MARKETNG 499 J/K Honors Case Study & Internship
Resources for Newell Teams 1 & 2
There are many resources available through the library where you can find information about the home fragrance and candle markets. Here are some suggestions for where to search and some search tips.
- IBISWorld This link opens in a new windowUS Industry reports - current analysis of every US industry. Report chapters: Industry at a Glance, Performance, Outlook, Products & Markets, Competitive Landscape, Major Companies, Operating Conditions, Key Statistics.
- From the IBISWorld homepage, you are able to search for reports by industry, keyword, company name, or industry code. You can also browse for reports using the Industry Research drop-down menu at the top of the page.
- Type "candles" into the search bar. Suggested reports appear as you type. Click "Search", and you will be brought to a list of relevant reports. Once you've found the report you're looking for, i.e., Candle Manufacturing in the US, click on the title to open it.
- You can navigate through the report using the table of contents on the left of the screen or search within the report using the search box in the upper left corner.
- Click on the "About" tab for an industry definition, supply chain, major players, similar industries, and more.
- Click on the "Industry at a Glance" tab to find key statistics, SWOT analysis, industry structure, key industry data, and more.
- Click on the "Competitive Landscape" tab for market concentration, key success factors, cost structure, and more.
- Click on the "Key Statistics" tab to see valuable data related to market growth, trends, etc.
- To download a report, click on the red arrow at the top of the page, near the report title. The red arrow also appears throughout the report for downloading of specific datasets, figures, and tables.
- Mintel Academic This link opens in a new window1,000+ current consumer market reports - analyze consumer market drivers, market size, segmentation, consumer characteristics, supply structure, advertising, promotion, retail distribution. SECTORS: Automotive, beauty, fashion, financial services, food & drink, food service, health & wellness, household, leisure, entertainment, travel, tourism.
This video is very helpful in guiding you through navigating the Mintel Academic database. This video, “How to use Mintel”, is licensed under the Creative Commons Attribution license, or CC BY 4.0. The video was created in 2020 for students in the William Allen White School of Journalism and Mass Communications at the University of Kansas http://journalism.ku.edu.
- Mergent Intellect This link opens in a new windowThis database features a deep collection of comprehensive worldwide business information, including information from Hoover's, First Research and the D&B Million Dollar Database. Includes detailed information on over 245 million businesses with contact information for executives, demographics and behavior types for US households, Nielsen Pop Fact reports, and global corporate family trees.
- World Advertising Research Center (WARC) This link opens in a new windowThe World Advertising Research Center (WARC) provides articles on advertising, marketing, brands and campaigns. It includes case studies, marketing intelligence, best practice guides, consumer insight, industry trends, news, data and forecasts, trends in TV viewing, newspapers and other media, economic and demographic data, profiles of major brand owners and more.
This comprehensive advertising and marketing information database offers advertising best practice, evidence, and insights from the world's leading brands. It provides resources that highlight proven approaches to maximize advertising effectiveness. It will be very helpful to both Newell teams for insights into brand partnerships & collaborations, omnichannel marketing, and how brands work to best reach consumers across many different platforms.
- eMarketer This link opens in a new window400 current market reports - focus on the Internet, digital marketing/advertising, mobile communication, e-business, social media and emerging technologies. Easy output tables and charts - market trends, internet user demographics, e-commerce consumer behavior.
This database will be useful for both Newell teams to find data and insights to the digital media consumer market. Keywords searches for topics such as brand partnerships, digital marketing, omnichannel marketing, and online shopping will provide you with several articles and reports for use in your projects.
