PharaSim Excel Spreed MVA of Results from Period 6
Order Description
Contiunation of the last order with the final projections
You are to long onto my PharmaSim account, and use it to find the answers and upload them to the excel sheet. This is the username and pass. And Make sure you are looking at the things numbers from period # https://www.interpretive.com/rd6/index.php username: quin20427124 password: CaringSong7
Please, do not reformat the worksheet. Only use the green and blue cells.
Enter your QU ID number and PharmaSim username. ? Period 6 Decisions
QU ID Number 6
PharmaSim Username 5
“New Product
During Period 6 you will have the opportunity to launch a new product. Choose a formula for your potential new product and provide an explanation for your choice of formula. What were the most important criteria for you in the choice of the formula? Even if you decide not to launch a new product this period, you still need to select a formula and develop a forecast for this planning worksheet. ”
Product Formula <- (e.g., Allergy, Nasal Spray, Child, Multi, Cough)
“Sales Forecast
Develop a forecast for your product line extension based on the process outlined in MBTN. In order to estimate unit volume for Allright, you will need to develop estimates of the number of Target Customers, Awareness Rate, ACV%, Trial Rate, and Repeat Rate.
”
“Estimated Awareness Rate
Awareness Rate can be found on the Consumer Survey (Brand Awareness under Survey-> Brand Awareness), but it is only reported after a product is on the market. Before a product launch, you need to develop your own estimate.
Estimate the Awareness Rate for Allround+ for the end of the product’s launch year. Explain how you developed your estimate and describe the elements of your marketing mix that you will use to ensure that you reach your estimated value. Be specific. (Limit 1,000 characters)”
Estimated Awareness Rate
“Estimated All Commodity Volume Percentage
A measure of ACV% is not available within the simulation, Overall Shelf Space divided by 1.5 can be used as a proxy of Availability. Shelf space in can be found on Shelf Space Report (Overall Shelf Space for Allround+ under Market-> Shelf Space), but it is only reported after a product is on the market. Before a product launch, you need to develop your own estimate.
Estimate the Overall Shelf Space for Allround+ for the end of the product’s launch year. Explain how you developed your estimate and describe the elements of your marketing mix that you will use to ensure that you reach your estimated value. Be specific. (Limit 1,000 characters)”
Estimated Shelf Space in Feet
Estimated ACV% 0.0%
“Estimated Trial Rate
Trial Rate can be found on the Consumer Survey (Brand Trials under Survey-> Brand Awareness), but it is only reported after a product is on the market. Before a product launch, you need to develop your own estimate.
Estimate the Brand Trail Rate for Allround+ for the end of the product’s launch year. Explain how you developed your estimate and describe the elements of your marketing mix that you will use to ensure that you reach your estimated value. Be specific. (Limit 1,000 characters)”
Estimated Trial Rate
“Estimated Repeat Rate
Repeat Rate can be found on the Consumer Survey (Most Frequent Purchase under Survey-> Brand Awareness), but it is only reported after a product is on the market. Before a product launch, you need to develop your own estimate.
Estimate the Repeat Rate for Allright for the end of the product’s launch year. Explain how you developed your estimate and describe the elements of your marketing mix that you will use to ensure that you reach your estimated value. Be specific. (Limit 1,000 characters)”
Estimated Repeat Rate
“Number of Target Consumers
To estimate the number of Target Consumers for your Line Extension, go to Survey-> Brands Purchased. Click XSection and select the appropriate illness or illnesses for your Line Extension. Also, select the demographic segments that you will target. Click submit the the percentage of the population included in yoru target market will appear at the top of the report. In the example to the right, Young Singles and Retired consumers that are in the market for an Allergy medication, make up 3.2% of the total PharmaSim population. ”
