global apparel, retail and specialty goods

04/12/23 © 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


• Demographics, Lifestyle and Consumer Behavior

• Marketing Research

• Market Share

• Advertising


Types of Information



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



Marketing Demographics

How many people live in Germany?

How many people living in Germany are between the ages of 15 - 29?

How many people living in Berlin today are between the ages of 15 - 29? In 2025?

How much do Germans spend per capita on clothing? How does that compare to the US and UK?


Regions Statistical Yearbook 2003Map 7.2 pg 93

Marketing Demographics – Regional Information

© European Union



Culture and Lifestyles

• Personal Habits

• Cultural interests

• Religious activities

• Involvement in sports

• Hobbies

• Group affiliations



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 than Italians.

The questions they asked were about purchases of brand name and packaged spaghetti. Italians buy their pasta in bulk.

from David A. Ricks, Blunders in international business, 1999


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 EUR10.041 billion. Losses were noted for the whole review period from 1998 to 2003. In 1998 sales had stood at EUR11.559 billion…German consumers are spending less money on their clothes as increased competition brings down the prices, especially after the abandonment of the discount law in 2001. Until 2001 retailers were only allowed to provide for a rebate of 3% of the sales price, except for special 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


• Consumer buying behavior

• Consumer buying patterns

• Consumer purchasing power

• Consumer demand

• Consumer preference

• Consumption


Consumer Behavior



Q: What are the German’s online retail consumer behavior patterns?



Data Collection Issues

• Lack of of comparable data among countries• Absence of secondary data in general• Difficulties gathering primary data in a country

not your own• Differences in definitions and data collection

methods



Pitfalls of Secondary Market ResearchInformation and Data

How has the market been defined and is it the same across countries?

How has the information been collected?

Are the consumer demographics collected using the categories you would use?

Is there brand level information?

Is there regional information?


Marketline Consumer products Direct; Business Source Premier and Dialog

Euromonitor Consumer Products, Retail In GMID and DIALOG

Mintel Consumer Products, U.S. and some Europe

Direct

eMarketer Online, Internet Business Direct

Gartner Technology Direct; Emory local load

Jupiter Online. Internet business Direct

Profound Commercial portal for market research reports worldwide

Special permission for use by Goizueta students

Business Insights Consumer Goods, Technology Finance,Healthcare, Energy

Direct

Off the Shelf Reports available to Goizueta students



Marketline Euromonitor

Apparel Retail in Germany Clothing Retailers in Germany (on Dialogweb)

Apparel and Textiles in Europe

Retailing in Germany /Country

Report (GMID)

Global Apparel, Retail and Specialty Goods

Global Retailing

Sample Consumer Market Research Reports


Sample report from Profound

© 2004 Dialog, a Thomson business

Access to Profound at Emory is limited to Goizueta students working with a librarian

Search for global clothing reportSelect specific sections with unique Information.

http://www.dialog.com/legal/



Esomar Directory Search (107 Agencies)

AMR - Advanced Market Research GmbH

Answers Teststudio GmbH ASAP GmbH

Gesellschaft für Sensorische Analyse und Produktentwicklung mbH

ASK Gesellschaft für 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 retail industry?

http://www.esomar.org/esomar/show/id=140903/dbid=110174/typeofpage=41088









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

MEDIAMARK REPORTER – Syndicated Demographic DataSpring 1996Beverages Alcohol Beer Imported Adults

Users projecti

ons Total 191663 23504 100 12.3 100 Men 91780 15018 63.9 16.4 133

Women 99882 8486 36.1 8.5 69 Graduated

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 15.7 128 White 162526 20322 86.5 12.5 102Read

Newspapers101489 13527 57.6 13.3 109

Radio: Classical

3849 956 4.1 24.8 203

ESPN2 8791 1712 7.3 19.5 159WSJ 3226 1009 4.3 31.3 255

IndexAll Base Pct of users -

pct dwn

Pct popula

tion

12.3% of population drink imported beer = 100

35.2% of imported beerdrinkers are college Grads

20.9% of college graduates drink imported beer

Syndicated Market DataThis type of information is NOT available to Emory for non-U.S. data.



Advertising Topics

• Advertising Agencies

• Advertising Expenditures

• Advertising Rates

• Advertising Regulations

• Advertising Organizations



Copyright 2004 Reed Elsevier Inc. All rights reserved. Published by National Register Publishing.

Standard Directory of International Advertising Agencies

Grey Worldwide GmbH & Co. KG PO Box 101051

40215 Dusseldorf, Germany

Telephone:(49) 211 3807 0 Fax:(49) 211 3807 367

SDAA NUMBER: 1397-026

* * * * * * * * * * ACCOUNT INFORMATION * * * * * * * * * * * * *

... Natreen - Quenty - Salina Seagram Deutschland GmbH - Glen Grant & Gianni Kattus Prosecco

Ben Sherman - Men's & Women's Clothing Skoda Volkswagen AG - Cars

SmithKline Beecham CAT MAN - Consumer Healthcare SmithKline Beecham CEE - Aquafresh - Coldrex - ...

LOAD-DATE: December 20, 2004

Advertising Rates - SRDS

http://www.srds.com/


From Standard Rate & Data ServiceConsumer Magazines;includes U.S. rates but international contacts.

http://www.srds.com/


Q: Are there articles about advertising regulations in Germany?



CASE 2 – Poland

• Regional Data

• Lifestyle Information

• Consumer Buying Behavior

• Sample Market Reports

• Market Research Firms

• Advertising Agencies

• Advertising Regulations

Demographic Data by RegionInternational Marketing Research and Advertising

International Marketing Data and Advertising


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

Consumer Buying Behavior


Marketline Euromonitor

Poland Beer Polish Market for Confectionery

European Dairy Food MarketConsumer Eastern Europe

Diet Watchers 2003 (U.S. and Europe)

World Market for Soft Drinks



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



Central and Eastern Europe Internet Access (Jupiter)

Executive Summary

Online Households and Individuals: Estonia Will Remain at theVanguard of Internet Adoption in Central and Eastern Europe

Fig 13: Key Data for PolandTotal HouseholdsTotal PopulationOnline Households and Household PenetrationOnline Individuals and in Individual Penetration

Sample Technology Market Research Report



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



Polish Market Research Firms

from the Polish Internet



Biuro Reklamy SA.Ul. Flory 9,

00586 Warsaw Poland * * * * ACCOUNT INFORMATION * * * *AZ Robert Bosch British Sugar Overseas CFMEACTIM Chrysler Creditanstalt S A Creolla Dell Source: Standard Directory of Advertising Agencies – Lexis-Nexis

Polish Advertising Agency

© Lexis-Nexis

Polish Ad Agency Website

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


Polish Advertising Agency Website


Advertising Regulations - Poland



http://www.media.com.pl/


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