AC-EXS®
AC-EXS®
Participants assume the role of Senior Brand Manager in a FMCG company, Unicorn (UK) Ltd, which specialise in personal care and household products. The company has recently sold a subsidiary as it was not regarded as a core business. The Board now has £25 million for reinvestment which has been given to the Marketing Director for promotion and development of existing UK brands. The Marketing Director has asked the Senior Brand Managers to meet and decide how best to use this money. Each Senior Brand Manager has different product briefs containing sales performance data, figures on advertising spend and information on market share in comparison with competitors and is expected to negotiate and agree the best use of the available funds.