© copyright 2005 a vnu business scoop presentation bloomington, september 15, 2005

© Copyright 2005a VNU business

SCOOP Presentation

Bloomington, September 15, 2005

2


• Marketing Research Introduction

• What Is BASES?

• Introduction to the Job

Presentation Agenda

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• What Is BASES?


Presentation Agenda

4


If Marketing is the “4 Ps”

Price

Promotion

Place

Product

then Marketing Research is the tool that quantifies the “4 Ps”.

Introduction to Marketing Research

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Marketing Research is the tool that helps you…

• Know your customers

– Who they are (demographics)

– What is important to them (psychographics)

– Who is aware of your product (and who is not)

• Know your product

– The best positioning (concept) for your product

– The price that optimizes sales and profit

• Know the “optimal” advertising/marketing plan

– The best advertising strategy

– The best distribution channels

• Know how many units of product you are selling

…and any other marketing-related questions.


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There are many different types of marketing research firms

• Syndicated

– Example: ACNielsen

• Custom

– Example: Burke, Walker

• Specialty

– Example: BASES

• Corporate Internal Research Department

– Example: P&G, SC Johnson


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New Products vs. Established Product


Research Universefor Consumer Goods

New Products Established

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The issues confronting new products can be different from those for established products:


Possible Problems

New Products Established Products

Is the Concept Good?

Is the Product Good?

Will Sales Meet the Minimum Objective?

How has the market share changed over time?

What is the penetration relative to competition?

What marketing activities will give an “extra boost” to sales?

How many consumers are aware of my product?

How satisfied are consumers with my product?

Overlap

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Introduction to Marketing ResearchNew Product Research

LAUNCH

LAUNCH

Idea Generation

Concept Creation

Concept Refinement

Product Development

Product Refinement

Go/ No Go

Focus Group

Focus Groups/ Concept Screening

Concept Testing

Blind Testing

Simulated Test Market

Test Market

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Introduction to Marketing ResearchEstablished Product Research

Units Sold

Awareness Achieved

How is my Commercial Doing?

What Promotions work best?

When is it time to Improve?

LAUNCH

LAUNCH

Consumers Try and Repeat Product

Sales Tracking

Awareness Tracking

Copy Testing

Promotions Research

Restage Analysis

Secondary Data

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• 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

Top 20 Global Research Organizations

BASES is part of VNU, the largest marketing research organization globally.

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Source: VNU Communications 2005

NEWS-FLASH

"VNU and IMS Health Announce Merger To Form Global Leader in Market Intelligence "

VNU, the world’s leading provider of consumer, marketing and media information and analysis, and IMS Health, the global leader in information and consulting solutions for the pharmaceutical and healthcare industries,

today announced a definitive agreement to merge in a stock-and-cash transaction currently valued at €5.8 billion ($7.0 billion).

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• What Is BASES?


Presentation Agenda

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• Founded in 1975 as Booz Allen Sales Estimation System

• Became an operating unit of the VNU in 2001.– VNU is one of the world’s foremost marketing research

and consulting firms.

• Headquarters in Cincinnati, Ohio

• Operates other Regional offices in: – Chicago, IL

– Westport, CT

– Parsippany, NJ

BASES History

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BASES is the worldwide leader in …

• Simulated Test Marketing

• New Product Evaluation

These BASES services combine …

• Consulting

• Data collection/reporting

• Proprietary market simulation models

BASES Business

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BASES has the nation's leading clients.

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North America

WestportChicago

Cincinnati Parsippany

BASES is located close to its clients.

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EuropeNorth America

Asia

Latin America

Mexico City

Sao Paulo

Buenos Aires

ParsippanyWestport

TorontoChicagoCincinnati

Oxford HamburgParis

MilanBrussels

Hong Kong

BangkokMumbai

Sydney

Tokyo

BASES is growing internationally and a global leader in marketing research.

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Market Share

BASES80%

All Others Combined

20%

BASES65%

All Others Combined

35%

BASES Domestically

BASES Internationally

BASES is the leader among Simulated Test Market suppliers.

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Revenue in Millions

0

20

40

60

80

100

120

140

160

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

BASES is growing strongly.

Revenue has grown 500% in 10 years.

Revenue has grown 500% in 10 years.

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• What Is BASES?


Presentation Agenda

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Working in Marketing Research

There are typically two career paths:

Client ServiceProject Direction Analytical

Study Design

Analysis of Data

Sales Forecasting

Report Writing

Presentation of Results

Consulting the Client

Questionnaire Development

Study Preparation for Field

Field Production Management

Data Tabulation Management

Focus during Recruitment

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The typical Analytical career path (first 10 years):

~1 Year

~2 Years

~1-2 Years

~2 Years

~2-3 Years

Research Analyst

Senior ResearchAnalyst

Associate Manager

Account Manager

Account Director

Vice President

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Typical Education and Experience

Undergraduate Degree

Undergraduate Degree, 2-4 Yrs. Exp.Graduate Degree, 1-2 Yrs. Exp.

Undergraduate Degree, 1-2 Yrs. Exp.Graduate Degree, No Exp.

Undergraduate Degree, 4-7 Yrs. Exp.

Extensive Research & ManagementExperience (8-10 Yrs.)

>10 Yrs. In Research & Management

Research Analyst

Senior ResearchAnalyst

Associate Manager

Account Manager

Account Director

Vice President

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How time is spent at BASES

ResearchAnalyst

SeniorResearchAnalyst

AssociateManager

AccountManager

AccountDirector

% Client Service Time

% Analytical/ProjectManagement Time

Progression of Career


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How time is spent at other companies

ResearchAnalyst

SeniorResearchAnalyst

AssociateManager

AccountManager

AccountDirector

% Client ServiceTime

% Analytical/ProjectManagement Time



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• Write Reports/Presentations

• Run Analyses

• Run Database Comparisons

• Forecast Sales

• Work Closely With Manager

• Learning On The Job

Research Analyst ProfileWorking in Marketing Research

Entry Level PositionEntry Level Position

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• Write Proposals

• Run Analyses

• Run Database Comparisons

• Forecast Sales


• Answer General Client Questions

• Work Closely With Manager

Senior Research Analyst Profile Working in Marketing Research

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Associate Manager Profile

• Write Proposals

• Design Studies


• Forecast Sales

• Review Reports & Forecasts of Subordinates

• Answer Detailed Client Questions

• Make Presentations

• Work Fairly Independently


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Account Manager/Director ProfileWorking in Marketing Research

• Write Proposals

• Design Studies

• Review Reports & Forecasts of Subordinates

• Forecast Sales

• Answer Detailed Client Questions

• Make Presentations

• Work Very Independently

• Manage An Account Group

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ACNielsen BASES looks for Research Analyst candidates with high quality:

• Oral/written skills

• Interpersonal skills

• Analytical/statistical skills

• Academic standing

Marketing Research Analyst’s Profile

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Our 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

Why choose BASES?

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BASES IU Campus Dates

Marketing Career Fair

September 23, 2005

Info Night Before Interviews

October 26, 2005

On-Campus Interviews

October 27, 2005

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Questions?

Speak to me after the session.

© copyright 2005 a vnu business scoop presentation bloomington, september 15, 2005

Documents

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