Summer, 2007 Secondary Sources for Marketing Plan Research


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  • Here to give you a brief introduction to the David Lam Library and its resources
  • Market Research & Analysis Customers, market size & trends, competitors, PESTN (environmental assessment) Economics of the Business - Gross & operating margins; profit potential, etc . Overall marketing strategy Pricing strategy Product Placement/Distribution Communication (Mix, Key Message, Creative Appeal)
  • Another good place to look on our branch page is our Research Guides link
  • A type of product which allows you “ automatically finds and digitally records all of your favorite shows, every time they're on “ According to the tivo web site “ Is the TiVo service available in Canada? The TiVo Service is now available in Canada. Canadian residents will be given special instruction to follow when activating service. Please look for the link "Instructions for Canadian residents," under step 1 during the activation process. TiVo does not sell boxes in Canada, so Canadian residents must purchase boxes in the US and import them. If the DVR becomes defective, TiVo will not ship a warranty replacement box into Canada, and will only ship to a US address. “ So you can see why TIVO is both a service and a product.
  • You can use industry codes like NAICS or SIC (Standard Industrial Classification) in government sites and in some commerical databases to get industry profiles & data, as well as to compile lists of competitors
  • So I tried a search on google using the NAICS identified through Mergent and on the Strategis web site.
  • Industry financial benchmarking: use Another way that I would use NAICS is the tool called “Performance Plus” on the Strategis web site. Data in performance Plus is taken from a selection of Canadian corporate tax returns. It enables you to search by NAICS code and get some benchmarking information on costs of setting up a company in the industry.
  • We have a number of library databases that give us industry or market research reports. Find: Distribution Forecasts Market Share Market segmentation This database, GMID, offers international coverage. You can define terms by categories or Browse reports By industry A Good place to find forecasted info, market and product segmentation, as well as lines of distribution, market share, key players, etc.
  • Not every industry—product or service-- is covered by prepackaged market reseach reports. Not every industry is covered in our market research report databases. Many times,you may have to assemble some of the data yourself. We have created web pages for a variety of industries on our web site. Under Research Guides
  • Another useful way to find out how the industry operates, or what you can expect, is to look at your competitors. You can find a lot of valuable information about trends in the industry, ,market strategies, innovation, industry conditions and risks by looking for company articles, profiles, and coprorate reports. Rogers communication Annual Information Form MD&A
  • The Canadian company – Rogers Communication provides a Management Discussion & Analysis. This offers information on industrywide risks and conditions. risks, strategies, distribution logistics
  • ABI & Business Source Premier both give access to Sales & Marketing Management, marketing magazine, & Advertising Age. Our best tools for identifying Communications Marketing Strategies
  • Tivo and canada Pvr and canada Advertising campaigns and dvr
  • Articles are a good way to search the economic environment in which your industry operations (PESTN) You can find pricing or price information, as well
  • You can look at SWOT analyses of a variety of publicly traded companies—not all the companies—just a selection. But if you want to see examples of SWOTs, this is our best tool. Personal video recorder or pvr or digital video recorder or dvr
  • Government agencies will also give you access to industry profiles, competitor information, trademark information, patents that your competitors have filed, and regulatory information Statistics Canada & Industry Canada are good general places to start your research. But There may be a specific government agency with interest in your product/service. For things related to broadcasting, Canada has the CRTC For things related to food & beverage products, we have Agriculture Canada
  • You can get more geographically specific information through more specific agencies, eg. provincial or demographic bodies.
  • Market acacemic is a U.S. database, but some trends in the U.S.—like the popularity of pvrs—anticipate possible trends in Canada Also contains industry profiles But what I’ve find most valuable are the demographic profiles. Since our CRTC report identified teenagers as a group who are interested in pvrs, you might want to examine the report on this group. It will often indicate good ways to market products to this socio-economic group.
  • How many people here live off campus? So, if you’re off campus, or even if you are away from the city, you should be able to enter the UBC Library web page. Our database are behind a security gate—users are authenticated by their IP address—but your key to that gate is the Virtual Private Network. From the UBC Library web page, there is a link which tells you how to set up the Virtual Private Network on your computer The thing you need is your CWL or Campus Wide Login, the same ID that you use to access your WebCT.
  • So these are the basics of what the library has to offer you. We really hope that you make use of our library and that you won’t end up being one of those students who realizes too late that help was available. So, for reference help, contact one of the reference librarians –by phone, by email or in-person, book an appointment for a group project consultation.
