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Competitive Effectiveness Spring 2017 Reckitt Benckiser

Category Analysis

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.

  Mintel Reports

  MarketResearch

  IBIS World

  Euromonitor (Passport)

  Natural Medicines

Category Update

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)

  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. 

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

AdForum

  Ad$pender

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.

  Global New Products Database (Mintel)
Use this to identify omega or krill oil products on the market

  MarketLine Company Profiles
Recently rebranded from Datamonitor to MarketLine company reports 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. Datamonitor industry reports are available from ReferenceUSA and OneSource

  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.

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 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 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

  MRI University Internet Reporter
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

  ESRI Business Analyst Online
Business, consumer and marketplace geographic analysis tool.  Access courtesy of the Department of Geography & the Environment.  For username & password contact linda.hauck@villanova.edu.  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.

  American FactFinder
Demographic data from the census.

  PsycINFO (ProQuest)
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.

  MEDLINE (Thomson Scientific / ISI Web Services)

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 rigorous reseach on marketing topics in books and articles discoverable in the following databases

North American Consumer Trends 2017

Trendwatching.com (free access only)

 Marketing Plan

Ad$pender
Ad$pender is a tool for generating reports on advertising expenditures across twelve media 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
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
Case studies, news and data on global marketing and advertising.

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.

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


Appointment with Linda

Related Guides

Citing Business Sources Using APA

Advertising

ESRI Business Analyst Online

Business Sources:  How to Evaluate Them

MRI University Internet Reporter


 


Last Modified: 2017-09-14 11:58:31