Simulation Decisions

1. T E A M
GROUP 9
SMIA

2. Timeline
Launched with
SILK and SING
targeting SILK
towards Singles
and SING towards
High-Earners
ROUND 1
Launched 2 new
brands SIGHT and
SISMOOTH targeting
Low Income and
Affluent Families
Respectively
ROUND 2
Saw the first drop in
SPI due to lack of
Innovation and
maintaining all 4
brands despite not
being very well
perceived by their TG’s
ROUND 3
Initiated and R&D
in all 4 brands to
allign more
towards the
respective TG’s
ROUND 4
Launched the newer
projects in this round but
due to incorrect R&D still
the product remained
poorly perceived by the
TG’s
Discontinued SILK
ROUND 5
Launched an R&D
for PULL in the
nutrite markets
targeting Elderly
Segment
ROUND 6
Launched the new brand
but it performed poorly
due to the small market
size and the elderly market
didn’t perceive the product
very well.
SING withdrawn
ROUND 7
Initiated an R&D for
the PULL product to
allign it better with the
TG. Saw a growth in SPI
due to good permance
from Existing clinites
and SUPER
ROUND 8
Launched the
new SUPER
product and grew
our SPI steadily
ROUND 9
Saw a setback
due to incorrect
commercial
decisions and
saw a drop in SPI
again.
ROUND 10

3. Clinites Nutrites
Sight Silk Sing Sismooth Super
Segmentation/Targeting Low Income Singles High Earners Affluent Families Elderly
Launch Period 2 1 1 2 7
Price $ 6-9 $ 10-14 $ 22-24 $ 14-24 $ 70-100
Competition Ripe, Mira, Xifi Ring, Mint, Tiny Rise, Miss Time2 Rust, Tuna, Mimoxy
Current Status Maintained Withdrawn Withdrawm Maintained Mainteained
Outcome
Highest sales
contribution
Consistent brand
contribution initially
Highest profit margins
Product unfit
according to TG
less market size, but
product holds good future
potential
Product Portfolio

4. Round 1 Decisions
Commercial Team Marketing and Ads Marketing Mix R&D decisions
Segmentation
Strategy
Mass Merch - 4
Specialised Mass - 11
Dept. Stores - 17
Beauty Portal - 3
Mass Merch - 12
Specialised Mass - 16
Dept. Stores - 4
Beauty Portal - 3
Advertising Media - 1900k
Advertising Research - 207k
Advertising Media - 1900k
Advertising Research - 207k
Singles - 100%
High Earners - 100%
Clinites

5. Round 1 Results & Learnings
SILK
The product was not well perceived
by the target group. It had lower
purchase intention and hence R&D
was required for this product
SING
The production panning for this
product was too high. Despite the
adjusted production there was a lot
of inventory left.
The merchandising budget was not
properly allocated through the
channels.

6. Round 2 Decisions
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Mass Merch - 18
Specialised Mass - 5
Dept. Stores - 3
Beauty Portal - 1
Mass Merch - 8
Specialised Mass - 13
Dept. Stores - 3
Beauty Portal - 1
Advertising Media - 1000k
Advertising Research - 135k
Low Income - 100%
Clinites
Mass Merch - 1
Specialised Mass - 4
Dept. Stores - 19
Beauty Portal - 1
Mass Merch - 2
Specialised Mass - 8
Dept. Stores - 14
Beauty Portal - 1
Advertising Media - 900k
Advertising Research - 95k
Advertising Media - 1000k
Advertising Research - 115k
Advertising Media - 1232k
Advertising Research - 150k
Singles - 100%
High Earners - 100%
Affluent Families - 100%

7. Round 2 Results & Learnings
Sight wasn’t well perceived by low
income TG and it needed an R&D for the
same which we failed to do. Production
plan was high . Awareness of SIGHT
was low as compared to its competitors.
Too many resources allocated to mass
merch and not enough for specialised
mass.
Learnings
Sight
Silk was not as well perceived as its
competitors along the product
dimensions and hence had lower
purchase intent. Silk was priced
slightly higher than singles willing to
pay for it. Too many resources
allocated to mass merch and not
enough for beauty protals.
Silk
Sing Sismooth
Sing wasn’t well perceived by TG and it
needed an R&D for the same which we
did not do. Production plan was slightly
too high and we had unsold inventory
which increased the holding costs. Too
many resources allocated to dept stores
and not enough for specialised mass.
Sismooth wasn’t well perceived by TG
and it needed an R&D for the same
which we did not do. The merchandising
budget was not properly allocated
according to the sales made in each
channel

