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ACNielsen BASES BackgroundACNielsen BASES Background

What is BASES?What is BASES?

Introduction to the JobIntroduction to the Job

Why ACNielsen BASES?Why ACNielsen BASES?

Presentation AgendaPresentation Agenda


ACNielsen BASES

ACNielsen BASES

Background

Background


• ACNielsen BASES, an operating unit of the ACNielsen Corporation (an operating unit of VNU), is one of the world’s foremost marketing research and consulting firms.


is the worldwide leader in ...

• Simulated Test Marketing

• New Product Evaluation


offers services which combine ...

• Consulting• Data collection/reporting• Proprietary market simulation models• Unparalleled marketing knowledge


… has the nation’s leading clientshas the nation’s leading clients


Europe, Middle Eastand Africa

North America

AsiaLatin America

… locates close to our clients


Corporate Headquarters-Cincinnati, OH


in the Market in the Market Research Research Industry Industry

……and remains a global leader


……and we’re growing!and we’re growing!


C incin na ti, O H

C h icago , IL

Pars ippany, NJ

W e stport, CT

N AB U

Bue nos A iresA rgen tina

M exico C ity,M exico

São Pau lo,B raz il

LAT AM

O xfo rd,Eng la nd

Brusse ls, Be lg ium

Paris,F rance

Q ua rry Bay,H ong Kong

Sydne y,Aus tra lia

EM EA/Asia Pac ific

C inc in na ti, O H

O xfo rd , Eng la nd

W avre , Be lg ium

P&G G lo ba lC lien t Se rv ice G roup

D ata C o llection(C AP I)

AgencyServ ices

T abula tionSe rv ices

D ocum entP rocessing

Sam p leAdm in is tra tion

D a taP rocess ing

App lica tio nsD eve lopm ent

In fo rm a tionT echno logy

System s

D iagn os ticC onsu lting

M odelD eve lopm ent

F ie ld Se rv ices(M a ll, e -Pane l &

In tl.)

Kno w ledgeM ana gem ent

R esearch &D eve lop m ent

C od ing

M a il, Supp ly& R ecep tion

PM &D

F ina nce

Business Ana lys is& P lann ing

H um an Resources

Adm in is tra tion

ACNielsen BASES


BASES’ BusinessBASES’ Business

– Facilitates and manages data collection and processing

– Conducts complex diagnostic analyses – Develops analytical models and tools– Enhances corporate systems and infrastructure

The Project Management & Development Division


Client Service Division

• Identify client needs for certain concept and product research

• Propose and design studies• Analyze & interpret data• Client interaction



What is BASES?

What is BASES?


BASES is...BASES is...A comprehensive, validated sales estimating system which integrates consumer response data with manufacturers’ marketing plans to assess the volumetric potential of concepts and products prior to introduction.


BASES is the predominant Simulated Test Market supplier with 80% market share in the U.S. and

65% market share globally.

BASES80%

All Others Combined

20%

BASES65%

All Others Combined

35%

ACNielsen ACNielsen BASES BASES

DomesticallyDomestically

ACNielsen ACNielsen BASES BASES

InternationallyInternationally


Mission StatementProvide our customers with the highest value services to help evaluate their business opportunities as a means of providing our employees the opportunity to grow professionally and financially and providing our shareholders with a strong return on investment



• Facilitates decision making by:

– Testing concepts and products

– Forecasting sales volume & revenue


BASES Adds ValueBASES Adds Value• Launching a new product involves a substantial

investment. ACNielsen BASES provides:

– early sales potential before costly product development

– reasonableness of the new product investment

– objective perspective on the new product

– reduction of risk for our clients



• A brand team at FJ International develops a new concept they would like to test.

• Depending on the stage of development, the product may also be available for testing.

Illustrated


BASES’ BusinessBASES’ Business• Market researcher at FJ International

contacts BASES about testing the proposition.

