Pharmasim final report

3. Advertising budget

4. Selected advertising agency

5. Relative emphasis on the four types of advertising messages

6. Promotion’s budget with allocations to cooperative advertising and the three types of consumer promotions

Final Simulation Report

The Final Report should describe your final results for all Allround brands by category. The written report must not exceed 5 double-spaced pages (12-point type) with one-inch margins, excluding title page and appendix. The report should not merely list the results, but detail what you learned during the simulation by addressing the categories below. Note: you should include Product Life Cycle in all of your categories.

1. Manufacturer’s suggested retail price

2. Volume discounts and promotional allowances

3. Advertising budget

4. Selected advertising agency

5. Relative emphasis on the four types of advertising messages

6. Promotion’s budget with allocations to cooperative advertising and the three types of consumer promotions

7. Sales force (number allocated to the five types of retail stores as well as to wholesale and indirect support functions)

8. Segmentation

9. Line extensions

10. Cumulative net income throughout the simulation and final stock price

11. What you anticipate would happen to the Allround brands in period nine

Your appendix must include:

1. Your firm’s initial strategy

2. Your team’s decisions, results, and interpretation of results for each of the eight periods

3. Graphs

Set advertising budget, agency, targets, and message for a brand.

Advertising Budget: total media expenditure.

Ad Agency: higher cost agencies produce higher quality ads.

Targets: target your ad message to a particular population and illness.

Primary: creates awareness; stimulates demand.

Benefits: emphasizes product benefits. (Select benefits to promote.)

Comparison: compares your product to a competitor's. (Select one competitor.)

Reminder: maintains awareness; stimulates repurchase.

Ad messages percentages must total 100%.

The team leader may optionally lock decisions to prevent additional changes this period

Beg

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Advertising Decision for

Budget (M):

$39.3

Remaining:

$10.3

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Target Decision

Advertising Budget:

$15.0 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

all

Symptom Targets:

cold, cough

Message Decision

Ad Message:

Primary

10%

Benefits

40%

Comparison

40% with End

Reminder

10%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, suppresses coughing, minimizes side effects, helps you rest

Advertising - Period 2

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Advertising Decision for

Budget (M):

$50.8

Remaining:

$22.0

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Target Decision

Advertising Budget:

$16.0 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

all

Symptom Targets:

cold, cough

Message Decision

Ad Message:

Primary

5%

Benefits

44%

Comparison

46% with Besthelp

Reminder

5%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, suppresses coughing, minimizes side effects, won't cause drowsiness, helps you rest

Advertising Decision for

Budget (M):

$48.6

Remaining:

$20.1

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Target Decision

Advertising Budget:

$15.0 Million

Ad Agency:

Sully and Rogers (10%)

Demographic Targets:

young singles, young families, mature families

Symptom Targets:

cold

Message Decision

Ad Message:

Primary

10%

Benefits

40%

Comparison

40% with Besthelp

Reminder

10%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, minimizes side effects, helps you rest

Advertising Decision for

Budget (M):

$52.3

Remaining:

$12.5

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http://app3.interpretive.com/psf14/img/blank.gif

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Target Decision

Advertising Budget:

$15.0 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

all

Symptom Targets:

cold, cough

Message Decision

Ad Message:

Primary

9%

Benefits

18%

Comparison

38% with Besthelp

Reminder

35%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, minimizes side effects, helps you rest

Advertising Decision for

Budget (M):

$44.7

Remaining:

$3.8

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Target Decision

Advertising Budget:

$10.0 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

all

Symptom Targets:

cold, cough

Message Decision

Ad Message:

Primary

12%

Benefits

28%

Comparison

35% with Besthelp+

Reminder

25%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, relieves allergy symptoms, minimizes side effects, helps you rest

Advertising Decision for

Budget (M):

$49.6

Remaining:

$2.0

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Target Decision

Advertising Budget:

$12.6 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young singles, young families, mature families

Symptom Targets:

all

Message Decision

Ad Message:

Primary

18%

Benefits

37%

Comparison

30% with Dryup+

Reminder

15%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, suppresses coughing, relieves allergy symptoms, helps you rest

Advertising Decision for

Budget (M):

$54.3

Remaining:

$7.8

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Target Decision

Advertising Budget:

$13.0 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young singles, young families, mature families

Symptom Targets:

all

Message Decision

Ad Message:

Primary

15%

Benefits

35%

Comparison

30% with Besthelp

Reminder

20%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, relieves allergy symptoms, helps you rest

Advertising Decision for

Budget (M):

$60.6

Remaining:

$14.4

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Target Decision

Advertising Budget:

$15.0 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young singles, young families, mature families

Symptom Targets:

all

Message Decision

Ad Message:

Primary

10%

Benefits

30%

Comparison

35% with Besthelp

Reminder

25%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, relieves allergy symptoms, helps you rest

Advertising Decision for

Budget (M):

$62.3

Remaining:

$15.8

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http://app3.interpretive.com/psf14/img/blank.gif

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Target Decision

Advertising Budget:

$15.0 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young singles, young families, mature families

Symptom Targets:

all

Message Decision

Ad Message:

Primary

10%

Benefits

30%

Comparison

35% with Besthelp

Reminder

25%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, suppresses coughing, relieves allergy symptoms, helps you rest

In period 4 we introduced a new brand for children:

Advertising Decision for

Budget (M):

$52.3

Remaining:

$12.5

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Target Decision

Advertising Budget:

$6.0 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young families

Symptom Targets:

cold

Message Decision

Ad Message:

Primary

35%

Benefits

35%

Comparison

15% with Coldcure

Reminder

15%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness

Advertising Decision for

Budget (M):

$44.7

Remaining:

$3.8

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Target Decision

Advertising Budget:

$6.0 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young families, mature families

Symptom Targets:

cold, allergy

Message Decision

Ad Message:

Primary

30%

Benefits

30%

Comparison

30% with Coldcure

Reminder

10%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, relieves allergy symptoms, won't cause drowsiness

Advertising Decision for

Budget (M):

$49.6

Remaining:

$2.0

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Target Decision

Advertising Budget:

$6.5 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young families, mature families

Symptom Targets:

cold, allergy

Message Decision

Ad Message:

Primary

25%

Benefits

35%

Comparison

30% with Coldcure

Reminder

10%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness

Advertising Decision for

Budget (M):

$54.3

Remaining:

$7.8

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Target Decision

Advertising Budget:

$6.5 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young families, mature families

Symptom Targets:

all

Message Decision

Ad Message:

Primary

25%

Benefits

35%

Comparison

30% with Coldcure

Reminder

10%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness

Advertising Decision for

Budget (M):

$60.6

Remaining:

$14.4

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Target Decision

Advertising Budget:

$6.3 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young families, mature families

Symptom Targets:

cold, cough

Message Decision

Ad Message:

Primary

20%

Benefits

20%

Comparison

35% with Coldcure

Reminder

25%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness

Advertising Decision for

Budget (M):

$62.3

Remaining:

$15.8

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Target Decision

Advertising Budget:

$6.3 Million

Ad Agency:

Brewster, Maxwell, & Wheeler (15%)

Demographic Targets:

young families, mature families

Symptom Targets:

cold, cough

Message Decision

Ad Message:

Primary

20%

Benefits

20%

Comparison

35% with Coldcure

Reminder

25%

Promote Benefits:

relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, won't cause drowsiness

Allround

Allround

Allround

Allround

Allround

Allround

Allround

Allround+

Allround+

Allround+

Allround+

Allround+

Allround

Allround