8. Round 3 Decisions
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Mass Merch - 20
Specialised Mass - 7
Dept. Stores - 3
Beauty Portal - 3
Mass Merch - 10
Specialised Mass - 15
Dept. Stores - 5
Beauty Portal - 2
Advertising Media - 1250k
Advertising Research - 135k
Low Income - 100%
Clinites
Mass Merch - 3
Specialised Mass - 6
Dept. Stores - 21
Beauty Portal - 3
Mass Merch - 3
Specialised Mass - 12
Dept. Stores - 17
Beauty Portal - 6
Advertising Media - 1100k
Advertising Research - 135k
Advertising Media - 1125k
Advertising Research - 140k
Advertising Media - 1250k
Advertising Research - 150k
Singles - 100%
High Earners - 100%
Affluent Families - 100%

9. Round 3 Results & Learnings
Sight wasn’t well perceived by low
income TG and it needed an R&D for the
same which we failed to do. Production
plan was also low and we lost out on
565k units sales. The advertising
research budget was a little low. Too
many resources allocated to mass
merch and not enough for specialised
mass.
Learnings
Sight
Silk was priced slightly higher than
singles willing to pay for it. A cost-
reduction r&d was required so we can
lower the cost and the price for it to
be more attractive to singles.
Advertising research budget was a
little low. Too many resources
allocated to specialised mass and not
enough for mass merch
Silk
Sing Sismooth
Sing wasn’t well perceived by high
earners TG and it needed an R&D for the
same which we failed to do. Production
plan was slightly too high and we had
unsold inventory which increased the
holding costs. Too many resources
allocated to dept stores and not enough
for specialised mass.
Sismooth wasn’t well perceived by
affluent family TG and it needed an
R&D for the same which we failed to
do. Production plan was slightly too
high and we had unsold inventory
which increased the holding costs.
Too many resources allocated to
beauty portals and not enough for
dept stores.

10. Round 4 Decisions
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Mass Merch - 12
Specialised Mass - 11
Dept. Stores - 3
Beauty Portal - 7
Mass Merch - 10
Specialised Mass - 15
Dept. Stores - 4
Beauty Portal - 3
Advertising Media - 1500k
Advertising Research - 225k
Low Income - 100%
Clinites
Mass Merch - 3
Specialised Mass - 11
Dept. Stores - 15
Beauty Portal - 5
Mass Merch - 3
Specialised Mass - 15
Dept. Stores - 10
Beauty Portal - 8
Advertising Media - 1200k
Advertising Research - 180k
Advertising Media - 1000k
Advertising Research - 150k
Advertising Media - 970k
Advertising Research - 146k
Singles - 100%
High Earners - 100%
Affluent Families - 100%

11. Round 4 Results & Learnings
Sight wasn’t well perceived by low
income TG and it needed an R&D for the
same which we will be implementing in
r5. Production plan was adequate. The
commercial team decisions were are
incorrect. Too many resources allocated
to specialised mass and not enough to
beauty portals
Learnings
Sight
Silk was a very well perceived
product with the cost being the only
problem which would be solved by
the cost reduction r&d already done.
The production was very low losing
out on 642k sales which was a huge
setback for us. Cashing in on this lost
sales would have made silk the #1
brand in singles.
Silk
Sing Sismooth
Sing wasn’t well perceived by high
earners TG and it needed an R&D for the
same which we will be implementing in
r5. Production plan was adequate.
Commerical team decisions and
resources allocated to various channels
were all incorrect. It is very important to
study the shopping habits of the
concerned TG
Sismooth wasn’t well perceived by
affluent family TG and it needed an
R&D for the same which we will be
implementing in r5. Production plan
was low and we lost potential sales
of 69k. Commerical team decisions
and resources allocated to various
channels were all incorrect.

