In this simulation, you are being hired as the new brand manager at Kelsey-White, an American multinational consumer goods company. Recently the firm invested in the development of K-W Vision, a series of systems and processes that allow the use of up-to-date data and advanced analytics to drive informed decision making about K-W brands. The year is 2019. The system is populated with 4 years of historical data. As brand manager for K-W’s Blue laundry detergent, you are tasked to lead the brand's turnaround. Use the Vision platform to develop your strategy, grow Blue’s market share, and become more profitable over the next 4 years.

 

In this simulation, you will have to (a) analyse the available marketing information and consumer insight; (b) derive at strategic decisions; (c) observe the impact your decisions had on ROI and other financial/non-financial metrics; (d) re-evaluate and continue to adjust your strategy.