Healthcare 2008

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Official Knowledge Partner

Fast moving consumer and OTC products

Robert Buckeldee
Clementine Fischer
Erk Maassen

Abstract

Innovation is one path to product success. It’s more cost-effective to invest in strong, innovative concepts. However, a new product’s potential is also influenced by its category’s purchase dynamics and marketing implications. This presentation compares consumer behavior and marketing effectiveness for OTC and FMCG products. The authors highlight how differently consumers shop for OTC products compared to groceries, and highlight the importance of purchase frequency. They also analyze levers such as advertising, distribution, buzz and professional influence to explain the differences between OTC and FMCG product marketing effectiveness.

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Robert Buckeldee

Robert Buckeldee has 20 years experience working in the marketing services industry. For the last 14 years, Robert has worked at The Nielsen Company, initially as part of the local client service team and for the last 8 years in international roles. His current responsibilities are focused on development of new services for the pharmacy sector. In his role, Robert is part of the European marketing group. Robert lives in Oxford, UK, and is married with two children.

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Clementine Fischer

Clémentine Fischer has 11 years experience in marketing research and consulting. Clémentine is working at BASES, The Nielsen Company’s forecasting and consulting service for new products, since 2002.
After 5 years in client consulting, Clémentine is now involved in external communication and marketing for BASES in EMEA. Clémentine lives in Paris, France.

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Erk Maassen

Erk Maassen started his career at ACNielsen (1997 – 2003) and was responsible for Analytical Consultancy and Client Service in various Food, Homecare, Personal Care and OTC categories. In 2004, he joined BASES focusing on forecasting, evaluation and optimization of new product launches. Since 2006, Erk serves as a leader of BASES Pharmaceutical Practice services in Europe. Erk lives in Hamburg, Germany, and is married with two children.

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