12. Round 5 Decisions
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Mass Merch - 19
Specialised Mass -138
Dept. Stores - 4
Beauty Portal - 7
Mass Merch - 4
Specialised Mass - 16
Dept. Stores - 25
Beauty Portal - 5
Advertising Media - 1500k
Advertising Research - 225k
Advertising Media - 1100k
Advertising Research - 165k
Low Income - 100%
Production Planning - 6,000k
Retail Price - 7$
Production Planning - 3,000k
Retail Price - 17$
Clinites
High Earners - 100%
Advertising Media - 1200k
Advertising Research - 180k
Mass Merch - 4
Specialised Mass - 16
Dept. Stores - 12
Beauty Portal - 10
Affluent Families - 100%
Production Planning - 3000k
Retail Price - 17$

13. Round 5 Results & Learnings
SILK was withdrawn from the market during this
period.
Inventory left was till for SIGHT
and quite high for SISMOOTH
and SING. Wrong predictions
were taken during production
and commercial team c had
incorrect allocation.
Learnings : 1
merchandising budget
allocated to SIGHT and SING
was not perfectly aligned with
the sales made in each
channel. Low marketing
contributions for brands.
Learnings : 2

14. Round 6 Decisions
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Production Planning - 12,000k
Retail Price - 7$
Production Planning - 1500k
Retail Price - 17$
Clinites
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Nutrites
Clinical Benefit - 36
Nutrition - 46
Packaging - 34
Flavor - 31
Variety - 32
Segmentation
Production Planning - 1500k
Retail Price - 17$
Low Income - 100%
High Earners - 100%
Affluent Families - 100%
Mass Merch - 26
Specialised Mass -18
Dept. Stores - 7
Beauty Portal - 10
Mass Merch - 4
Specialised Mass - 13
Dept. Stores - 22
Beauty Portal - 5
Advertising Media - 2500k
Advertising Research - 420k
Advertising Media - 1100k
Advertising Research - 165k
Advertising Media - 1200k
Advertising Research - 180k
Mass Merch - 4
Specialised Mass - 14
Dept. Stores - 10
Beauty Portal - 8

15. Round 6 Results & Learnings
Failed production planning
leading to high unsold inventory.
Brands not very well perceived
by TGs
Learnings : 1
High Awareness but
objectives and product not up
to the mark for the segments.
Merchandising budgets needed
optimization
Learnings : 2

16. Round 7 Decisions
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Mass Merch - 26
Specialised Mass - 18
Dept. Stores - 7
Beauty Portal - 10
Mass Merch - 4
Specialised Mass - 14
Dept. Stores - 10
Beauty Portal - 8
Advertising Media - 1500k
Advertising Research - 200k
Advertising Media - 1100k
Advertising Research - 165k
Low Income - 100%
Elderly - 100%
Production Planning - 12,000k
Retail Price - 7$
Production Planning - 1,000k
Retail Price - 17$
Clinites
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Nutrites
Mass Merch - 6
Specialised Mass - 12
Dept. Stores - 8
Beauty Portal - 4
Advertising Media - 2,660k
Advertising Research - 400k
Affluent Families - 100%
Production Planning - 5,000k
Retail Price - 100$

17. Round 7 Results & Learnings
SING was withdrawn from the market during this
period.
Inventory hold cost was high for
Sight, Sismooth and Super.
Wrong predictions were taken
during production. It is important
to carefully plan production
levels in order to meet demand
and avoid stockouts or excess
inventory.
Learnings : 1
Analyse the reasons behind the
negative contribution of
SUPER. This could involve
factors like lower product
demand, higher production
costs, or ineffective marketing
compared to other brands.
Learnings : 2

18. Round 8 Decisions
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Mass Merch - 26
Specialised Mass - 15
Dept. Stores - 2
Beauty Portal - 6
Mass Merch - 3
Specialised Mass - 12
Dept. Stores - 9
Beauty Portal - 7
Advertising Media - 1370k
Advertising Research - 170k
Advertising Media - 1000k
Advertising Research - 150k
Low Income - 100%
Elderly - 100%
Production Planning - 1,000k
Retail Price - 7$
Production Planning - 500k
Retail Price - 17$
Clinites
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Nutrites
Mass Merch - 10
Specialised Mass - 20
Dept. Stores - 12
Beauty Portal - 6
Advertising Media - 2,200k
Advertising Research - 272k
Affluent Families - 100%
Production Planning - 0k
Retail Price - 100$ Clinical Benefit - 46
Nutrition - 51
Packaging - 29
Flavor - 6
Variety - 31

