Category Analysis

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.

  MarketResearch.com Academic

  Mintel Reports

  IBISWorld

  Global New Products Database (Mintel)
Explore new product introductions.

  Passport (Euromonitor International)

Category Update

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)

  Business Source Premier (EBSCO)

Brand Analysis

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)

Competitor Analysis

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

  MarketLine Company Profiles (EBSCO)

  Mergent Online

  Morningstar Investment Research Center

  NetAdvantage (Standard & Poor's, Capital IQ)

Customer Analysis

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 linda.hauck@villanova.edu 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

  UpToDate
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.

  MEDLINE (Thomson Scientific / ISI Web Services)
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.
For username & password contact linda.hauck@villanova.edu. 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.

  MRI University Internet Reporter

  PsycINFO (ProQuest)
Provides abstracts and indexing to journals, books, book chapters, technical reports and dissertations in all areas of psychology. International in scope; coverage is from 1887 to present.
Practice advanced search features with the interactive PsycINFO Tutorial.

  CDC Wonder

  American FactFinder
Find demographic data

Marketing Plan

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

 Marketing Plan

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 Falvey
Keyword and subject 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 or region. 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 Campaigns

WARC
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.