Guides: BA 355: Principles of Marketing (Novell): Marketing Databases

Companies and their corporate structure

Section 3:

Health-Ade Kombucha (private company) Kombucha gummies

Colgate (Colgate-Palmolive public company) gum with anti-cavity features)

Yankee Candle (private company YCC Holdings LLC) scented humidifier

Puffs (a brand of Procter & Gamble a public company) toilet paper

Section 4:

Spotify (public company) speakers

M&M's (owned by Mars Inc- private company) vegan M&M candy

Bounty bamboo (owned by Procter & Gamble- public company) paper towels

Nike (public) cooling insoles

Tesla (public) solar smartphone

Section 5:

Cuisinart (owned by Conair) Ice Cream scoop

Bath & Body Works (public) laundry pods

Bose (private) open ear audio earrings

Haagen Dazs (owned by General Mills- public company) popsicles

Company Financial Data

S and P Net Advantage (Standard & Poor's NetAdvantage) This link opens in a new window
Provides access to research products including Industry Surveys, Stock Reports, Mutual Fund Reports, Bond Reports, Corporation Records, The Register of Corporations, Directors and Executives, and The Outlook, among others. Includes financials as Excel Analytics for both U.S. and global companies.

Example: I need financial data for Procter & Gamble (owns Bounty & Puffs)

Type procter & gamble and select The Procter & Gamble Company (NYSE:PG)
Click the link on the left-hand side for Income statement for revenues and net income data.
Click the link on the left for Segments for revenues % Baby, Feminine & Family Care which includes Bounty and Puffs

Example: I need financial data for Spotify.

Type spotify into the select Spotify Technology S.A. (NYSE:SPOT)
Click the link on the left-hand side for Income statement for revenues and net income data.
Click More Options and change the currency from Euros to US Dollars and click Go

S&P Net Advantage will also provide financial data for:

Bath & Body Works
Colgate-Palmolive
Nike
Tesla
Haagen Dazs (search with the parent company General Mills)

PrivCo This link opens in a new window
PrivCo.com is a well-known source for business and financial research on non-publicly traded corporations, including family-owned, private equity-owned, venture-backed and international unlisted companies.

Example: I need some background information and sales for either Mars Inc. (owns M&M candy)

Register an account using your Pepperdine email address
Type the company name into the search box and select the profile
Click the tab for "Financials"

Financial data is also available for:

Conair (owns Cuisinart)
Health-Ade Kombucha
YCC Holdings LLC (Yankee Candle)
Bose

SWOT Analyses and Articles

Business Source Premier This link opens in a new window
Access to the industry’s most used business research database, providing full text for more than 2,200 journals, including full text for more than 1,100 peer-reviewed titles. This database provides full text back to 1886, and searchable cited references back to 1998. Business Source Premier includes full text coverage in all disciplines of business, including marketing, management, MIS, POM, accounting, finance and economics. Updated daily

Example: I want a swot analysis for Apple inc.

Type procter & gamble into the first box
Type swot into the second box and change Select a Field to TX Text with the pull-down menu
On the left-hand side set the date for 2020-2022
Please Note: these SWOT Analyses are very basic and far from perfect

SWOT Analyses will also be available for these companies:

Sirius XM
Whirlpool
PepsiCo
Coca Cola
Nike
Colgate-Palmolive

LexisNexis Uni (formerly LexisNexis Academic) This link opens in a new window
Provides full-text coverage of approximately 15,000 national and regional newspapers, broadcast transcripts, magazines, wire services, federal and state court opinions, federal and state statutes, federal regulations and SEC filings such as 10-K's and 10-Q's. It provides access to company profiles, industry and market research information and trade journals. This product also provides access to the renowned Shepard's Citations® service for all federal and states court cases back to 1789. This database is only available to current Pepperdine students, faculty, and staff. For an overview of how to use Nexis Uni, visit this page.

Example: I need a SWOT Analysis for Spotify.

