Global Apparel, Retail And Specialty Goods

International Marketing Research and Advertising Case Studies: Germany and Poland Derived from a presentation for the Higher School of Business –National Louis University Ruth A. Pagell and Maria Sidor

Demographics, Lifestyle and Consumer Behavior

Marketing Research

Market Share

Advertising

International Marketing Research and Advertising Types of Information

International Marketing Research and Advertising

Marketing Demographics

Age and age distribution

Income and income distribution

Place of residence - urban, city, by region

Education

Marital status

Sex and race/ethnicity

Occupation

International Marketing Research and Advertising Marketing Demographics How many people live in Germany? How many people living in Germany are between the ages of 15 - 29? How many people living in Berlin today are between the ages of 15 - 29? In 2025? How much do Germans spend per capita on clothing? How does that compare to the US and UK?

International Marketing Research and Advertising Regions Statistical Yearbook 2003 Map 7.2 pg 93 Marketing Demographics – Regional Information © European Union

Culture and Lifestyles

Personal Habits

Cultural interests

Religious activities

Involvement in sports

Hobbies

Group affiliations

International Marketing Research and Advertising Why you need to understand lifestyles A company did conduct a survey of Germans, French and Italians. It concluded that West Germans and French ate more spaghetti than Italians. The questions they asked were about purchases of brand name and packaged spaghetti. Italians buy their pasta in bulk. from David A. Ricks , Blunders in international business, 1999

International Marketing Research and Advertising 14.3 Clothing and Footwear The German clothing industry generated a turnover of EUR9.246 billion in 2003, a decline of 5.8% on 2002, when turnover stood at EUR10.041 billion. Losses were noted for the whole review period from 1998 to 2003. In 1998 sales had stood at EUR11.559 billion… German consumers are spending less money on their clothes as increased competition brings down the prices, especially after the abandonment of the discount law in 2001. Until 2001 retailers were only allowed to provide for a rebate of 3% of the sales price, except for special occasions, such as the two sales periods in January and July. Sales and rebates are now possible throughout the year although many consumers claim that the two sales periods (winter and summer sales) should still be taking place. Increased on-line shopping of clothes is also leading to a further fall in prices of clothes and footwear . © Global Market Information Database

Consumer buying behavior

Consumer buying patterns

Consumer purchasing power

Consumer demand

Consumer preference

Consumption

International Marketing Research and Advertising Consumer Behavior

International Marketing Research and Advertising Q: What are the German’s online retail consumer behavior patterns?

Data Collection Issues

Lack of of comparable data among countries

Absence of secondary data in general

Difficulties gathering primary data in a country not your own

Differences in definitions and data collection methods

International Marketing Research and Advertising Pitfalls of Secondary Market Research Information and Data How has the market been defined and is it the same across countries? How has the information been collected? Are the consumer demographics collected using the categories you would use? Is there brand level information? Is there regional information?

International Marketing Research and Advertising Off the Shelf Reports available to Goizueta students In GMID and DIALOG Consumer Products, Retail Euromonitor Direct; Business Source Premier and Dialog Consumer products Marketline Direct Consumer Products, U.S. and some Europe Mintel Direct Consumer Goods, Technology Finance,Healthcare, Energy Business Insights Special permission for use by Goizueta students Commercial portal for market research reports worldwide Profound Direct; Emory local load Technology Gartner Direct Online. Internet business Jupiter Direct Online, Internet Business eMarketer

International Marketing Research and Advertising Sample Consumer Market Research Reports Clothing Retailers in Germany (on Dialogweb) Apparel Retail in Germany Euromonitor Marketline Global Retailing Global Apparel, Retail and Specialty Goods Retailing in Germany /Country Report (GMID) Apparel and Textiles in Europe

International Marketing Research and Advertising Sample report from Profound © 2004 Dialog, a Thomson business Access to Profound at Emory is limited to Goizueta students working with a librarian Search for global clothing report Select specific sections with unique Information.

