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Marketing Game Instructions
think M.
Overview Object of the Game Your team is to create a marketing strategy that best suits the product/service outlined upon the challenge or scenario card.
Folder Contents You should have in your folder the following items: • • • • •
One challenge card One pen One scorecard One instruction booklet Thirty-eight service cards
Tip You may find it useful to lay the service cards upon the table in order to plan your strategy route.
The Rules The folder and contents should be placed so as to be visible to all members of your team. After reading what the challenge is, your team needs to decide how best to bring this product/service onto the market using the services written on the service cards. However, choose which services you use wisely, as each one costs a certain number of credits and you only have a budget of 100 credits. Also, certain services require other cards to be purchased first in order to take place. These will say so at the top. Once you’ve decided on a definite marketing plan, write it up on the scorecard provided and present it to the workshop facilitator. The teams will then convene to assess and discuss the different marketing plans and their strengths and weaknesses in the context of their challenge.
Suggested time plan: Explore cards Discuss options/create your sequence Finalise/write your score sheet Teams present their process/discuss
Express 2 min 10 min 2 min 2 min each
Normal 5 min 10 min 5 min 5 min each
In Depth 10 min 20 min 10 min 15 min each
Items Buy First: 2, 15 and 23
29
There are a total of 35 services/sources to choose from.
Market Testing: Exhibit at Event
Attend event as an exhibitor and use product interest cards with simple questions to guage consumer response. Note you will need a stand and prototypes.
Watch out for wildcards! These could be good ... or bad news. You won’t find out until the end.
Some services require other actions to take place first.
How many credits does it cost? Mark whether it’s a wild card or not
Buy First: 16 and 23
Consumer Usage & Attitude Survey
Use a field research organisation to undertake a comprehensive Customer Usage & Attitude Survey in relevant locations. This is statistically valid.
Service Number
Service Description
Service Cost
21
Desk Research: Competitory Analysis
10
25
Market Testing: Exhibit at Event
20
29
Customer Usage & Attitude Survey
35
The concept card (e.g. below) describes the market in which you are working.
neïve cute drinks (honest)
You are to set up a healthy and ethical drinks company that are completely open and friendly with their customers.
Team’s Total Estimated Cost:
Tip The service cards are given to you in a certain sequence.
Actual Cost:
The actual cost will be decided during the discussion at the end.
FAQ How are our marketing strategies assessed? There is no single right way of going about a marketing campaign; there may be several strategies that would benefit a company. However, not all of these might be suitable, and so the validity of choice depends heavily upon the context in which it is made. This is why the assesment of your campaign takes place within a group discussion environment, with your workshop coordinator at the healm. This allows for opinions to be aired, realistic exceptions to be made, and practical benefits to be acknowledged; resulting in a more fruitful learning experience.
Other Questions...