BASES Adds Marketing Plan Benchmarks To Its New Product Services

Database of 75,000 Marketing Plans Provides Rich New Insights

15 November 2005
Covington, KY

BASES, the leading global provider of new product forecasting and consulting, today announced the introduction of Marketing Plan Analyzer, a new capability designed to help marketers understand the level of support required for a new product to be competitive in today's market place.   

BASES Marketing Plan Analyzer draws on a database containing more than 75,000 new product marketing plans across 60 countries and more than 200 product categories.  It provides data-based perspective for eight key marketing plan metrics covering the full marketing mix, including media, promotion, and distribution. 

Marketing Plan Analyzer helps a marketer assess how a new product’s level of marketing support compares to others in the same category and country.  Learning from the database will help BASES clients optimize their plans, which BASES can then use to forecast sales for the new product.  BASES will also continually mine the database to compare practices across product types, categories, and countries and to examine trends in new product marketing.

“We’re pleased to bring this unique and powerful new capability to our clients,” said Mitch Barns, president of BASES.  “To succeed in-market, new products need to have strong consumer appeal and the right marketing plan.  For years, BASES has been known for its databases of key consumer measures.  These databases help our clients understand whether consumer interest in their new product is above or below average.  Now we are offering that same type of perspective for our clients’ marketing plans.  Marketing Plan Analyzer will help our clients understand how competitive their new product’s marketing plan is compared to the launch plans of other similar new products.”

About BASES

BASES, a VNU business, is the leading global provider of new product forecasting and consulting, with offices in 20 locations around the world.  BASES’ clients include most of the world’s leading consumer goods companies who value BASES’ global consistency and coordination, extensive base of experience (55,000+ new product initiatives studied globally), and analytical and forecasting expertise.

BASES is part of the VNU Marketing Information group. VNU is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research) and business information (Billboard, The Hollywood Reporter, Computing, Intermediair). VNU is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. The company employs 38,000 people. Total revenues under IFRS amounted to EUR 3.3 billion in 2004. VNU is listed on the Euronext Amsterdam (ASE: VNU) stock exchange.