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The Nielsen Market Research Challenge was a full-scale market research project conducted over the course of 10 weeks. Our objective was to provide recommendations that would drive sales at the retail locations of a major chocolate company. Working in small teams, we worked to draw a picture from current in-market data, competitive analyses, and our own market research, from questionnaire design to data analysis. Ultimately, we crafted recommendations that were both actionable and efficient, but more importantly, in alignment with the company's brand strategy.
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The Nielsen Research Challenge: Case Study April 10, 2014
CHOCOLATES VALOR GROUP B | NIELSEN MARKET RESEARCH CHALLENGE
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The Nielsen Research Challenge: Case Study
Areas of Focus
Who is the customer?
Residents
Tourists
Retail
Summary
AGENDA
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The Nielsen Research Challenge: Case Study
Areas of Focus
Who is the customer?
Residents
Tourists
Retail
Summary
AGENDA
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The Nielsen Research Challenge: Case Study
AREAS OF FOCUS
Tourists Lower than expected tourist traffic
Residents Four profiles based on residents’ peaks of consumption
Retail Opportunity to meet needs that are not currently satisfied
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The Nielsen Research Challenge: Case Study
Areas of Focus
Who is the customer?
Residents
Tourists
Retail
Summary
AGENDA
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The Nielsen Research Challenge: Case Study
WHO IS THE VALOR CUSTOMER?
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The Nielsen Research Challenge: Case Study
WHO IS THE VALOR CUSTOMER?
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The Nielsen Research Challenge: Case Study
HOW DO THEY BEHAVE?
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The Nielsen Research Challenge: Case Study
HOW DO THEY BEHAVE?
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The Nielsen Research Challenge: Case Study
Areas of Focus
Who is the customer?
Residents
Tourists
Retail
Summary
AGENDA
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The Nielsen Research Challenge: Case Study
RESIDENTS | Optimize Offer
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The Nielsen Research Challenge: Case Study
RESIDENTS | Optimize Offer
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The Nielsen Research Challenge: Case Study
• Combo bag
RESIDENTS | Optimize Offer
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The Nielsen Research Challenge: Case Study
RESIDENTS | Optimize Offer
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The Nielsen Research Challenge: Case Study
Areas of Focus
Who is the customer?
Residents
Tourists
Retail
Summary
AGENDA
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The Nielsen Research Challenge: Case Study
84%
16%
Valor Callao
Residents
Tourists61%
39%
San Gines
Residents
Tourists20%
50%
Valor San Gines
0%
20%
40%
60%
Tourist Rate of Planning
TOURISTS | Increase Awareness
VALOR CALLAO IS NOT ATTRACTING TOURISTS IN A “TOURIST LOCATION”
INSIGHTS
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The Nielsen Research Challenge: Case Study
TOURISTS | Increase Awareness
INSIGHTS
35% 12%
12%
Valor Callao
Friends
Family
Tourist Guidebook
40%
12%
12%
20%
San Gines
Friends
Family
Tourist Guidebook
Other
MOST ONLINE SEARCHES POINT TO SAN GINES
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The Nielsen Research Challenge: Case Study
RECOMMENDATIONS
TOURISTS | Increase Awareness
Search Engine Optimization
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The Nielsen Research Challenge: Case Study
TOURISTS | Increase Awareness
INSIGHTS
San Gines
Valor Callao
Ranked #259 of 6,062 restaurants (1,577 reviews) • Positive: 75% • Neutral: 15% • Negative: 9%
Ranked #1,470 of 6,062 restaurants (157 reviews) • Positive: 67% • Neutral: 10% • Negative: 22%
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The Nielsen Research Challenge: Case Study
RECOMMENDATIONS
TOURISTS | Increase Awareness
TripAdvisor
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The Nielsen Research Challenge: Case Study
RECOMMENDATIONS
TOURISTS | Increase Awareness
Improve Signage
Airport Advertising
El Coche de Época
Offer Wifi
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The Nielsen Research Challenge: Case Study
Summary
Areas of Focus
Who is the customer?
Residents
Tourists
Retail
AGENDA
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The Nielsen Research Challenge: Case Study
Insights
• 10% consider packaging important; 10% would like resealable packaging • 12.5% want white chocolate
• White chocolate is increasing 275% in volume and 265% in value, and has the highest price
per kilo among all segments
RETAIL | Product Innovation
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The Nielsen Research Challenge: Case Study
Resealable Packaging
RECOMMENDATIONS
RETAIL | Product Innovation
Chocolate Blanco
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The Nielsen Research Challenge: Case Study
INSIGHTS
• Chocolate Relleno: Private Label is decreasing 21% in volume and 14% in value because of the drop in relleno con adición
• Chocolate Negro: Mondelez, Lindt, & Nestle are losing sales, while Valor is increasing at the
same rate as the overall category
• A La Taza: Valor polvo is increasing 10% in volume and 12% in value, and there are no strong competitors in polvo instantaneo
RETAIL | Product Innovation
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The Nielsen Research Challenge: Case Study
RECOMMENDATIONS
RETAIL | Product Innovation
Chocolates Rellenos
Chocolate Negro
Polvo Instantaneo
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The Nielsen Research Challenge: Case Study
Summary
Areas of Focus
Who is the customer?
Residents
Tourists
Retail
AGENDA
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The Nielsen Research Challenge: Case Study
Optimize offers based on identified profiles
Innovate on current product offerings
Increase awareness among the segment
SUMMARY
Tourists Lower than expected tourist traffic
Residents Four profiles based on residents’ peaks of consumption
Retail Opportunity to meet needs that are not currently satisfied
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The Nielsen Research Challenge: Case Study
GROUP B
