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Nielsen: Market Research for Pantene
內容大綱
Garnier which was launched in the United States in 2003 acquired a market share of 5.1% within a year. Pantene, which was the market leader in the United States in the shampoo category, saw its market share decline from 22% to 20.5% during the same period. The steep decline in the market share worried Procter & Gamble, the owner of the Pantene brand. It wondered whether the decline was because of lack of distribution, or higher pricing or unfavorable consumer perception. It hired leading market research agency - Nielsen to identify the cause of decline in market share and to suggest marketing strategy. This case elaborates on the research findings of Nielsen. It also traces the evolution of market research industry and in particular Nielsen. It describes the various research offerings of Nielsen.