Nielsen and Category Killer.

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Universidad Autónoma de Nuevo León

Facultad de Contaduría Pública y Administración

Seminal of Category Management, Layout and Visual Merchandising

Nielsen Company and Category Killers

Teacher: Arturo Ivan Lara B.

Name: Alejandra Judith Garza Montemayor

ID: 1581547

Group: 6Ci

San Nicolás de los Garza.

February 23th 2016

Introduction

In this essay I am going to talk about a big company that for me, is a new topic, I am refer to Nielsen, this organization is familiarize with working with others company in order to create new solutions for them, that include focusing in the four main pillars that Nielsen consider are the most important subjects inside of a organization’s strategic marketing management processes

These four pillars are: Consumerization, Innovation, Marketing effectiveness and Sales effectiveness. I will mention the characteristics and the meaning of each term and also I am going to speak about what and who are Nielsen, why this company is important in the business world and a little history of this big organization.

Also I am going to talk about the definition of Category Killer, how the company implements this concept and if this strategy can bring to the organization some advantages and if there are disadvantages of it.

Nielsen

The Nielsen Corporation is known as The Nielsen Company and formerly known as AC Nielsen.

This company was founded in 1923 in Chicago by Arthur C. Nielsen Sr.  With worldwide   headquarters in New York, United State and regional headquarters of North America are located in Chicago suburb of Schaumburg Illinois.

It is a global marketing research firm that gives marketers reliable and objective information on the impact of marketing and sales programs. AC Nielsen began expanding internationally in 1939, and now operates in more than 100 countries.

They have four major pillars that focus on:

• Consumerization.          

Consumer needs are fragmenting and competition to engage them is steep. To win, the company needs to up their game to meet their needs and connect with them individually. One-to-one interactions are what matter today, but traditional segmentation models can’t deliver the programs to the specific consumers that the company wants to reach.

Also Consumerization helps solve these problems. This new technique broadens segmentation and offers a new level of precision so the organization can reach deeper and boost consumer engagement across the entire business. Nielsen help the company to identify and build a custom view of the  most profitable consumers so they  can then help to innovate, communicate and activate with those consumers in mind.

Next we have two analyzes that Nielsen did about the percent of segmentation and reputation management, related with Consumerization.

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• Innovation

Succeeding in today’s market requires more than just keeping pace with the Joneses. Competition is fierce and new products are a dime a dozen. But great innovators make it look easy, almost magical. Behind that magic, however, is immense time, discipline, and analytics. That’s where Nielsen comes in.

Their end-to-end innovation process is backed by 30 years of experience developing, optimizing and validating product campaigns. Their innovation approach identifies what consumers say they need as well as the needs they haven’t articulated yet. That’s where breakthrough opportunities those with true potential to achieve sustainable growth for your business reside.

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• Marketing Effectiveness

Boosting the performance of the company is Nielsen’s business. They help advertisers drive efficient and effective marketing efforts measuring and optimizing performance for better returns. They help media companies develop better content, maximize their ad inventory and grow revenue.

They do this by helping clients reach the right audiences, drawing from industry standard ad and content ratings; design experiences and messaging that resonate; and prompt the desired consumer reaction sales.

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