  • Summer, 2007 Secondary Sources for Marketing Plan Research

    1. 1. Summer, 2007 Secondary Sources for Marketing Plan Research David Lam Library
    2. 2. Objectives <ul><li>To learn about key resources which support your Marketing Plan </li></ul>
    3. 3. Marketing Plan Ingredients <ul><li>Market Research & Analysis </li></ul><ul><li>Economics of the Business </li></ul><ul><li>Overall marketing strategy </li></ul><ul><li>Pricing strategy </li></ul><ul><li>Product Placement/Distribution </li></ul><ul><li>Communication (Mix, Key Message, Creative Appeal) </li></ul><ul><li>From: Timmons, J.A. & S. Spinelli. New Venture Creation: Entrepreneurship for the 21 st Century , 2004. pp. 412-415 & Gardiner, Dan. Commerce 396 : Introduction to Marketing Course Outline. </li></ul>
    4. 4. Questions to ask: <ul><li>What industry/market am I looking at? </li></ul><ul><li>What are current trends? </li></ul><ul><li>What’s the environment (e.g. regulatory, economic)? </li></ul><ul><li>Who are my competitors? </li></ul><ul><li>What is the current market size? </li></ul><ul><li>What is the growth potential? </li></ul><ul><li>Who are my customers? </li></ul><ul><li>What do they want? </li></ul><ul><li>How will my product help them? </li></ul><ul><li>From Wu, Kerry. Market Analysis for Technology Opportunity Assessment ( ) January 6, 2005 </li></ul>
    5. 5. The David Lam home page
    6. 6. Steps in researching your market <ul><li>Identify the product or service that you are marketing. </li></ul><ul><li>Identify the industry : look for industry profiles </li></ul><ul><li>Identify your competitors : look for company info. </li></ul><ul><li>Look for background information and current news on the product/service, the industry, & your competitors. </li></ul><ul><li>Identify your customers ; research their demographics; research their behaviour </li></ul><ul><li>Source: Lowry, L. Marketing 2P91 : Secondary Sources for Marketing Plan Research (ppt), Jan. 4, 2007 </li></ul>
    7. 7. Step 1. Identify your product <ul><li>Personal </li></ul><ul><li>Video </li></ul><ul><li>Recorder (PVR) </li></ul><ul><li>Digital Video </li></ul><ul><li>Recorder </li></ul><ul><li>(DVR) </li></ul>
    8. 8. Pricing Information <ul><li>Price information may be mentioned in articles. Use Article Databases like… </li></ul><ul><li>Look for prices on the internet. Use </li></ul>
    9. 9. <ul><li>Identify your Industry: Industry Codes </li></ul><ul><li>Google </li></ul><ul><li>the </li></ul><ul><li>product/ </li></ul><ul><li>service </li></ul><ul><li>& NAICS </li></ul><ul><li>NAICS 517510 </li></ul>
    10. 10. Using NAICS in Strategis <ul><li>Strategis </li></ul><ul><li>Canadian </li></ul><ul><li>industry </li></ul><ul><li>stats </li></ul><ul><li>(wages, costs, </li></ul><ul><li>productivity </li></ul><ul><li>& performance) </li></ul><ul><li>Canadian </li></ul><ul><li>companies </li></ul>
    11. 11. Using NAICS in Performance Plus <ul><li>Create </li></ul><ul><li>a report on </li></ul><ul><li>financial </li></ul><ul><li>& employment </li></ul><ul><li>data </li></ul>
    12. 12. Library Databases: Market Research reports / Industry Profiles <ul><li>Datamonitor </li></ul><ul><li>( Business Source </li></ul><ul><li>Premier ) </li></ul><ul><li>Global Market </li></ul><ul><li>Information </li></ul><ul><li>Database </li></ul><ul><li> Academic </li></ul>
    13. 13. No packaged report? Search for Industry Information <ul><li>Subject guides via </li></ul><ul><li>Industry </li></ul><ul><li>Research for Specific </li></ul><ul><li>Industries </li></ul>
