Marketing & Sales · Marketing Fundamentals

FMCG Arena: Consumer Goods Competitive Operations

Simulation to teach FMCG brand management, multi-channel distribution, trade promotion ROI, and competitive pricing strategy across three customer segments in a Latin American market

3 rounds Executive
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 3 rounds. In each one they submit their decisions and the simulation calculates the results.
  3. 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-Sensitive Segment (0.65 - 0.82)
  • Brand-Loyal Segment (0.90 - 1.10)
  • Premium Segment (1.25 - 1.50)
  • Brand Marketing Budget (0 - 200)
  • Trade Promotion Budget (0 - 150)
  • Modern Trade Allocation % (20 - 80)
  • Production Volume M units (400 - 1200)
  • R&D Investment M AP (0 - 100)

What participants track

What participants follow on screen as the rounds go by:

  • Annual Decisions
  • Pricing Strategy (AP per unit)
  • Marketing and Promotion (M AP)
  • Operations and Distribution
  • Year Results

Subjects covered

Designed for courses in Marketing Fundamentals.

  • Marketing Management & Strategy
  • Segmentation, Targeting & Positioning (STP)
  • Marketing Mix (4Ps / 7Ps)

  • 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 FMCG Arena: Consumer Goods Competitive Operations with your students?

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

Contact us