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

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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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 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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 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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Introduction to Marketing Research
New Products vs. Established Product

Research Universe
for Consumer Goods

New Products Established

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 Introduction to Marketing Research
The issues confronting new products can be different from
those for established products:

Possible Problems
New Products Established Products
Is the Concept Good? How has the market share changed over
time?
Is the Product Good?
What is the penetration relative to
Will Sales Meet the Minimum competition?
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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 Introduction to Marketing Research
New Product Research

Idea Concept Concept Product Product Go/

Generation Creation Refinement Development Refinement No Go
LAUNCH

Focus Focus Groups/ Concept Blind Simulated Test

Group Concept Screening Testing Testing Test Market Market

LAUNCH

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 Introduction to Marketing Research
Established Product Research

Units Awareness Consumers

How is my What Promotions
Try and Repeat Product When is it
Sold Achieved Commercial Doing? work best? time to Improve?
LAUNCH

Secondary Data

Sales Awareness Copy Promotions Restage

Tracking Tracking Testing Research Analysis
LAUNCH

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 Introduction to Marketing Research
Top 20 Global Research Organizations
BASES is part of VNU, the
• VNU Inc. largest marketing research • Synovate
organization globally.
• IMS Health Inc. • 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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 Presentation Agenda

• Marketing Research Introduction

• What Is BASES?
• Introduction to the Job

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 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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BASES has the nation's leading clients.

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BASES is located close to its clients.

North America

Chicago
Westport
Cincinnati Parsippany

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 BASES is growing internationally and a
global leader in marketing research.
Europe
North America
Oxford Hamburg
Chicago Toronto Paris Brussels
Westport Milan
Cincinnati Parsippany Asia
Tokyo

Mexico City Hong Kong

Mumbai
Bangkok

Latin America Sao Paulo

Buenos Aires Sydney

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BASES is the leader among Simulated Test
Market suppliers.

Market Share
BASES BASES
Domestically Internationally

All Others All Others

Combined Combined
20% 35%

BASES
BASES
80%
65%

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 BASES is growing strongly.

Revenue in Millions
160

140
Revenue has
120 grown 500%
in 10 years.
100

80

60

40

20

0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004

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 Presentation Agenda

• Marketing Research Introduction

• What Is BASES?
• Introduction to the Job

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 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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 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 Undergraduate Degree, 1-2 Yrs. Exp.
Analyst Graduate Degree, No Exp.

Research Analyst Undergraduate Degree

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 Working in Marketing Research

How time is spent at BASES

% Client Service Time

% Analytical/Project
Management Time

Research Senior Progression

Associate ofAccount Account
Career Manager
Analyst Research Manager Director
Analyst

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 Working in Marketing Research

How time is spent at other companies

% Client Service
Time
% Analytical/Project
Management Time

Research Senior Progression

Associate of Account Account
Analyst Research Career
Manager Manager Director
Analyst

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 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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 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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 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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 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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 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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 Questions?

Speak to me after the session.

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