1. MKTG 2030 Marketing Management Winter 2014
Purpose of session: To provide an overview of marketing resources to assist with this course and other business courses you may be taking. We know you’ve seen us before but this session is different because market research is a very specialized area of business research with a special set of tools and strategies for effective research.
Note that this session is also very much designed to help you with your group marketing plan whereby you are preparing a marketing plan for a new product that you design or a line extension to a product or service. And we’ve worked with your professors to tailor content to your project needs.
Obviously for this project you are expected to engage in secondary research and this is where the library fits. And you are asked to go beyond the internet and enrich your research findings with library resources.
Presented by Sophie Bury, Business Librarian Peter F. Bronfman Business Library

2. Agenda for Today’s Session
Getting Started with your marketing plan research
Key starting points for MKTG 2030 on the library web site
Surface Web vs Deep Web
Case Study: Organic Toothpaste
Wrapping Up
Citing Sources – Sources of help
Marketing plan books/web-sites
Here’s agenda for today. Few starting points so you know where to find things. Then we are going to illustrate what you need to do by means of a case study which let’s say a “new” product called organic toothpaste. Outline what will be looked at.

3. Getting Started

4. Library electronic resources vs. Google searching
Library resources are selected for quality and relevance to teaching and research
Generally not available on the Internet
Library resources (deep web)
The catalogue
Article databases
Passport GMID
Simply Map Canada
Hoovers
The free web
(surface web)
Company sites
Professional association websites
Google
Wikipedia
Mention benefits of library resources - quality, relevance, accuracy, authority.
Google and Wikipedia: Great places to start, but not to finish.
Market research reports often fee-based. Some types of company information not in the public domain.

5. Libraries’ web site http://www.library.yorku.ca
Library web site as launching pad for getting started. It’s a portal to collections and services available to you.
Remind them that if they want to search any database they do so from main search box. So any database I mention today you can go back here and type it in. Quickly show Marketline Advantage – show Click to Access option. Mention off campus will get PPY prompt.
And note the link to the Business Library on the right side. And just very quickly show.

6. Getting research assistance
Business librarians are available to help you throughout the year:
In person: Reference Desk at Schulich Building S237
Phone:
Chat: IM Chat Reference (available on the Bronfman Business Library homepage
Live Chat Demo
Chat icon links to BBL web site. Go there and ask a question – where can I find a guide to help me with marketing research? Then when get the link go there and show them the guide and also show them where the slides are.
Live Demo!

7. Marketing Research Guide http://researchguides. library. yorku

8. Case Study: Organic Toothpaste
Natural
Plant-based
Herbal
Chemical-free
On to our case study.

9. Marketing – New product
What do you need know to launch your organic toothpaste product into the marketplace?
……………………………………………………………….
…………………………………………………….
Can be useful to start with this question. Ask students to respond.

10. Conduct secondary research to gather information about:
The Market
Size, Segments, Domestic/International
Competition
Competitors, Domestic/International, SWOTs
Consumers
Trends, analysis
Demographics/Psychographics
Distribution Channels
Advertising
We’re going to work through our case study in this order.
Market size might be equal to volume or value. Segmentation e.g. what types of toothpaste are there, e.g. Whitening, those for sensitive teeth. Even within organic can have these sub-segments. But also how does market share break out by company or by brand? Also may want to look at Canadian market but also the market in other countries.
Competitor analysis: think about who are the key players in this market. Are they publicly-traded or are they private? Are they based in one country or more than one country? Are they multinationals? Also who might be important partners as you develop the marketing plan? Also can you get your hands on a SWOT for any of the key players in the market? Often possibly for larger publicly-traded companies in the market.
Customer analysis. You need to gather information about consumer buying habits and preferences, consumer lifestyles. You also will need demographic information, e.g. age, income, education etc. may be interested. This all relevant as you think about target market.
Psychographics is the study of personality, values, attitudes, interests, and lifestyles. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Results of this exercise are combined with geographic (place of work or residence) and demographic (age, education, occupation, etc.) characteristics to develop a more 'lifelike' portrait of the targeted consumer segment. We have databases that can help you identify these segments of the markets which are sort of like consumer profiles.
So in case of organic toothpaste it may be “the birkenstock crew” – like to buy organic products, care about the environment, very health conscious but like alternative health products, are quite well-off etc. If we do research we can find out more.
Distribution – where are people buying toothpaste including organic toothpaste. What is changing or growing in this regard? Is it being sold through mass merchandisers like Costco, or through supermarkets, small grocery stores or drug stores or health food stores etc.
Advertising – If I want to advertise my product where can I do this and how much will it cost me?

