Marketing & Sales · Marketing Fundamentals

Consumer Psychology — Energía Plus Brand Strategy

Simulation to teach consumer psychology concepts through energy drink brand management in Colombia. Learners analyze purchase decision drivers, the price-quality heuristic, occasion-based consumption, and brand positioning by managing pricing, marketing budgets, and segment targeting for Energía Plus against Red Bull.

8 rounds Executive English, Español
All simulations Get started
Preview

Who it is for

An advanced simulation for participants used to working with the main frameworks and trade-offs of the subject, designed for executive education and experienced professionals.

How a session runs

  1. The instructor creates a session from the Eureka dashboard and invites the participants.
  2. Participants play 8 rounds. In each one they submit their decisions and the simulation calculates the results.
  3. The simulation can be run in English, Español.
  4. The instructor follows each participant's progress and results from the dashboard, and uses the class results for the debrief.

Decisions participants make

The decisions participants make during the simulation:

  • Price per Can (COP)
  • Marketing Budget (COP millions)
  • Segment Focus
  • Communication Style

What participants track

What participants follow on screen as the rounds go by:

  • Segment Market Share
  • Quarter Decisions

Subjects covered

Designed for courses in Marketing Fundamentals.

  • Risk Management
  • Pricing Strategy & Revenue Management
  • Brand Strategy & Management

  • Marketing Primer: La Decisión del Mercado

    Simulación interactiva de 3 trimestres donde el estudiante asume el rol de Director de Marketing de Sabores del Valle S.A., una empresa peruana de…

    Undergraduate · 3 rounds

  • La Decisión del Lanzamiento

    Microsimulation to teach marketing mix fundamentals (4Ps) through a product launch scenario for a Peruvian artisanal food startup targeting…

    Undergraduate · 3 rounds

  • El Consumidor Andino

    Simulation to teach consumer behavior frameworks (Attitude-Behavior Gap, Price-Quality Heuristics, Negativity Bias, Hofstede Cultural Dimensions)…

    MBA & Masters · 3 rounds

  • Comunicación Integrada de Marketing

    Simulation to teach integrated marketing communication through a multichannel campaign for a Colombian telecom company, balancing budget allocation…

    Executive · 4 rounds

See all Marketing & Sales simulations →

Ready to use Consumer Psychology — Energía Plus Brand Strategy with your students?

Contact us and we'll set you up with a free trial session.

Contact us