See tomorrow today ACNielsen BASES Presentation Agenda

See tomorrow, today. ©ACNielsen BASES

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

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• 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. ©ACNielsen BASES

is the worldwide leader in. . . • Simulated Test Marketing • New Product Evaluation ©ACNielsen BASES

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

… has the nation’s leading clients ©ACNielsen BASES

… locates close to our clients North America Europe, Middle East and Africa Latin America ©ACNielsen BASES Asia

Corporate Headquarters-Cincinnati, OH ©ACNielsen BASES

…and remains a global leader in the Market Research Industry ©ACNielsen BASES

…and we’re growing! ©ACNielsen BASES

©ACNielsen BASES

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 ©ACNielsen BASES

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

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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. ©ACNielsen BASES

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

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 ©ACNielsen BASES

BASES’ Business • Facilitates decision making by: – Testing concepts and products – Forecasting sales volume & revenue ©ACNielsen BASES

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 ©ACNielsen BASES

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. ©ACNielsen BASES

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. ©ACNielsen BASES

BASES’ Business Illustrated • 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. ©ACNielsen BASES

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BASES’ Business Illustrated • 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 ©ACNielsen BASES

BASES’ Business Illustrated • Scores are compared, using our extensive database. • Our database includes: • • • ©ACNielsen BASES 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’ Business Illustrated • The market researcher and brand group provide BASES with marketing plans for the proposition. – Amount & type of advertising – Distribution – Sampling – Couponing – Trade promotion ©ACNielsen BASES

BASES’ Business Illustrated • 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!!! ©ACNielsen BASES

BASES’ Business Illustrated • 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. ©ACNielsen BASES

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

n io ct u d ro Job t In he t to ©ACNielsen BASES

Introduction to the Job Marketing Research Analyst’s Profile üAnalyses/Forecasts üReports/Presentations üClient Service/Support üProject Management ©ACNielsen BASES

Introduction to the Job Marketing Research Analyst’s Profile • Analyses/Forecasts üConstruct analytical plan üAnalyze marketing programs üForecast sales volume üEvaluate in-market potential ©ACNielsen BASES

Introduction to the Job Marketing Research Analyst’s Profile • Reports/Presentations üWrite client reports üAnalyze consumer data üIncorporate key findings üCompare to BASES’ experience and learning üDraft presentations ©ACNielsen BASES

Introduction to the Job Marketing Research Analyst’s Profile • Client service/Support üDiscuss project issues üAttend client meetings üWrite client correspondence ©ACNielsen BASES

Introduction to the Job Marketing Research Analyst’s Profile • Project Management üGive input on project materials üQuestionnaires üConcept boards üMonitor study status ©ACNielsen BASES

Introduction to the Job Marketing Research Analyst’s Profile • ACNielsen BASES looks for Research Analyst candidates with high quality: üOral/written skills üInterpersonal skills üAnalytical/statistical skills üAcademic standing ©ACNielsen BASES

en ls ie N C ? A y S h E W BAS ©ACNielsen

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 ©ACNielsen BASES

recognizes achievement with. . . • • ©ACNielsen BASES Professional growth Advancement opportunities Financial rewards Individual recognition

Account Management Career Path Director, Client Service Manager, Client Service Associate Manager, Client Service Senior Research Analyst ©ACNielsen BASES

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 ©ACNielsen BASES

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

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

Finding time for fun!