Imm Research- Case Study - Germany & Polland
Transcript of Imm Research- Case Study - Germany & Polland
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5/8/2012 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
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5/8/2012 Ruth A Pagell
Demographics, Lifestyle and Consumer Behavior
Marketing Research
Market Share
Advertising
International Marketing Research and Advertising
Types of Information
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5/8/2012 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
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5/8/2012 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 of15 - 29?
How many people living in Berlin today are between the agesof 15 - 29? In 2025?
How much do Germans spend per capita on clothing? How
does that compare to the US and UK?
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International Marketing Research and Advertising
Regions Statistical Yearbook 2003
Map 7.2 pg 93
Marketing Demographics Regional Information
European Union
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5/8/2012 Ruth A Pagell
International Marketing Research and Advertising
Culture and Lifestyles
Personal Habits
Cultural interests
Religious activities
Involvement in sports
Hobbies
Group affiliations
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5/8/2012 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 thanItalians.
The questions they asked were about purchases of
brand name and packaged spaghetti. Italians buytheir pasta in bulk.from David A. Ricks, Blunders in international business, 1999
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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 EUR10.041billion. Losses were noted for the whole review period from 1998 to2003. In 1998 sales had stood at EUR11.559 billionGerman consumers are spending less money on their clothes asincreased competition brings down the prices, especially after theabandonment of the discount law in 2001. Until 2001 retailers were onlyallowed to provide for a rebate of 3% of the sales price, except forspecial 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
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5/8/2012 Ruth A Pagell
Consumer buying behavior
Consumer buying patterns
Consumer purchasing power
Consumer demand
Consumer preference
Consumption
International Marketing Research and Advertising
Consumer Behavior
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5/8/2012 Ruth A Pagell
International Marketing Research and Advertising
Q: What are the Germans online retail consumer
behavior patterns?
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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 countrynot your own
Differences in definitions and data collection
methods
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5/8/2012 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 sameacross countries?
How has the information been collected?
Are the consumer demographics collected using thecategories you would use?
Is there brand level information?
Is there regional information?
i l k i h d d i i
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International Marketing Research and Advertising
Marketline Consumer products Direct; Business SourcePremier and Dialog
Euromonitor Consumer Products, Retail In GMID and DIALOG
Mintel Consumer Products, U.S. and someEurope
Direct
eMarketer Online, Internet Business Direct
Gartner Technology Direct; Emory local load
Jupiter Online. Internet business Direct
Profound Commercial portal for marketresearch reports worldwide
Special permission for useby Goizueta students
Business Insights Consumer Goods, TechnologyFinance,Healthcare, Energy
Direct
Off the Shelf Reports available to Goizueta students
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International Marketing Research and Advertising
Marketline Euromonitor
Apparel Retail in Germany Clothing Retailers in Germany(on Dialogweb)
Apparel and Textiles inEurope
Retailing in Germany /Country
Report (GMID)
Global Apparel, Retail andSpecialty Goods
Global Retailing
Sample Consumer Market Research Reports
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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 alibrarian
Search for global clothing reportSelect specific sections with uniqueInformation.
http://www.dialog.com/legal/http://www.dialog.com/legal/ -
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International Marketing Research and Advertising
Esomar Directory Search (107 Agencies)
AMR - Advanced Market Research GmbH
Answers Teststudio GmbH ASAP GmbH
Gesellschaft fr Sensorische Analyseund Produktentwicklung mbH
ASK Gesellschaft fr 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 retailindustry?
http://www.esomar.org/esomar/show/id=140903/dbid=110174/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=160814/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113110/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113110/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113110/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=110520/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=112616/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113308/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=173792/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=173792/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113308/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113308/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113308/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113308/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=112616/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=112616/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=112616/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=112616/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=112616/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=112616/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=110520/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=110520/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=110520/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=110520/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113110/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113110/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113110/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113110/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113110/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=113110/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=160814/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=110174/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=110174/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=110174/typeofpage=41088http://www.esomar.org/esomar/show/id=140903/dbid=110174/typeofpage=41088 -
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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
S i
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MEDIAMARK REPORTER Syndicated Demographic Data
Spring 1996
Beverages Alcohol Beer Imported Adults
Usersprojecti
ons
Total 191663 23504 100 12.3 100
Men 91780 15018 63.9 16.4 133
Women 99882 8486 36.1 8.5 69Graduated
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 128White 162526 20322 86.5 12.5 102
Read
Newspapers
101489 13527 57.6 13.3 109
Radio:
Classical
3849 956 4.1 24.8 203
ESPN2 8791 1712 7.3 19.5 159
WSJ 3226 1009 4.3 31.3 255
IndexAll Base Pct of
users -
ct dwn
Pct
popula
tion
12.3% of population drinkimported beer =100
35.2% of imported beerdrinkers are collegeGrads
20.9% of college
graduates drinkimported beer
Syndicated Market DataThis type of information is NOT
available to Emory for non-U.S.
data.
