MKT 303: Honors Marketing Theory & Practice
Markets
First, go to the brand or company web site (not the corporate one).
Check to see how many brand extension there are. Mars Inc, a private company, has different web sites for each of their brands - M&Ms, Uncle Ben's, Pedigree, Whiskas, etc. These all have their own web sites separate from the Mars Inc. The Mars Inc page does have a list of brands.
Check Mintel Academic Reports and Passport for the product market, market data, and analysis of the product line.
You might want to each go to a local store to see product placement on the shelf (shelf space & height) and check the price. Get permission before taking a picture of the store display (you don't want to be suspected of corporate espionage). Go to specialty and general stores. If it is in a grocery store, try more than one chain in different economic neighborhoods.
Search ABI/Inform for your brand and the market. Some brand names have other meanings, so add more keywords and phrases, such as:
Pedigree AND "dog food" AND market
Collect advertisements on the web, print, and TV/cable. If you can get it, you can do radio, too. Not all stations have full recordings of specific broadcasts. Keep track of where & when you found the ad. Name the show or web site it was linked to.
Check for coupons. (Sunday &, locally, Wednesday are the usual days for inserts & coupon days in newspapers).
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ABI/INFORM Collection
Access full-text business and economics journals, dissertations, working papers, and key periodicals like "The Economist" and "The Wall Street Journal", along with detailed company and industry reports.
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Mintel Academic ReportsMaximum Concurrent Users: Unlimited
Consists of full-text market research reports covering US consumer markets and selective examples of non-US markets. Each report analyzes market share, segmentation, and trends along with providing comprehensive demographic profiles and consumer patterns. Includes Simmons data and other proprietary information otherwise difficult to obtain.Alternate titles: Mintel Oxygen
Requirements: Before using this database you must review and accept the terms and conditions. Click "I agree" to proceed. The first time you visit Mintel Oxygen click "Create a personal profile". Enter your name and school email address. Choose a password of at least five characters and click create profile. Next time you visit, sign in with your profile email address and password. -
PassportNote: This resource requires ASU authentication while accessing on-campus.
Maximum Concurrent Users: Unlimited
Contains information on key business intelligence on countries, companies, markets and consumers. It is an integrated on-line information system covering over 360 markets and 227 countries including socioeconomic profiles and reports for 850 cities of the world.