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How To Play Guide: Marketing and Positioning Simulation Game
How To Play Guide: Marketing and Positioning Simulation Game
CELLS 1 2 3 4 5 6 7 8 9 10
H 300 600 1000 600 300 100 200 400 200 100
I 150 300 600 300 150 200 400 800 400 200
CELLS 1 2 3 4 5 6 7 8 9 10
A 1,800 2,000 2,200 2,400 2,600 2,800 3,000 3,200 3,400 3,600
B 1,600 1,800 2,000 2,200 2,400 2,600 2,800 3,000 3,200 3,400
C 1,400 1,600 1,800 2,000 2,200 2,400 2,600 2,800 3,000 3,200
D 1,200 1,400 1,600 1,800 2,000 2,200 2,400 2,600 2,800 3,000
E 1,000 1,200 1,400 1,600 1,800 2,000 2,200 2,400 2,600 2,800
F 800 1,000 1,200 1,400 1,600 1,800 2,000 2,200 2,400 2,600
G 600 800 1,000 1,200 1,400 1,600 1,800 2,000 2,200 2,400
H 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 2,200
I 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000
J START 200 400 1,000 800 1,000 1,200 1,400 1,600 1,800
Repositioning Costs of an EXISTING Product Example (200 points per square)
CELLS 1 2 3 4 5 6 7 8 9 10
A 1,800 1,600 1,400 1,200 1,000 800 600 800 1,000 1,200
B 1,600 1,400 1,200 1,000 800 600 400 600 800 1,000
C 1,400 1,200 1,000 800 600 400 200 400 600 800
Example
D 1,200 1,000 800 600 400 200 200 400 600
Position
E 1,400 1,200 1,000 800 600 400 200 400 600 800
F 1,600 1,400 1,200 1,000 800 600 400 600 800 1,000
G 1,800 1,600 1,400 1,200 1,000 800 600 800 1,000 1,200
H 2,000 1,800 1,600 1,400 1,200 1,000 800 1,000 1,200 1,400
I 2,200 2,000 1,800 1,600 1,400 1,200 1,000 1,200 1,400 1,600
J START 2,200 2,000 1,800 1,600 1,400 1,200 1,400 1,600 1,800
Team Decision Sheet
12 If you withdraw a product completely - then you pay the positioning cost
14 IMPORTANT:
15 You must keep all your products in the SAME order (product number)
17 you are repositioning the product and will charge costs to the product.
18
19 Repositioning costs (200/square) are incurred for BOTH
Total sales 650 125 1200 875 750 1150 400 350 100 50 5650 565.0
Market share 11.5% 2.2% 21.2% 15.5% 13.3% 20.4% 7.1% 6.2% 1.8% 0.9% 100% 10.0%
Sales of best product 250 75 1000 800 750 750 250 150 50 25
Cost of moves
2000 5000 5000 4400 3600 4600 4800 4400 4400 4800 43000 4300
(positioning)
NET Profit for Round -1350 -4875 -3800 -3525 -2850 -3450 -4400 -4050 -4300 -4750 -37350 -3735
Accumulated Profits
3650 125 1200 1475 2150 1550 600 950 700 250 12650 1265
(and Budget)
CELLS 1 2 3 4 5 6 7 8 9 10
A 0 0 0 0 0 2 0 0 1 2
B 0 1 0 2 0 0 0 0 0 0
C 0 1 0 0 0 0 0 0 0 0
D 0 0 1 0 2 2 2 0 0 0
E 0 0 0 0 0 0 0 0 0 0
F 0 0 0 0 0 0 0 0 0 0
G 0 0 0 0 0 0 0 0 0 0
H 0 0 4 0 0 0 0 0 0 0
I 0 0 0 0 0 0 0 0 0 0
J START 1 2 0 0 0 0 0 0 0