BA 355: Principles of Marketing (Bauer)

BA355-01

Ben & Jerry's (owned by Unilever public) Protein Ice Cream Line

Instagram (owned by Meta Platforms public) (InstaOutfit virtual wardrobe stylist

Lay's (owned by PepsiCo public) protein potato chips

Yeti smart products

BA355-02

Apple (public) electric self-driving car

Fitbit  (owned by Alphabet public) dog/pet health tracking collar

Guayaki alcoholic Yerba Mate

Tesla (public) electric bike/helmet

Example: I need financial data on Yeti.

• Type yeti into the search box and select YETI Holdings, Inc. (NYSE:YETI)
• On the left-hand side, click the links for the income statement and ratios

This search process will also work for Apple, Meta Platforms (Instagram)

Example: I need financial data on Unilever (the owner of Ben & Jerry's)

• Type unilever into the box and select and select Unilever PLC (LSE:ULVR)
• Click the link on the left-hand side for Income statement for revenues and net income data
• On the financial statements screen, click link for More Options to change the currency to US Dollars and click Go
• Click the link for Segments to get a breakdown of sales for Ice Cream

Example: I need financial for PepsiCo (the owner of Lays)

• Type PepsiCo into the box and select PepsiCo, Inc. (NasdaqGS:PEP)
• Click the link on the left-hand side for Income statement for revenues and net income data

Example: I need financial for Alphabet (the owner of Fitbit)

• Type aphabet and select Alphabet Inc. (NasdaqGS:GOOGL)
• Click the link on the left-hand side for Income statement for revenues and net income data
• Click the link for Segments and consult the line for "other bets" that includes other hardware such as Fitbit

Example: I need sales data for Guayaki .

• Register an account with your Pepperdine email address
• Search for Guayaki Sustainable Rainforest Products
• Click the tab for Financials

You can search for specific companies and brands in Statista for data on your brand or company. For example, searching for milk makeup will retrieve surveys discussing perceptions of the brand

Example: I want data on electric cars

• Type electric vehicles into the search box
• On the right hand side, filter the Content type to "Reports" and location to United States
• Reports like "Electric vehicles in the United States" and "Target audience: Electric car owners in the United States" will be helpful

Additional Reports:

• Target audience: Electric bike (e-bike) owners in the United States (report/Bicycle industry in the United States (report)
• Target audience: Ice cream lovers in the United States (report)/Frozen desserts industry in the U.S. - statistics & facts (report)
• Pets in the U.S. 2022 (Report) OR Pet ownership in the U.S. - statistics & facts (report)
• Energy drinks market in the U.S. - statistics & facts (Report) and Target audience: Energy drink consumers in the United States (report)
• Virtual reality (VR) - statistics & facts OR Fashion in the metaverse - Statistics & Facts OR Global virtual fitting room market size in 2021, with a forecast from 2022 to 2028
• Smart appliances - statistics & facts (report)

IBIS World will assist you with the following aspects of your Marketing Plan:

• Situation/Market Analysis
• Competitor Analysis
• Distribution
• Financial Evaluation

IBISWorld is a great resource for industry reports on specific industries such as convenience stores, daycare, or custom screen printing.

Example: I am looking for industry reports for smart appliances

• Type smart appliances into the box and click search
• Select the report "Major Smart Appliance Manufacturing in the US"

Additional reports:

• Ice Cream Production in the US
• Potato Chip Production in the US
• Design, Editing & Rendering Software Publishing in the US
• Hybrid & Electric Vehicle Manufacturing in the US
• Energy Drinks
• Bicycle Manufacturing in the US/Protective Sports Equipment Manufacturing in the US
• Social Networking Sites in the US

Passport will assist you with the following aspects of your Marketing Plan:

• Situation/Market Analysis
• Competitor Analysis (detailed market share)
• Foreign Entry Potential
• Distribution

Example: I am looking for information on the market for energy drinks in the US with a list of competitors

• Type energy us and select the report "Energy Drinks in the US"
• Click "Download" to obtain a PDF copy of the report.

Additional Reports:

• Pet Products in the US
• Savoury Snacks in the US (potato chips)
• Ice Cream in the US
• Consumer Appliances in the US (more specific appliances such as dishwasher, refrigerators, etc)
• Premium and Luxury Cars in the US
• Wearable Electronics in the US

MIntel will assist you with the following aspects of your Marketing Plan:

• Consumer Segmentation & Targeting
• Competitor Analysis
• Distribution
• Pricing
• *Mintel is a great resource for Psychographics*

Example: I need a report relevant to potato chips

• Type potato chips into the box and click search
• Limit your Content Type to Reports
• Select "Potato and Tortilla Chips - US - 2023"

Other reports that can be relevant:

• Ice Cream and Frozen Novelties - US - 2023
• Major Household Appliances - US - 2023
• Early Adopters & Emerging Consumer Technology - US - 2022
• Energy Drinks - US - 2023
• Tech & Wellness - US - 2022
• Pet Supplies – US – 2023

Select Catalyst at the top of the screen and select Brand Catalyst

Some of the following demographic categories are available:

• Blow Dryer
• Collar for Dogs
• Energy Drinks
• Bicycles
• Potato Chips
• Ice Cream
• Household Appliances
• FitBit
• Tesla

Example: I want information relevant to Virtual Reality

• Type virtual reality and click search
• At the top, go to "Content Type" and click the box for "Reports"
• Select reports like "US Virtual Reality Forecast 2023"

Example: I want articles on virtual fitting rooms.

• Type virtual fitting into the box and click search
• Articles like "US Retail Ecommerce Returns 2023"

Additional data:

• There will be a lot articles and charts on self-driving cars. Also search with the term autonomous cars.

There are market research reports on virtual fitting rooms. Pepperdine doesn't have access to the entire report.

You can use the abstracts of the reports for:

• Market size and forecasted growth: look at several reports and average them out for an estimate.
• Lists of competitors

Types of information available from Refinitiv:

• In-depth research reports from companies like Morningstar, UBS, Morgan Stanley, J.P. Morgan, Trefis, RBC, Barclay's, etc. Avoid the reports from BuySellsSignal Research and Minkabu.
• Environmental Social Governance (ESG) indicators
• SWOT Analyses
• Supply Chain (referred to as a "Value Chain"
• Peer Analysis (available for diversity & inclusion, profitability, fundamental ratios, peer comparison (data like P/E ratios, beta)

***There are several in-depth analyst reports on cryptocurrency in Refinitiv***

Example: I want articles on virtual fitting rooms

• Type virtual fitting rooms into the first box and click search
• Go to Publication date on the left-hand side to limit the date from 2020-2024

A swot analysis is also available for Alphabet.

Example: I need an industry report on mobile payments.

• Type mobile payments into the first box
• Type marketline into the second box and click search
• Select the report titled, "MarketLine Industry Profile: Mobile Payments in Global"

Additional reports include:

• MarketLine Industry Profile: Mobile Apps in United States
• MarketLine Industry Profile: Hybrid & Electric Cars in United States.

Example: I need a SWOT Analysis for Telsa.

• Click the link for "A Publication"
• Type delta swot analysis into the "Search for Something Specific Box"
• Type globaldata into the FInf Publication box and select GlobalData Company Profiles

A swot analysis will also be available for Spotify and Starbucks