© Copyright 2005 a VNU business SCOOP Presentation Bloomington, September 15, 2005.
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Transcript of © Copyright 2005 a VNU business SCOOP Presentation Bloomington, September 15, 2005.
© Copyright 2005a VNU business
SCOOP Presentation
Bloomington, September 15, 2005
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© Copyright 2005a VNU business
• Marketing Research Introduction
• What Is BASES?
• Introduction to the Job
Presentation Agenda
3
© Copyright 2005a VNU business
• Marketing Research Introduction
• What Is BASES?
• Introduction to the Job
Presentation Agenda
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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
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.
Introduction to Marketing Research
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© Copyright 2005a VNU business
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
Introduction to Marketing Research
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© Copyright 2005a VNU business
New Products vs. Established Product
Introduction to Marketing Research
Research Universefor Consumer Goods
New Products Established
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© Copyright 2005a VNU business
The issues confronting new products can be different from those for established products:
Introduction to Marketing Research
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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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
Introduction to Marketing Research
• 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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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
• Marketing Research Introduction
• What Is BASES?
• Introduction to the Job
Presentation Agenda
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© Copyright 2005a VNU business
• 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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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
BASES has the nation's leading clients.
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© Copyright 2005a VNU business
North America
WestportChicago
Cincinnati Parsippany
BASES is located close to its clients.
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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
• Marketing Research Introduction
• What Is BASES?
• Introduction to the Job
Presentation Agenda
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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
Working in Marketing Research
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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© Copyright 2005a VNU business
Working in Marketing Research
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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© Copyright 2005a VNU business
Working in Marketing Research
How time is spent at BASES
ResearchAnalyst
SeniorResearchAnalyst
AssociateManager
AccountManager
AccountDirector
% Client Service Time
% Analytical/ProjectManagement Time
Progression of Career
Progression of Career
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© Copyright 2005a VNU business
Working in Marketing Research
How time is spent at other companies
ResearchAnalyst
SeniorResearchAnalyst
AssociateManager
AccountManager
AccountDirector
% Client ServiceTime
% Analytical/ProjectManagement Time
Progression of Career
Progression of Career
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© Copyright 2005a VNU business
• 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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© Copyright 2005a VNU business
• Write Proposals
• Run Analyses
• Run Database Comparisons
• Forecast Sales
• Write Reports/Presentations
• Answer General Client Questions
• Work Closely With Manager
Senior Research Analyst Profile Working in Marketing Research
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© Copyright 2005a VNU business
Associate Manager Profile
• Write Proposals
• Design Studies
• Write Reports/Presentations
• Forecast Sales
• Review Reports & Forecasts of Subordinates
• Answer Detailed Client Questions
• Make Presentations
• Work Fairly Independently
Working in Marketing Research
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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
Working in Marketing Research
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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© Copyright 2005a VNU business
Working in Marketing Research
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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© Copyright 2005a VNU business
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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© Copyright 2005a VNU business
Questions?
Speak to me after the session.