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Marketers face a variety of difficult decisions in their work. Choosing their target customers, setting prices, managing channels, creating sales strategies… And all of these decisions can have a huge impact on the performance of their companies.
Through 3Rock’s marketing seminars, participants get the opportunity to test their skills in making such decisions by running a fictional company in a hypothetical market. In teams, they analyze their market, their own company’s strengths and weaknesses, and try to identify unmet needs and potential growth areas that they can exploit. After crafting a solid strategy based on STP principles (segmentation, targeting and positioning), they move to the implementation phase. The results ? good or bad ? are clear and immediate, and teams must jump right back into their analysis to identify how the market has changed, how their portfolio products are performing, and whether new products should be introduced. And all of these decisions take place under serious time pressure.
In support of the learning simulation, we mix in concept lectures, break-out team work, and case discussions that are customized to the level and needs of the participants. Teams can see immediately how well they have applied the concepts through the results of the simulation. By highlighting both mistakes and best practices, all teams can adapt quickly and improve through real “action learning.”Of course, we offer both consumer goods (B2C) and industrial (B2B) programs.
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 The importance of customer needs
3C’s, 4P’s, STP and other key marketing concepts
Best-practice approaches to sales channel management, including trade marketing
How to work closely with R&D in the new product development process
Base knowledge of portfolio management and resource allocation |
A group of 15-30 participants breaks into teams, each operating a fictional company. They are presented with extensive market data (company reports, industry newsletters, and general market studies) that they must immediately analyze to understand the core market dynamics. Depending on the level of the participants, we may distribute templates, coach them on reading the income statements, etc. Once the situational analysis has been completed, they start their decision rounds. During the course of a workshop, teams run a minimum of 5-6 decision rounds (simulating 5-6 years in the market), taking time in between for concept lectures, and detailed debriefs regarding the state of the simulated market and comparative evaluations of the decisions each team has made. As much as time allows, we also strive to have the teams present in their own words the key learnings that they will take away from the program. 2- or 3-day courses are typical, but a variety of formats including e-learning are also possible.
In Markops, the newest simulation from our partner STRATX of France, participants must analyze data and make team decisions in an “action learning” format, managing a consumer products company in a fictional market (this simulation is built around food products, but other scenarios, including industrial goods for B2B, are available). For this program, teams of 3-5 participants sift their market data and make decisions regarding R&D pipeline, finance, HR, production, distribution and market research in support of their brands. Decision results are reflected in company and brand sales, profits, market share, and a share price index. The main goal is to create value for the shareholders of their company.
The simulation encourages the teams to focus on issues such as pricing, sales force allocation, consumer-focused promotion and trade marketing expenditures within a channel sales management framework that includes both bricks & clicks (existing physical stores and online commerce).Participants can deepen their understanding of basic marketing dynamics through the simulation’s incorporation of these various marketing factors.
Please refer for the details |
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