Bring yourself up to speed by starting with a market or industry report. These secondary research tools define catagories (sometimes not precisely as you would wish), estimate market size and growth potential, describe the competitive forces impacting the industry and identify key players.
Don't forget to take advantage of the links to trade news and associations to learn about the most recent developments.
For this project you may need to search OTC medicines, digestive health, or cold & flu.
Provides marketing reports for many industries and demographic reports on a variety of age groups. Documents are formatted as Adobe Acrobat or PowerPoint files. Licensed for academic uses only. May not be used for commercial uses.
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Mintel's published market research has been helping leading businesses achieve their goals for over 30 years. As a globally recognised market analyst, Mintel produces hundreds of reports into European, UK-specific and US consumer markets every year. Each report that Mintel publishes provides a unique overview of a market's dynamics and prospects, giving you the knowledge to devise informed and profitable marketing strategy. DO NOT USE IE6
Provides access to U.S. and global industry market research reports.
Global New Products Database (Mintel)
Explore new product introductions.
Passport (Euromonitor International)
Provides lifestyle statistics and reports, market data and analysis, and market forecasts for selected countries. Includes 6-year historic market size data for selected consumer products plus 5-year forecasts.
Authorized access (on- and off-campus) limited to current Villanova students, faculty and staff.
Update industry reports by browsing and searching trade journals and association web sites. This is where you will find the latest trends, news about regulatory developments and hot topics
General business article databases such as ABI Inform and Business Source Premier bring together relevant articles from a wide range of publishers too.
Chain Drug Review
Consumer Healthcare Products Association
Medical Marketing & Media
ABI/INFORM Complete (ProQuest)
Provides access to scholarly journals, dissertations, working papers, key business and economics periodicals, and country-and industry-focused reports.
Business Source Premier (EBSCO)
Provides access to a wide range of academic business journals and trade magazines. Topics include management, marketing, accounting, finance, economics, international business, operations management and management information systems. Full-text access may be embargoed for up to three years. Coverage goes back to 1965.
Much of the qualitative assessment of the brand will come from searching the trade news sources. Of course the brand's web site social media presence and advertising are rich sources for inferring brand positioning.
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.
AlexaRankViz Web site visits in context.
AppAnnie Register for download counts, reviews, ranks, ratings on apps
Social Bakers Get Facebook and Twitter statistics
Quantcast Web site traffic reports
Similar Web Web site and mobile app traffic
AdForum See creative content for advertising across multiple media
Ads of the World See creative content for advertising across multiple media
America's Greatest Brands Profiles of iconic brands
Interbrand Best brand reports
Ad$pender (Kantar Media)
Creates custom reports on advertising expenditures across twelve media channels including TV, cable, magazines, newspapers, radio, outdoor and internet display on the level of industries, categories, brands, products and advertisers going back to 2007.
The first step in the competitor analysis is to choose relevant competitors. The industry reports, news you've gathered in the category analysis and the case itself should provides insight into firms competing in your defined market.
Once you have identified potential competitors reading company profiles and reports (see the list of databases below) will be helpful. Don't neglect looking over 10K's or annual reports for public companies. Note that reports and data on private companies my be sparse, so you may need to place greater reliance on news and analysis of their web sites. Company profiles for private label competitors will focus on the firms primary business.
Just as you updated industry reports with news, do so for the competitor analysis.
Passport (Euromonitor International)
Has company reports by category
D&B Global Business Browser
Offers public and private company and industry information including company profiles, market research reports from Marketline, Freedonia, Euromonitor and RMA updated with recent news, executive profiles and analyst reports. Formerly known as Onesource/Avention.
MarketLine Company Profiles
Cover both U.S. and foreign companies in a wide range of industries. Typically reports are 15-20 pages and provide a description of the business, company history, key personnel, products and services and competitors. Marketline industry reports are available from D&B Global Business Browser.
Provides 15 years of detailed financial statements for international and U.S. companies. Enables customized viewing and output to retrieve company reports and financials into software applications such as Word, Excel or Adobe, and enables accurate cross-border searches using a variety of financial and text variables. Also provides access industry and country profiles. LIMITED TO 4 SIMULTANEOUS USERS.
Morningstar Investment Research Center
Best known for performance and financial data on mutual funds, Morningstar Investment Research Center is also a great source for company data and analyst reports.
NetAdvantage (Standard & Poor's, Capital IQ)
Standard & Poor’s NetAdvantage is a comprehensive, professional source of proprietary analysis on industry trends, corporate activities, and investments. For non-business students, the service includes a Financial Education section with tools for understanding personal finance.
Market research reports are rich sources for understanding consumer behavior around product categories. Mintel and Marketresearch.com are particularly useful for understanding target customers such cold, flu & digestive health sufferers.
MRI+ National Consumer Survey is not strong on psychographic data but it does provide reliable demographic and media consumption attributes for consumers.
Scholarly research (discoverable through ABI Inform, Business Source Premier & PsycInfo) on "consumer behavior" "consumer attitudes" purchasing or "decision making" may not always be timely but it is typically reliable.
If you use market research found on the free web, do due diligence to make sure the research is high quality. You can use some well recognized social science research organizations such as Pew as a model.
ESRI (contact email@example.com for access) offers demographic data and a proprietary market segmentation scheme called Tapestry.
You may find some very interesting results by googling. Be discriminating about using reports that don't source data presented. Whenever appropriate seek out underlying source data. See Business Sources: How to Evaluate Them
MEDLINE (Thomson Scientific / ISI Web Services)
Offers evidence-based medical treatment guidelines, clinical images, calculators, drug information, and patient information sheets. All content is physician-authored. Instructions
for installing UpToDate Anywhere on mobile devices.
Search the Medline portion of PubMed.Citations export easily to EndNote.
ESRI Business Analyst Online
Provides geographic analysis tools. Includes demographic, consumer spending, and business data.
MRI University Internet Reporter
For username & password contact firstname.lastname@example.org. Look for an email from ArcGIS Notification to confirm the invitation (check your junk folder). Account administration may take up to 3 days.
Access courtesy of the Department of Geography & the Environment.
Indexes journals, dissertations and some books in the fields of personality psychology, social psychology, educational psychology and more.
Practice advanced search features with the interactive PsycINFO Tutorial
A single point of access to a wide variety of reports and statistics on public health in the US.
Find demographic data
Crafting an integrated marketing plan is primarily a creative project. Nevernheless, 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 rigorous reseach on marketing topics in books and articles discoverable in the following databases
Ad$pender (Kantar Media)
Creates custom reports on advertising expenditures across twelve media channels including TV, cable, magazines, newspapers, radio, outdoor and internet display on the level of industries, categories, brands, products and advertisers going back to 2007.Advertising Age Datacenter (AdAge)
Features news, reports and statistics about the advertising industry. For off campus access follow these instructions.Catalog at FalveyKeyword
searches in the Library's catalog are good starting points when first exploring a topic. Search results can be narrowed with facets
such as topic, era, language
. Facets are located on the right hand side of the results screen.Encyclopedia of Global Brands
Model articles that provide comprehensive brand analyses covering brand origin, elements, identity, strategy, equity & outlook.Encyclopedia of Major Marketing CampaignsWARC
Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. (Previous title: World Advertising Research Center)eMarketer
Offers data and reports related to digital marketing. Topics include advertising spending, digital marketing, social media, media usage, e-commerce, e-mail marketing, and device usage. Coverage is global.