    14. 14. Step 3. Research your competitors <ul><li>Private Company </li></ul><ul><li>Private means private </li></ul><ul><li>Find information on the Internet and in articles </li></ul><ul><li>Public Company </li></ul><ul><li>files legal documents </li></ul><ul><li>annual reports, </li></ul><ul><li>corporate filings(10-K, AIF) </li></ul><ul><li>press releases, articles, </li></ul><ul><li>analyst reports, </li></ul><ul><li>financials, </li></ul>
    15. 15. Rogers Communication – MD&A <ul><li>Find industry info </li></ul><ul><li>& competitive </li></ul><ul><li>intelligence </li></ul><ul><li>from competitors </li></ul>
    16. 16. Step 4 . Research trends, PESTN, Competitors, & Marketing Strategies <ul><li>Library Databases: </li></ul><ul><li>Articles are </li></ul><ul><li>specific & </li></ul><ul><li>up to-date. </li></ul><ul><li>ABI Inform </li></ul><ul><li>Business Source Premier </li></ul><ul><li>Canadian Newsstand </li></ul>
    17. 17. ABI Inform for Communications & Market Strategy <ul><li>Advertising campaigns, </li></ul><ul><li>Communication </li></ul><ul><li>Direct mail advertising </li></ul><ul><li>Discount coupons </li></ul><ul><li>Market Strategy </li></ul><ul><li>Public relations, </li></ul><ul><li>Pricing, Price </li></ul><ul><li>increases, </li></ul><ul><li>Profit margins </li></ul><ul><li>Print advertising </li></ul><ul><li>Rebates , </li></ul><ul><li>Sales Promotions, </li></ul>
    18. 18. ABI for environmental assessment <ul><li>This article </li></ul><ul><li>examines </li></ul><ul><li>PVRs in </li></ul><ul><li>Canada </li></ul><ul><li>Includes </li></ul><ul><li>pricing </li></ul>
    19. 19. Business Source Premier <ul><li>BSP contains articles, </li></ul><ul><li>Company profiles, </li></ul><ul><li>Industry profiles </li></ul><ul><li>Market research </li></ul><ul><li>Reports, & product </li></ul><ul><li>Reviews. </li></ul>
    20. 20. Datamonitor SWOT analysis retrieved from Business Source Premier
    21. 21. Government Agencies <ul><li>Search </li></ul><ul><li>Canadian </li></ul><ul><li>Government </li></ul><ul><li>agencies using </li></ul><ul><li>google: </li></ul><ul><li>“personal video </li></ul><ul><li>recorder” </li></ul><ul><li> </li></ul>
    22. 22. Step 5. Consumers: Government Agencies <ul><li>Statistics Canada : </li></ul><ul><li>Google search: </li></ul><ul><li>spending home </li></ul><ul><li>entertainment </li></ul><ul><li> </li></ul><ul><li>CRTC : </li></ul><ul><li>Google search: </li></ul><ul><li>(&quot;personal video </li></ul><ul><li>recorder&quot; | pvr) </li></ul><ul><li> </li></ul>
    23. 23. More Canadian Consumer Demographics <ul><li>Statistics Canada is the chief source of Canadian demographic and industry Statistics: </li></ul><ul><li>BC Stats for BC Information </li></ul><ul><li>City of Vancouver for more local information ( & use our research guide ) </li></ul>
    24. 24. From City of Vancouver <ul><li>Census info </li></ul><ul><li>packaged for </li></ul><ul><li>Vancouver </li></ul><ul><li>neighbourhoods </li></ul>
    25. 25. Marketing to Consumers <ul><li>Marketresearch . </li></ul><ul><li>com Academic </li></ul><ul><li>Market research </li></ul><ul><li>& consumer </li></ul><ul><li>profiles </li></ul><ul><li>To view report, </li></ul><ul><li>click Download </li></ul><ul><li>Report </li></ul>
    26. 26. Access to Databases <ul><li>Databases are licensed for the use of UBC students, faculty and staff, and walk-in access. </li></ul><ul><li>Community Users </li></ul><ul><li>Vancouver Public Library (Business Source Complete, Academic Search Premier, CBCA, Canadian Newsstand, Academic, Mergent Online, Financial Post Databases ) Must have VPL card. </li></ul>
    27. 27. Research Assistance <ul><li>Open 10-4; Monday to Friday </li></ul><ul><li>Staffed by Reference Librarians--Amber, Christina--& Lili, Student Librarian </li></ul>Amber Lannon; [email_address] ; 604-827-5238 Christina Sylka: [email_address] ; 604-822-9390 Lili Wang: [email_address] ; 604-827-3497