Click the link for "A Publication"
Type spotify swot analysis into the "Search for Something Specific Box"
Tye globaldata into the Find Publication box and select GlobalData Company Profiles

SWOT Analyses will also be available for these companies:

Sirius XM
Netflix

Industry Information

IBIS World This link opens in a new window
Access to research reports containing key statistics, industry conditions, market characteristics, industry performance, external market drivers, key success factors, and 5-year revenue forecasts for each US industry. Charts and graphs download into Excel, and detailed written analysis provides explanations and insights. Our subscription also includes Global Market Research Reports that analyze 75 of the largest industries on a world-wide scale. This database is only available to current Pepperdine students, faculty, and staff.

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 report on specific industries such as convenience stores, daycare, or custom screen printing.

Example: I need an industry report for relevant to gummies.

Type candy into the box and select Candy Production in the US

Additional reports relevant to group projects:

Headphone Manufacturing
Colgate-Palmolive
Chocolate Production in the US
Audio & Video Equipment Manufacturing in the US
Sanitary Paper Product Manufacturing in the US
Hand Tool & Cutlery Manufacturing in the US (ice cream scoop)
Soap & Cleaning Compound Manufacturing in the US (laundry pods)
Global Household Cooking & Appliance Manufacturing (humidifiers)
Cosmetic & Beauty Products Manufacturing in the US (broad category that includes oral care products)
Foot Care Product Manufacturing or Shoe & Footwear Manufacturing in the US
Communication Equipment Manufacturing in the US
Ice Cream Production in the US

Statista This link opens in a new window
Statista.com consolidates statistical data on over 80,000 topics from more than 22,500 sources and makes it available on four platforms: German, English, French and Spanish. Pepperdine's subscription includes access to the expert tools and the Global Consumer Survey .

Company or brand searching:

Type in either the name of your company or brand name (e.g. Netflix or Kitchenaid)
If you are searching for a company, on the left-hand side click the link for Dossiers for in-depth statistical reports. Large companies like Nike, Whirpool, Tesla or Apple will have dossiers. Smaller companies like Jamba Juice, Skechers, Peet's or Shake Shack won't have dossiers.
Also search for specific brands like Altoids, Menthos, Kitchenaid,etc.

Industry searches:

Type in keywords describing the industry into the box
Some industries such as the following will have Dossiers:
- Confectionery in the United States
- Chocolate in the United States
- Household paper products brands: Bounty & Charmin - Statistics & Facts
- Laundry Care Report 2020
- Kombucha
- Oral health
- Speakers (smart speakers, speakers & headphones, etc.)
- Bose Brand Report
- Toilet Paper Report 2022
- Athletic footwear market in the U.S.
- Smartphones in the U.S.
- Frozen desserts in the U.S

You can search for more specific products that will have statistical data even though the more comprehensive dossiers won't be available:

Cookware
ice cream scoop
laundry pods
Humidifiers
karaoke
Haagen Dazs (for sales at the brand level)

Passport (formerly Global Market Information Database) This link opens in a new window
From Euromonitor International, Passport GMID provides business intelligence on countries, consumers and industries and offers detailed analysis of consumer and industrial markets around the world across 781 cities, 210 countries, and 27 industries with historic data from 1997 and forecasts through 2020. This database is only available to current Pepperdine students, faculty, and staff.

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'm looking for a report relevant to a speakers,

Type audio us into the box and select the report titled "Home Audio and Cinema in the US" under the heading for Analysis
Download a PDF copy of the report

Additional relevant reports:

Sugar Confectionery in the US
Paper towels in USA
Chocolate Confectionery in the US
Laundry Care in the US
Consumer Expenditure on Glassware, Tableware and Household Utensils in USA (just the market size rather than an entire report)
Homewares in the US (utensils)
Air Treatment Products in the US
Oral Care in the US
Headphones in the US
Mobile Phones in the US
Footwear in the US or Sportswear in the US
Toilet Paper in USA
Ice Cream and Frozen Desserts in the US

eMarketer This link opens in a new window
Includes daily research articles, analyst reports, and a database of e-business and online marketing statistics, aggregated and analyzed from over 4,000 sources. Topics include market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies.

Example: I want data on earbuds.

