How companies win

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How companies win

  1. 1. How Companies WinRick KashThe Cambridge Group Title of Presentation
  2. 2. Why Did We Write The Book? 2Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  3. 3. We Live In A World Of Complete AccessAnd 100% perfect choice where every companyand every person has access to anybody, anyway,anytime, in every way 3 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  4. 4. In A World Of Perfect Choice, You MustUnderstand 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. 5. The Companies Who Win Will Be Able ToAnswer This Question:What do you know about the demand ofyour most profitable consumers that yourcompetitors don’t know? 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  6. 6. Business Is Undergoing Enormous ChangesHow A Company Will Win Is Also ChangingFrom ToAn Equilibrium Of Supply and Disequilibrium and ConstantDemand OversupplyMass Marketing Precision MarketingSegment on Demography or Demand Profit Pools of Current,Behavior – Look Backward Latent and Emerging DemandConsumer As A Marketing Target Social Media Consumer Communities As Advocates And Partners 6 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  7. 7. Business Is Undergoing Enormous ChangesHow A Company Will Win Is Also ChangingFrom ToPhysical VirtualProduct Obsolescence Intellectual ObsolescenceFocus On The Supply The New Demand ChainChain And A Demand-led Supply Chain 7 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  8. 8. Principle #1:Demand Profit Pools 8 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
  9. 9. The Consumers Who Carry the Profit and the Growth inthe 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. 10. Principle #2:Need states are critical forachieving growthThe Why behind the Who and What 10 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
  11. 11. Principle #3:Precision Becomes A CoreStrength 11 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
  12. 12. Find Unsatisfied Demand…And Fulfil itA New Definition for Innovation 12 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
  13. 13. Winning Companies Have A Mental Model • Companies must align internally before they can win externally 13Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  14. 14. The Supply Chain is 30 Years OldThe 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. 15. The Demand Chain: A New Era of Precision andProfitability 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. 16. Thank You! 16 Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation
  17. 17. 17Copyright © 2010 The Nielsen Company. Confidential and proprietary.

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