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

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

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"

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

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

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

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