Nielsen Market Research Challenge

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The Nielsen Market Research Challenge was a full-scale market research project conducted over the course of 10 weeks. Our objective was to provide recommendations that would drive sales at the retail locations of a major chocolate company. Working in small teams, we worked to draw a picture from current in-market data, competitive analyses, and our own market research, from questionnaire design to data analysis. Ultimately, we crafted recommendations that were both actionable and efficient, but more importantly, in alignment with the company's brand strategy.
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  • 1. 1 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study April 10, 2014 CHOCOLATES VALOR GROUP B | NIELSEN MARKET RESEARCH CHALLENGE
  • 2. 2 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Areas of Focus Who is the customer? Residents Tourists Retail Summary AGENDA
  • 3. 3 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Areas of Focus Who is the customer? Residents Tourists Retail Summary AGENDA
  • 4. 4 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study AREAS OF FOCUS Tourists Lower than expected tourist traffic Residents Four profiles based on residents’ peaks of consumption Retail Opportunity to meet needs that are not currently satisfied
  • 5. 5 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Areas of Focus Who is the customer? Residents Tourists Retail Summary AGENDA
  • 6. 6 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study WHO IS THE VALOR CUSTOMER?
  • 7. 7 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study WHO IS THE VALOR CUSTOMER?
  • 8. 8 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study HOW DO THEY BEHAVE?
  • 9. 9 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study HOW DO THEY BEHAVE?
  • 10. 10 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Areas of Focus Who is the customer? Residents Tourists Retail Summary AGENDA
  • 11. 11 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study RESIDENTS | Optimize Offer
  • 12. 12 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study RESIDENTS | Optimize Offer
  • 13. 13 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study •Combo bag RESIDENTS | Optimize Offer
  • 14. 14 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study RESIDENTS | Optimize Offer
  • 15. 15 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Areas of Focus Who is the customer? Residents Tourists Retail Summary AGENDA
  • 16. 16 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study 84% 16% Valor Callao Residents Tourists 61% 39% San Gines Residents Tourists 20% 50% Valor San Gines 0% 20% 40% 60% Tourist Rate of Planning TOURISTS | Increase Awareness VALOR CALLAO IS NOT ATTRACTING TOURISTS IN A “TOURIST LOCATION” INSIGHTS
  • 17. 17 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study TOURISTS | Increase Awareness INSIGHTS 35% 12% 12% Valor Callao Friends Family Tourist Guidebook 40% 12% 12% 20% San Gines Friends Family Tourist Guidebook Other MOST ONLINE SEARCHES POINT TO SAN GINES
  • 18. 18 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study RECOMMENDATIONS TOURISTS | Increase Awareness Search Engine Optimization
  • 19. 19 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study TOURISTS | Increase Awareness INSIGHTS San Gines Valor Callao Ranked #259 of 6,062 restaurants (1,577 reviews) •Positive: 75% •Neutral: 15% •Negative: 9% Ranked #1,470 of 6,062 restaurants (157 reviews) •Positive: 67% •Neutral: 10% •Negative: 22%
  • 20. 20 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study RECOMMENDATIONS TOURISTS | Increase Awareness TripAdvisor
  • 21. 21 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study RECOMMENDATIONS TOURISTS | Increase Awareness Improve Signage Airport Advertising El Coche de Época Offer Wifi
  • 22. 22 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Summary Areas of Focus Who is the customer? Residents Tourists Retail AGENDA
  • 23. 23 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Insights •10% consider packaging important; 10% would like resealable packaging •12.5% want white chocolate •White chocolate is increasing 275% in volume and 265% in value, and has the highest price per kilo among all segments RETAIL | Product Innovation
  • 24. 24 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Resealable Packaging RECOMMENDATIONS RETAIL | Product Innovation Chocolate Blanco
  • 25. 25 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study INSIGHTS •Chocolate Relleno: Private Label is decreasing 21% in volume and 14% in value because of the drop in relleno con adición •Chocolate Negro: Mondelez, Lindt, & Nestle are losing sales, while Valor is increasing at the same rate as the overall category •A La Taza: Valor polvo is increasing 10% in volume and 12% in value, and there are no strong competitors in polvo instantaneo RETAIL | Product Innovation
  • 26. 26 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study RECOMMENDATIONS RETAIL | Product Innovation Chocolates Rellenos Chocolate Negro Polvo Instantaneo
  • 27. 27 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Summary Areas of Focus Who is the customer? Residents Tourists Retail AGENDA
  • 28. 28 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study Optimize offers based on identified profiles Innovate on current product offerings Increase awareness among the segment SUMMARY Tourists Lower than expected tourist traffic Residents Four profiles based on residents’ peaks of consumption Retail Opportunity to meet needs that are not currently satisfied
  • 29. 29 Copyright ©2014 The Nielsen Company. Confidential and proprietary. The Nielsen Research Challenge: Case Study GROUP B
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