11. The Market
Go to the market research report section and mention too that industry reports are closely related and may help them with things like market trends and also competitive landscape. Also things like economic factors impacting a sector.
Key Resource: Marketing Research Guide Market Research Reports and Market Share/Size especially recommended.

12. Market research – market size and segmentation, consumer analysis
Look at three key online products that can help you with getting information about the market size and segmentation for products
Available in the Reference Room at the Bronfman Business Library. HF 5410 M33

13. GMID & Marketline Advantage
Use search box in top right hand area of screen to search
GMID is very good when you need information about consumer goods. It also has international coverage.
For our case study we will use Marketline Advantage to look at some of the key competitors e.g. Proctor and Gamble, but there isn’t a report for oral care or toothpaste here for Canada. However there is an oral hygiene in United States report.
But for some of you Marketline Advantage may just have what you need. Many Canadian reports for different products and services. And it moves beyond just consumer goods as you can see from the menu shown above. Also will give you market value, volume, segmentation data and a five forces analysis.
GMID has a report titled Oral Care in Canada. Do search toothpaste canada. Good to see your product within the context of the market for toothpaste as a whole, toothpaste situated within oral care. Oral Care in Canada category briefing of most relevance.
First talk a bit about results. Interested in domestic, e.g. Canada but also in international. Where are the opportunities abroad.
There is a Global briefing report “Oral Care Adds More Bite”. Under category analysis, “Toothpaste drives oral care category” Innovation, premiumisation and product development key. Regional analysis useful if you want to look at Canada and markets beyond it.
Show Oral Care in Canada report in list. Good to get broad context. Useful to open PDF and do CTRL F to find words like organic etc. Let’s look at some screen shots. Go to next slide.
Five Forces Analysis is available for industries covered

14. GMID. Oral Care in Canada Report
Beginning of report has consumer trends information, overview of competitive landscape, and prospects. So that’s descriptive. Let’s look at next slide for a few examples of this.

15. GMID. Oral Care in Canada Report
CTRL F in PDF version “natural” or “organic”
Other relevant trends: whitening and value-brand extensions
Did a CTRL F to find the words natural or organic. Does mention whitening is an important trend but that natural products not yet playing an important role in oral hygiene. Customers prefer known brands. Mentions they are more niche markets. Now gives some examples of product lines and companies e.g. Tom’s of Maine.
Keep you eye out for other relevant trends. So those that offer value-brand extensions valued as dentist visits so pricey, e.g. sensitive and enamel protection toothpastes.
Let’s get back to the market segmentation question. Go to previous slide and show that there are a whole bunch of tables listed, e.g. categorty data, breaks down the market in to sales by product category, brand shares and also forecasts sales.

16. GMID. Oral Care in Canada Report
Market Segmentation Data
Toothpaste specific – sales by type. Brand shares by value.
Company shares are for oral care market as a whole.

17. Marketline Advantage: Oral Hygiene in the United States
Mention that sometimes data for Canada thinner on the ground. Need to extrapolate.
Gives the overall lay of the land with the market but not specifics on natural or organic products.
Five forces analysis can be useful. We’ll look at this later on when we talk about the topic of distribution and how that connects to buyer power in this type of analysis.

