You are transported to Joka, a virtual territory of close to a million inhabitants in 208,000 homes. There are three product categories, a number of manufacturers, a few major retail chains, and a fairly large base of lower trade outlets comprising of small chains and independent stores.
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Products are composed of a number of ingredients. The proportion of the ingredients has bearing on product cost and product quality, both of which impact on the demand for the product. Manufacturers and retailers have the option to adjust the composition of the ingredients of their brands. ... less
Participants are grouped into teams of manufacturers and retailers. Manufacturers manage a portfolio of brands cutting across the categories listed above, and retailers operate a chain of stores that distribute these brands. ... less
Joka shoppers have been categorized into segments – Convenience Seeker, Experimenter or Variety Seeker, Price Conscious, and Quality Conscious. The defining characteristics of the shoppers in these segments are as follows:
Consumers segments differ from one category to another. In Ambrosia for instance, consumers are categorised into the following four segments:
Note: Destiny offers the flexibility of different configurations of teams, categories and markets. Details in this site pertain to the most frequently deployed format which constitutes 3 manufacturers, 2 retailers, 3 categories and 1 geographical market.