Illness or Illnesses Targeted
Demographic Segment or Segments Targeted
Target Segment as a Percentage of Population Survey-> Brands Purchased (Xsection of Illness x Demographic)
Metric Value Data Source
Initial Population (M) 250.0 Case Fact
Population Growth Period 0 0.9% Current Population Growth from Market-> Industry Outlook (Period #0)
Population Growth Period 1 Current Population Growth from Market-> Industry Outlook (Period #1)
Population Growth Period 2 Current Population Growth from Market-> Industry Outlook (Period #2)
Population Growth Period 3 Current Population Growth from Market-> Industry Outlook (Period #3)
Population Growth Period 4 Current Population Growth from Market-> Industry Outlook (Period #4)
Population Growth Period 5 Current Population Growth from Market-> Industry Outlook (Period #5)
Forecast Population Growth Period 6 Forecast Population Growth from Market-> Industry Outlook (Period #6)
Current Population (M) 252.3 Calculation
Target Segment as a Percentage of Population 0.0% From the Estimate Above
Number of Target Customers (M) – Calculation
Estimated Awareness Rate 0.0% From the Estimate Above
Aware Customers (M) – Calculation
Estimated ACV% 0.0% From the Estimate Above
Estimated Trial Rate 0.0% From the Estimate Above
Triers (M) – Calculation
Estimated Units Per Trial 1 See Note Below
Trial Volume – Calculation
Triers (M) – Calculation
Estimated Repeat Rate 0.0% From the Estimate Above
Repeaters (M) – Calculation
Estimated Units per Repeat Purchase 1 See Note Below
Estimatd Number of Repeat Purchases Per Period 1 See Note Below
Repeat Volume (M) – Calculation
Total Forcasted Volume (Millions of Units) – ?Use this in the What If Analysis for Allright
It would be reasonable to expect that consumers would purchase your new medication one bottle at a time, so conservative estimates for units per trial and units per repeat purchase would be one unit each. The number of repeat purchases per year could vary by type of product that you launch, but a conservative estimate would be one repeat during the launch year.
Results for Period 5 from Performance Summary ? ? Enter your estimates for Period 6
Total Unit Sales for the Industry (M)
Allround’s Share of Unit Sales
Allround’s Unit Sales (M) 0.0 ? Use this value in your What If Analysis for Allround
Allround+’s Share of Unit Sales
Allround+’s Unit Sales (M) 0.0 ? Use this value in your What If Analysis for Allround+
Enter zeros for all of the values including Est. Unit Sales for any product that you have not launched or have discontinued.
Pro Forma Income Statement
Run What If Analyses for Allright in PharmaSim using the Est. Unit Sales (M) from above. Enter the results in the table.
Allround Allround+ Allright Total
Mfr. Sugg. Retail Price ($)
Average Discount (%)
Est. Unit Sales (M) 0.0 0.0 0.0 0.00
Est. Mfr. Sales (M$) $0.0
Promotion Allowance (M$) $0.0
Cost of Goods Sold (M$) $0.0
Gross Margin (M$) $0.0
Promotion $0.0
Advertising $0.0
Prod. Contrib. (M$) $0.0
Sales Force (M$)
Administrative (M$)
Fixed Costs (M$)
Net Income (M$)
Total Unit Sales for the Industry (M) 0.0
Share of Unit Sales #DIV/0! #DIV/0! #DIV/0!
“Allocation of Fixed Costs
For calculation of MVA, fixed Costs are allocated on the basis of projected unit sales.”
Allround Allround+ Allright Total
Sales Force (M$) #DIV/0! #DIV/0! #DIV/0! $0.0
Administrative (M$) #DIV/0! #DIV/0! #DIV/0! $0.0
Fixed Costs (M$) #DIV/0! #DIV/0! #DIV/0! $0.0
Net Income (M$) #DIV/0! #DIV/0! #DIV/0! $0.0
Stop Here Before the Rollover
“Awareness Rate for Allright
Look up the Awareness Rate for Allright on the Consumer Survey (Brand Awareness under Survey-> Brand Awareness). Use the XSection function and select the same illness(es) and demographic(s) that you chose to determine target market size. If you did not reach your estimated level, what changes do you need to make to your marketing mix to correct the shortfall? If you went over your estimated level, are there parts of your marketing mix that you can decrease? (Limit 1,000 characters)”
Estimated Actual
Awareness Rate 0.0%
Illness or Illnesses Targeted 0
Demographic Segment or Segments Targeted 0
“Shelf Space for Allright
