Making Marketing Powerhouse Decisions

This section focuses on launching Marketing & Digital Initiatives to reinforce your overall marketing efforts. You have to click on an initiative for a complete description and to decide to implement it. Some initiatives will be available later in the course of the simulation, and some events will have a specific seasonality. For instance, an event taking place every 4 years will take place in years 1, 5, 9 etc. You can implement up to three initiatives per year.

Marketing Initiatives

•      Trade in Offers - Bundles – Bundling your products into a single offer is generally done to create greater value and therefore enhance the offering to the customer. This type of initiative will lead price sensitive customers to purchase and increase the average basket price. It can however push back some customers who cannot afford the purchase of multiple products at once. To encourage customers to buy your latest models, you may initiate Trade-In offers on your eStore. Examples of trade-in offers include discounts on upgrading to new model or providing a special offer on returning an old model to have it upgraded. This type of initiative should have an immediate effect on your sales, any time of the year.

•      Partnership – Your firm can partner with an Educational or Commercial Institution by providing company’s technological products at a discounted price of for free. Showing an engagement and commitment to the education sector will boost your company’s corporate social responsibility image and potentially result in a more loyal customer base who are proud of the company’s involvement in such an initiative.

•      Product Placement – Product placement is the inclusion of a branded product in media, usually without explicit reference to the product. Blockbuster movies usually attract people from all generations and are appreciated for their high-quality production. Investing in product placement in Blockbuster movies and series should raise your awareness among all types of customers and enhance the image of your products.

•      Additional Services – Additional Services as prolonged warranty to your consumers, can reinforce customers’ trust in the high quality of your products and reassure them that they are taking low risk by purchasing your products. It will attract potential customers to consider your products and will have a direct impact on sales.

Digital Initiatives

•      Influencer Content Marketing – Your firm decide to launch and influencer marketing campaign by writing sponsored articles and co-creating content to brand ambassadors. Your campaign is launched on various social networks (such as Instagram, Facebook, YouTube, Twitter, etc.) and influence the behaviors and opinions of their audiences, who are mostly from the younger generation.

•      Paid Advertising – Your firm want to increase the number of products sold to your clients. You will then purchase some advertising space online on some websites’ brands. With paid advertising, you pay the owner of ad space in exchange for use of that space to expose your company’s name to a large audience who use social media or organic channels.

•      Organic Channels – To support the launch of your new product during an annual exhibition, you decide to use organic channel like Google, Firefox, Apple Appstore or Google Play store on mobile.  You want to measure how many visitors come from a query made on a free search engine. The objective is to raise some visibility, interest and engagement among the target.

•      Mobile App Building – Your firm organize an event, an exhibition next month. You want your guests to use their phone, as much as it is to participate, to exchange, to network. This is the role of the mobile application of your event because mobile phone is used a lot by tech enthusiasts as well as by the millennials. Engage participants to make them live a unique and unforgettable event. Being an actor and not just a spectator allows the guest to anchor this experience in his memory. And remember your brand months after your event. When you launch this initiative, you’ll have access to specific events. (Performance Marketing and Cross-Selling)

•      Retargeting – You want to give more visibility to your brand. Your firm will then display advertising messages in the form of banners on websites after a user has shown a particular interest in a product on a particular page of your website.

•      Emailing Marketing – You want your target to know your brand and purchase your products. Your firm will send marketing emails to inform and retain a base of contacts interested in your products or services and generate sales by encouraging them to visit specific pages of your site. By the way you already know that this channel is abandoned by the younger generation.

•      Performance Marketing – You want to "activate the growth" of your firm by a set of marketing techniques (organic, paid, influence) to quickly accelerate and significantly increase its turnover. You will study each of these stages in the conversion tunnel and optimize them by segmenting, testing and analyzing the data. The main goal is to maximize all metrics to generate the best results. The performance marketing initiatives requires the implementation of the mobile app building initiative. Three contextual campaigns are available, these campaigns will be available at some point during the simulation:

o   FIFA World Cup

o   World Tennis Tournament

o   The League of Legends World Championship

•      Cross Selling – Your firm want to increase the number of products sold to your clients. You will then offer a complementary product to another already purchased by the customer. But to be more effective you want to engage your best clients by selling your complementary product on another device in order to keep them in your environment as well by showing them that you are a technological brand. The target will have the possibility to buy products on your website but on your mobile app as well. This initiative requires the implementation of the mobile app building initiative