george brown college presented by: nik rentas turgut tezir business marketing analysis program students - high satisfaction in cold segment, well below allround in cough and cold 4 strategic alternatives.
Our segmentation, targeting, and positioning strategies have been important to our decisions as stated in the initial marketing plan, the marketing team in the pharmaceuticals division has segmented the market by demographics which include young singles, young families, mature families, empty nesters, and retired. • describe your primary target market segments (not every customer segment, but the top 2-3 segments based on the two segment categories provided by pharmasim – demographics and illness) provide demographic and behavioral descriptions for each primary market segment. Transcript of pharmasim segmenting customers by symptoms, not demographics, allowed us to compete in multiple categories strengthened our offering in the largest category (cold), then introduced subsequent products into next largest categories (cough, then allergy. Pharmasim swot analysis and 10 year goals for allstar brand management team mba 6210 marketing management introduction: allstar’s pharmaceutical division has a multi-symptom cold otc medication (allround) that is competing against nine brands from four competitors.
There are three ways to classify what the customer wants it is known as needs, wants and demandshowever, to decide the needs, wants and demands, you need to carry out segmentation firstand in segmentation, the first step is to determine which type of customer will prefer your products. 2 planned activities in you course schedule there is a list of activities for each lecture please prepare them before you come to class this will save a lot of valuable time and increase the. Pharmasim marketing report 1 executive summary with 10 brands of cold and allergy medicine targeting different segments of the population and focusing on 3 categories of illness - cold, cough and allergy and various associated symptoms such as aches, nasal congestion, chest congestion, runny nose, coughing and allergy, it’s a very competitive space. Pharmasim segmentation targeting and positioning market segmentation, targeting and positioning introduction 1 to succeed in today’s competitive marketplace, companies must be customer-centered, wining customers from competitors and keeping them by delivering greater value a sound marketing requires a careful, deliberate analysis of consumers. Page 28—pharmasim student guide financial situation allround is a successful and profitable brand with sales of $3553 million at the manufacturer's level last period.
Marketing mba-565 pharmasim pharmasim final simulation report the final report should describe your final results for all allround brands by category. Segmentation in marketing is the process of combining small, diverse groups into large, homogenous markets false allround has a 40% share of manufacturer sales of otc cold products, but according to a consumer survey, just 25% share of purchases for colds. Mature families is the largest segment for allround has 254% of cold suffers and 136% share of young singles for cold, which is about the size of the young singles market at 146. May – august 2008 only getting started with countrymanager competing in the countrymanager market place will require complex analysis and decision.
Market segmentation is the process of placing the buyers in a product- market into subgroups so that the members of each segment display similar responsiveness to a particular positioning strategy buyer similarities are indicated by the amount and frequency of purchase loyalty to a particular brand, how the product is used and other measures. Chart and diagram slides for powerpoint - beautifully designed chart and diagram s for powerpoint with visually stunning graphics and animation effects our new crystalgraphics chart and diagram slides for powerpoint is a collection of over 1000 impressively designed data-driven chart and editable diagram s guaranteed to impress any audience. Pharmasim april 21, 2017 general, uncategorized segmentation 9 product life cycle 10 line extensions 11 cumulative net income throughout the simulation and final stock price 12 what you anticipate would happen to the allround brands in period nine your appendix must include: 1 your firm’s initial strategy 2. The firm also suggested that demographic segmentation could reveal important information about the market we were presented with two segmentation options: illness (cold, cough, and allergy) and demographics (young singles, young families, mature families, empty nesters, and retired.
Pharmasim marketing plan stp there are a lot of segments for selection in pharmasim cold, cough, allergy and multi-symptom in the form of liquid and capsule for adults and children. Segmenting there are two different segmentation options we can use to segment our consumers in pharmasim the first is demographic segmentation which refers to young singles, young families, mature families, empty nesters, and retired. Transcript of pharmasim marketing strategy the cough segment was the second largest revenue source in the otc market hand off consumers between allstar brands special decision current nasal spray market (low price and low effectiveness) heavy competition in the cold and allergy markets. Pharmasim is a marketing management simulation based on the over-the-counter cold medicine industry while it focuses on brand management, the issues raised apply to marketers in any industry.