Practice 200 - Innovation: Activation

This assessment covers the necessary knowledge to effectively prove competency in Nielsen Greater China's 200 level practices

Assessment

Which of the following objectives can be answered by Optimal Launch? [Multiple Choice]

  • Understand the impact of restaging
  • Achieve line-up optimization
  • Understand the impact of a package renovation
  • Understand the sourcing implication of a new launch
  • Understand how to optimize the communication
  • Understand the sourcing implication of a new launch
  • Understand how to optimize the communication

In the virtual shopping exercise, how many virtual shopping shelves will respondents assess? [Single Choice]

  • 4-6
  • 6-8
  • 8-10
  • 10-12
  • 14-16

What is the objective of Activation? [Single Choice]

  • Create a market ready offer
  • Evaluate innovation's online performance
  • Put the innovation in the full market context
  • None of the above

Match the each term with the correct explanation

  • BASES Price Advisor (BPA)
    Exposes consumers to a concept without a price to ask about their price perception.
  • Optimal Launch
    Recruits category buyers to go on virtual shopping trips with randomized pricing for new and current products.

Which of the following client business question(s) below can be answered in the Activation stage? [Multiple choices]

  • The clients want to know how to take their brands to new categories/geographies
  • The clients want to know how much incremental business a new launch will add to its current portfolio.
  • The clients want to know the impact to its total portfolio if it increases the price of a hero SKU by 10%.
  • The clients want to know how much of a premium it can charge for a new launch.

Which of the following questions can BASES Price Advisor address? [Multiple choices]

  • “I am now ready to launch my new RTD Black Tea with both concept and product refined, but I want to understand how much premium can we charge for this new product?”
  • “If my hero SKU Black Tea’s price is increased by 10%, how does that impact my total portfolio?”
  • “After launching the Black Tea, if in the future we will launch another new line of Fruit Tea, how much incremental business will it add to the parent brand?”
  • All of the above

Which of the following client business question(s) below can be answered by Optimal Launch? [Multiple Choice]

  • “I am now ready to launch my new RTD Black Tea with both concept and product refined, but I want to understand how much premium can we charge for this new product?”
  • “If my hero SKU Black Tea’s price is increased by 10%, how does that impact my total portfolio?”
  • “How much can my new RTD Black Tea sell?
  • “After launching the Black Tea, if in the future we will launch another new line of Fruit Tea, how much incremental business will it add to the parent brand?”

When does Activation take place? [Single choice]

  • After Creation & Opportunity
  • Before Creation and After Online Innovation Platform
  • After Online Innovation Platform and Before Opportunity
  • Before Opportunity and After Creation

BASES Price Advisor asks consumers which of the following for each perceived price point (very good value, average value, somewhat poor value)? [Multiple Choice]

  • Purchase Intent
  • Purchase Unit(s)
  • Purchase frequency
  • Brand purchased most often

Which of the following is/are not a Nielsen Activation Solution?

  • Market Ready Offer
  • Optimal Launch
  • BASES Price Advisor
  • Price & Promotion