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Competitive Effectiveness: Johnson & Johnson Spring 2014

Category Analysis

Read industry or market research reports to become grounded in the business issues and economic environment faced by over the counter pharmaceutical industry.  Learn about the catagory trends

Update the catagory analysis by searching general business news databases for these subjects, keywords and phrases: digestive health, over the counter pharmaceuticals, lactose

 Category Analysis: OTC Pharmaceuticals

  MarketLine Company Profiles

  IBIS World

  NetAdvantage (Standard & Poor's, Capital IQ)


  Mintel Reports


  Euromonitor (Passport)

Competitor Analysis

The first step in the competitor analysis is to choose relevant competitors.  The industry reports and news you've accessed in the catagory analysis should provide insight into firms competing in your defined market.  You can also use company screeners but they tend to focus only on publically traded companies and may not offer the granularity you need about products and services as they typically focus on financial firm attributes.

Once you have identified potential competitors reading company profiles and reports will be helpful.  Don't neglect looking over 10K's or annual reports for public companies. 

Just as you updated industry reports with news, do so for the competitor analysis.

Competitor Analysis: OTC Pharmaceuticals

  Global New Products Database (Mintel)

  MarketLine Company Profiles

  Mergent Online


Customer Analysis

Once you have defined your target market the following tools may be used to gather demographic, geographic and behavioral information about it.

Social research organizations (for example PewResearch.com) and other marketers often publish facts and observations about target markets.  Before you use these sources, check out their reputation, quality and credibility.  For help with this task or suggestions on reliable sources contact linda.hauck@villanova.edu

Market research reports usually discuss the target demographic and often have reports on marketing to particular demographics or lifestyle groups.

 Customer Analysis



  Mintel Reports

  Social Explorer


  ESRI Business Analyst Online

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

 Marketing Plan


  Business Source Premier (EBSCO)

  ABI/INFORM Complete (ProQuest)

  Catalog at Falvey

  Encyclopedia of Major Marketing Strategies

  Encyclopedia of Major Marketing Campaigns

  Direct Marketing Association Statistical Fact Book

Brand Analysis

Much of the qualitative assessment of the brand will come from searching the trade news sources.

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. 

Market research reports usually provide data on brand share.

Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand

Alexa Get web analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

Ad$Summary Find out how much brands spend by media

MarketShare Reporter  Short cut to market share reported in various publications

Business Ranking Annual Short cut to business rankings reported in various publications

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

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Last Modified: Tuesday, May 27th, 2014