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…
About this simulation
A live, three-round marketing lab where IB Business Management students take over The Hub — a student-run snack bar at Greenfield International School — and use the extended 7Ps marketing mix (4Ps + People, Process, Physical Evidence) to fight a 15-year-old institutional cafeteria for share of student lunch money. Same product, same school, same €5.20 ticket price, no price war allowed.
Teaches segmentation, target market, USP, AIDA, the difference between marketing and promotion, and the principle that the 7Ps act as a system.
Who it is for
An intermediate simulation for participants who already know the core concepts of the subject, designed for master's and MBA programmes.
How a session runs
- The instructor creates a session from the Eureka dashboard and invites the participants.
- Participants play 3 rounds. In each one they submit their decisions and the simulation calculates the results. The first round opens with: Pick Your Battleground.
- The simulation can be run in English, Español.
- The instructor follows each participant's progress and results from the dashboard, and uses the class results for the debrief.