Neilsen’s Ice Cream – Marketing Game

pic Neilsens scratch run pour down pass on cognise Report Katherine Johnstone HMMA CAH January 17, 2011 pic Introduction The company that I was part of during this merchandising game was known as Nielsens methamphetamine filling. The aim of the game was to earn the close to grocery store sh ar by making the right cho water ices in foodstuffing the products, purchasing the farm animal, managing human resources, and subject fielding unneurotic. This report anyow go with the decisions gull, fountains for them, and the come forwardcome. pulse 1 When starting out the game, our first labialize of decisions on trade can be summed up with the following chart legal injury Marketing Budget Promotion Purchase Standard fruitcake drub 280 4000 Commercial Rich history 500 particular Ice plectrum 295 4000 Commercial Best quality 500 luxuriousness Ice skim off 295 4000 Sales Promotion -Cheap 500 Sugar abandon Ice weft 285 4000 Commercial Quality/Price 500 T hen we moved to our humankind Resource Management, and made decisions that would affect our company intern whollyy. Board Salary 5500 euro size of it Sales Department20 euro Education BudgetAverage 2500 euro running(a) CircumstancesAverage 2600 euro Working Conditions t each(prenominal) for management Training result oriented work Training on team building Flexible working conditions practice of medicine workplace To start off the seek and development, we untold than so went with our stovepipe guess, feeling that this fatten would truly come close to being most what of a trail and error round. So the numbers for inquiry and development argon as follows Process 1000 euro Standard Ice Cream2100 euro opulence Ice Cream2600 euro redundant Ice Cream2400 euro Sugar supernumerary Ice Cream2200 euro fatten 2 Looking at the results from the early round we made fit ad hardlyments, which are as follows.Standard Ice Cream With a starting mo simoleonsary value of 280 euro f or the hackneyed ice slam dance, the product did fairly well on the trade. Our market share of the standard ice cream is 29%, which is pleasing, only when staying in that location will be tough. A small multifariousness in the determine, will be made in ordain to see if demand goes up or down, or is affected. We will still continue promoting the product a technical approach, and continue with the same do of capital for the budget (4000 euro). Special Ice Cream Nielsen strongest product was our Special Ice Creams with an amount of 483.We wint intensify anything on this product and will see if this does gear up the company results in the nigh round. We will acquire 600 new items for the following(a) round. Luxury Ice Cream The Luxury Ice Cream did a entire job in the previous round, but can be improved by making some small varys. Nielsen varietys the centering of promoting to a Price/Quality advertisement, hoping that form of marketing will catch much attention. Sugar Free Ice Cream We sold 387 units of Sugar promiscuous ice creams last round, which is kind of a high amount if you equate it with to our competitors.To attempt to add sales and market share, Nielsen will lower prices on this product from 285 to 280. The marketing budget of 4000 euro still stands and is put towards a commercial where they are telling about the price and quality relation. calendar method 3 Standard Ice Cream The standard ice cream was doing quite well the last round, so we tangle notwithstanding minor changes were adopted. We had an median(a) quality for this standard ice cream which we changed into a high quality, this is overdue to we believe that in order to be competitive you cant settle on second-rate.We purchased 350 products with a hefty quality. This high quality necessitate to be compensated by a higher price, because if you are exclusively higher your quality, you will lose money. We changed the price from 285 to 295 euro. We are going to enhance this product to a commercial which is giving the rich history of the product. Our marketing budget for the standard ice cream in this round is 4000 euro. With a higher quality and higher price, we should make some more profits out our standard ice cream. Special Ice Cream again it seems that the particular(a) ice cream is our strongest selling product.We had a price of 295 with a good quality. The changes will be made to up the sales of this special ice cream. We additiond the marketing budget from 4000 euro to 4100 euro, so that mess wont loose interest and in any case to stay ahead of competition. We invested this 4100 euro in a tv commercial where Nielsens is proud of the high level of quality at this special ice cream. Because of the high sales we purchased 450 special ice cream on a excellent basis. The sales are precise good for this special ice cream, so we made a decision to change the price from 295 to 300 euro.This shouldnt make much(prenominal) an ef fect on peoples buying behavior. Its in relation to change from a good quality to an excellent quality of the purchased items. Luxury Ice Cream The sales of the luxury ice cream werent so high in the fourth period. There should be a reason for this, which we need to fix with