Competitive Marketing Simulation

Ranked #1 of 62 in a competitive marketing simulation by generating $211,400 in revenue through disciplined pricing, promotions, and channel spend decisions.

View Key Research Findings

1. Quick Facts

Role

Marketing Strategist

Duration

4 Months, 1 Semester

2. Context

Completed a Stukent competitive marketing simulation in my MKT 270 course alongside 61 peers. The simulation puts students in charge of a brand inside a simulated market, where marketing decisions drive performance outcomes. I managed a mid-range handbag brand and made go-to-market choices across pricing, promotions, advertising channel mix, and budget allocation. Results were generated from those decisions and used to guide adjustments.

3. Research

Before making decisions in the simulation, I designed and distributed a primary survey to gather insight into handbag preferences, pricing expectations, promotional incentives, and media habits. That data was paired with secondary research on tote and handbag purchasing behavior to ground decisions in customer demand. The research informed my choices across pricing, product features, promotion strategy, and advertising channel mix.

4. Decision Framework

I used the survey to narrow in on a clear target buyer and define what the handbag needed to stand for in-market. With price, size, and color preferences as the guardrails, I shaped the positioning around everyday practical + polished and kept everything aligned to that. Creative and offer choices consistently reinforced the same story, highlighting durability, versatility, and carry capacity.

Pricing decisions were my primary focus and treated as a controlled lever rather than a one-time choice. I started in the $101–$150 range and gradually shifted toward the upper end as performance held, making incremental adjustments based on how demand and profitability responded. I tracked signals like conversion rate, units sold, and margin to stay competitive without relying on heavy discounting, especially when competitors moved toward lower price points and more aggressive promotions.

Promotions were chosen based on what the survey indicated would actually influence purchase, with the goal of increasing conversion without undermining perception. I prioritized the highest testing offers like wallet gift and $15 off current purchase, then tried alternatives like $20 off next purchase, cause-based incentives, and bundled offers as conditions changed. The focus stayed on selecting incentives that felt appropriate for the product’s price point and removed friction at checkout.

5. Results

Revenue

Top final revenue, driven by disciplined pricing, targeted promotions, and concentrated channel spend.

Units Sold

Sustained demand at a mid-range price point, with volume holding as pricing moved toward the upper end of the preferred band.

Final Rank

Finished #1 of 62 on the final leaderboard, reflecting consistent decision-making across the simulated market periods.