Global Apparel, Retail And Specialty Goods

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  • This is a modification of a powerpoint designed for Polish researchers. A case study using Germany is embedded in the powerpoint and examples using Poland follow at the end. For many countries and products, much of this information is not available in the secondary market.
  • Global Apparel, Retail And Specialty Goods

    1. 1. 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
    2. 2. <ul><li>Demographics, Lifestyle and Consumer Behavior </li></ul><ul><li>Marketing Research </li></ul><ul><li>Market Share </li></ul><ul><li>Advertising </li></ul>International Marketing Research and Advertising Types of Information
    3. 3. International Marketing Research and Advertising <ul><li>Marketing Demographics </li></ul><ul><li>Age and age distribution </li></ul><ul><li>Income and income distribution </li></ul><ul><li>Place of residence - urban, city, by region </li></ul><ul><li>Education </li></ul><ul><li>Marital status </li></ul><ul><li>Sex and race/ethnicity </li></ul><ul><li>Occupation </li></ul>
    4. 4. 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?
    5. 5. International Marketing Research and Advertising Regions Statistical Yearbook 2003 Map 7.2 pg 93 Marketing Demographics – Regional Information © European Union
    6. 6. International Marketing Research and Advertising <ul><li>Culture and Lifestyles </li></ul><ul><li>Personal Habits </li></ul><ul><li>Cultural interests </li></ul><ul><li>Religious activities </li></ul><ul><li>Involvement in sports </li></ul><ul><li>Hobbies </li></ul><ul><li>Group affiliations </li></ul>
    7. 7. 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
    8. 8. 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
    9. 9. <ul><li>Consumer buying behavior </li></ul><ul><li>Consumer buying patterns </li></ul><ul><li>Consumer purchasing power </li></ul><ul><li>Consumer demand </li></ul><ul><li>Consumer preference </li></ul><ul><li>Consumption </li></ul>International Marketing Research and Advertising Consumer Behavior
    10. 10. International Marketing Research and Advertising Q: What are the German’s online retail consumer behavior patterns?
    11. 11. International Marketing Research and Advertising <ul><li>Data Collection Issues </li></ul><ul><li>Lack of of comparable data among countries </li></ul><ul><li>Absence of secondary data in general </li></ul><ul><li>Difficulties gathering primary data in a country not your own </li></ul><ul><li>Differences in definitions and data collection methods </li></ul>
    12. 12. 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?
    13. 13. 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
    14. 14. 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
    15. 15. 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.
    16. 16. 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?
    17. 17. International Marketing and Advertising <ul><li>Market Research Reports </li></ul><ul><li>Industry Reports </li></ul><ul><li>Investment Bank Reports </li></ul><ul><li>Trade Association Information </li></ul><ul><li>Trade Journal Articles </li></ul><ul><li>GMID Company and Shares </li></ul>Sources for Market Share Data
    18. 18. 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.
    19. 19. International Marketing Research and Advertising <ul><li>Advertising Topics </li></ul><ul><li>Advertising Agencies </li></ul><ul><li>Advertising Expenditures </li></ul><ul><li>Advertising Rates </li></ul><ul><li>Advertising Regulations </li></ul><ul><li>Advertising Organizations </li></ul>
    20. 20. 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
    21. 21. 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.
    22. 22. International Marketing Research and Advertising Q: Are there articles about advertising regulations in Germany?
    23. 23. International Marketing Research and Advertising <ul><li>CASE 2 – Poland </li></ul><ul><li>Regional Data </li></ul><ul><li>Lifestyle Information </li></ul><ul><li>Consumer Buying Behavior </li></ul><ul><li>Sample Market Reports </li></ul><ul><li>Market Research Firms </li></ul><ul><li>Advertising Agencies </li></ul><ul><li>Advertising Regulations </li></ul>
    24. 24. Demographic Data by Region International Marketing Research and Advertising
    25. 25. International Marketing Data and Advertising
    26. 26. International Marketing Data and Advertising Q : Why do Polish consumers purchase mobile phones? Answer in Gartner * Consumer Buying Behavior
    27. 27. 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
    28. 28. 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
    29. 29. 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
    30. 30. 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
    31. 31. International Marketing Research and Advertising Polish Market Research Firms from the Polish Internet
    32. 32. International Marketing Research and Advertising <ul><li>Biuro Reklamy SA. </li></ul><ul><li>Ul. Flory 9, </li></ul><ul><li>00586 Warsaw Poland </li></ul><ul><ul><ul><li>* * * * ACCOUNT INFORMATION * * * * </li></ul></ul></ul><ul><ul><ul><li>AZ </li></ul></ul></ul><ul><ul><ul><li>Robert Bosch </li></ul></ul></ul><ul><ul><ul><li>British Sugar Overseas </li></ul></ul></ul><ul><ul><ul><li>CFMEACTIM </li></ul></ul></ul><ul><ul><ul><li>Chrysler </li></ul></ul></ul><ul><ul><ul><li>Creditanstalt S A </li></ul></ul></ul><ul><ul><ul><li>Creolla </li></ul></ul></ul><ul><ul><ul><li>Dell </li></ul></ul></ul><ul><ul><ul><li>Source: Standard Directory of Advertising Agencies – Lexis-Nexis </li></ul></ul></ul>Polish Advertising Agency © Lexis-Nexis
    33. 33. Polish Ad Agency Website http://www.brsa.com.pl/?lang=en International Marketing Research and Advertising Polish Advertising Agency Website
    34. 34. International Marketing Research and Advertising Advertising Regulations - Poland
    35. 35. International Marketing Research and Advertising http://www.media.com.pl/
    36. 36. International Business Research Information Resources on the Goizueta Business Library Web <ul><li>Information Guides </li></ul><ul><li>Global Perspectives – Industry, Issues, Country </li></ul><ul><li>International Marketing – Companies, Industries, Country, People, Marketing </li></ul><ul><li>International Trade – Coding, U.S. Data, Intl Data, Commercial Data, News and articles </li></ul><ul><li>International Companies – Overviews, Companies by industry, locating companies </li></ul>

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