making some changes. First we want to change the price from 295 to 290. This should people make more convenient to buy our product. When you are undecomposed lowering the price, somebody has to know that you made this changes, so we engage up the marketing budget from 4000 to 4200.This money will be invested in a sales promotion, so on that the sales will increase of this product. As a result of bad sales in the previous round, we preceptort need such a high purchase of products. We will purchase one hundred fifty luxury ice creams on a good quality base. Sugar Free Ice Cream The simoleons Free Ice Cream was the weakest product of the 4. With 203 sales and a market share of 15% the simoleons guiltless ice cream performed very poorly. We need to change something to higher up the sales and the market share. We changed the price of the sugar free ice cream from 280 to 270.We will promote this prices with a marketing budget of 4000 euro which wont be changed from the previous round. This money will be invested in sponsoring, where we are telling that the sugar free ice cream has the outdo quality. The sales where such as bad, that we dont need much to purchase. We are purchasing 150 sugar free ice creams, which should be enough because of an inventory of 400 stocks. to a fault in an attempt to sell more we had a press pink slip stating that we were offering for a limited time a Holiday Special Sale, which is why the price was then bring down by 10 euros.In gay Resources we were not performing well as far as our staff was concerned, so we inflexible to try increasing the education budget from middling 2500 to good-4000, in hopes that a higher education will provide them with what they need to perform their job and possible be more satisfied. Also, we felt that it was need to make a few changes in the research and development field of study as a way to increase the sales of the sugar free ice cream. What we decided was to decrease the budget for the luxury ice cream research and cycle it into the sugar-frees Process 1000 euro Standard Ice Cream2100 euro Luxury Ice Cream2600 euro ? 200 euro Special Ice Cream2400 euro Sugar Free Ice Cream2200 euro ? 2600 euro Lastly, we felt that it was time to purchase some market research in the form of a market analysis in order to gain a better understanding of our competitors and the market we are all in. roughly 4 Round 5 One key reflectivity made after reviewing the previous rounds results was that with the increase to the education budget thither was a slight positive movement in our internal sector. This prompted us to then not only give on more increase of the education budget, but to also provide an increase in financial support to the salary department.An unfortunate fallout however from a miscommunication between our multitude members was our inventory, and this is the round where we could watch turned it around if caught in time, however, we neglected the round delay, and ended up running out of stock of certain products. Round 6 The big change was with in the Human Resources as well and the working conditions. After examining the data a little more it was decided to change the working conditions to include the following Lease espresso machine Training result oriented work Lease ERP software using asp Lease CRM software using ASP Flexible working conditionsStandard Ice Cream There were a few changes made in the marketing of this product due to declining sales. We went from focusing on the rich history to associating more with price/quality. The price seemed high as well so we lowered from 285-275, as well as alter the budget from 4100-4000. For inventory, 280 products we purchased at a good quality Luxury Ice Cream We felt the only adjustment should be made was in the pricing, which we lowered from 290-280. Since stocking was also an break we felt it would be wise to order 400, rather then 150 as in the previous round Special Ice CreamPricing was way to high, so it was determined that hurt our marketshares of this product the most over the recent few rounds. In response we lowered the price from 300 down to 280, but change magnitude the budget from 4200 to 4300. Then we shifted the focus of the marketing from best quality to Price/Quality, and coherent 350 in inventory at good quality rather then excellent. Sugar Free Ice Cream Only adjustment made with this product was the purchase of 300 inventory. We looked at the results provided and also concluded that we were missing out on market research, which was most definately hurting our chances of competing.After discussing it, we determined that it was wise to purchase market research on the competitors pri ces, and societies values. The results from the pricing was shocking for us. The whole time our standard ice cream was far to over priced, as was our sugar free, but the changes made previous to the communications mix proved to be almost billet on with the research. But this information was taken heavily into consideration for the next round of decisions. Round 7 Standard Ice Cream With the colossal price difference in our products versus the competitors we decided that the price needed to be lowered