The specific category is vitamins, dietary supplements or nutritional supplements. It is always best to use market and industry reports that most closely align with your precise category, but when relying on secondary research a broader encompassing category may be the next best thing. Search the market research and industry report databases listed below.
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 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.
U.S. and global industry market research reports.
Authorized users (on and off campus) limited to current Villanova students, faculty and staff. Use for research or private study for academic purposes only. This resource is a database of demographic, economic, lifestyle, and consumer market information for over 350 markets and 207 countries. Statistics cover consumer lifestyles, retailing, and consumer market sizes and forecasts. The data includes 6-year historic market size data for more than 330 consumer products in 52 countries, plus 5-year forecasts. Lifestyle indicators for 71 countries, lifestyle reports for 65 countries, and country profiles for 250 countries are also included.
Look for the most up to date news and trends by browsing trade association sites and searching trade publications.
Natural Products Association
Nutrition Business Journal
Consumer Healthcare Products Association
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.
Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand
Alexa Get web analytics
AppAnnie Get app analytics
Quantcast Get web analytics
SimilarWeb Get web analytics
MarketShare Reporter Short cut to market share reported in various publications
Business Ranking Annual Short cut to business rankings reported in various publications
Interbrand Best Global Brands
America's Greatest Brands
Ads of the World
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.
Global New Products Database (Mintel)
Use this to identify omega or krill oil products on the market
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.
D&B Global Business Browser (formerly Onesource/Avention)
Offers public and private company profiles and screener, industry market research reports from Marketline, Freedonia, Euromonitor and RMA updated with recent news, executive profiles and analyst reports.
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 health conscious individuals.
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 firstname.lastname@example.org 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
MRI University Internet Reporter
ESRI Business Analyst Online
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage. Only currently enrolled faculty, students and staff may use this resource for academic research and teaching. Commercial use of this data is not permitted.
Registration with a Villanova email address is required. Follow these registration instructions
Business, consumer and marketplace geographic analysis tool. Access courtesy of the Department of Geography & the Environment. For username & password contact email@example.com. Look for an email from ArcGIS Notification to confirm the invitation (check your junk folder as it may land there). Account administration may take up to 3 days.
Demographic data from the census.
MEDLINE (Thomson Scientific / ISI Web Services)
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
Search the Medline portion of PubMed.Citations export easily to EndNote.
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 rigorous reseach on marketing topics in books and articles discoverable in the following databases
North American Consumer Trends 2017
Trendwatching.com (free access only)
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)e-Marketer
e-Marketer is an international aggregator of data and reports on digital marketing from over 4000 sources. Access reports, data and news about media usage, social media, mobile, digital advertising, e-commerce, e-mail marketing, and search across a wide range of industries.