FRE 302

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FRE 302

• Food Marketing
• Business Plan Resources
• Christina Sylka/ Amber Lannon
• June 6, 2006

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Learning Objectives

• Learn about secondary market research data
  strategies
• Learn key resources to use for your assignment

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Value of Market Research

• Gathering market intelligence is not an easy
  task. The Internet has helped marketers in their
  efforts to find information but the Internet is
  only the beginning.
• Bringing New Technology to Market, 2003.
• (Robson Square Library HF5415 .A432 2003 )

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Use Google Library Databases

• Google Library Databases
• Visible Web (Surface) Invisible web (Deep)
• Public material Gated material (no free
  access)
• Press releases Journals, news, specialty data
• Uncontrolled material Controlled material
  (evaluation
• (informal, no evaluation) processes applied)
• Imprecise searching Powerful search interfaces
• http//www.newshoestoday.com/images-visuals/visua
  l-deep-web-310x210.jpg 01/11/2006

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Information Categories

• Product intelligence. What products compete with
  my product? How is my product superior or
  different? What should I charge for my product?
  Etc.
• Consumer intelligence. Current and future demand
  for the product or service. Who is the customer?
  How much does he or she buy? When and how does
  she or he decide to purchase? How much will be
  needed in the future? Where is the largest market
  located? Etc.
• Competitor intelligence. Who else offers the
  product/service? What are their financials and
  ratios?

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UBC Library www.library.ubc.ca

• Catalogue
• E-Journals
• - organized by subject and title
• Business Databases
• specialized list for business researchers
• Research Guides
• - Check both the MacMillan Library Lam Library
  websites

• UBC Library website is a portal to enhanced
  market research information
• resources
• www.library.ubc.ca/lam
• www.library.ubc.ca/macmillan/

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Lam Library Research Guides

• David Lam MacMillan librarians create guides on
  specific topics for specific courses.
• They are selective guides, not exhaustive
• The best places we know of for you to start
  your research
• E.g. on the Lam website Business plans for
  specific businesses

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Product IntelligenceGlobal Market Information
Database

• Online market research resource
• Global
• Consumer products specialty
• Market forecasting a strength
• Statistics reports

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Product IntelligenceTablebase

• Tabular information on companies, industries,
  products, countries and markets from a variety of
  sources - trade magazines, consultants reports
• Use for finding market share, market research
  data, company and brand rankings, industry and
  product forecasts, and production and consumption
  statistics

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Tablebase search(wine canad)
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Product Consumer Intelligence
Marketresearch.com Academic

• Research reports, with charts, tables, and
  graphs. Key facts about many sectors, including
• Consumer products
• Service industries
• Demographics
• Consumer Behaviour

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Product / Consumer intelligence ABI Inform

• Our most commonly used database
• Around 2000 magazines, journals and newspapers
• Especially useful for private company research
• Subject indexing is a strength of ABI

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Product/Consumer Intelligence FOMAD

• Provides citations with abstracts to detailed
  analyses of international food and drink markets.
• identify key market players
• highlight new product launches
• assess consumer attitudes trends
• track company news.

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Competitor Intelligence

• Public companies produce a lot of information,
  including annual reports, company filings press
  releases
• Analysts reporters write about them.
• You can learn a lot about your industry from
  looking at your competitors eg. Distribution
  channels, marketing strategies, trends, etc.

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Competitor Intelligence Company filings
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Competitor Intelligence Business Source Premier
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Competitor Intelligence Investext Plus
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Market Intelligence Strategis

• Industry Canada business information portal
• Industry Profiles
• Trade Directories
• Market Research
• Small business benchmarking

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NAICS and SIC

• NAICSNorth American Industry Classification
  System
• SICStandard Industrial Code
• Both are numerical systems for classifying
  industries
• Links are on Industry Research Guide
• Or search on Google NAICS wineries

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Performance Plus

• Interactive benchmarking tool
• Data is from a representative number of corporate
  tax returns
• Helps small businesses determine how they stand
  against their competitors.
• Report here for NAICS 31213

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Consumer Intelligence Statistics Canada

• Learn who your customers are, where theyre
  located, their demographic and consumer
  characteristics
• UBC students have enhanced access to StatsCan
  material
• UBC Library also provides access to Cansim,
  Census, E-Stat, Statistics Canada Electronic
  Publications
• BC Stats toby.library.ubc.ca/resources/infopage.cf
  m?id868
• City of Vancouver www.city.vancouver.bc.ca/

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Census

• Best place to find demographics for specific
  geographic locations useful if you were to locate
  a restaurant in a particular area-
• Kinds of information available income, marital
  status, family, age, educational attainment,
  ethnicity, occupation, dwellings (size, value,
  condition, owned or rented), religion
• The more specific geographically, the less
  demographic detail you will find

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Census Forward Sortation Area
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E-Stat CANSIM

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Statistics Canada Electronic Publications

• Statistics Canada publications which UBC receives
  as a depository library
• access to StatsCan serial publications such as
  Canadian Social Trends, Canadian Economic
  Observer, Spending Patterns in Canada and
  specific food industry publications

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Consumer IntelligencePrint Measurement Bureau
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Searching Google

• Use Google Advanced
• Evaluate your sources very carefully
• Limit to high quality web sites
• - .gov
• - .ca
• - .gc.ca
• - .edu
• - .org

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Accessing Library Resources from off-campus

• Many of the resources to which the library
  subscribes are for use by students, faculty and
  staff only
• Computers that have a UBC network address are
  automatically allowed access to these resources
• To provide access for UBCcard holders who are not
  at a UBC network address, a Virtual Private
  Network has been set up
• Web browsers must be configured to access the VPN.

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Industry Intelligence Associations

• Often excellent sources of market data
• May provide industry profiles, statistics,
  directories, trend reports, etc., information on
  legislation, regulations, licensing
• Use Googles advanced search features to find the
  association(s) in your industry
• E.g., Canadian Vintners Association
• http//www.canadianvintners.com/

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Citing Sources
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More Help

• Reference Desk, MacMillan Library
• Lorna Adcock, Head Librarian
• Deborah Wilson, Reference Librarian
• Reference Desk, David Lam Library
• Christina Sylka, Reference Librarian
• Amber Lannon, Reference Librarian
• Jan Wallace, Head Librarian