Marketing Simulation: Managing Segments and Customers

Das  Narayandas

Abstract

In this single-player simulation, students assume the position of CEO of a medical motor manufacturer and are tasked with executing a successful business-to-business marketing strategy over a period of twelve fiscal quarters. Students determine all aspects of the company's go-to-market approach (including sales-force deployment and distribution channel strategy) and associated elements of product policy, including pricing and market positioning of the company's product line to both small and large volume customers. Students also prioritize the manufacturer's efforts in acquiring and retaining customers in order to achieve a combination of sustainable revenues and profits and maximize cumulative profits at the end of the simulation. The simulation also illustrates the benefits of investment in market research. Ideal for core marketing 101 courses (as a Capstone session) or in the introductory module of an advanced marketing strategy course. This simulation can be used in advanced undergraduate, MBA, and executive education programs.

Language: English

Format: Electronic

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Citation:

Narayandas, Das. "Marketing Simulation: Managing Segments and Customers." Simulation and Teaching Note. Harvard Business Publishing, 2010. Electronic.

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Case | HBS Case Collection | July 2019

LaCroix Sparkling Water

Tomomichi Amano, Das Narayandas and Kerry Herman

Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling water players at the time. As time passed; however, the brand was faced with internal turmoil as well as shifting customer expectations. How did LaCroix react to change both within the company and within the industry?

Keywords: Brands and Branding; Organizational Change and Adaptation; Industry Structures; Food and Beverage Industry;

Citation:
Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water." Harvard Business School Case 520-014, July 2019. View Details

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Case | HBS Case Collection | July 2019

LaCroix Sparkling Water (Abridged)

Tomomichi Amano, Das Narayandas and Kerry Herman

Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling water players at the time. As time passed; however, the brand was faced with internal turmoil as well as shifting customer expectations. How did LaCroix react to change both within the company and within the industry?

Citation:
Amano, Tomomichi, Das Narayandas, and Kerry Herman. "LaCroix Sparkling Water (Abridged)." Harvard Business School Case 520-015, July 2019. View Details

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Case | HBS Case Collection | January 2017 (Revised May 2019)

Paytm: Building a Payments Network

Sunil Gupta, Das Narayandas and Rachna Tahilyani

By January 2017, Paytm, a mobile payments company that started in 2010, became India’s largest mobile payments platform with over 142 million users and $5 billion valuation. Could Paytm become a $100 billion company its founder Vijay Shekhar Sharma envisioned it be?

Keywords: mobile payments; ecommerce; mobile app; india; Entrepreneurship; Expansion; Service Operations; Mobile Technology; Service Industry; India;

Citation:
Gupta, Sunil, Das Narayandas, and Rachna Tahilyani. "Paytm: Building a Payments Network." Harvard Business School Case 517-091, January 2017. (Revised May 2019.) View Details

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Marketing Simulation: Managing Segments and Customers

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