Use marketing to grow K-W’s Blue brand

 

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.

 Assignments are to be no longer than 1.5 typed A4 pages in length,  

Use Times New Roman size 12 font with one inch 

margins all around and 1.5 spacing

The executive summary asks you to critically reflect on your decisions and the performance. Here is a brief explanation of what you should do under each heading:

Overview

· Briefly summarize the task. What where you asked to do?

The Problem

· Based on your analysis of the information provided to you, briefly explain why you think K-W’s Blue Brand is struggling?

The Solution

· Briefly explain how you did the address the problem(s) above. What was your strategy? And how did you execute it (i.e. tactical marketing decisions)?

Highlights

· Briefly summarise key points (success/failure) in the four year journey. What went well/ what didn’t go well?

Key to success

· Critically reflect on WHY you succeeded/failed?

Highlights

· Summarize the cumulative profits, revenues and the final market share that you’ve achieved after 4 years.