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Manufacturer
Applications
Manufacturer applications
of Nielsen Consumer Panel data address a wealth of specific
business issues. Nielsen Homescan delivers valuable insight
into packaged goods marketplace that effectively assists with:
- Better directing marketing efforts
- Identifying target buyers
- Understanding the competitive framework
- Effectively planning promotions
- Understanding cross-promotion opportunities
- Tracking new product success
- Identifying distribution opportunities
With this knowledge,
managers can achieve a competitive advantage by directing
business efforts toward fulfilling true marketplace needs.
Provides
insight to:
- What type of promotion will attract various household
types?
- Do my promotions attract new buyers or reward loyal consumers?
- Has the introduction of my new product cannibalized sales
of my other products or seized volume from my competitors?
- What is the mix of products included in shopping baskets
that contain my brand?
- What impact have alternative channels had on category/brand
purchasing?
- Do store brands pose a threat?
Especially
useful for:
- Brand managers can segment buyers on
the basis of their brand and category preferences.
- Sales professionals can share valuable
information with retailers regarding shopper demographics
and category purchase patterns
Key business
benefits:
- Gain a solid understanding of the types of consumers attracted
by grocery, drug, mass merchandiser and warehouse club channels
and learn how shoppers differ across retailers and regions
- Maximize sales by assessing the underlying behavior and
demographic composition of each brand franchise and the
competition.
- Target product distribution and in-store promotional
efforts by matching the demographic profile of category
and brand buyers to the shopper profiles of individual retailers.
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