Upgrade to Category Business Planner

ACNielsen U.S has announced a major upgrade to its industry-leading category management intelligence system, Category Business Planner. A new set of facts, known as 'baselines,' has been added to the system. Baselines are estimates of how much volume a product would have generated without in-store trade promotion activity, enabling clients to measure the incremental impact of their promotions.

This new promotion capability leverages ACNielsen's modeling and analytic strength in contrast to simply measuring everyday product turns. As the industry standard with a 40% ACV penetration to date, CBP will now provide clients with a new level of promotion effectiveness and evaluation.

Rob Holland, ACNielsen senior vice president, Consumer Demand Solutions, said 'Category Business Planner is all about making category management as efficient and effective as possible. We are very proud of the fact that CBP has quickly become the category management tool of choice in the consumer packaged goods (CPG) industry. Enhancements, such as baselines, will continue to be added to keep the system on the leading edge.'

Category Business Planner fosters collaborative category planning by providing sales analysis based on each retailer's category definitions. For example, a manufacturer can click from retailer to retailer on the Internet-based system to see the performance of its category and brands through each retailer's eyes. It is the only information tool in the CPG industry to provide this common language for retailers and manufacturers.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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