BA 355: Principles of Marketing (Bauer)

BA355-01

(1) popsicle from the Aperol Spritz brand (company: Davide Campari-Milano N.V. (public)

(2) protein bar from the Nutella brand (company: Ferrero Spa) (private)

(3) augmented reality glasses from Essilor Luxottica (public)

Example: I need financial data on Essilor Luxottica.

• Type Essilor Luxottica into the search box and select EssilorLuxottica Société anonyme (ENXTPA:EL)
• On the left-hand side, click the links for the income statement and ratios
• Change the financial statements from Euros to dollars by clicking 'More Options" and change the currency to US Dollar and click "Go"

The same search works for  Davide Campari (select Davide Campari-Milano N.V. (BIT:CPR))

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. 

Example: I want sales estimates for Ferrero Spa (a private firm)

• Click the link for "Insights" at the top of the screen and click "Company Insights"
• Search with Ferrero Spa

Example: I want more information about Nutella

• Type nutella italy into the box at the top of the screen and click search
•  Select the record "Leading Italian brands worldwide in 2021, by brand value"

Example: I want demographics on Italians who consume protein supplements.

• Type Italy protein in the box at the top and click search
• Access the report "Target audience: Protein supplement users in Italy "

Example: I want demographics for Italians who drink sparkling wine.

• Type sparkling wine italy into the search box at the top
• Select the report "Target audience: Sparkling wine / champagne drinkers in Italy "

Example: I want information on the augmented reality market in Italy.

• Type augmented reality italy into the search box at the top and click search
• Select the report "Consumer electronics in Italy- statistics & facts"

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 protein bars and the main competitors

• Type italy snack bars and select the report 'Sweet Biscuits, Snack Bars and Fruit Snacks in Italy"
• Click "Download" to obtain a PDF copy of the report.

Additional industry Reports:

• Wine in Italy
• Wearable Electronics in Italy

Example: I need a report on economic environment and regulations in Italy.

• Access the report "Business Dynamics: Italy"

Example: I need report on the demographics and attitudes of Italian consumers.

• Access the report "Consumer Lifestyles in Italy"
• "Consumer Values and Behaviour" in Italy and  "Megatrends in Italy" will also be helpful

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 reports/articles on smart glasses.

• Type "smart glasses" into the box and click search
• Reports such as "US AR Users 2023 AR Hits the Mainstream Thanks to Social Media and Retail" will be useful for trends in smart glasses

Example: I want articles on virtual fitting rooms.

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

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