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Summer Business Institute 2014


Category Analysis

Read industry or market research reports to become grounded in the business issues and economic environment faced by beauty products retailers and e-commerce retailers. Learn about the category trends.

Update the category analysis by searching general business news databases and browsing trade associations such as the Personal Care Products Council or Internet Retailer

 Category Analysis: Beauty/E-Commerce

  NetAdvantage (Standard & Poor's)
Standard & Poor's Industry Surveys are broad in scope, but very thorough.  The Specialty Retail report may be helpful.  S&P Industry Surveys always include links to trade associations and trade publications that should be consulted to update your research

  IBIS World
IBIS World has reports for industries defined by NAICS classifications.  They also have narrower reports in the Specialized Industry category.  Hint browse the Online Retail reports.

  ReferenceUSA
To find industry profiles navigate to the OneSource module.  Search by keyword. 

  Passport Euromonitor
This database provides excellent insight into consumer categories.  It is global in scope so you will have to drill down to reports about the US.  Get started by expanding the Industries tab and Retailing or Beauty and Personal Care

  Mintel Reports
Great in-depth reports designed for marketing professionals needing a one stop shop for insight into consumer products and services trends with an emphasis on buyer behavior.

  ABI/INFORM Complete (ProQuest)
Search by keyword and limit results to document or source type "report."
Search trade news in this database to find current information about the online retailing or earch of the beautry categories.

  Business Source Premier (EBSCO)
Search trade news to update market reports or search for industry profiles by limiting in the source type.

Beauty Category Projected Growth

Competitor Analysis

You may identify competitors by a close reading of the industry and market reports, trade news articles, or business directories and screeners.

Get a quick take on competitors by finding a company profile.  Update the company profile by searching trade and business news.

 Competitor Analysis: Online Consumer Electronics Retailing

  MarketLine Company Profiles

  ReferenceUSA

  Lexis Nexis Academic

  Mergent Online

  Morningstar Investment Research Center

Customer Analysis

Once you have defined your target market the following tools may be used to gather demographic, geographic and behavioral information about it.

Social research organizations (for example PewResearch.com) and other marketers often publish facts and observations about target markets.  Before you use these sources, check out their reputation, quality and credibility.  For help with this task or suggestions on reliable sources contact linda.hauck@villanova.edu

Market research reports usually discuss the target demographic and often have reports on marketing to particular demographics or lifestyle groups.

Consumers in the 18-24 year old range are variously described at Millennials or Gen Y or Generation Y.  Use these terms to search for academic studies about your target markets behaviors.

 Customer Analysis

  Data-Planet

  MRI+ University Internet Reporter

  MarketResearch

  Mintel Reports

  Social Explorer

  e-Marketer

  ESRI Business Analyst Online

 Customer Analysis Academic

  PsycINFO (ProQuest)

  Communication & Mass Media Complete (EBSCO)

  Business Source Premier (EBSCO)

  ABI/INFORM Complete (ProQuest)

Marketing Plan

Crafting an integrated marketing plan is primarily a creative project.  Nontheless, expect to be able to defend your marketing recommendations by referring to studies and cases evaluating similar techniques.  You can find "how to", practitioner advice and rigerous reseach on marketing topics in books and articles discoverable in the following databases

 Marketing Plan

  WARC

  Business Source Premier (EBSCO)

  ABI/INFORM Complete (ProQuest)

  Catalog

  Encyclopedia of Major Marketing Strategies

  Encyclopedia of Major Marketing Campaigns

  Direct Marketing Association Statistical Fact Book

Brand Analysis

Much of the qualitative assessment of the brand will come from searching the trade news sources.

You may also want to look at how the brands stack  up against each other in terms of advertising spending, consumer surveys and web metrics. 

Market research reports usually provide data on brand share.

Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand

Alexa Get web analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

Social Mention Social media search and analysis tool

Social-Searcher Social media search and analysis tool

Topsy Twitter search and analysis tool

Smashfuse Social media search and analysis tool

Ad$Summary Find out how much brands spend by media

MarketShare Reporter  Short cut to market share reported in various publications

Business Ranking Annual Short cut to business rankings reported in various publications

Global New Product Development  This database has a wealth of information on beauty and personal care brands.  Use it to find out about new product introductions, extensions, reformulations and more. 

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222
610-519-8744


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Last Modified: Tuesday, July 8th, 2014