Marketing and Positioning Simulation Game

HOW TO PLAY GUIDE

Designed by Geoff Fripp, University of Sydney
 Positioning map with demand per cell/position

CELLS 1 2 3 4 5 6 7 8 9 10

A 50 50 100 50 100 150 300 600 1000 1500

High style/look

B 50 100 200 100 50 100 150 300 600 1000

C 100 200 400 200 100 50 100 150 300 600

D 200 400 800 400 200 100 50 100 150 300

E 100 200 400 200 100 50 100 50 100 150

Medium style/look

F 100 150 300 150 100 50 50 100 50 100

G 150 300 600 300 150 50 100 200 100 50

H 300 600 1000 600 300 100 200 400 200 100

I 150 300 600 300 150 200 400 800 400 200

J START 150 300 150 50 100 200 400 200 100

Basic style/look

Low quality Medium quality High quality

 Brand New Product Cost (200 points per square)

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

Team Number Round Number Budget/Profit to date

Previous New Cell

Cell Cell Cell Cell Number Cost to
Product Letter Number Letter Number of moves move
1
2
3 Budget/cost notes:
4 Cost to position is 200 per cell move

5 A cell move can only be vertical or horizontal NOT diagonal

6 Existing products already in the market only incur costs if moved

7 Existing products that are NOT moved = 0 points

8 Products can be moved multiple times (if required)

9 Up to 20 products in total allowed per team during the game rounds

10 Up to the total budget (accumulated profits) can be spent

11 Teams start with 5,000 points each in accumulated profits

12 If you withdraw a product completely - then you pay the positioning cost

13 Products positioned in J1 (START) do not generate sales

14 IMPORTANT:
15 You must keep all your products in the SAME order (product number)

16 each decision round, otherwise the calculation will consider that

17 you are repositioning the product and will charge costs to the product.

18
19 Repositioning costs (200/square) are incurred for BOTH

20 product improvements and reductions

TOTAL COST ==>
Total cost CANNOT exceed Budget/Profit Note: Some minor variation in final sales may occur due to rounding
 ROUND Team Team Team Team Team Team Team Team Team Team Total Average
1 1 2 3 4 5 6 7 8 9 10 Market Team

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

Rank for Round 1 10 5 4 2 3 8 6 7 9

Accumulated Profits
3650 125 1200 1475 2150 1550 600 950 700 250 12650 1265
(and Budget)

Rank for All Rounds 1 10 5 4 2 3 8 6 7 9

 Individual Team Team Team Team Team Team Team Team Team Team Sales of top 10 best
product sales 1 2 3 4 5 6 7 8 9 10 selling products
1 250 50 200 800 750 750 100 100 50 25 Rank Sales
2 150 75 1000 75 0 150 50 100 50 25 1 1000
3 250 0 0 0 0 250 250 150 0 0 2 800
4 0 0 0 0 0 0 0 0 0 0 3 750
5 0 0 0 0 0 0 0 0 0 0 4 750
6 0 0 0 0 0 0 0 0 0 0 5 250
7 0 0 0 0 0 0 0 0 0 0 6 250
8 0 0 0 0 0 0 0 0 0 0 7 250
9 0 0 0 0 0 0 0 0 0 0 8 250
10 0 0 0 0 0 0 0 0 0 0 9 200
11 0 0 0 0 0 0 0 0 0 0 10 150
12 0 0 0 0 0 0 0 0 0 0 TOTAL 4650
13 0 0 0 0 0 0 0 0 0 0 % of mkt 82%
14 0 0 0 0 0 0 0 0 0 0
15 0 0 0 0 0 0 0 0 0 0 Scroll down for
16 0 0 0 0 0 0 0 0 0 0 graphed results
17 0 0 0 0 0 0 0 0 0 0
18 0 0 0 0 0 0 0 0 0 0
19 0 0 0 0 0 0 0 0 0 0
20 0 0 0 0 0 0 0 0 0 0
Total sales 650 125 1200 875 750 1150 400 350 100 50
Number of Products 3 2 2 2 1 3 3 3 2 2
 "Round" Sales per team "Round" Profit per Team Accumulated Profits
1400 0 4000
1 2 3 4 5 6 7 8 9 10
1200 3500
-1000
3000
1000
-2000 2500
800
2000
600 -3000
1500
400 -4000 1000
200 500
-5000
0 0
1 2 3 4 5 6 7 8 9 10 -6000 1 2 3 4 5 6 7 8 9 10
ROUND 1
Number of products per positioning cell

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