Type earbuds into the search box and click search

Business Plans Handbook series This link opens in a new window
Actual business plans compiled by, and aimed at, entrepreneurs seeking funding for small businesses. Presents sample plans taken from businesses in the manufacturing, retail and service industries which serve as examples of how to approach, structure and compose business plans.

Example: I want a business plan relevant to rentals of recreational equipment.

Type equipment rental into the Search within Series box
The report "Scooter Rental Business" looks relevant

Example: I want a business plan relevant to cosmetics manufacturing.

Type cosmetics into the search box
The report "Cosmetics Manufacturer" appears useful

Demographic Information

Mintel Reports This link opens in a new window
Provides market research report insights for market share, consumer profiles, forecasting, driving forces, and distribution methods on very specific consumer markets in the US. Users have access to approx. 800+ unique reports with 220 new reports created each year. Common data sources include: Simmons Consumer Research Information Resources, Inc., (IRI) Nielsen/NPD, Trade Associations and Mintel's unique consumer research. This database is only available to current Pepperdine students, faculty, and staff.

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 a frozen dessert.

Type frozen novelties and select the report titled, "Ice Cream and Frozen Novelties - US - April 2021"
Be sure to select the Excel Databook to obtain a demographic breakdown for all of the survey questions

Additional Reports relevant to group projects:

Non-Chocolate Confectionery: Incl Impact of COVID-19 - US - June 2020
Chocolate Confectionery: Incl Impact of COVID-19 - US - May 2020
Household Paper Products - US - February 2020
Home Laundry Products - US - 2021
Home Entertainment Technology: Hardware & Services - US - 2021
Air Treatment - US - January 2018
Oral Health - US - May 2021
Wearable Technology - US - January 2021
Ice Cream and Frozen Novelties - US - April 2021
Cookware - US - 2021"
Smartphones: Incl Impact of COVID-19 - US - June 2020
Men's & Women's Footwear: Incl Impact of COVID-19 - US - May 2020

Simmons Brand Catalyst (replacing GfK MRI University Reporter) This link opens in a new window
For access, click Brand Catalyst at the top of the Simmons interface. Simmons Brand Catalyst is a strategy and predictive segmentation tool built on the Simmons Insights platform. It identifies the unique characteristics that differentiates over 8,000 brands. This resource can help marketers define brand identity, differentiate against competitors, create unique personas, and drive effective media, creative, and partnership strategies. Create segments (using Simmons’ Smart Search technology) and compare and contrast up to three brand users or other personas, and dive deep into what defines and motivates these consumers

Simmon Brand Catalyst will assist you with the following aspects of your marketing plan:

Consumer demographics
Consumer attitudes/Psychographics
Identify the best places to advertise

After logging in:

Select Catalyst at the top of the screen and select Brand Catalyst
Type in your product/service/brand and then select Explore

Demographic data will be available for these products/services:

Vegetarian attitudes/opinions agree a lot
ice cream quarts (select the amount you want)
Pod/liquid pack
I buy paper products that are recycled (agree a lot)
Portable speakers
Humidifiers
oral care
headphones
toilet paper rolls used
athletic shoes
smartphone user

Specific brands:

M&Ms
Spotify
Bounty
Bath & Body Works shopped
Yankee
Bose
Nike
Haagen Dazs
Fudgesicle/Popsicle

SRDS Media Solutions This link opens in a new window
Access to accurate, up-to-date media information including detailed ad rates, dates and contact data plus demographic information; catalogs more than 100,000 U.S. and international media properties. *** Claritas 360 has replaced the Nielsen Segmentation & Market Solutions module.***
eMarketer This link opens in a new window
Includes daily research articles, analyst reports, and a database of e-business and online marketing statistics, aggregated and analyzed from over 4,000 sources. Topics include market research and trend analysis on Internet, e-business, online marketing, media and emerging technologies.

Prism (Nielsen Group)
Obtain demographic information for specific zip codes.
American Factfinder (Census Bureau)
Search for demographics at the zip code, city, county or state levels.

Market Research Reports (not owned by Pepperdine)

Example: I need information about the market size for automotive air fresheners.

Here is the summary of a market research report that provides estimates for the size of the industry and lists the key players.
Please note: Peppedine doesn't have access to the full report