FBIF2015 is taking place on 13th – 15th May, 2015 in Shanghai, we are looking forward to your participation, please pay attention to our site for the latest event info.

1. DEMAND SPACES:
IDENTIFYING, SIZING AND
UNLOCKING GROWTH

2. Business Questions From Client
How do we size and
monetize each opportunity??
How can I compete with
other big players??
Where are our products and
competitors playing today??
Where are the pockets of
opportunities??
What are the key innovation
opportunities and how can
we play?
?
How can I
GROW my business?

3. A Fundamental Thinking Change
FROM
Traditional Supply
based model
Supply
Demand
TO
New
Demand-driven model
Supply
Demand
FROM
Traditional
Supply-based model
Market
Follower
TO
New
Demand-driven model
Market
Creator

4. Nielsen’s Demand Framework can Drive Business Growth
INNOVATION
WHERE TO INNOVATE?
How do we better meet
consumer’s demands?
What are the most
profitable new
opportunities?
PRODUCT PORTFOLIO
MANAGEMENT
WHERE TO PLAY?
Where are the gaps in
our existing product
portfolio?
Do we have the right
products to effectively
cover the opportunities?
BRAND
POSITIONING
HOW TO PLAY?
What is the optimal
brand(s) footprint on the
framework? How should
the brand(s) evolve in the
future?
TARGETING &
ACTIVATING
HOW TO ACTIVATE?
What demand(s) should
you target? How could
you play in those targeted
areas? What messages
should you dial up in the
communication?

5. Case Example:
Identifying, Sizing & Unlocking
Growth in Snacking

6. Client Situation
Biscuits Penetration in
Developing Markets >90%
Per Capita Consumption
Growth in Developing
Markets <5%
Snacking Demand Spaces

7. Client Situation
How do you
fulfill the
growth
ambitions?
Snacking Demand Spaces

8. TO
Get 1 more
occasion –
steal a
moment from
another
product
FROM
Attract non-
users, get
more usage
or
premiumize
existing base
A Fundamental Thinking Change
Snacking Demand Spaces

9. Sizing and Monetizing the Opportunities
1
2
3
Nielsen RMS Data in each market for
tracked categories
Third party data in each market for
untracked categories by RMS
Survey data (penetration, basket size, frequency) and
calibration model to guesstimate sizes for totally
untracked categories

10. “Just 1 more occasion” strategy is sufficient to meet our
growth ambitions
$5.5 Bn
Biscuits
1 more occasion

11. IDENTIFY the Demand Spaces
84%
of all occasions are
explained by
When, Why & Where
WHO? WHEN?
WHERE? WITH WHOM?
# of people
WHY?
WITH WHOM?
Type of company
When, Why and Where will be the key basis of forming the Demand Space

12. 10 Demand Spaces across 4 Platforms
ME/WE
WEME
LATE NIGHT SNACKING
MID DAY HUNGER


PAMPER
ON THE GO
PICK ME UP
MORNING
KICKSTART
AFTERNOON RELAX & UNWIND


REJUVENATE
ANYTIME SNACKING
FEEL GOOD
BREAKFAST

REWARD
TOGETHER
CONNECT
MAKES MEALS FUN
MID MORNING LIFT

REPLENISH

13. UNLOCKING the growth
Prioritize and Understand the Right Demand Spaces

14. UNLOCKING the growth
Innovate with Right Strategy
Product
Place
Promotion
Price
Packaging
People
Positioning

15. Demand-driven Innovation Framework
Differentiating
Innovation Strategy
Based on strategy, develop market offer in cost-
effective way
Complete,
Compliant Innovation
Go-To-Market
Ideas
Concept
Development
Product
Elements
Market
Ready Offer
Put in the full
market context
White Spaces
OPPORTUNITY CREATION ACTIVATION
IDEATION
CREATIVE
MARKETING
EFFECTIVENESS
CONSUMERIZATION
Time and efforts investing in finding the white space yield in great success of true innovation

16. If you have any questions, feel free to contact:
Nicole M. Alexander
Vice President, Innovation Practice
Greater China
 +86 182 1739 7202
Nicole.Alexander@Nielsen.com
Thank you