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InfoGuides | Pepperdine Libraries

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

these will help you find resources for you assignment

Companies and their corporate structure

04 Class

Skechers (public company)  High heels

?              Pre-workout vitamin patch

Peet's Coffee (parent is JDE Peets-public company)  Protein shakes

Dominos (public)  Cauliflower pizza crust

Mentos (parent is Perfetti Van Melle Group- Private) Toothpaste

O5 Class

Apple (public company)  Electric self-parking vehicle

CocaCola (public company)   Kids Cola (healthy uncaffeinated version)

Nike (public company)  Canned pre-workout drink

Altoids (owned by Mars- private company)  Oral care (Mouthwash/toothpaste)

06 Class

Cocoa Puffs  (owned by General Mills- Public company)   Coffee Creamer

Quaker Oats  (owned by PepsiCo- Public company)   Oat pancake mix

Jamba Juice (owned by Focus Brands- Private company) Jamba fruit snacks

Shake shack (public company) Frozen french fries for grocery stores

07 Class

Head and Shoulders  (owned by Procter & Gamble- public company) Dissolvable shampoo-conditioner pods

Netflix (public company)  Physical theatre (service)

KitchenAid (owned by Whirlpool-public company)  Insulated, internal-temperature detecting cookware

Company Financial Data

Example: I need financial data for Apple Inc.

  • Type Apple and select Apple Inc. (NasdaqGS:AAPL)
  • Click the link on the left-hand side for Income statement for revenues and net income data. The ratios link will provide the net income margin % (another term for profit margin)

Example: I need financial data for Procter & Gamble (owns Old Spice)

  • 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 % from Beauty which includes shampoo.

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

  • Nike
  • PepsiCo
  • Netflix
  • Whirlpool
  • Skechers
  • Shake Shack
  • Peet's Coffee (search with JDE Peets- the parent company)
  • Domino's

Example: I need some background information and sales for either Mars Inc, or Focus Brands (owns Jamba Juice).

  • 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"

SWOT Analyses and Articles

Example: I want a swot analysis for Apple inc.

  • Type Apple 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 2020-2021
  • Please Note: these SWOT Analyses are very basic and far from perfect

SWOT Analyses will also be available for these companies:

  • Procter & Gamble
  • Whirlpool
  • PepsiCo
  • Coca Cola
  • Nike

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"
  • Tye globaldata into the FInf Publication box and select GlobalData Company Profiles

SWOT Analyses will also be available for these companies:

  • Whirlpool
  • Netflix

Industry Information

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 live performances.

  • Type theatre into the search box and select the report "Live Performance Theaters"

Additional reports relevant to group projects:

  • Shoe & Footwear Manufacturing in the US
  • Soda Production in the US
  • Meal Replacement Product Manufacturing
  • Mouthwash Manufacturing
  • Dried Fruit & Vegetable Snack Production in the US
  • Dairy Product Production in the US
  • Frozen Food Production in the US
  • Cosmetic & Beauty Products Manufacturing in the US
  • Hybrid & Electric Vehicle Manufacturing
  • Major Household Appliance Manufacturing in the US
  • Baking Mix & Prepared Food Production in the US
  • Vitamin & Supplement Manufacturing in the US
  • Video Games in the US (this report concentrates on the consoles)

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:
    • Children's food and beverages
    • Electric vehicles (In-depth: eMobility 2021)
    • Autonomous Vehicles
    • Soft drinks
    • Oral health
    • Vitamins, minerals and supplements
    • Coffee Creamer Production
    • Frozen foods
    • Snack Foods
    • Shampoo
    • Small home appliances
    • Theater & Broadway in the U.S.
    • Video games market in the U.S.
    • Coffee shop and café industry in the U.S.
    • Vitamins, minerals and supplements 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:

  • Pancakes
  • Cookware
  • Fruit Snacks
  • Frozen chicken
  • High heels
  • Mouthwash

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 pre-workout drink,

  • Type sports drink us into the box and select the report titled "Sports Drinks in the U.S" under the heading for Analysis
  • Download a PDF copy of the report

Additional relevant reports:

  • Sports Nutrition in the US
  • Homewares in the US (cookware in the US)
  • Oral care in the US
  • Small Cooking Appliances in the US
  • Sweet Biscuits, Snack Bars and Fruit Snacks in the US
  • Packaged Food in the US
  • Hair Care in the US
  • Soft Drinks in the US
  • Footwear in the US
  • Video Games in the US
  • Cafés/Bars in the US
  • Dairy Products and Alternatives in the US

Example: I want data on autonomous vehicles.

  • Type autonomous vehicles into the search box

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 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 pancake mix

  • Type pancake into the search box and limit the Content type to Reports
  • Select the report titled, "Baking and Mixes - US - March 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:

  • Frozen Snacks - US - 2021
  • Sports and Performance Drinks - US - February 2021
  • Men's & Women's Footwear: Incl Impact of COVID-19 - US - May 2020
  • Oral Health - US - May 2021
  • Carbonated Soft Drinks - US - April 2021
  • Shampoo, Conditioner and Hairstyling Products - US - April 2021
  • Better for You Snacking - US - December 2019
  • Cookware - US - June 2019
  • Oral Health - US - May 2021
  • Vitamins, Minerals, and Supplements Consumer: Incl Impact of COVID-19 - US - August 2020
  • Foodservice Coffee and Tea - US - 2021
  • Coffee and RTD Coffee - US - 2021

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:

  • Live theater
  • Cooking for fun
  • Mouthwash/toothpaste
  • Frozen chicken
  • Snacks, fruit
  • Protein supplement
  • Youngest is 6-17 years old

Specific brands:

  • Head & Shoulders
  • Netflix
  • Jamba Juice
  • Chick-fil-A
  • Altoids
  • Quaker Oats
  • Skechers
  • Coca Cola
  • Pepsi

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