19. Round 8 Results & Learnings
Inventory holding costs were
reduced for Sight and Sismooth.
However, for Super, it remained
almost the same. Planned to
reduce the production for super
and focus on sight.
Learnings : 1
Sales through dept stores are
reduced as a team is
decreased from 7 to 2.
However, beauty portals were
able to increase their sales
despite lowering the team size.
i.e sales is not only dependent
on team size
Learnings : 2

20. Round 9 Decisions
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Mass Merch - 16
Specialised Mass - 10
Dept. Stores - 2
Beauty Portal - 3
Mass Merch - 1
Specialised Mass - 4
Dept. Stores - 3
Beauty Portal - 2
Advertising Media - 800k
Advertising Research - 120k
Advertising Media - 100k
Advertising Research - 15k
Low Income - 100%
Elderly - 100%
Production Planning - 5000k
Retail Price - 6$
Production Planning - 500k
Retail Price - 14$
Clinites
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Nutrites
Mass Merch - 15
Specialised Mass - 20
Dept. Stores - 14
Beauty Portal - 6
Advertising Media - 2,400k
Advertising Research - 280k
Affluent Families - 100%
Production Planning - 1000k
Retail Price - 70$

21. Round 9 Results & Learnings
Learnings : 1
Merchandising budget
allocated to SUPER is not
perfectly aligned with the sales
made in each channel,
allocated too much resources
to Specialized mass and not
enough to Mass Merch.
Learnings : 2
Poor positioning. SUPER not
well percieved by elderly but
has highest awareness,
merchandising needs efforts.

22. Round 10 Decisions
Clinites
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Mass Merch - 16
Specialised Mass - 10
Dept. Stores - 2
Beauty Portal - 3
Mass Merch - 1
Specialised Mass - 4
Dept. Stores - 3
Beauty Portal - 2
Advertising Media - 800k
Advertising Research - 120k
Advertising Media - 100k
Advertising Research - 15k
Low Income - 100%
Elderly - 100%
Production Planning - 5000k
Retail Price - 6$
Production Planning - 500k
Retail Price - 14$
Commercial Team Marketing and Ads Marketing Mix R&D Decisions
Segmentation
Nutrites
Mass Merch - 15
Specialised Mass - 20
Dept. Stores - 14
Beauty Portal - 6
Advertising Media - 2,400k
Advertising Research - 280k
Affluent Families - 100%
Production Planning - 1000k
Retail Price - 70$

23. Round 10 Results & Learnings
Learnings : 1
Semantics couldn't be mapped
correctly for our brands, failed
in R&D which made us struggle
in alligning our budgets.
Learnings : 2
Low awareness levels, lack of
overall R&D since period 3.
Product’s physical
characteristics diLod not fit for
target segments for SISMOOTH,

24. OVERALL LEARNINGS
• Understanding the product life cycle is essential.
• Constant investment in R&D helps the company to build a
competitive product portfolio
• Production should be done as per the demand; this minimises the
inventory holding cost and the lost sales.
• Finding prices based on individual customer willingness to pay
(WTP) can be challenging. Because each customer segment is
different, a thorough analysis of segment type and pricing
strategy is required.
• Despite having high purchase intention and high production, we
were not able to sell because the competitors grabbed good shelf
space and were able to sell their products.
• Do not hesitate to withdraw the product if it is not performing well.
• Sending the same product message to two different customer
segments simultaneously is typically not advisable. Doing so may fail
to achieve any desired outcomes.
• Focus on core products (cash cows), monitor competitors, and
maintain presence in star products for market relevance; failing that,
you may get out of the market anytime soon.
• Prioritize long-term gains over short-term gains. Utilize market
forecasts to develop products for increased market share in the
future.

25. THANK YOU