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See tomorrow, today.

See tomorrow, today. Presentation Agenda. ACNielsen BASES Background What is BASES? Introduction to the Job Why ACNielsen BASES?. ACNielsen BASES Background.

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See tomorrow, today.

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  1. See tomorrow, today.

  2. Presentation Agenda ACNielsen BASES Background What is BASES? Introduction to the Job Why ACNielsen BASES?

  3. ACNielsen BASES Background

  4. 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.

  5. is the worldwide leader in ... • Simulated Test Marketing • New Product Evaluation

  6. offers services which combine ... • Consulting • Data collection/reporting • Proprietary market simulation models • Unparalleled marketing knowledge

  7. …has the nation’s leading clients

  8. … locates close to our clients North America Europe, Middle Eastand Africa Latin America Asia

  9. Corporate Headquarters-Cincinnati, OH

  10. Corporate Headquarters-Cincinnati, OH

  11. …and remains a global leader in the Market Research Industry

  12. …and we’re growing!

  13. BASES’ Business The Project Management & Development Division • Facilitates and manages data collection and processing • Conducts complex diagnostic analyses • Develops analytical models and tools • Enhances corporate systems and infrastructure

  14. BASES’ Business Client Service Division • Identify client needs for certain concept and product research • Propose and design studies • Analyze & interpret data • Client interaction

  15. What is BASES?

  16. 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.

  17. BASES is the predominant Simulated Test Market supplier with 80% market share in the U.S. and 65% market share globally. ACNielsen BASES Internationally ACNielsen BASES Domestically

  18. Mission Statement Provide 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

  19. BASES’ Business • Facilitates decision making by: • Testing concepts and products • Forecasting sales volume & revenue

  20. BASES 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

  21. BASES’ Business Illustrated • 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.

  22. BASES’ Business Illustrated • Market researcher at FJ International contacts BASES about testing the proposition. • The BASES client service team designs and plans the study working with FJ to meet their business needs.

  23. BASES’ 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.

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  25. BASES’ 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

  26. BASES’ 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.

  27. BASES’ BusinessIllustrated • The market researcher and brand group provide BASES with marketing plans for the proposition. • Amount & type of advertising • Distribution • Sampling • Couponing • Trade promotion

  28. This stuff is going to sell like hot cakes!!! BASES’ BusinessIllustrated • BASES combines the consumer data with the marketing plan inputs to forecast the sales in the first year of introduction.

  29. BASES’ BusinessIllustrated • 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.

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

  31. Introduction to the Job

  32. Introduction to the Job Marketing Research Analyst’s Profile • Analyses/Forecasts • Reports/Presentations • Client Service/Support • Project Management

  33. Introduction to the Job Marketing Research Analyst’s Profile • Analyses/Forecasts • Construct analytical plan • Analyze marketing programs • Forecast sales volume • Evaluate in-market potential

  34. Introduction to the Job Marketing Research Analyst’s Profile • Reports/Presentations • Write client reports • Analyze consumer data • Incorporate key findings • Compare to BASES’ experience and learning • Draft presentations

  35. Introduction to the Job Marketing Research Analyst’s Profile • Client service/Support • Discuss project issues • Attend client meetings • Write client correspondence

  36. Introduction to the Job Marketing Research Analyst’s Profile • Project Management • Give input on project materials • Questionnaires • Concept boards • Monitor study status

  37. Introduction to the Job Marketing Research Analyst’s Profile • ACNielsen BASES looks for Research Analyst candidates with high quality: • Oral/written skills • Interpersonal skills • Analytical/statistical skills • Academic standing

  38. Why ACNielsen BASES?

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

  40. recognizes achievement with... • Professional growth • Advancement opportunities • Financial rewards • Individual recognition

  41. Director, Client Service Manager, Client Service Associate Manager, Client Service Senior Research Analyst Research Analyst Account Management Career Path

  42. Growth Opportunities • Account Management • Design research studies • Coordinate study progress • Review forecasts and reports • Conduct client presentations • Consult on marketing issues • Staff Management • Financial Management

  43. Beyond the Basics • Constant Challenge • Dynamic, new concepts/products • Impact • Our recommendations often determine what consumers find on the shelf • Continuous learning • Positive culture

  44. We have a Great Team of Employees! • Casual, friendly atmosphere • Outstanding colleagues • Supportive management • A universal focus on results

  45. Finding time for fun!

  46. Finding time for fun!

  47. Questions?

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