Software Demonstration

Every pharmaceutical company spends agonizing hours hashing out promotional plans. Unfortunately, the process is so unscientific that significant money is always left on the table.

BRAND MASTER™ Computer Simulation brings precision, speed and real world predictability to tactical planning for established brands. BRAND MASTER™ is based on new analytical techniques developed and validated by Princeton Brand Econometrics (PBE). A BRAND MASTER™ Simulator accounts for the cause and effect relationships between market share and different elements of the marketing mix. The data used to construct a BRAND MASTER™ Simulator include Scott-Levin® data, and the brand’s in-house detailing, sampling, journal ad and special event data, as well as A.C. Nielsen® consumer advertising audits.

The demonstration that follows comes directly from an actual BRAND MASTER™ simulation project. The data have been disguised but the cause and effect relationships and the back-casting accuracy of the Simulator were not altered.

The project on which this demonstration is based, accounted for the brand’s detailing, sampling, journals and special events. It also accounted for the competitive frame. The impact on Brand X of detailing and DTC for the most important competitor is included in the demonstration.

Note: One of the brands in the competitive frame was declining precipitously. As a result, the simulator shows the monthly shares of Brand X rising after a certain point, even in the absence of promotion.

This is an interactive demonstration. You can input tactical plans for the Brand X, assumptions for the competitor’s behavior, and see Brand X’s forecasted share for any scenario.

This BRAND MASTER™ Demonstration Program should not be used to create plans for another brand. The cause and effect relationships within this Simulator pertain to a specific brand. It is extremely unlikely that these relationships will do an adequate job of describing another brand.

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