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Brand, Category and Sales Management
Brand, Category and Sales Managers all need tools to evaluate the performance of a category and the brands within it. Nielsen can help develop clear strategies based on consumer insights by addressing questions such as:
- Is my category growing or declining?
- What percent of households buy a category or brand?
- Which sectors are growing or declining?
- How do pricing and deal levels vary across brands?
- Where did volume increases come from?
- Where are the opportunities for category growth?
Strategic Planning
Strategic planners need detailed insights into market dynamics in order to harness category opportunities and plan for the future. This calls for information about what is happening and how it is happening. Existing and new players in a category must address issues, including:
- Which categories are growing or declining?
- What are the long term consumer and category forecasts?
- Where is the growth coming from?
- Who is driving the growth in purchasing?
In addition to knowing what is happening in a category, Nielsen can provide insights into consumer perceptions and attitudes. This can cover a very broad spectrum of issues including:
- How important are current consumer based issues such as genetically modified foods?
- Are consumers aware of and changing their behaviour because of current issues?
- Do brands that offer health benefits drive sales?
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Nielsen Can Help
Retail Measurement
Track and examine key business trends by product, category, chain and geography for individual brands or the whole market with Nielsen retail data and easy-to-use software tools. Find out more.
Consumer Panel
Homescan tracks household purchasing information over time to help determine what drives consumers’ decisions and assess the impact marketing strategies have had on purchasing behaviour and patterns. Find out more.
Consumer and Media Insights
Nielsen Panorama Research helps clients to better understand consumer usage of products and services by providing insights they can act on and the market understanding for profitable customer growth. As a syndicated multi-media marketing database, Panorama integrates consumer demographics, product usage and media consumption for value-added marketing and media solutions. Find out more.
Tracking Media Activity
Gain valuable insights into your competitors advertising strategies with Nielsen Media Advertising Information Services' (AIS) suite of main media advertising tracking tools. Identify individual campaigns by media frequency and access advertising creative by products or an entire category. Find out more.
Consumer Research
Get insight into brand health as a measure of current performance and future opportunities relevant to a brand’s environment. Nielsen's services enable you to evaluate the marketing mix, assess customer loyalty and retention, and understand consumer motivations and needs. This research is essential to developing supporting marketing tactics and strategies associated with new product development. Find out more.
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