Lanzamiento de Producto

A 90-minute, 4-round intermediate Express simulation for Spanish vocational training (Formacion Profesional, grado superior), module 1109 Lanzamiento de productos y servicios of the Tecnico Superior en Marketing y Publicidad.

You are Uxue Olcoz, the junior product manager of Cremas Verdalia S.L., a fictional Navarrese food maker, and you launch its first line of fresh chilled vegetable creams in Spanish supermarkets, with 400,000 euros of launch support and a market leader that launches its own fresh line in October 2027.

Round by round you decide two things: in May the recipe (fix the home-use test complaints or not) and the promise on the tub; in June the initial distribution and the launch date; in July the shelf price and the launch support between tastings, television, trade promotion and social media; and in January 2028, when the leader answers at 1.99 euros, the response and the loyalty action.

The model works with expected values, and at each decision point the first twelve months after the launch are projected again with the decisions taken so far.

Each round is scored on the twelve-month share (trial x repeat x buying rate), the repeat rate and the contribution of the launch year, with awareness, trial, units and net sales shown but not scored; an unauthorised health claim, or an announced price reduction from a price never charged, caps the score. Spanish with English.

An intermediate simulation for participants who already know the core concepts of the subject, designed for master's and MBA programmes.