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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 START…CAPTURING 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. Mintel’s 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). Domino’s 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].