1. How Companies Win
Rick Kash
The Cambridge Group
Title of Presentation

2. Why Did We Write The Book?
2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

3. We Live In A World Of Complete Access
And 100% perfect choice where every company
and every person has access to anybody, anyway,
anytime, in every way
3
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

4. In A World Of Perfect Choice, You Must
Understand Demand Before Creating Supply
Supply Business Model Demand Business Model
Supply Paradigm
Supply Paradigm Demand Paradigm
Demand Paradigm
Supply
Supply Demand
Demand
Demand
Demand Supply
Supply
Price Takers Market Makers
4
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

5. The Companies Who Win Will Be Able To
Answer This Question:
What do you know about the demand of
your most profitable consumers that your
competitors don’t know?
5
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

6. Business Is Undergoing Enormous Changes
How A Company Will Win Is Also Changing
From To
An Equilibrium Of Supply and Disequilibrium and Constant
Demand Oversupply
Mass Marketing Precision Marketing
Segment on Demography or Demand Profit Pools of Current,
Behavior – Look Backward Latent and Emerging Demand
Consumer As A Marketing Target Social Media Consumer
Communities As Advocates And
Partners
6
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

7. Business Is Undergoing Enormous Changes
How A Company Will Win Is Also Changing
From To
Physical Virtual
Product Obsolescence Intellectual Obsolescence
Focus On The Supply The New Demand Chain
Chain And A Demand-led Supply
Chain
7
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

8. Principle #1:
Demand Profit Pools
8
Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation

9. The Consumers Who Carry the Profit and the Growth in
the Category
Demand Profit Pools
Online Experience
Aficionados Lovers Gatekeepers Technophobes Price Seekers Functionalists
Family-oriented Older consumers Price-conscious Consumers who
consumers who who are consumers who are comfortable
32% of love consumer
electronics but
intimidated by
technology
prefer to shop in-
store
with electronics
but little emotional
Customers dislike shopping connection to the
category
20% 15% 15% 25%
64% of 14% 8% 9% 14%
18% 18% 20% 21%
Profitable
3% 2% 3% 3%
Demand
9
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

10. Principle #2:
Need states are critical for
achieving growth
The Why behind the Who and What
10
Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation

11. Principle #3:
Precision Becomes A Core
Strength
11
Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation

12. Find Unsatisfied Demand…
And Fulfil it
A New Definition for Innovation
12
Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation

13. Winning Companies Have
A Mental Model
• Companies must align internally
before they can win externally
13
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

14. The Supply Chain is 30 Years Old
The Eureka Moment!
• Manufacturers Market to Consumers
• Retailers attract Shoppers
• Media looks for Viewers
They Are All The Same Person Seen Through 3 Different
Lenses
What if …
14
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

15. The Demand Chain: A New Era of Precision and
Profitability
What They Demand
Demand Strategy Current,
Demand Strategy Current, What
What Latent & Emerging
Latent & Emerging They
They Watch
Buy Brands
Brands
n
ec tail
io
Network
Network
Ex
Me c u t
ut Pack Types
Ex Re
Pack Types Television
Television
e
di ion
a
Assortment Internet
Internet
Assortment Sites
Sites
Price Collaborative
Price Networks Blogs
Blogs
P.O.S.
P.O.S.
Where the Right
Where the Right How the Right
How the Right
Supply Meets the
Supply Meets the Message Gets to
Message Gets to
High Profit
High Profit the Right Demand
the Right Demand
Demand
Demand Target
Target
Working Capital
Implications are
Significant
15
Copyright © 2010 The Nielsen Company. Confidential and proprietary.

16. Thank You!
16
Copyright © 2010 The Nielsen Company. Confidential and proprietary. Title of Presentation

17. 17
Copyright © 2010 The Nielsen Company. Confidential and proprietary.