International Marketing Study Program 2005
AC Nielsen Visit No. 1
Monday, 10th January 2005
It was first Monday, as well as the first corporate visit of our program. We were due at AC Nielsen that afternoon. Gathering in the hotel lobby at 1:30pm , we were all decked up in our corporate attire and raring to go! Making use of the local MTR, we made our way to the AC Nielsen office on HK Island. Every single one of us were hungry for our very first taste of the many company visits to come.
Upon arriving at ACNielsen's office, we were led to the meeting room where we would receive the presentation. The Managing Director, Fanny Chan, welcomed us, introduced the agenda for the meeting and gave us a brief overview of the ACNielsen Company, the market leader in information, with offices in over 116 countries.
Next, the Director of Human Resources, Andy Poon, covered the topic of “People, Innovation, Insight”, whereby he explained to us the key areas, dynamics, and operations of ACNielsen – customer satisfaction, brand dynamics, and effectiveness.
After which, Eva Leung gave a valuable presentation on Retail Market Research Management – comprising of MarketTrack and Consumer Panel Services. Here, she explained the benefit of market tracking and demonstrated the technology of ACNielsen's tracking services. On top of that, she demonstrated the impact and strength of information which ACNielsen provides its clients.
Linda Ho, the Director of Operations, was the next to present. She covered the market research areas regarding operations such as customised research. Here, she explained to us the research process which included data collection, processing, and measurement science.
Vivian Choi then introduced Ad*Views to us – an online integrated platform for creative, ad-spending figure, and occurrence with daily update. She gave a demonstration of how the system worked, and explained how it served its clients' needs by providing immediate up to date information.
Account Services Director, Evelyn Yao, gave a brief presentation about the China market, explaining where it was now and where it is heading. The potential is staggering. Evelyn then provided a brief overview of AC Nielsen's strategies for the China market and gave us an idea of the 3 top industries which were being focused on and have significant potential.
Lastly, Andy Poon covered the topic on human resources, stressing that the company's greatest resource is their people. Here he touched on their people strategy, giving insight on the internal mechanics of the ACNielsen company.
All in all, having been enlightened in the area of market research, we brought home with us a reinforced view of the industry, along with a better understanding of this crucial area for marketing. The insights, knowledge, and experience gained from this visit were priceless!
Seeing that this was such a wonderful first experience, the day finished off with us feeling positively charged and inspired, totally looking forward to our next company visit.
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