© Copyright 2005 a VNU business SCOOP Presentation Bloomington, September 15, 2005

2 © Copyright 2005 a VNU business Marketing Research Introduction What Is BASES? Introduction to the Job Presentation Agenda

3 © Copyright 2005 a VNU business Marketing Research Introduction What Is BASES? Introduction to the Job Presentation Agenda

4 © Copyright 2005 a VNU business If Marketing is the “4 Ps” Price Promotion Place Product then Marketing Research is the tool that quantifies the “4 Ps”. Introduction to Marketing Research

5 © Copyright 2005 a VNU business Marketing Research is the tool that helps you… Know your customers – Who they are (demographics) – What is important to them (psychographics) – Who is aware of your product (and who is not) Know your product – The best positioning (concept) for your product – The price that optimizes sales and profit Know the “optimal” advertising/marketing plan – The best advertising strategy – The best distribution channels Know how many units of product you are selling …and any other marketing-related questions. Introduction to Marketing Research

6 © Copyright 2005 a VNU business There are many different types of marketing research firms Syndicated – Example: ACNielsen Custom – Example: Burke, Walker Specialty – Example: BASES Corporate Internal Research Department – Example: P&G, SC Johnson Introduction to Marketing Research

7 © Copyright 2005 a VNU business New Products vs. Established Product Introduction to Marketing Research Research Universe for Consumer Goods New ProductsEstablished

8 © Copyright 2005 a VNU business The issues confronting new products can be different from those for established products: Introduction to Marketing Research Possible Problems New ProductsEstablished Products Is the Concept Good? Is the Product Good? Will Sales Meet the Minimum Objective? How has the market share changed over time? What is the penetration relative to competition? What marketing activities will give an “extra boost” to sales? How many consumers are aware of my product? How satisfied are consumers with my product? Overlap

9 © Copyright 2005 a VNU business Introduction to Marketing Research New Product Research LAUNCH Idea Generation Concept Creation Concept Refinement Product Development Product Refinement Go/ No Go Focus Group Focus Groups/ Concept Screening Concept Testing Blind Testing Simulated Test Market Test Market

10 © Copyright 2005 a VNU business Introduction to Marketing Research Established Product Research LAUNCH Consumers Try and Repeat Product Sales Tracking Awareness Tracking Copy Testing Promotions Research Restage Analysis Secondary Data

11 © Copyright 2005 a VNU business Introduction to Marketing Research VNU Inc. IMS Health Inc. The Kantar Group TNS Information Resources Inc. (IRI) GfK Group Ipsos Group SA NFO WorldGroup Inc. Westat Inc. NOP World Synovate Arbitron Inc. Maritz Research Video Research Ltd. Opinion Research Corp. JD Power & Associates Harris Interactive Inc. The NPD Group Inc. INTAGE Inc. Dentsu Research Inc. Source: Marketing News August 18, 2003 Top 20 Global Research Organizations BASES is part of VNU, the largest marketing research organization globally.

12 © Copyright 2005 a VNU business Source: VNU Communications 2005 NEWS-FLASH "VNU and IMS Health Announce Merger To Form Global Leader in Market Intelligence " VNU, the world’s leading provider of consumer, marketing and media information and analysis, and IMS Health, the global leader in information and consulting solutions for the pharmaceutical and healthcare industries, today announced a definitive agreement to merge in a stock-and-cash transaction currently valued at €5.8 billion ($7.0 billion).

13 © Copyright 2005 a VNU business Marketing Research Introduction What Is BASES? Introduction to the Job Presentation Agenda

14 © Copyright 2005 a VNU business Founded in 1975 as Booz Allen Sales Estimation System Became an operating unit of the VNU in – VNU is one of the world’s foremost marketing research and consulting firms. Headquarters in Cincinnati, Ohio Operates other Regional offices in: – Chicago, IL – Westport, CT – Parsippany, NJ BASES History

15 © Copyright 2005 a VNU business BASES is the worldwide leader in … Simulated Test Marketing New Product Evaluation These BASES services combine … Consulting Data collection/reporting Proprietary market simulation models BASES Business

16 © Copyright 2005 a VNU business BASES has the nation's leading clients.