International Marketing Research and Advertising Esomar Directory Search (107 Agencies) AMR - Advanced Market Research GmbH Answers Teststudio GmbH ASAP GmbH Gesellschaft für Sensorische Analyse und Produktentwicklung mbH ASK Gesellschaft für Sozial- und Konsumforschung mbH Basis-Kontakt Marktforschung - Fieldservice GmbH & Co. KG BERENT Deutschland GmbH bmc - agency for business marketresearch & consultancy GmbH CCSI GmbH http://www.esomar.org/esomar/show/id=52609 Q: What German market research firms cover the retail industry?

International Marketing and Advertising

Market Research Reports

Industry Reports

Investment Bank Reports

Trade Association Information

Trade Journal Articles

GMID Company and Shares

Sources for Market Share Data

12.3% of population drink imported beer = 100 35.2% of imported beer drinkers are college Grads 20.9% of college graduates drink imported beer Syndicated Market Data This type of information is NOT available to Emory for non-U.S. data.

Advertising Topics

Advertising Agencies

Advertising Expenditures

Advertising Rates

Advertising Regulations

Advertising Organizations

International Marketing Research and Advertising Copyright 2004 Reed Elsevier Inc. All rights reserved. Published by National Register Publishing. Standard Directory of International Advertising Agencies Grey Worldwide GmbH & Co. KG PO Box 101051 40215 Dusseldorf, Germany Telephone:(49) 211 3807 0 Fax:(49) 211 3807 367 SDAA NUMBER: 1397-026 * * * * * * * * * * ACCOUNT INFORMATION * * * * * * * * * * * * * ... Natreen - Quenty - Salina Seagram Deutschland GmbH - Glen Grant & Gianni Kattus Prosecco Ben Sherman - Men's & Women's Clothing Skoda Volkswagen AG - Cars SmithKline Beecham CAT MAN - Consumer Healthcare SmithKline Beecham CEE - Aquafresh - Coldrex - ... LOAD-DATE: December 20, 2004

Advertising Rates - SRDS http://www.srds.com/ International Marketing Research and Advertising From Standard Rate & Data Service Consumer Magazines ; includes U.S. rates but international contacts.

International Marketing Research and Advertising Q: Are there articles about advertising regulations in Germany?

CASE 2 – Poland

Regional Data

Lifestyle Information

Consumer Buying Behavior

Sample Market Reports

Market Research Firms

Advertising Agencies

Advertising Regulations

Demographic Data by Region International Marketing Research and Advertising

International Marketing Data and Advertising

International Marketing Data and Advertising Q : Why do Polish consumers purchase mobile phones? Answer in Gartner * Consumer Buying Behavior

International Marketing Data and Advertising Polish Market for Confectionery Poland Beer Euromonitor Marketline World Market for Soft Drinks Diet Watchers 2003 (U.S. and Europe) Consumer Eastern Europe European Dairy Food Market

International Marketing Research and Advertising Sample Consumer Market Research Report Contents Poland Beer (Datamonitor Industry Profile) Market Overview Market Value Market Segmentation Competitive Landscape Leading Companies Market Forecasts through 2006

International Marketing Research and Advertising Central and Eastern Europe Internet Access ( Jupite r) Executive Summary Online Households and Individuals: Estonia Will Remain at the Vanguard of Internet Adoption in Central and Eastern Europe Fig 13: Key Data for Poland Total Households Total Population Online Households and Household Penetration Online Individuals and in Individual Penetration Sample Technology Market Research Report

International Marketing Research and Advertising Esomar Directory Search (24 firms) AGB Polska ALMARES Ltd. Institute for Consulting and Market Research ARC Rynek i Opinia BPS Consultants Poland Ltd. BSM - Badania Spoleczne I Marketingowe (BSM - Social & Market Research) CASE Consumer Attitudes & Social Enquiry CBOS (Public Opinion Research Center) CEM Market and Public Opinion Research Institute Polish Marketing Research Firms

International Marketing Research and Advertising Polish Market Research Firms from the Polish Internet