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Events in SIMCEL represent anything that can change your demand, pricing, or trade economics. The Event Management page lets you create, organize, and apply these events to your scenarios.

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Event types

SIMCEL supports five types of events:
TypePurpose
Demand AdjustmentIncrease or decrease demand due to internal or external factors
New Demand StreamCreate future demand for new products without historical data
Forecast OverrideOverride the statistical forecast with top-down sales targets
Pricing AdjustmentSet or adjust product prices at different levels
Trade TermsModel trade expenses like discounts, rebates, and bundles to calculate Net Sales Value

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Accessing Event Management

Navigate to Events in the sidebar under the IBP section.

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Demand Adjustment events

A Demand Adjustment event models a change in demand caused by a planned activity or market condition (e.g., a promotion, a competitor exit, or seasonal shift).

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Creating a demand adjustment

1

Create the event

Click New, name the event, and select Demand Adjustment as the event type. Name the version.
2

Add impact

Click Add Impacts and configure:
  • Period - The date range for the impact
  • Product scope - Select product segments in the product search box
  • Customer scope - Select customer segments in the customer search box
  • Adjustment type - Choose % Percent (percentage change) or # Units (absolute volume)
  • Delta Adjustment - Set the value (e.g., +30% or -40%)
3

Save

Save the impact, then save the event.
Demand Adjustment event creation form with a period date range picker for selecting the impact start and end dates, a product scope selector for choosing product segments, a customer scope selector for choosing customer segments, an adjustment type toggle between % Percent for percentage change and # Units for absolute volume, and a delta adjustment value input field for entering the change amount such as +30% or -40 units.
You can add multiple impacts to a single event to affect different segments. For example, decrease Tiger Beer demand by 15% for Modern Trade while increasing Hanoi Beer by 12% for the same channel.

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New Demand Stream events

A New Demand Stream (NDS) event creates demand for products that have no historical data. Use this for new product introductions (NPI) or new customer relationships.

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How it works

  1. You select a new product and a product proxy (an existing product with historical demand)
  2. You provide monthly demand for the new product
  3. SIMCEL uses the proxy’s historical demand patterns to allocate the new demand across customer segments

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Allocation logic

SIMCEL calculates allocation percentages from the proxy product’s historical sales: 
Allocation % = Proxy sales to Customer X / Total proxy sales across all customers
For example, if the proxy product historically sold 30% to Customer X and 70% to Customer Y, a new demand of 4,000 units would be split as 1,200 to Customer X and 2,800 to Customer Y.
The proxy product must have historical demand in the selected customer segments. If the proxy lacks data for a segment, no demand will be generated for that segment.

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Creating a new demand stream

1

Create the event

Click New, select New Demand Stream, and click Add.
2

Select product and proxy

Select the new product, then choose a Product Reference (proxy) whose historical demand pattern will be used for allocation.
3

Set demand

Provide monthly demand values for the new product. You can type each month or copy/paste from a spreadsheet.
4

Optionally scope by customer

Under Target Customer Scope, select specific customer segments for the launch. You can add multiple impacts for different customer segments.
New Demand Stream event form with a new product selector for choosing the product without historical data, a product reference proxy dropdown for selecting an existing product whose historical demand pattern will be used for allocation, a grid of monthly demand value input fields for entering demand per month, and a target customer scope section for selecting specific customer segments for the new product launch.

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Forecast Override events

A Forecast Override lets planners set top-down sales targets rather than relying solely on the bottom-up statistical forecast.

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How it works

  1. You define targets at any aggregation level (national, regional, customer group, or product family)
  2. SIMCEL automatically disaggregates the override down to transaction level (product x customer x week)
  3. The atomization process uses historical patterns of trend, seasonality, and distribution behavior
  4. Coherence with statistical models is maintained

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Creating a forecast override

1

Create the event

Click New, select Forecast Override, and set the event name.
2

Select target segment

Click Add, select the segment to affect (e.g., “Modern Trade”), and enter the override value (absolute units or monetary amount).
3

Apply to scenario

Open the relevant scenario, click Edit, and assign the Forecast Override event. SIMCEL recomputes the demand forecast incorporating the override logic.
Forecast Override event form showing a segment selector for choosing the aggregation level such as national, regional, customer group, or product family, an override value input field for entering the absolute units or monetary target, and a disaggregation preview panel showing how SIMCEL automatically distributes the top-down override value down to transaction level using historical trend, seasonality, and distribution behavior.

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Pricing Adjustment events

Pricing Adjustment events let you modify prices and immediately see the financial impact on your scenarios.