18. Example - IBISWorld United States Report
IBISWorld very good coverage of niche industries with excellent coverage of U.S. and growing coverage of Canada
Let’s take example of IBISWorld. Area titled Products and Markets can be especially relevant. Covers demand determinants.

19. Example - IBISWorld United States Report
Let’s take example of IBISWorld. Area titled Products and Markets can be especially relevant. Covers demand determinants. So we know that whitening toothpaste products very popular and now you are seeing specifically what % of those are natural, at least for U.S.

20. Competitor Analysis
Key Resource: Company Research Guide

21. Publicly-traded vs. Private companies
Public companies are traded on stock exchanges or over-the-counter and are subject to regulation by Security Exchanges.
Public companies are required by law to file reports publicly.
Makes it relatively easy to find information about them.
Library guide to finding publicly-traded company information
Private companies, other than federally regulated ones, are not required to report publicly
Much more difficult to find information about them.
Library guide to finding private company information
When doing research on your own company or on competitors good to think about are they private or publicly-traded. Quickly show them range of databases available for finding information about publicly-traded companies.
Challenge of finding information about private companies. Talk about what tends to be out there e.g. brief profile information in our databases, competitors info., web site of company itself, articles maybe. Show the list of resources for finding information about private companies.

22. Industrial Classification Codes
Industrial classification codes group together companies based on the goods and services produced. Different systems exist. NAICS is commonly used.
Canada - NAICS Canada 2012
U.S. Census Bureau: NAICS
Library Guide to Using Industry Codes
Think about industry context and a tool that can help you with this is industry codes. Group together based on goods and services they use. Most of our databases that have company coverage use NAICS (United States). Let’s go there and look up toothpaste.
Work from screen captures. NAICS United States – toothpaste : code is broader than what just describes toothpaste.

23. Relevant code may be broader than your specific product!
Sometimes have to settle for this, though there are a few workarounds.

24. Identifying competitors: search strategies
Most company databases allow you to search by industrial code
Or search a competitor you know of and look for a link to a competitors listing.
Let’s do an example using Hoovers. Do a live search. Assume we want companies that manufacture toothpaste in Canada. Interested in the big guns and the smaller players. Search using country Canada and then put in NAICS Show companies like Colgate Palmolive and Proctor & Gamble coming up. Then show them that in SIC listing these are more specific and can use which is toothpastes or powders or dentifrices. Sort using SIC. Browse then to page nine to see the companies associated with this SIC only.

25. SWOT Analyses
May want to look at SWOT for a player in your market to get ideas about competitive forces at work
Marketline Advantage
Lexis Nexis Academic

26. SWOT Analyses
Can see that opportunities in India for toothpaste sales.

27. Consumers
Want to identify a target market. Need to get at consumer trends and preferences, attitudes. And then at demographics. Also psychographics described earlier.

28. Basic target consumer characteristics statement
Our target customers tend to be ……….. (male, female) aged ………….. (enter
age range), ……………..(single, married, married with children, etc),
…..……. (enter education level), with a household income of ………… (enter
income level) ( works full-time, part-time, is a student, is a homemaker, is
retired), typical occupations include ………….. ..(enter occupations), live in (cities, suburbs, towns, specific neighbourhoods etc.). They tend to read
…………………… (list types of or specific magazines and newspapers), they
tend to listen to …………… (list types of specific radio stations), they tend to
watch ………………… (list types or specific TV shows), and they tend to access the Internet (often, occasionally, seldom). They often participate in the following
non-business activities…………………………………………………………………..
Other pertinent characteristics include…………………………………………………………………………………..
Adams, Bob. Streetwise complete business plan : writing a business plan has never been easier! Holbrook, Mass. : Adams Media, p. 103.HD 62.7 A Bronfman Ref.
Can be useful to work with a target consumer characteristics statement. We got this from a business plan handbook.
When thinking about their target groups here are some points to consider.
We will look at some resources that help you find this type information. Some of it relates to consumer preferences or behaviours while some of it is strictly demographic. Need both types of information.

