Emmanuel Chocu
Associate Manager, Nielsen BASES
During my experience with BASES, I have conducted different types of studies from concept screening to product testing (~70) with forecast of sales and cannibalization.
Since 2009, my account is Colgate-Palmolive, which has grown by 50% between 2009 and 2010.
Previously, I also worked on Reckitt-Benckiser; thus, I have conducted studies in several different categories: Cleaners, Fabric Softeners, Toilet Bowl Cleaners in Household Care, Shower Gels, Depilatories, Toothpastes, Mouthwash in Personal Care and also Instant Hot Beverages…
Developing and maintaining accuracy and the highest quality in my work are my goals, resulting in a good client satisfaction. I pay attention to detail as well as problem solving and always ensure deadlines are met.
347 contactsBASES (Booz Allen Sales Estimating System), a Nielsen Consulting division specialized in new product evaluation and marketing for consumer goods companies
Colgate Account since 2009
- Design and coordination of international market studies in collaboration with client teams (Western Europe mostly) and internal teams (USA, UK, India…)
- Forecast of sales and cannibalization with proprietary mathematical model based on consumer results, expected marketing plans and market data (consumer panel and retail market data)
- Responsible for the writing of final reports/presentations with conclusions and strategic recommendations and for the final presentations to the clients
- Working language: English (100% written and 75% oral)
- Results: Revenue growth by 50% (2010 vs. 2009), ~70 studies realized (from concept screening to product testing), participation in 3 junior training.
2007 - 2007Fixed-term contract
- Analysed previous promotional plans and defined new ones,
- Analyzed and optimized merchandising planograms for the sales force,
- Prepared market review presentations for retailers based on market data and data analyzed above,
- Developed and monitored point of sales material: Point of Sales Advertising and Animations (briefed communication agencies, managed animations with the sales force…), sales leaflets…
2006 - 20066-month internship
- Implemented a tool evaluating promotional performances for each category and retailer
- Conducted category analyses and recommended assortments and promotions for Key Account Managers,
- Coordinated the production of vouchers (briefed design agencies…
2004 - 20044-month internship
- Responsible for trade talks with the department managers: check products listed and reference new products, implement in-store promotions and the merchandising policy,
- Results: objectives achieved within 95% of clients (~40 supermarkets) in terms of product listing, share of exposure on shelf and number of promotions.