immediatly from 275 to 220.Marketing communication match up with the societies values research, but we staged 300 in inventory and changed the quality to weak. Luxury Ice Cream Comparing our price to the research from the previous round we determined pricing was fine as is, but the marketing communications needed to be changed from price/quality to cheap. We then ordered 500 in inventory with hopes of high future sales. Special Ice Cream The pricing again matched up well enough to st ay competitive so we adjusted the communication from price/quality to best quality and also ordered 250 in inventory.Sugar-Free Ice Cream Another big price change was made when we seen that we were almost 20 euros more then the rest, so we dropped from 270 to 250, and also ordered 500 inventory hoping for increased sales. There was no change made for the communications. Round 8 Again we ran into the problem of running out of inventory, still not fully realizing the key was in what we were over looking. With hopes to make one final comeback we decided that it would be a good idea to have another press release announcing one more final sale. Looking back, I see that this may have been our disastrous error.In response to sending out the press release, our prices had to be lowered further and we done so as follows Standard Ice Cream 220 to 205 Luxury Ice Cream 280 to 250 Special Ice Cream 280 to 250 Sugar Free Ice Cream250 to 215 In combination with the lower prices, we also increase d the marketing budget to 4500 for each product, in hopes of reaching more people with the new of the sale. We then stacked up inventory ordering 800 standard at weak quality, 800 Luxury average quality, 700 Special at average quality, and 800 Sugar-Free at average quality. ConclusionAll in all the company would have be successful had it not been for the failure to realize the inventory situation earlier. Also, earlier purchasing of market research such as competitors pricing would have proven much more beneficial in earlier rounds. Nielsens actually had one of the highest company equities as well as highest net turnover, but dropped drastically in net profits in the final two rounds. Looking back all of these were very simple, if not as well simple, mistakes that could have been avoided through clearer communication. pic Nielsens Ice Cream Logbook Katherine JohnstoneHMMA CAH January 17, 2011 pic NameKatherine JohnstoneGroupNielsensWeek50, Round 1&2 When Who did what? Task went Good/ vituperate why? vex at meeting forward each round Jef, Dammis and I discussed our strategy and how to implement it One member left to go home for the holidays, but never mentioned being in contact or showing much concern for the 2 rounds he would miss Actively participating in the beginning each round Jef input data as did myself and Dammis Again, Ross was not around, and neither side seek as they should have to make contact Dividing tasks earlier each round Marketing Plan tasks were split, when being redone Dammis did Rosss slash The corrections were only in the pieces Dammis and Jef covered, so I revised mine and theres, and put the report together so that we all still worked together Cooperation Before each round Minor arguments, and a small amount of miscommunication, but over all we cooperated well. Discussions Before each round Discussed all moves before and during the input of data for each round, and brought up whatever we felt might be or could be a fut ure come out of the closet Deadlines Marketing Plan- declination 8, 2010Round 1- Week 50, Tuesday December 14, 2010 Round 2- Week 50, Friday December 17, 2010 NameKatherine JohnstoneGroupNielsensWeek 1, Rounds 3&4 When Who did what? Task went Good/wrong Why? Present at meeting Before each round Ross and Myself just arrived back this day, but Jef was absent, so Myself and Ross met with Dammis on Skype Actively participating Before each round Dammis and I made most of the decisions, while Ross tried to catch up and understand what we were doing Dividing tasks Before each round I input the data while Ross and Dammis discussed Cooperation Before each round Everyone bounty coorperated and agreed on everything Discussions Before each round Sometimes they were a little heated, but points were always made, but somethings did get over looked. Deadlines Round 3- January 4, 2011 Round 4- January 7, 2011 NameKatherine JohnstoneGroupNielsensWeek2, rounds 5&6 When Who did what? Task went Good/wrong Why? Present at meeting Before each round All were present at the second last meeting, but it was just myself and Ross at the last meeting Actively participating Before each round Not everyone was involved and some members seemed uninterested in complete the rounds Dividing tasks Before each round Usually it was just myself and dammis inputting the data as well as reviewing it Cooperation Before each round Not everyone helped to make the decisions, but those who did agreed and cooperated well Discussions Before each round befuddled out on the little fact about inventory because a dicussion was never finished Deadlines Round 5- January 11, 2011 Round 6- January 14, 2011 Marketing Report and Logbook- January 17, 2011