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5/8/2012 Ruth A Pagell
International Marketing Research and Advertising
Advertising Topics
Advertising Agencies
Advertising Expenditures
Advertising Rates
Advertising Regulations
Advertising Organizations
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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. KGPO Box 101051
40215Dusseldorf, Germany
Telephone:(49) 211 3807 0
Fax:(49) 211 3807 367
SDAA NUMBER: 1397-026
* * * * * * * * * * ACCOUNT INFORMATION * * * * * * * * * * * * *
... Natreen - Quenty - SalinaSeagram Deutschland GmbH - Glen Grant & Gianni Kattus Prosecco
Ben Sherman - Men's & Women's ClothingSkoda Volkswagen AG - Cars
SmithKline Beecham CAT MAN - Consumer HealthcareSmithKline Beecham CEE - Aquafresh - Coldrex - ...
LOAD-DATE: December 20, 2004
I t ti l M k ti R h d Ad ti i
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Advertising Rates - SRDS
http://www.srds.com/
International Marketing Research and Advertising
From StandardRate & Data ServiceConsumer Magazines;includes U.S. rates butinternational contacts.
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International Marketing Research and Advertising
Q: Are there articles about advertising regulations in Germany?
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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
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Demographic Data by RegionInternational Marketing Research and Advertising
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International Marketing Data and Advertising
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International Marketing Data and Advertising
Q: Why do Polish consumers purchase mobile phones?Answer in Gartner *
Consumer Buying Behavior
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International Marketing Data and Advertising
Marketline Euromonitor
Poland Beer Polish Market for Confectionery
European Dairy Food Market Consumer Eastern Europe
Diet Watchers 2003 (U.S. andEurope)
World Market for Soft Drinks
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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
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International Marketing Research and Advertising
Central and Eastern Europe Internet Access (Jupiter)
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 PopulationOnline Households and Household Penetration
Online Individuals and in Individual Penetration
Sample Technology Market Research Report
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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
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International Marketing Research and Advertising
Polish Market Research Firms
from the Polish Internet
http://www.poland.pl/directory/index.htm?category_id=740http://www.poland.pl/directory/index.htm?category_id=740 -
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International Marketing Research and Advertising
Biuro Reklamy SA.
Ul. Flory 9,
00586 Warsaw Poland
* * * * ACCOUNT INFORMATION * * * *
AZRobert Bosch
British Sugar Overseas
CFMEACTIM
Chrysler
Creditanstalt S A
Creolla
Dell
Source: Standard Directory of Advertising
Agencies Lexis-Nexis
Polish Advertising Agency
Lexis-Nexis
International Marketing Research and Advertising
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Polish Ad Agency Website
http://www.brsa.com.pl/?lang=en
International Marketing Research and Advertising
Polish Advertising Agency Website
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International Marketing Research and Advertising
Advertising Regulations - Poland
i l k i h d d i i
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http://www.media.com.pl/
http://www.media.com.pl/http://www.media.com.pl/ -
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5/8/2012 Ruth A Pagell
International Business ResearchInformation 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 CompaniesOverviews,Companies by industry, locating companies
http://business.library.emory.edu/info/global_perspectives/index.htmlhttp://business.library.emory.edu/info/global_perspectives/index.htmlhttp://business.library.emory.edu/info/international_marketing/index.htmlhttp://business.library.emory.edu/info/international_marketing/index.htmlhttp://business.library.emory.edu/info/international_trade/index.htmlhttp://business.library.emory.edu/info/international_trade/index.htmlhttp://business.library.emory.edu/info/international_companies/index.htmlhttp://business.library.emory.edu/info/international_companies/index.htmlhttp://business.library.emory.edu/info/international_trade/index.htmlhttp://business.library.emory.edu/info/international_trade/index.htmlhttp://business.library.emory.edu/info/international_marketing/index.htmlhttp://business.library.emory.edu/info/international_marketing/index.htmlhttp://business.library.emory.edu/info/global_perspectives/index.htmlhttp://business.library.emory.edu/info/global_perspectives/index.html