MARKET RESEARCH

DAREN MANSFIELD
ACADEMIC SUBJECT LIBRARIAN
DMANSFIELD@LINCOLN.AC.UK
ADVERTISING AND MARKETING GUIDE
 ASSIGNMENT BRIEF
For an FMCG category of your choosing write a
report outlining the main challenges facing a
manufacturing business (brand owner) in this
category, and your recommendations for
marketing and business development over the next
1-2 years.
GROUP REPORT & 8 MIN PRESENTATION

write a report outlining the main challenges

facing a manufacturing business (brand owner) in
this category...
Presentation inc. HIGHLIGHTS of the report and
recommendations for further action
 DATABASES FOR RESEARCH

This lecture will mainly cover the marketing databases:

Mintel
Marketline
Euromonitor
Warc.com
BEFORE WE STARTCAPTURING IMAGES
Start > Accessories > Snipping Tool
Decide on image you want to capture
File > New > Scroll + over image > release > copy and
paste into your document
Remember to Harvard reference the image !
 WHAT IS MINTEL?
Mintel is an independent market analysis company focusing on
information about markets and marketing issues covering:
Consumer research
Brand & social media research
Desk research
Trade research
Statistical forecasting
Mintel reports are written and managed by analysts with
experience in the relevant markets.
FINDING & EXPLORING MINTEL (DATABASE)
Library.lincoln.ac.uk
Find > Databases > M > Mintel
Reports have datasets which illustrate what groups (age,
gender, etc) use products or services
Category Overview > Food > More reports > Month >
Select Report
CATEGORY OVERVIEW
Image: GuaGuiyan.com

Fast-moving consumer goods (FMCG) or consumer packaged

goods (CPG) are products that are sold quickly and at relatively
low cost. They include:
Food and drinks, toiletries, over-the-counter drugs, processed foods
and other consumables.
Choose one of these categories on Mintel
PIZZA UK JULY 2017 REPORT
 Executive summary
Infographic Overview colourful brochure of highlights
Databook (contains a wealth of key information)
Report Brochure
 DATABOOK
This report examines the UK retail market for pizza. Mintels definition includes
frozen and chilled products sold through the grocery retail channel for
consumption in the home, focusing specifically on:
Sample: 2,000 internet users aged 16+
Fieldwork month: May 2017
Main meal and individually-sized pizzas, including delicatessen pizzas and
multipacks, Pizza slices, French bread pizza, Mini pizzas and novelty products.
It excludes pizza purchased and eaten in restaurants, and takeaway/home-
delivery pizzas.
MARKETLINE (DATABASE)

Library.Lincoln.ac.uk > Find > Databases > M >

Marketline
 Browse - Consumer Packaged Goods (137587)
Food > More > Pasta, Pizza, Noodles and Rice (1764) > By Geography >
Europe > By Industry > Pizza > United Kingdom
COMPANY PROFILES
SWOT ANALYSIS
EUROMONITOR (DATABASE)

Library.Lincoln.ac.uk > Find > Databases > E >

Euromonitor International
RUN SEARCH ON PIZZA > FILTER BY GEOGRAPHY > UK
 Use the filters to drill down data (under Market Sizes) to
Geography, Currency (unit: UKP), and view Years
Category > Packaged Food > Ready Meals > Apply
Popular statistics (Market size, Company Shares, Brand shares)
Analysis: to identify trends (country reports)
WARC.COM (DATABASE)
Library.Lincoln.ac.uk > Find > Databases > W >
WARC.COM
SELECT CASE STUDIES
NEWSPAPER DATABASES

Check the news for what is current (problems, etc)

Lexis Library (for UK newspapers)
Nexis (for UK and international newspapers)
Factiva (international newspapers)
FT.com / Financial Times
REPORT WRITING BOOKS IN THE LIBRARY

search report writing on the library website

any questions?
 REFERENCES
Euromonitor International (2017). Pizza Hut HK Ltd in Consumer
Foodservice (Hong Kong, China). Available from:
http://www.portal.euromonitor.com/portal/analysis/tab [Accessed 3rd
October].
Holden, M. (2016). Dominos Pizza UK: The Journey to Greatness. From
promotion to participation. Available from:
https://www.warc.com/SubscriberContent/Article/dominos_uk_a_journey
_to_greatness_from_promotion_to_participation/108059 [Accessed 3rd
October 2017].