RSS Feed (xml)If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on Background on AC Nielsen. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Background on AC Nielsen paper right on time. Out staff of freelance writers includes over 120 experts proficient in Background on AC Nielsen, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Background on AC Nielsen paper at affordable prices with ! AC Nielsen is the worlds leading market information company, offering worldwide services. One of these services is called Homescan. Homescan provides a similar service to Superpanel, providing insights into consumer shopping behaviour based on a panel of 10,000 households that is demographically representative. Panelists use a patented in-home scanner to record their purchases. AC Nielsen implemented a hard edge marketing strategy, approaching Superpanel clients offering a cheaper service and an attractive contract. Superpanel had already invested a substantial sum in the new panel and hi-tec technology. Therefore a loss of clientele would be detrimental and result in a loss of revenue for the division and the group (shareholders????). Superpanel decided to reassess the situation and adopt a new strategy. The quality of data is the unique selling point for Superpanel and competing on price may have had a negative affect in the long term. Instead of undercutting the service, Superpanel decided to provide clients with more data and products for the same amount of money. This was a testing time, as some clients (aware of the situation), played each agency against each other. (BARRY LEMMON)????ANDREW.. Increasing the panel benefited Superpanel but most importantly the clients. AC Nielsen will always be a direct competitor to Superpanel, but the level of this threat was not recognised sufficiently why?
The clients are consumers and therefore an important part of the business. A strategic approach in consulting clients and an involvement in the decision making process may have avoided confusion and lack of loyalty. A perfect marketing opportunity was missed to drive home the fact that Superpanel were being innovative and productive by developing a new and improved marketing tool for their customers.
Superpanel should have measured all of the options when intializing the panel increase. A SWOT analysis would have identified the threats and may have highlighted the problems that occurred (see below).
Task 5 (contd.)
In the future, clients should pay 10% of their contract towards the investment of the increased panel. This is an investment that will contribute to increased data and enabling clients to compete more effectively in the market place. At step by step update on the situation can be posted via email or sent by hard copy every month to inform clients of the procedures and any new developments taking place. A meeting should be held with all clients attending to provide a platform to air opinions on the proposed increased fees and panel. For those clients that do not attend, detailed minutes would be sent out.
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