Brand Management

Competitive monitoring and analysis is one of Nielsen’s core roles for Brand Managers. Our services enable you to understand your competitive performance and stay one step ahead. Key questions and issues include:

• What are my market shares and trends?
• How are my brands performing compared with my competitors?
• How important is private label to my buyers?
• How successful are my competitors at building volume and loyalty?

Category Management
Category Managers must understand their performance in context with other categories that compete for the same share of consumer spending. Knowing which categories to watch is half the battle. Some issues to consider include:

• What other categories interact with mine, and which are important?
• What cross category opportunities are there?
• How loyal are category buyers?

Sales Management
Sales Managers must be aware of all the competitive action in a category. The issues in a competitive environment include:

• How does my price compare with competitors’ prices?
• What is my share of space compared with my competition?
• What is the relevance of private label to my competitive position?

Retailer Services
Understanding their competitive position is one of the key challenges for retailers. Our services provide unique measures of the competitive performance of retail chains and stores. The questions we answer include:

• How are my stores performing compared with the marketplace?
• Which consumers are choosing my stores?
• Which consumers are choosing my competitors’ stores?
• Do all my stores have the right set of products for their markets?

Competitive Advertising Tracking
Understaning how competitive brands are tracking over time and how your competitors are targeting their advertising campaigns is critical to successful brand management. Nielsen provides comphrensive main media advertising tracking to help you understand how your competitors are identifying and targeting the diverse media consumption habits of customers in your category.
The issues we address include:

• Analyse geographic and seasonal variation in estimated expenditure
• Track new product launches and develop a complete picture of what competitors are doing in a category
• Understand how competitors view their target audience, profile their brand, and how they seek to position themselves in the market
• Estimate the advertising cost required to take a new product to market, through illustrating the budget required by a competitor to launch and sustain a brand
• Analyse the effectiveness of a specific strategy
• Establish the best schedule timing to maximise the efficiency of the media spend
• Identify key markets for competitors