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How companies win
1.
How Companies Win Rick
Kash The Cambridge Group Title of Presentation
2.
Why Did We
Write The Book? 2 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
3.
We Live In
A World Of Complete Access And 100% perfect choice where every company and every person has access to anybody, anyway, anytime, in every way 3 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
4.
In A World
Of Perfect Choice, You Must Understand Demand Before Creating Supply Supply Business Model Demand Business Model Supply Paradigm Supply Paradigm Demand Paradigm Demand Paradigm Supply Supply Demand Demand Demand Demand Supply Supply Price Takers Market Makers 4 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
5.
The Companies Who
Win Will Be Able To Answer This Question: What do you know about the demand of your most profitable consumers that your competitors don’t know? 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
6.
Business Is Undergoing
Enormous Changes How A Company Will Win Is Also Changing From To An Equilibrium Of Supply and Disequilibrium and Constant Demand Oversupply Mass Marketing Precision Marketing Segment on Demography or Demand Profit Pools of Current, Behavior – Look Backward Latent and Emerging Demand Consumer As A Marketing Target Social Media Consumer Communities As Advocates And Partners 6 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
7.
Business Is Undergoing
Enormous Changes How A Company Will Win Is Also Changing From To Physical Virtual Product Obsolescence Intellectual Obsolescence Focus On The Supply The New Demand Chain Chain And A Demand-led Supply Chain 7 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
8.
Principle #1: Demand Profit
Pools 8 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
9.
The Consumers Who
Carry the Profit and the Growth in the Category Demand Profit Pools Online Experience Aficionados Lovers Gatekeepers Technophobes Price Seekers Functionalists Family-oriented Older consumers Price-conscious Consumers who consumers who who are consumers who are comfortable 32% of love consumer electronics but intimidated by technology prefer to shop in- store with electronics but little emotional Customers dislike shopping connection to the category 20% 15% 15% 25% 64% of 14% 8% 9% 14% 18% 18% 20% 21% Profitable 3% 2% 3% 3% Demand 9 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
10.
Principle #2: Need states
are critical for achieving growth The Why behind the Who and What 10 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
11.
Principle #3: Precision Becomes
A Core Strength 11 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
12.
Find Unsatisfied Demand… And
Fulfil it A New Definition for Innovation 12 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
13.
Winning Companies Have
A Mental Model • Companies must align internally before they can win externally 13 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
14.
The Supply Chain
is 30 Years Old The Eureka Moment! • Manufacturers Market to Consumers • Retailers attract Shoppers • Media looks for Viewers They Are All The Same Person Seen Through 3 Different Lenses What if … 14 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
15.
The Demand Chain:
A New Era of Precision and Profitability What They Demand Demand Strategy Current, Demand Strategy Current, What What Latent & Emerging Latent & Emerging They They Watch Buy Brands Brands n ec tail io Network Network Ex Me c u t ut Pack Types Ex Re Pack Types Television Television e di ion a Assortment Internet Internet Assortment Sites Sites Price Collaborative Price Networks Blogs Blogs P.O.S. P.O.S. Where the Right Where the Right How the Right How the Right Supply Meets the Supply Meets the Message Gets to Message Gets to High Profit High Profit the Right Demand the Right Demand Demand Demand Target Target Working Capital Implications are Significant 15 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
16.
Thank You!
16 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
17.
17 Copyright © 2010
The Nielsen Company. Confidential and proprietary.