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DEMAND SPACES: IDENTIFYING, SIZING AND
UNLOCKING GROWTH
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?
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
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?
Case Example:
Identifying, Sizing & Unlocking
Growth in Snacking
Client Situation
Biscuits Penetration in
Developing Markets >90%
Per Capita Consumption
Growth in Developing
Markets <5%
Snacking Demand Spaces
Client Situation
How do you
fulfill the
growth
ambitions?
Snacking Demand Spaces
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
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
“Just 1 more occasion” strategy is sufficient to meet our growth ambitions
$5.5 Bn
Biscuits
1 more occasion
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
10 Demand Spaces across 4 Platforms
ME/W
E
WE
ME
LATE NIGHT SNACKING
MID DAY HUNGER
PA
MP
ER
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
REP
LEN
ISH
UNLOCKING the growth Prioritize and Understand the Right Demand Spaces
UNLOCKING the growth Innovate with Right Strategy
Product
Place
Promotion
Price
Packaging
People
Positioning
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
IDE
ATIO
N
CR
EA
TIV
E
MA
RK
ETIN
G
EF
FE
CTIV
EN
ES
S
CO
NS
UM
ER
IZA
TIO
N
Time and efforts investing in finding the white space yield in great success of true innovation
If you have any questions, feel free to contact: Nicole M. Alexander Vice President, Innovation Practice
Greater China +86 182 1739 7202
Thank you
