Transcript Pre-night Recruiting presentation

SCOOP Presentation
Bloomington, September 15, 2005
© Copyright 2005
a VNU business
Presentation Agenda
• Marketing Research Introduction
• What Is BASES?
• Introduction to the Job
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© Copyright 2005
a VNU business
Presentation Agenda
• Marketing Research Introduction
• What Is BASES?
• Introduction to the Job
3
© Copyright 2005
a VNU business
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”.
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a VNU business
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)
– 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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a VNU business
Introduction to Marketing Research
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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a VNU business
Introduction to Marketing Research
New Products vs. Established Product
Research Universe
for Consumer Goods
New Products
Established
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a VNU business
Introduction to Marketing Research
The issues confronting new products can be different from
those for established products:
Possible Problems
New Products
Is the Concept Good?
Is the Product Good?
Established Products
How has the market share changed over
time?
What is the penetration relative to
competition?
Will Sales Meet the Minimum
Objective?
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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a VNU business
Introduction to Marketing Research
New Product Research
Idea
Generation
Concept
Creation
Concept
Refinement
Product
Product
Development Refinement
Go/
No Go
LAUNCH
Focus
Focus Groups/
Group Concept Screening
Concept
Testing
Blind
Testing
Simulated
Test Market
Test
Market
LAUNCH
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a VNU business
Introduction to Marketing Research
Established Product Research
Units
Sold
Awareness Consumers
How is my
What Promotions
Try and Repeat
Product
Achieved Commercial Doing?
work best?
When is it
time to Improve?
LAUNCH
Secondary Data
Sales
Tracking
Awareness
Tracking
Copy
Testing
Promotions
Research
Restage
Analysis
LAUNCH
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a VNU business
Introduction to Marketing Research
Top 20 Global Research Organizations
•
VNU Inc.
•
IMS Health Inc.
•
BASES is part of VNU, the
largest marketing research •
organization globally.
Synovate
•
Arbitron Inc.
The Kantar Group
•
Maritz Research
•
TNS
•
Video Research Ltd.
•
Information Resources Inc. (IRI)
•
Opinion Research Corp.
•
GfK Group
•
JD Power & Associates
•
Ipsos Group SA
•
Harris Interactive Inc.
•
NFO WorldGroup Inc.
•
The NPD Group Inc.
•
Westat Inc.
•
INTAGE Inc.
•
NOP World
•
Dentsu Research Inc.
Source: Marketing News August 18, 2003
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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).
Source: VNU Communications 2005
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© Copyright 2005
a VNU business
Presentation Agenda
• Marketing Research Introduction
• What Is BASES?
• Introduction to the Job
13
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a VNU business
BASES History
•
•
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
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BASES 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
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a VNU business
BASES has the nation's leading clients.
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BASES is located close to its clients.
North America
Chicago
Cincinnati
Westport
Parsippany
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BASES is growing internationally and a
global leader in marketing research.
Europe
North America
Chicago
Cincinnati
Toronto
Westport
Parsippany
Oxford
Paris
Hamburg
Brussels
Milan
Asia
Tokyo
Mexico City
Mumbai
Hong Kong
Bangkok
Latin America
Sao Paulo
Buenos Aires
Sydney
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a VNU business
BASES is the leader among Simulated Test
Market suppliers.
Market Share
BASES
Domestically
BASES
Internationally
All Others
Combined
35%
All Others
Combined
20%
BASES
80%
BASES
65%
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BASES is growing strongly.
Revenue in Millions
160
140
120
100
Revenue has
grown 500%
in 10 years.
80
60
40
20
0
1995 1996
1997 1998 1999 2000 2001
2002 2003 2004
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© Copyright 2005
a VNU business
Presentation Agenda
• Marketing Research Introduction
• What Is BASES?
• Introduction to the Job
21
© Copyright 2005
a VNU business
Working in Marketing Research
There are typically two career paths:
Client Service
Project Direction
Analytical
Questionnaire Development
Study Design
Study Preparation for Field
Analysis of Data
Field Production Management
Sales Forecasting
Data Tabulation Management
Report Writing
Presentation of Results
Consulting the Client
Focus during Recruitment
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Working in Marketing Research
The typical Analytical career path (first 10 years):
Vice President
Account Director
~2-3 Years
Account Manager
~2 Years
Associate Manager
~2 Years
Senior Research
Analyst
~1-2 Years
Research Analyst
~1 Year
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a VNU business
Working in Marketing Research
Typical Education and Experience
Vice President
>10 Yrs. In Research & Management
Account Director
Extensive Research & Management
Experience (8-10 Yrs.)
Account Manager
Undergraduate Degree, 4-7 Yrs. Exp.
Associate Manager
Undergraduate Degree, 2-4 Yrs. Exp.
Graduate Degree, 1-2 Yrs. Exp.
Senior Research
Analyst
Undergraduate Degree, 1-2 Yrs. Exp.
Graduate Degree, No Exp.
Research Analyst
Undergraduate Degree
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a VNU business
Working in Marketing Research
How time is spent at BASES
% Client Service Time
% Analytical/Project
Management Time
Research Senior Progression
Associate ofAccount
Career Manager
Analyst Research Manager
Analyst
Account
Director
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© Copyright 2005
a VNU business
Working in Marketing Research
How time is spent at other companies
% Client Service
Time
% Analytical/Project
Management Time
Research
Analyst
Senior Progression
Associate of Account
Career
Research
Manager
Manager
Analyst
Account
Director
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a VNU business
Working in Marketing Research
Research Analyst Profile
•
Write Reports/Presentations
• Run Analyses
•
Run Database Comparisons
•
Forecast Sales
•
Work Closely With Manager
•
Learning On The Job
Entry Level Position
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© Copyright 2005
a VNU business
Working in Marketing Research
Senior Research Analyst Profile
•
Write Proposals
• Run Analyses
•
Run Database Comparisons
•
Forecast Sales
• Write Reports/Presentations
•
Answer General Client Questions
•
Work Closely With Manager
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a VNU business
Working in Marketing Research
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
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© Copyright 2005
a VNU business
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
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a VNU business
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
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Working in Marketing Research
Why choose BASES?
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
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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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a VNU business
Questions?
Speak to me after the session.
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a VNU business