Illustrated

• The BASES client service team designs and plans the study working with FJ to meet their business needs.


BASES’ BusinessBASES’ BusinessIllustrated

• BASES interviews consumers via shopping malls, the internet, or by mail throughout the U.S. and exposes them to the new breakfast concept.

• Consumers are asked a series of questions about the concept.

If you are like most people today, you don’t have time to cook a large breakfast in the morning. Now with new FlapJacks on the GO!!! you just add water and in minutes you’ll have a complete, wholesome breakfast.

Available in:Strawberry $2.49Blueberry $2.49Mango $2.49

Makes up to 10 servings

New Flapjacks on the Go!!!!New Flapjacks on the Go!!!!


BASES’ BusinessBASES’ BusinessIllustrated• If available, the product is

given to consumers

• Consumers try the new product at home and are interviewed via telephone or over the internet a few weeks later


BASES’ BusinessBASES’ BusinessIllustrated• Scores are compared, using our extensive

database.

• Our database includes:• 12,000 concepts and 3,900 products• Scores differing by category. • Example: 10% of consumers stating “definitely

would buy” is good for a rug cleaner but poor for a cookie.


BASES’ BusinessBASES’ BusinessIllustrated• The market researcher and brand group provide

BASES with marketing plans for the proposition.– Amount & type of advertising– Distribution– Sampling– Couponing– Trade promotion


BASES’ BusinessBASES’ BusinessIllustrated• BASES combines the consumer data with the

marketing plan inputs to forecast the sales in the first year of introduction.

This stuff is going to sell like

hot cakes!!!



• BASES provides an accurate forecast of Year I sales in a written letter and final report.

• The report also includes a full analysis of the concept and/or product.



• The results are then presented to the client team, which may include:– Chief executives– Brand managers– Market researchers– Advertisers– Sales force


Introduction

Introduction

to the Jobto the Job


Analyses/ForecastsReports/PresentationsClient Service/SupportProject Management

Introduction to the JobIntroduction to the JobMarketing Research Analyst’s Profile


• Analyses/ForecastsConstruct analytical planAnalyze marketing programsForecast sales volumeEvaluate in-market potential



• Reports/PresentationsWrite client reports

Analyze consumer dataIncorporate key findingsCompare to BASES’ experience and learning

Draft presentations



• Client service/SupportDiscuss project issuesAttend client meetingsWrite client correspondence

Introduction to the JobIntroduction to the Job Marketing Research Analyst’s Profile


• Project ManagementGive input on project materials

QuestionnairesConcept boards

Monitor study status



Introduction to the JobIntroduction to the Job

• ACNielsen BASES looks for Research Analyst candidates with high quality:Oral/written skillsInterpersonal skillsAnalytical/statistical skillsAcademic standing

Marketing Research Analyst’s Profile


Why ACNielsen

Why ACNielsen

BASES?BASES?


• Client Focused• Integrity and Honesty• Commitment to Learning and R&D• “Always doing what is right”

– For our clients– For our employees– For our community

Success is a result of the company’s culture and values


• Professional growth• Advancement opportunities• Financial rewards• Individual recognition

recognizes achievement with...


Account Management Career Path

Director, Client Service

Manager, Client Service

Associate Manager, Client Service

Research Analyst

Senior Research Analyst


Growth OpportunitiesGrowth Opportunities• Account Management

– Design research studies– Coordinate study progress – Review forecasts and reports– Conduct client presentations– Consult on marketing issues

• Staff Management• Financial Management


Beyond the BasicsBeyond the Basics

• Constant Challenge – Dynamic, new concepts/products

• Impact– Our recommendations often determine

what consumers find on the shelf

• Continuous learning• Positive culture


We have a Great Team of We have a Great Team of Employees!Employees!

• Casual, friendly atmosphere• Outstanding colleagues• Supportive management• A universal focus on results

Finding time for fun!


Questions?Questions?

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