Bernard Associates : Simulations

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SIMULATIONS

Bernard Simulations Brochure
(Adobe PDF, 3.1MB)

Traditionally, businesses have engaged in "war games," in which a marketing group or brand team competes by dividing into teams representing themselves and their competitors to test marketing elements and assumptions. Bernard Simulations are more realistic, more customized, more engaging, and more inclusive than traditional war games or other types of competitive simulations. Most importantly, Bernard Simulations deliver real results.
In a series of exercises over a 1-2 day period, Bernard Simulations will help identify, assess, and pressure-test the key elements of a team's marketing plan, including the brand strategy (positioning, messaging, branding, target audiences) and key tactics for customers and prioritized stakeholders. Bernard Simulations are specifically customized to address the most important launch (and counter-launch) issues and to capture valuable insights from key customers and other stakeholders. There is simply no better way to prepare your brand and team to compete in the marketplace than conducting a Bernard Simulation. For more information, see "7 Rules for the New War Games."

WHY CHOOSE BERNARD SIMULATIONS?

Customized specifically for your brand, market, and team
Bernard Simulations recognizes that each product, market, and team is unique. We can customize the key issues and exercises; number and type of competitors; the number and roles of participants; the number and types of stakeholders; the simulation scope (e.g., geographic markets, time horizon); the simulation duration; location; budget; and many other features.

Deliver real, market-changing results
Bernard Simulations dramatically enhance brand success in the real-world. Bernard Simulations are designed to be an integral part of the marketing/competitive planning process by delivering specific brand insights and action steps.

Engaging, interactive participation
Bernard Simulations involve and engage clients throughout the design, development, and execution of the exercise. We use relevant, fun themes that appeal to and stimulate the competitive instincts of participants.

Realistic approaches, roles, and issues
Bernard Simulations simulate the real world: multiple competitors, customers, and stakeholders; influential market factors; "wildcard" events; and other potentialities. They also simulate and test a company's overall launch (or counter-launch) plan, not just a single promotional tactic.

Exceed client expectations
Bernard Simulations consistently exceed our clients' expectations. Client feedback and surveys from our simulations consistently highlight our clients' surprise at how much better Bernard Simulations are than other war games or other competitive simulations. Senior executives typically participate in the simulations and are extremely impressed with the outcomes and deliverables.

Provide a significant competitive advantage
Bernard Simulations has created an innovative and improved way to perform "war games" or competitive simulations. Leading companies are gaining market share and increasing sales with these novel approaches, engaging formats, and cutting-edge techniques.

WHAT ARE THE BEST TIMES OR SITUATIONS
FOR BERNARD SIMULATIONS?

Launching a new product or indication
Competitor's launching a new product or indication
Exploring a new or novel strategy
Need for product repositioning
New data or labeling
Competitors' transformation of their strategy or tactics
Changes in customers, stakeholders, or other market factors

FEATURES

"War Games 2.0"
Pharmaceutical Executive,
January 2010

"7 Rules for the New War Games."
PharmaVoice,
September 2007
(Article) (Podcast)

CLIENT FEEDBACK

I have done over a dozen war games, and this one is by far the best. Why don't we do all our war games this way?
- Vice President, Sales

You were an excellent facilitator, very involved. Your enthusiasm and knowledge about the market and product really shined throughout the two days. The team left energized and are already implementing the innovative ideas that came out of the workshop. We feel that anything's POSSIBLE to achieve with the insights we've gained from this very worthwhile exercise!
- Global Market
Research Director

Bernard Associates conducted a competitive simulation and developed a competitive plan, which we presented to the CEO. He was very impressed.
- U.S. Senior Brand Manager

The feedback from the team participants has been very positive. It was truly a unique, dynamic, and engaging exercise compared to the one other simulation that I participated in.
- Senior Director, International
Business Intelligence

A week after the simulation, I had to present to the entire sales force. As a result of the simulation, I totally revised my presentation so that it was much clearer and more focused on exactly what we needed to do to win in the marketplace.
- U.S. Brand Leader

We really gained a lot of valuable insights and action steps from the simulation. And it was really fun, too.
- U.S. Director, Managed Care

I was thinking this would be just another war game. Wow, was I ever surprised! I never imagined it would be this engaging and helpful.
- U.S. Market Research Director