29. Business Articles Scholarly Trade/Professional Popular Newspaper/News
Other way you can get at what type of person is likely to consume organic toothpaste and what are consumer trends and preferences is to look at articles and particularly those which appear in trade magazines. Have an industry focus. Have product news. Talk about market for a product. They are current.
So if were a food retail product – Food in Canada very relevant. Is there something like Toothpaste Weekly? How can you find out?

30. Finding business articles relating to your company or industry
Many different kinds of articles especially scholarly, popular and trade
Click the icon images to get to the databases!
Two main databases to search are Proquest Business and Business Source Premier as they both have trade magazines. If interested in the media could try Factiva.
Newspapers (primarily)

31. Identify key trade journals for your industry
Do a search for themes or trends you wish to examine in your industry using Proquest Business or Business Source Premier
Limit your search to results found in trade journals
Take note of the titles that recur frequently
Observe whether certain titles have a special focus on the industry you are interested in.

32. Proquest Business: Keyword Search
So this screen capture shows how to do a search that yields quite useful results. Don’t type in a question or phrase but go to the advanced search and break your search down in to main concepts. Use or to combine synonyms or like terms.

33. Proquest Business: Results
Designates trade article
See names of the trade pubs – deal with health or wellness industries
See how these articles help you build up a picture of what is going on in terms of product development and key players in market but also what type of people buy this toothpaste.

34. Market research reports: consumer trends analysis/data
PMB Online
We already saw how GMID could help us out and Marketline Advantage. But let’s introduce something new – PMB Online which combines both survey data with the demographics piece. It gets at the behaviouristic piece because it is based on survey data.

35. Use Internet Explorer or Firefox. Chrome will not work.
PMB Online
Use Internet Explorer or Firefox. Chrome will not work.
This is a new product. Newspaper survey data. Canadian. Consumers asked survey questions about buying habits and consumer trends.
So here shows you search PMB Online. You choose 2009 and later studies. You’ll find toothpaste here.

36. PMB Online
Does have information on natural products and if look at most often clearly see all-in-one, or whitening or sensitive more popular and that would seem to tally with what we learned in GMID. A niche product and small.
Note if you click on any of the blue links you get demographic breakdown of survey answers. So age, sex, education, income, geographic location, e.g. province or CMA.
I clicked on most often under “natural” and I see that it is predominantly baby boomers who buy this product often. Also see that using this toothpaste most often not common among lower income brackets.
Click on any of the items (in blue) in the columns beside “natural” to get specific demographics

37. PMB Online
Tom’s of Maine is a natural toothpaste so here you can see it would not be the chosen brand of too many people.

38. Market Research – Further Demographic Analysis
GMID
Useful for demographic analysis at national level Countries and Consumers - > Consumer Trends & Lifestyles
Census Profiles
Now contains data released so far from the 2011 census
Can search by place name, postal code or geographic code.
FP Markets. Canadian Demographics. BBL Ref Room. HF 5349 C2 2012
Very useful for current population estimates for census metropolitan areas in Canada and also for psychographics.
Take Brampton as an example – go to Census Profile and show what type of demographics you get for Brampton. If you wanted more variables e.g. income, then you would go to FP Markets and you’d get further current estimates.

39. FP Markets: Canadian Demographics Brampton – Psychographic/Behaviouristic (PSYTE categories)
The other thing which you get is PSYTE Clusters. These are segments based on consumer attitudes, characteristics, demographics etc. But we have an online more sophisticated tool.

40. Simply Map Canada
Includes demographic estimates (very current) from Environics Analytics and Census data from 2006 and 2011.
Includes data from Statistics Canada’s Survey of Household Spending and allows you to create maps or tables using selected variables for provinces, census metropolitan areas, zip codes and more.
Super tool. More demographic variables (Census but also Demographic Estimates) and also got spending data (Survey of Household Spending). And it offers segmentation data – consumer segments or profiles. Also everything from very small geographical neighbourhoods to large ones. Allows you to generate both maps and tables.

