| SCANTRACK ETHNIC
SERVICES evaluate the effectiveness of micro-marketing efforts
targeting population segments with specific ethnic characteristics.
Since the ethnic population resides in highly concentrated
geographies (70% of U.S. Hispanics reside in just four states,
while 40% of African-Americans live in five states), SCANTRACK
Ethnic Services tracks consumer activity in these key markets
by reporting six Hispanic markets, five Hispanic account level
reports and four African-American markets— with a Total
U.S. Hispanic or African-American market available.
Available Hispanic markets include:
-
Los Angeles
-
Miami
- San Antonio
- Chicago
- New York
- Houston
Available African-American markets include:
- Atlanta
- Baltimore/Washington
- Chicago
- Memphis
By comparing ethnic
sales trends with the population at large, management can
make informed decisions with respect to distribution, variety,
pricing and promotion concerns. This ACNielsen tracking capability,
combined with ACNielsen's exclusive Consumer Panel, provides
a complete understanding of these unique marketing opportunities.
SCANTRACK
Ethnic Services Provide Insight Into:
- Why do certain retailers do a better job moving product
to the Hispanic community?
- How do certain ethnic consumers respond to various promotions?
- What product preferences exist among ethnic buyers and
how do they differ from the general public?
SCANTRACK
Ethnic Services Especially Useful For:
- Executive managers can assess the relative importance
of ethnic segments to the brand (versus the general population).
- Brand managers can gauge the success of micromarketing
strategies designed to meet the taste preferences and use
patterns of ethnic buyers.
- Trade marketers can flag the promotion calendar and develop
retail incentive programs for special holiday displays.
Benefits:
- Share strategic market information about ethnic segments
with retail partners to guide assortment and promotion decisions.
- Project sales and market development rates with confidence,
using data prepared to the same high quality sampling and
projection standards as ACNielsen's base SCANTRACK service.
- Develop chain-specific micromarketing campaigns using
the SCANTRACK Retail Account Reports for Miami (Winn Dixie
and Publix), Los Angeles (Vons and Ralph's) and San Antonio
(H.E.B.).
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