BA 355: Principles of Marketing (Barkis)

Monday Class:

• Celsius Gummies. Celsius is an energy drink brand that offers numerous advantages over Red Bull and Monster, making it popular among college students. In addition to liquid in cans, they offer it in a powder form. 
• BMW Private Jet. From the students, "BMW is already known as a luxury car company that excels in providing customers with supreme comfort and performance. Off the luxury offered in their cars to in a private jet and a boutique airline. [I need them to focus on one or the other.]
• Dyson Cordless Hair Dryer. 
• Peloton Smart Wrist/Knee Sleeves: Track joint movement, Strain, Force exertion etc. 

Wednesday Class:

• Nespresso “EcoRoast” whole bean coffee maker. The “eco” is that it replaces the Nespresso pods with convenient (pre-measured?) packaging. This team has work ahead to get more specific about what makes this product distinctive.
• Apple iPlay. This is a home gaming console comparable to a PS4. They make a persuasive case for its alignment with other brand offerings as well as a play on the Apple “iPay” name.
• Erewhon Meal Subscription Boxes. Like Factor75 meals, but higher end. 

Example: I need financial data on Celsius

• Type purple into the search box and select Celsius Holdings, Inc. (NasdaqCM:CELH)
• On the left-hand side, click the links for the income statement and ratios

This search process will also work for Apple Inc and Peloton Interactive

Example: I'm looking for financial data on Nespresso 

• Type Nestle (the owner of Nestle) and select Nestlé S.A. (SWX:NESN)
• On the financial statements screen, click link for More Options to change the currency to US Dollars and click Go
• On the left-hand side, click the links for the income statement and ratios
• On the left-hand side click the link for Segments to obtain the sales breakdown for Nespresso

Example: I'm looking for financials on BMW.

• Type BMW and select Bayerische Motoren Werke Aktiengesellschaft (XTRA:BMW)
• On the left-hand side, click the links for the income statement and ratios
• On the financial statements screen, click link for More Options to change the currency to US Dollars and click Go

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 financial data on Dyson

• Click Insights at the top of the screen and select Company Insights
• Type Dyson into the Find Companies box and click Start Research
• Select Dyson (based out of Singapore)

Perform the same search for Erewhon Natural Foods Market

Example: I need industry level data for coffee makers

• Type "coffee machines" into the box and click search
• Click the link for Filters on the right hand and select United States for Location
• Select reports like Target audience: Coffee machine owners in the United States and Coffee Machines | Consumer (Market Insight)

Additional Industry Reports:

• Business aviation market in the U.S.
• Hair Dryers | Consumer (most filter data to the United States)
• Console gaming (report) or Target audience: Console gamers in the United States (report) or Video gaming market in the United States (report)
• Meal kits in the U.S.(report) or Target audience: Meal kit customers in the United States (report)
• Target audience: Energy drink consumers in the United States AND Energy drinks market in the U.S.

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 relevant to private jets.

• Access Charter Flights in the US (if running an airline) or Aircraft, Engine & Parts Manufacturing in the US (manufacturer)

Additional reports:

• Meal Kit Delivery Services in the US
• Wearable Device Manufacturing in the US AND Orthopedic Products Manufacturing in the US (parts of the report discusses sports medicine braces/supports)
• Energy Drink Production in the US
• Video Games in the US
• Vacuum, Fan & Small Household Appliance Manufacturing in the US (hair dryers and coffee makers)

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 with a list of competitors

• Type energy drinks us and select the report "Energy Drinks in the US"

Additional Reports:

• Consumer Appliances in the US (Hair dryers and coffee machines)
• Cooking Ingredients and Meals in the US
• Wearable Electronics in the US
• Video Games 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 wearable technology.

• Type wearable into the search box and filter the Content Type to Reports and select Smartphones & Wearable Technology - US - 2022
• Exercise Trends – US – 2023 could be good for demographics on active people

Other reports that can be relevant:

• Energy Drinks - US - 2023
• Coffee and RTD Coffee - US - 2023 OR Small Kitchen Appliances - US - 2021
• Airlines – US – 2023
• Beauty Devices - US - 2023
• Home Entertainment Technology: Hardware & Services - US - 2021
• Tech & Wellness - US - 2022

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

Some of the following demographic categories are available:

• Subscription boxes
• Planes (charter/private)
• Blow dryer
• Nespresso

Example: I want a swot analysis for Starbucks

• Type Nike into the first box
• Type swot into the second box
• Click search
• Go to Publication date on the left-hand side to limit the date from 2021-2022

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

Pepperdine doesn't have industry reports specifically on the market for wrist and knee sleeves but abstracts of market research reports will contain some data.

Here are some examples:

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)

Example: I want information relevant to smart glasses.

• Type "smart clothing" into the box and click search
• Access reports like "Wearable Devices US Adults Use to Track or Monitor Their Health*, by Generation, Dec 2022" or "Wearables 2023 Apple Dominates, but Google’s Renewed Push Could Open New Media Opportunities"