imm research- case study - germany & polland

8/2/2019 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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Demographics, Lifestyle and Consumer Behavior

Marketing Research

Market Share

Advertising

International Marketing Research and Advertising

Types of Information


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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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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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Regions Statistical Yearbook 2003

Map 7.2 pg 93

Marketing Demographics Regional Information

European Union


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Culture and Lifestyles

Personal Habits

Cultural interests

Religious activities

Involvement in sports

Hobbies

Group affiliations


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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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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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Consumer buying behavior

Consumer buying patterns

Consumer purchasing power

Consumer demand

Consumer preference

Consumption


Consumer Behavior


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Q: What are the Germans online retail consumer

behavior patterns?


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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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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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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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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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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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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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Advertising Topics

Advertising Agencies

Advertising Expenditures

Advertising Rates

Advertising Regulations

Advertising Organizations


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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/


From StandardRate & Data ServiceConsumer Magazines;includes U.S. rates butinternational contacts.
http://www.srds.com/http://www.srds.com/


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Q: Are there articles about advertising regulations in Germany?


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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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Q: Why do Polish consumers purchase mobile phones?Answer in Gartner *

Consumer Buying Behavior


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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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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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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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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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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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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



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Polish Ad Agency Website

http://www.brsa.com.pl/?lang=en


Polish Advertising Agency Website
http://www.brsa.com.pl/?lang=enhttp://www.brsa.com.pl/?lang=en


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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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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

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