17 © Copyright 2005 a VNU business North America Westport Chicago Cincinnati Parsippany BASES is located close to its clients.

18 © Copyright 2005 a VNU business Europe North America Asia Latin America Mexico City Sao Paulo Buenos Aires Parsippany Westport Toronto Chicago Cincinnati Oxford Hamburg Paris Milan Brussels Hong Kong Bangkok Mumbai Sydney Tokyo BASES is growing internationally and a global leader in marketing research.

19 © Copyright 2005 a VNU business Market Share BASES Domestically BASES Internationally BASES is the leader among Simulated Test Market suppliers.

20 © Copyright 2005 a VNU business BASES is growing strongly. Revenue has grown 500% in 10 years.

21 © Copyright 2005 a VNU business Marketing Research Introduction What Is BASES? Introduction to the Job Presentation Agenda

22 © Copyright 2005 a VNU business Working in Marketing Research There are typically two career paths: Client Service Project DirectionAnalytical Study Design Analysis of Data Sales Forecasting Report Writing Presentation of Results Consulting the Client Questionnaire Development Study Preparation for Field Field Production Management Data Tabulation Management Focus during Recruitment

23 © Copyright 2005 a VNU business Working in Marketing Research The typical Analytical career path (first 10 years): ~1 Year ~2 Years ~1-2 Years ~2 Years ~2-3 Years Research Analyst Senior Research Analyst Associate Manager Account Manager Account Director Vice President

24 © Copyright 2005 a VNU business Working in Marketing Research Typical Education and Experience Undergraduate Degree Undergraduate Degree, 2-4 Yrs. Exp. Graduate Degree, 1-2 Yrs. Exp. Undergraduate Degree, 1-2 Yrs. Exp. Graduate Degree, No Exp. Undergraduate Degree, 4-7 Yrs. Exp. Extensive Research & Management Experience (8-10 Yrs.) >10 Yrs. In Research & Management Research Analyst Senior Research Analyst Associate Manager Account Manager Account Director Vice President

25 © Copyright 2005 a VNU business Working in Marketing Research How time is spent at BASES Progression of Career

26 © Copyright 2005 a VNU business Working in Marketing Research How time is spent at other companies Progression of Career

27 © Copyright 2005 a VNU business Write Reports/Presentations Run Analyses Run Database Comparisons Forecast Sales Work Closely With Manager Learning On The Job Research Analyst Profile Working in Marketing Research Entry Level Position

28 © Copyright 2005 a VNU business Write Proposals Run Analyses Run Database Comparisons Forecast Sales Write Reports/Presentations Answer General Client Questions Work Closely With Manager Senior Research Analyst Profile Working in Marketing Research

29 © Copyright 2005 a VNU business Associate Manager Profile Write Proposals Design Studies Write Reports/Presentations Forecast Sales Review Reports & Forecasts of Subordinates Answer Detailed Client Questions Make Presentations Work Fairly Independently Working in Marketing Research

30 © Copyright 2005 a VNU business Account Manager/Director Profile Working in Marketing Research Write Proposals Design Studies Review Reports & Forecasts of Subordinates Forecast Sales Answer Detailed Client Questions Make Presentations Work Very Independently Manage An Account Group

31 © Copyright 2005 a VNU business Working in Marketing Research ACNielsen BASES looks for Research Analyst candidates with high quality: Oral/written skills Interpersonal skills Analytical/statistical skills Academic standing Marketing Research Analyst’s Profile

32 © Copyright 2005 a VNU business Working in Marketing Research Our success is a result of the company’s culture and values: Client focused Integrity and honesty Commitment to learning and R&D Always doing what is right: – For our clients – For our employees – For our community Why choose BASES?

33 © Copyright 2005 a VNU business BASES IU Campus Dates Marketing Career Fair September 23, 2005 Info Night Before Interviews October 26, 2005 On-Campus Interviews October 27, 2005

34 © Copyright 2005 a VNU business Questions? Speak to me after the session.