1 / 34

See Tomorrow,

See Tomorrow,. Today. SCOOP Session Presentation to. Presentation Agenda. Marketing Research Introduction What Is BASES? Introduction to the Job. Marketing Research Introduction. Introduction to Marketing Research. If Marketing is the “4 Ps” Price Promotion Place Product

doria
Download Presentation

See Tomorrow,

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. See Tomorrow, Today SCOOP Session Presentation to

  2. Presentation Agenda Marketing Research Introduction What Is BASES? Introduction to the Job

  3. Marketing Research Introduction

  4. Introduction to Marketing Research • If Marketing is the “4 Ps” • Price • Promotion • Place • Product Then Marketing Research is the tool that quantifies the “4 Ps”.

  5. Introduction to Marketing Research • Marketing Research is the tool that helps you: • Know your customers • Who they are (demographics) • What is important to them (psychographics) • Know the best positioning (concept) for your product • Know your product • Know the “optimal” advertising/marketing plan • Know the price that optimizes sales and profit • Know the best distribution channels • Know who is buying your product (and who is not) • Know who is aware of your product (and who is not) • Know how many units of product you are selling • Etc…

  6. Introduction to Marketing Research • There are many different types of marketing research firms • Custom • Burke, Walker • Specialty • BASES fits in here • Corporate Internal Research Department • P&G, SC Johnson, etc…

  7. Research Universe for Consumer Goods New Products Established Introduction to Marketing Research • New Products vs. Established Products

  8. Introduction to Marketing Research • The issues confronting new products can be different from those for established products:

  9. Introduction to Marketing Research New Product Research LAUNCH LAUNCH

  10. Introduction to Marketing Research Established Product Research LAUNCH LAUNCH

  11. Introduction to Marketing Research Top 20 Global Research Organizations • VNU Inc. • IMS Health Inc. • The Kantar Group • TNS • Information Resources Inc. (IRI) • GfK Group • Ipsos Group SA • NFO WorldGroup Inc. • Westat Inc. • NOP World • Synovate • Arbitron Inc. • Maritz Research • Video Research Ltd. • Opinion Research Corp. • JD Power & Associates • Harris Interactive Inc. • The NPD Group Inc. • INTAGE Inc. • Dentsu Research Inc. Source: Marketing News August 18, 2003

  12. ACNielsen BASES is part of VNU Inc. Introduction to Marketing Research Top 20 Global Research Organizations • VNU Inc. • IMS Health Inc. • The Kantar Group • TNS • Information Resources Inc. (IRI) • GfK Group • Ipsos Group SA • NFO WorldGroup Inc. • Westat Inc. • NOP World • Synovate • Arbitron Inc. • Maritz Research • Video Research Ltd. • Opinion Research Corp. • JD Power & Associates • Harris Interactive Inc. • The NPD Group Inc. • INTAGE Inc. • Dentsu Research Inc. Source: Marketing News August 18, 2003

  13. What Is BASES?

  14. ACNielsen BASES, an operating unit of the ACNielsen Corporation, is one of the world’s foremost marketing research and consulting firms. • Founded in 1975 • Headquarters in Cincinnati, Ohio • Regional offices in: Chicago, IL Westport, CT Parsippany, NJ

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

  16. offers services which combine ... • Consulting • Data collection/reporting • Proprietary market simulation models

  17. …has the nation’s leading clients

  18. … locates close to our clients

  19. ... has grown internationally CanadaToronto Europe, Middle East and AfricaWavre, Belgium, Oxford, EnglandParis, France, Hamburg, Germany, Milan, Italy Asia Pacific Hong Kong S.A.R, China Sydney Australia Bangkok, Thailand Corporate Office Cincinnati, Ohio Latin America Buenos Aires, Argentina Mexico City, Mexico Sao Paulo, Brazil

  20. ... is the global leader in the Market Research Industry

  21. 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

  22. …and we’re growing!

  23. Working In Market Research

  24. Working in Marketing Research • There are typically two career paths:

  25. Working in Marketing Research • The typical Analytical career path (first 10 years): ~2-3 Years ~2 Years ~2 Years ~1-2 Years ~1 Year

  26. Working in Marketing Research • Typical Education and Experience >10 Yrs. In Research & Management Extensive Research & Management Experience (8-10 Yrs.) Undergraduate Degree, 4-7 Yrs. Exp. Undergraduate Degree, 2-4 Yrs. Exp. Graduate Degree, 1-2 Yrs. Exp. Undergraduate Degree, 1-2 Yrs. Exp. Graduate Degree, No Exp. Undergraduate Degree

  27. Working in Marketing Research • How time is spent at BASES

  28. Working in Marketing Research • How time is spent at other companies

  29. Working in Marketing Research Research Analyst Profile • Write Reports • Run Database Comparisons • Forecast Sales • Work Closely With Manager • Learning On The Job

  30. Working in Marketing Research Senior Research Analyst Profile • Write Proposals • Run Database Comparisons • Forecast Sales • Write Reports • Answer General Client Questions • Work Closely With Manager

  31. Working in Marketing Research Associate Manager Profile • Write Proposals • Design Studies • Write Reports • Forecast Sales • Review Reports & Forecasts of Subordinates • Answer Detailed Client Questions • Make Presentations • Work Fairly Independently

  32. Working in Marketing Research Account Manager/Director Profile • Write Proposals • Design Studies • Review Reports & Forecasts of Subordinates • Forecast Sales • Answer Detailed Client Questions • Make Presentations • Work Very Independently • Manage An Account Group

  33. Working in Marketing Research 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

  34. Questions?

More Related