Look up Shelf Space for Allright (Overall Shelf Space for Allright under Market-> Shelf Space). If you did not reach your estimated level, what changes do you need to make to your marketing mix to correct the shortfall? If you went over your estimated level, are there parts of your marketing mix that you can decrease? (Limit 1,000 characters)”
Estimated Actual
Shelf Space –
“Trial Rate for Allright
Look up the Trial Rate for Allright on the Consumer Survey (Trial Rate under Survey-> Brand Awareness). Use the XSection function and select the same illness(es) and demographic(s) that you chose to determine target market size. If you did not reach your estimated level, what changes do you need to make to your marketing mix to correct the shortfall? If you went over your estimated level, are there parts of your marketing mix that you can decrease? (Limit 1,000 characters)”
Estimated Actual
Trial Rate 0.0%
Illness or Illnesses Targeted 0
Demographic Segment or Segments Targeted 0
“Repeat Rate for Allright
Look up the Repeat Rate for Allright on the Consumer Survey (Most Frequent Purchase under Survey-> Brand Awareness). Use the XSection function and select the same illness(es) and demographic(s) that you chose to determine target market size. If you did not reach your estimated level, what changes do you need to make to your marketing mix to correct the shortfall? If you went over your estimated level, are there parts of your marketing mix that you can decrease? (Limit 1,000 characters)”
Estimated Actual
Repeat Rate 0.0%
Illness or Illnesses Targeted 0
Demographic Segment or Segments Targeted 0
After the rollover, enter Allstar’s results for Period 6 from the Performance Summary
Allround Allround+ Allright Total
Unit Sales (M) 0.0
Manufacturer Sales (M$) $0.0
Promo Allowance (M$) $0.0
Cost of Goods Sold (M$) $0.0
Gross Margin(M$) $0.0
Promotional Expend (M$) $0.0
Advertising Expend (M$) $0.0
Product Contrib (M$) $0.0
Sales Force (M$)
Administration (M$)
Fixed Costs (M$)
Net Income (M$)
Total Unit Sales for the Industry (M)
Share of Unit Sales #DIV/0! #DIV/0! #DIV/0!
“Allocation of Fixed Costs
For calculation of MVA, fixed Costs are allocated on the basis of projected unit sales.”
Allround Allround+ Allright Total
Sales Force (M$) #DIV/0! #DIV/0! #DIV/0! $0.0
Administrative (M$) #DIV/0! #DIV/0! #DIV/0! $0.0
Fixed Costs (M$) #DIV/0! #DIV/0! #DIV/0! $0.0
Net Income (M$) #DIV/0! #DIV/0! #DIV/0! $0.0
Variance Analysis of your Allround Marketing Plan
Planned Actual
V= Unit Volume (M) – –
P=Price #DIV/0! #DIV/0! ? Manufacturer Sales/Unit Volume
C=Variable Cost #DIV/0! #DIV/0! ? (Promotional Allowance + COGS) / Unit Sales
M=Margin #DIV/0! #DIV/0! ? Price – Variable Cost
ME=Marketing Expenditures ($M) #DIV/0! #DIV/0! ? Promo Exp + Ad Exp + Sales Force + Administration
S=Market Share #DIV/0! #DIV/0!
D=Market Demand (M) – –
Calculate each of the components of variance for Allround. Report all values in $M.
NMC Variance = NMCa – NMCp
NMCa= (Va* Ma) – MEa
NMCp = (Vp * Mp) – MEp
Demand Variance = Mp * Sp * (Da – Dp)
Share Variance = Mp * Da * (Sa – Sp)
Price Variance = Va * (Pa – Pp)
Cost Variance = – Va * (Ca – Cp)
Marketing Exp. Variance = – (MEa – MEp)
subscript a=actual
subscript p=planned
Based on the results from your Marketing Variance Analysis for Allround, where did the largest variances occur between your marketing plan and your results? What caused these variances? What can you do during the next period to correct any negative deviations? What can you do during the next period to exploit any positive deviations. (Limit 1,000 characters)
Marketing Mix (4Ps)
Allright Decisions for Period 6 ?
Mfr Sugg Ret Price
Volume Discounts (% of MSRP)
< 250
< 2500
2500+
Wholesale
Advertising (M$)
Advertising Agency ? BMW (15%), S&R (10%), or LLC (5%)
Ad Message:
Primary
Benefits
Comparison
Reminder
Total
Promotional Allowance
Co-op Advertising (M$)
Point of Purchase (M$)
Trial Size (M$)
Coupon Budget (M$)
Allround Decisions for Period 6 ? ? Allround+ Decisions for Period 6.
Mfr Sugg Ret Price
Volume Discounts (% of MSRP)
< 250
< 2500
2500+
Wholesale
Advertising (M$)
Advertising Agency ? BMW (15%), S&R (10%), or LLC (5%)
Ad Message:
Primary
Benefits
Comparison
Reminder
Total
Promotional Allowance
Co-op Advertising (M$)
Point of Purchase (M$)
Trial Size (M$)
Coupon Budget (M$)
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