Capsim Simulation: The Marketing Module Promotion and Sales Budgets
Promo and Sales Budgets
At Georgian Court University, Lakewood, NJ in summer session 2012, there are six companies: Andrews, Baldwin, Chester, Digby, Eire and Ferris (Computer). The industry simulation is the sensor industry. The teams play six rounds in the simulation. The simulation modules are: research and development; marketing, production, finance and human resources.
The following lesson explains how to calculate the promotional and sales budgets within the Capsim simulation marketing module as described in the Capstone Team Member Guide 2012 on page 12.
Each company in the simulation must check The Capstone Courier’s Segment Analysis Report every round. In the segment analysis report from pages 5 through 9 we have the promotional budget which corresponds to customer awareness and we have the sales budget which corresponds to customer accessibility.
The promotion budget equals the level of awareness of customers. Each year one third (33%) of potential customers forget about a company's product. For example, let's take a snapshot of Erie company’s traditional product Eat at the end of the second round in the simulation. Eat has 66% customer awareness at the end of round two.
The following formula is used to calculate round three’s starting awareness.
Last year’s awareness (66%) minus [lost awareness (33%) times last year’s awareness (66%)] equals starting awareness. Thus the formula is: [66% - (33%*66%)] = 44.22%.
Therefore Erie’s starting awareness for Eat is 44.22%. Figure 4.2 on page 12 of the Capstone Team Member Guide 2012 shows that a promotion budget of $1,500,000 would add 36% customer awareness to product Eat in the traditional segment.
In the marketing module, team Erie would input $1,500 i.e. ($1,500,000) into Eat product’s promo budget. Thus we have starting awareness of 44.22% plus additional awareness of 36% equals new awareness of 80.22%: [44.22% + 36% = 80.22%]. Thefore new awareness for Eat will be 80.22% for round three.
Next within the marketing module we have the sales budget. The sales budget equals the level of segment accessibility. Accessibility means the percentage of customers that interact with your company through sales people, customer support services and delivery channels. Accessibility applies to a segment, not just a product. For instance Erie has product Eat in the traditional segment and product Ebb in the low end segment. Erie then changes the low end segment product Ebb in the research and development module by increasing performance and decreasing size to match the traditional segment product Eat. These changes move Ebb into the traditional segment’s fine cut criteria. Erie will now have two products in the traditional segment; Eat and Ebb. The sales budget for each product Eat and Ebb contributes to the traditional segment’s accessibility percentage.
When company Erie has only one product Eat in the traditional segment, there is no benefit for Erie to spend more than $3,000,000 on the sales budget. In the marketing module, Erie would input $3,000 i.e. $3,000,000 for product Eat's sales budget.
However, if Erie has two products in the traditional segment: Eat and Ebb; there is no additional benefit for Company Erie to spend more than $4,500,000 on the sales budget between the two products. In the marketing module sales budget cells for Eat and Ebb, we split the $4,500,000 maximum amount. Erie inputs $2,250 i.e. ($2,250,000) for Eat and inputs $2,250 i.e. ($2, 250,000) for Ebb.
Figure 4.3 on page 12 of the Capstone Team Member Guide 2012 displays a graph for the sales budget. Students should study Figure 4.3. It is almost impossible for a company to achieve a 100% accessibility rating. Erie would need both products Eat and Ebb in the traditional segment to attain a 100% accessibility rating. The next year, Erie may be able to scale back the sales budget for the two products in the traditional Segment to $3,500,000, once 100% accessibility is reached.
A final note: the Promotional Budget is spent on advertising and public relations which increases customer awareness. The Sales Budget is spent on distribution channels, order entry and customer service which increases customer accessibility. Each company must be aware of how much money competing companies are spending for their promotional and sales budgets.