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Price types

Price typeScopeUsed for
Listed PriceProduct level (same for all customers)Catalog price before discounts. Use when changing general product price across markets
Secondary Customer PriceProduct x Secondary CustomerCustomer-specific prices overriding the listed price. Use when you need exact pricing per customer
Primary Customer Price (Distributor Price)Product x Primary CustomerNegotiated selling price to distributors. Impacts Primary Sales, P&L through to EBIT

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Price fallback logic

When both Product Value Master (PVM) data and pricing events exist, SIMCEL applies this priority:
  1. Secondary Customer Price always takes priority over Listed Price (customer-specific beats generic)
  2. If a Secondary Customer Price Event exists, it overrides the PVM baseline
  3. If only a Listed Price Event exists and no customer-specific price is available, the Listed Price Event applies

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Adjustment types

Adjustments are applied in this order:
  1. Set Price - Replace the baseline with a fixed value (e.g., 120,000 VND)
  2. Absolute Adjustment - Increase or decrease by a fixed amount (e.g., +20,000 VND)
  3. Percentage Adjustment - Increase or decrease by a percentage (e.g., -30%)
Example: Baseline 100,000 VND -> Set to 90,000 -> +5,000 absolute = 95,000 -> +10% = 104,500 VND final price
Pricing Adjustment event form with a price type selector offering three options: Listed Price for catalog price applying to all customers, Secondary Customer Price for customer-specific prices per product, and Primary Customer Price (Distributor Price) for negotiated distributor selling prices. Below the price type selector are adjustment type options for Set Price to replace the baseline with a fixed value, Absolute Adjustment to increase or decrease by a fixed amount, and Percentage Adjustment to increase or decrease by a percentage, along with value input fields organized per product per month.

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Trade Terms events

Trade Terms model trade expenses such as distributor margins, seasonal discounts, bundle offers, and volume rebate incentives. They ensure accurate Net Sales Value calculation.

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Key concepts

TermDefinition
Unconstrained Sales InTotal demand for products from distributors
Constrained Sales InActual sales to distributors, accounting for supply constraints
Sales Out with Distributor ReimbursementDiscounts offered to end buyers, reimbursed by the company to distributors
Achievement RateA percentage applied to account for realistic target achievement when aggregating customer data
Trade ExpenseFunds allocated to boost product demand (promotions, distributor margins, marketing)

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Trade term policies

A fixed percentage or value discount from the original price.Formula:
Trade Expense = Sales GSV x Discount % x Achievement Rate %
Example: 10% discount on all Category Water products during April-July, with 75% achievement rate.
A discount triggered when a buyer reaches a purchase volume threshold.Formula (when condition met):
Trade Expense = Sales GSV of impact products x Discount % x Achievement Rate %
Example: Buy 1,000 units of Category Water to qualify for a 10% discount on Category Water.
A “buy X, get Y” style offer tied to purchase quantities.Formula:
Trade Expense = Sales GSV of impact products x Discount % x Times condition met x Achievement Rate %
Example: Buy 3 units of Category Water, get 1 unit at 100% off.
Trade Terms event configuration panel showing a policy type selector with options for Flat Discount, Target Rebate Incentive, and Bundle Discount. Below the policy selector are condition fields for setting purchase volume thresholds or trigger criteria, a discount percentage input, an achievement rate percentage field for accounting for realistic target attainment, and an impacted sales option dropdown for choosing between Sales In, Sales Out with Distributor Reimbursement, or Sales Out.

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Impacted sales options

OptionDescription
Sales InTrade term applied directly to Sales In (company to first-line buyers)
Sales Out with Distributor ReimbursementBased on Sales Out transactions but applied to both Sales Out and Sales In; company reimburses distributors
Sales OutImpact applied to Sales Out data only

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Event versions

1

Open event creator

Click the Create Event button on the Event Management page.
2

Define the event

Enter the event name, description, date range, and select the products/customers it affects.
3

Set the impact

Define how the event changes demand — as a percentage uplift/decline or an absolute volume change.
4

Assign to a scenario

Attach the event to one or more scenarios. The event’s impact will be reflected when you view those scenarios.
Events support versioning so you can refine estimates over time:
  • Version 1 - Initial rough estimate
  • Version 2 - Updated with market research
  • Version 3 - Final confirmed numbers
Each version maintains the full impact definition.

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Event groups

Organize related events into groups for easier management. Group by campaign, quarter, or business objective.
Event Management page displaying a list of event groups shown as expandable folder rows. Each group folder can be expanded to reveal the related events contained within it, organized by campaign, quarter, or business objective. Individual events show version badges indicating the current version number such as Version 1, Version 2, or Version 3.

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How events affect your plan

Scenario Demand = Forecast Base + Demand Adjustments + New Demand Streams + Forecast Overrides
Scenario Price = Base Price + Pricing Adjustments
Net Sales Value = Gross Sales Value - Trade Expenses
When you run a simulation, events flow through the entire planning process:
  1. Base forecast provides the starting demand
  2. Demand events modify the demand up or down
  3. Pricing adjustments apply price changes
  4. Trade terms calculate trade expenses
  5. Simulation calculates fulfillment against the modified demand
  6. KPIs are recomputed from the simulation output

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Saved segments

Save a combination of filters (customer, product, location) as a Saved Segment for easy reuse. When creating events, selecting a saved segment automatically applies the filter, saving time when you frequently target the same product/customer combination.