1. Perform market analysis & choose, analyze, and compare a mediocre, low share brand to the “top brands” in the product category
2. Propose an integrated marketing communications program, which will significantly influence your brand's market share
Please take a few minutes and tell us how you feel about today's library session.
What are people buying and why? The what is pretty straightforward, the why is interetsingly murky.
As a research process, the following databases should be helpful for total sales, market share, concentration patterns, and brands:
In addition to these library sources, personal conversations as suggested in your assignment description (X,Y) plus advertisments in popular magazines (Z) will help with this section
What features or bling do people use to decide what to buy?
Much of this information will come from in-store observations and conversations with store managers. Consumer Reports (in print at the Shippensburg Public Library) is a popular source for reviews and possible crietria. Amazon, C-Net, newspapers, trade magazines, and many other resources provide both customer and professional reviews.
Prediction of consumer attititudes is an art form, the phrase "past results do not guarantee future performace" may apply.
There are several competing models of behavior. For backgrund research on some of the models, PsycINFO and Busness Source Premier are good sources. To see results of application of modeling, try Mintel, marketresearch.com, and Passport. Observation and conversation with retailers will also flesh out possibilities.
Related to this Product Category and/or Brands:
Applied psychographics databases for marketing are Mintel, marketresearch.com, Passport, and IBISworld. In addition, reviewing the academic and trade literature in Business Source Premier, ABI/Inform, and ProQuest Newstand should be helpful. Observation and conversation with retailers will also flesh out possibilities for this section.
Buy this thing! Buy it now! You want to!
Advertising and marketing campaigns and promotions can be sussed out of Mintel, marketreserach.com, Passport, ABI/Inform, and Business Source Premier. Check the scholarly and trade literature for tantalizing hints about advertising efforts and check the applied databases for what happened. In addition, company filings, if public, often have some mention of successful marketing and advertising efforts.
One of the best ways to trace campaign themes over a period of years is to examine print advertisements, mainly in consumer or trade magazines. These are available in the library and will give you information on product packaging changes, and some sales promotional techniques such as contests. See also Major Marketing Campaigns Annual HF5837 .M35 and & Encyclopedia of Major Marketing Campaigns (ebook).
Is it cheaper to buy 5 pounds for $2.99 or 32 ounces for $0.24? Which are people more likely to buy? New AND Improved! (is that an oxymoron?)
Lots of brand-level data is available in Mintel, marketresearch.com, and Passport. The trade literature will also cover a little about brands. Observation and conversation with retailers will also flesh out possibilities for this section.
Sales Management, Business Week, the Wall Street Journal and the New York Times via ProQuest Newstand and the trade literature via ABI/Inform may provide you with excellent supporting material. Observation and conversation with retailers will also flesh out possibilities for this section.
Give general conclusions about the situational analysis, stating your conclusions as to the receptiveness of the market to your revitalized product introduction. Justify why you think an opportunity exists for you to increase your brand’s market share.
Spell out the specific objectives of your marketing plan, i.e., what you want your IMC campaign to accomplish. Identify clearly the target market, market share, sales volume, etc.
Check out our quick guides for APA, MLA, and Chicago styles and links to some of the better online citation tools.
Note: The 8th edition of the MLA Handbook is not yet available at Lehman Library. For guidance to the 8th edition, see the MLA Style Purdue OWL link or the new MLA Style Center link below.
These programs allow you to electronically format your sources and create a bibliography that can be downloaded directly into your paper.
Heads up, these trials are for a short time only -- get in, get your data, save and organize your data. When they are gone, they are gone.
Also, Please use the contact info in my profile box to tell me how useful (or not useful) you found each database you use!
Sadly, I can't really help with how to use the database interfaces - I've barely begun to explore... Jump in and drive these databases into the ground!