Upload
nirmala-last
View
2.461
Download
4
Tags:
Embed Size (px)
Citation preview
04/12/23 © Ruth A Pagell
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
04/12/23 © Ruth A Pagell
• Demographics, Lifestyle and Consumer Behavior
• Marketing Research
• Market Share
• Advertising
International Marketing Research and Advertising
Types of Information
04/12/23 © Ruth A Pagell
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
04/12/23 © Ruth A Pagell
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 2003Map 7.2 pg 93
Marketing Demographics – Regional Information
© European Union
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
Culture and Lifestyles
• Personal Habits
• Cultural interests
• Religious activities
• Involvement in sports
• Hobbies
• Group affiliations
04/12/23 © Ruth A Pagell
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
04/12/23 © Ruth A Pagell
• Consumer buying behavior
• Consumer buying patterns
• Consumer purchasing power
• Consumer demand
• Consumer preference
• Consumption
International Marketing Research and Advertising
Consumer Behavior
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
Q: What are the German’s online retail consumer behavior patterns?
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
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
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
Pitfalls of Secondary Market ResearchInformation 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
Marketline Consumer products Direct; Business Source Premier and Dialog
Euromonitor Consumer Products, Retail In GMID and DIALOG
Mintel Consumer Products, U.S. and some Europe
Direct
eMarketer Online, Internet Business Direct
Gartner Technology Direct; Emory local load
Jupiter Online. Internet business Direct
Profound Commercial portal for market research reports worldwide
Special permission for use by Goizueta students
Business Insights Consumer Goods, Technology Finance,Healthcare, Energy
Direct
Off the Shelf Reports available to Goizueta students
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
Marketline Euromonitor
Apparel Retail in Germany Clothing Retailers in Germany (on Dialogweb)
Apparel and Textiles in Europe
Retailing in Germany /Country
Report (GMID)
Global Apparel, Retail and Specialty Goods
Global Retailing
Sample Consumer Market Research Reports
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 reportSelect specific sections with unique Information.
04/12/23 © Ruth A Pagell
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?
04/12/23 © Ruth A Pagell
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
MEDIAMARK REPORTER – Syndicated Demographic DataSpring 1996Beverages Alcohol Beer Imported Adults
Users projecti
ons Total 191663 23504 100 12.3 100 Men 91780 15018 63.9 16.4 133
Women 99882 8486 36.1 8.5 69 Graduated
College39600 8267 35.2 20.9 170
Did not Graduate
High School
36567 2187 9.3 6 49
18-24 24848 3760 16 15.1 123 Executive/ 17299 3470 14.8 20.1 164
H/D Income >$75,000 .
30884 6120 26 19.8 162
MSA Suburban
92855 13315 56.7 14.3 117
Unmarried 42982 6754 28.7 15.7 128 White 162526 20322 86.5 12.5 102Read
Newspapers101489 13527 57.6 13.3 109
Radio: Classical
3849 956 4.1 24.8 203
ESPN2 8791 1712 7.3 19.5 159WSJ 3226 1009 4.3 31.3 255
IndexAll Base Pct of users -
pct dwn
Pct popula
tion
12.3% of population drink imported beer = 100
35.2% of imported beerdrinkers are college Grads
20.9% of college graduates drink imported beer
Syndicated Market DataThis type of information is NOT available to Emory for non-U.S. data.
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
Advertising Topics
• Advertising Agencies
• Advertising Expenditures
• Advertising Rates
• Advertising Regulations
• Advertising Organizations
04/12/23 © Ruth A Pagell
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 ServiceConsumer Magazines;includes U.S. rates but international contacts.
International Marketing Research and Advertising
Q: Are there articles about advertising regulations in Germany?
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
CASE 2 – Poland
• Regional Data
• Lifestyle Information
• Consumer Buying Behavior
• Sample Market Reports
• Market Research Firms
• Advertising Agencies
• Advertising Regulations
Demographic Data by RegionInternational 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
Marketline Euromonitor
Poland Beer Polish Market for Confectionery
European Dairy Food MarketConsumer Eastern Europe
Diet Watchers 2003 (U.S. and Europe)
World Market for Soft Drinks
04/12/23 © Ruth A Pagell
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
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
Central and Eastern Europe Internet Access (Jupiter)
Executive Summary
Online Households and Individuals: Estonia Will Remain at theVanguard of Internet Adoption in Central and Eastern Europe
Fig 13: Key Data for PolandTotal HouseholdsTotal PopulationOnline Households and Household PenetrationOnline Individuals and in Individual Penetration
Sample Technology Market Research Report
04/12/23 © Ruth A Pagell
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
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
Polish Market Research Firms
from the Polish Internet
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
Biuro Reklamy SA.Ul. Flory 9,
00586 Warsaw Poland * * * * ACCOUNT INFORMATION * * * *AZ Robert Bosch British Sugar Overseas CFMEACTIM Chrysler Creditanstalt S A Creolla Dell Source: Standard Directory of Advertising Agencies – Lexis-Nexis
Polish Advertising Agency
© Lexis-Nexis
Polish Ad Agency Website
http://www.brsa.com.pl/?lang=en
International Marketing Research and Advertising
Polish Advertising Agency Website
International Marketing Research and Advertising
Advertising Regulations - Poland
04/12/23 © Ruth A Pagell
International Marketing Research and Advertising
http://www.media.com.pl/
04/12/23 © Ruth A Pagell
International Business Research Information Resources on the Goizueta Business Library Web
Information Guides
• Global Perspectives – Industry, Issues, Country
• International Marketing – Companies, Industries, Country, People, Marketing
• International Trade – Coding, U.S. Data, Intl Data, Commercial Data, News and articles
• International Companies – Overviews, Companies by industry, locating companies