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 you 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:

• What categories are growing or declining?
• What are the long term forecasts about consumers and categories?
• Where is the growth coming from?
• Who is driving the growth in purchasing?

In addition to knowing what is happening in a category, ACNielsen 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?