41. Simply Map Canada
Also includes psychographic segmentation data (PRIZM C2 variables) – see the PRIZM C2 Marketers’ Handbook for information on social groups and segments etc.
Use this to help you identify segments of interest and then use Simply Map to identify where they are in a specific geographical area.
Help File > Using SimplyMap Data Variables > SimplyMap Data Overview > (in body of window) Data Providers and Methodology > "PRIZM C2 Marketers Handbook 2012” or use link (left)
Link to Handbook
The Marketer’s Handbook is useful. It has 66 different segments of Canadian population. Help you identify population segments which connect with your product. The type of consumer that will purchase organic toothpaste. So perhaps you want to identify who is eating organic food or who is in to alternative health or health foods. You can do a search using CTRL F in the handbook. May want to search words like organic, or natural cosmetics, or environmental groups or conscious etc. Go to handbook and then go to young digerati.

42. PRIZM Segments – Potential Good Match for Organic Toothpaste

43. Simply Map Canada
Allows you to create maps and tables for geographic areas in Canada using demographic variables.
Features handy wizards and export features
Our Simply Map guide provides step-by-step instructions on how to use this tool for different business or market research scenarios.
Top image links to Simply Map Canada. Let’s go there now and show where urbane villagers most heavily concentrated in Toronto.

44. Compare size of these two segments in Oakville versus Mississauga

45. Compare size of these two segments in Oakville versus Mississauga

46. Distribution Channels

47. Distribution Channels
Marketline Advantage: Example of US Oral Hygiene Report
Five Forces Analysis

48. Distribution Channels
GMID
Not there specifically for toothpaste

49. Distribution Channels
IBISWorld: Teeth Whitening Product Manufacturing (United States)
Choose sub-tab “Major Markets”

50. Advertising & branding
Think about what might be recommended in terms of a promotional strategy for the organisation. Can involve advertising or branding.

51. Advertising and branding e-resources
World Advertising Research Database (WARC):  Provides information for the marketing, advertising, media and research communities worldwide, drawn from more than 40 international sources. 
Interactive Advertising Bureau: a nonprofit group comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. IAB focuses on the growth of the interactive advertising marketplace. The website has many useful links to reports and data. See the Insights & Research section.
CARD (Canadian Advertising Rates and Data)  : Advertising rates and related data are available on every significant medium in Canada and on selected international media.  It also includes statistics including Canadian marketing stats. 
CARD – do need to get down to specifics also. Can do two things. Help you identify places to advertise because it’s focus is Canadian publications, radio stations etc. But also gives pricing information.

52. Citing Your Sources
Business Citation Guide:
Think about how you are going to organize what you have found from the beginning and keep track of what you have found and where. Otherwise very hard to find later on. Take a note of the database or magazine etc. that you find something in. Show them the APA section of the guide and the database examples. This is the kind of information you need to keep a note of.
Even easier if you automate this process using tools like RefWorks and Zotero.

53. Marketing Plans: Books and Web Sites
Consult the Marketing Plans section of the Market Research Guide
One thing you may want to look at also is an example of a marketing plan.
Take a look at marketing plans section of the marketing research guide.
You can search marketing plans in Books 24x7 and get e-books on topic.
Then mention the relevant LC call number range is HF

54. Peter F. Bronfman Business Library http://www. library. yorku
To wrap up remember this is the Bronfman site where you can get the marketing research guide. Linked right off the home page. Slides there too.
Also chat etc.

55. THANKS FOR YOUR ATTENTION – Questions?
Support materials available at: See slides in side box on right titled “Course-Related Guides”
Business librarians are available to help you:
at the reference desk
or by chat reference at