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Competitive Effectiveness Fall 2012 Johnson & Johnson

Market Research

Find market research outlining the market forces impacting sweeteners and recent history and trends in the catagory.  Use the market research to identify key competitors.  Market research reports often cover attitudes and behaviors of target markets and marketing techniques.

  Mintel Reports
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.

  Euromonitor (Passport)
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.

  Global New Products Database (Mintel)
Use this new product database to learn about claims, packaging, price, placement of competing sweeteners in markets around the world

Target Market Analysis

Your target market is 18-24 year olds in the United States.  Your team needs to do a thorough analysis of the demographic, economic, social and technological trends acting on and shaped by this demographic.  Census data and secondary consumer surveys will provide the raw data for your analysis.

  American FactFinder


  MRI+ University Internet Reporter



Be aware of the regulations governing sweeteners in particular and food ingredients and products in general.

U.S. Food & Drug Administration

  Lexis Nexis Academic

Professional Guides & Business Insight

Business books, scholarly articles and trade news provide invaluable insight into how to execute and assess comprehensive marketing plans.

  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.

  Business Source Premier (EBSCO)
Business Source Premier is a full-text, scholarly and trade article database covering a wide range of topics including management, marketing, accounting, finance, economics, international business, operations management and management information systems.

  ABI/INFORM Complete (ProQuest)
The most comprehensive ABI/INFORM™ database, this comprises ABI/INFORM Global, ABI/INFORM Trade and Industry, and ABI/INFORM Dateline. The database features thousands of full-text journals, dissertations, working papers, key business and economics periodicals, country-and industry-focused reports.

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

How-to Videos & Guides

SRDS Local Market Audience Analyst

Business Presentations

Citing Business Sources Using APA



Last Modified: Monday, January 21st, 2013