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Neilsen's Ice Cream - Marketing Game

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Neilsen's Ice Cream - Marketing Game
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Neilsen’s Ice Cream Report
Report

Katherine Johnstone
HMMA• CAH • January 17, 2011
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Introduction The company that I was part of during this marketing game was known as Nielsen’s Ice Cream. The aim of the game was to earn the most market share by making the right choices in marketing the products, purchasing the inventory, managing human resources, and working together. This report will go through the decisions made, reasons for them, and the outcome.

Round 1 When starting out the game, our first round of decisions on marketing can be summed up with the following chart :

|Price |Marketing Budget |Promotion |Purchase | |Standard Ice Cream |280 |4000 |Commercial – Rich history |500 | |Special Ice Cream |295 |4000 |Commercial –
Best quality |500 | |Luxury Ice Cream |295 |4000 |Sales Promotion -Cheap |500 | |Sugar Free Ice Cream |285 |4000 |Commercial – Quality/Price |500 | | Then we moved to our Human Resource Management, and made decisions that would affect our company internally.

Board Salary: 5500 euro
Size Sales Department: 20 euro
Education Budget: Average --> 2500 euro
Working Circumstances Average --> 2600 euro

Working Conditions:
Training for management
Training result oriented work
Training on team building
Flexible working conditions
Music workplace

To start off the research and development, we more so went with our best guess, feeling that this round would truly come close to being some what of a trail and error round. So the numbers for research and development are as follows:
Process: 1000 euro

Standard Ice Cream 2100 euro

Luxury Ice Cream 2600 euro

Special Ice Cream 2400 euro

Sugar Free Ice Cream 2200 euro

Round 2

Looking at the results from the previous round we made according adjustments, which are as follows.

Standard Ice Cream

With a starting price of 280 euro for the standard ice cream, the product did fairly well on the market. Our market share of the standard ice
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