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Marketing: MKT 772

Things to Think About

  • What company owns the product? Doritos is under Frito-Lay (which parent company is Pepsi Co.). Can Google to find out.
  • Hair Salon, Beauty Salon, or Barber Shop- different keywords will give very different results
  • What services are offered and for who or Who buys which products?
  • Who are the top competitors (in the world, in the U.S., or in Springfield)
    • How do they market?

Business Insights

  • Advanced Search
  • Company search
    • e.g. Great Clips or Frito-Lay
    • scroll down to see Market Share/Rankings and other
  • Industry search- Beauty salons
    • Market Share Reports (left navigation)
    • Ranking (left navigation)
      • sort by date
      • Top hair care franchises
  • Industry search- Barber Shops

Wall Street Journal

Business Source Complete

Example searches

  • beauty salon industry
    • or beauty salon market
  • beauty salon and marketing 
  • garage door and (installation or service or sales) and (business or industry or market)
  • DE "Garage doors"
  • Frito-Lay and SWOT
  • Hershey and SWOT
    • also look for the BMI Research Report
  • type in company name in search bar, limit by Full Text, limit to Industry Profile under Publication types

MKT 772 Demo-Spring 2025

Marketing Database Demonstration for MKT 772

Mergent

Beauty Salon NAICS code- 812112

Finish Carpentry Contractors (including installing garage doors)- 238350

 

Can look up specific company information. I would start with the NAICS code and find U.S. companies. 

Distribution Channels- Look at the Company 10-K report. The first section of the 10-K has information related to company strategy and usually distribution is listed there. Sometimes the Filings tab with have SEC filings that include the 10-K.

MRI University Reporter

see the MRI tab for access details and reading a MRI report.

  • Try a variety of keywords by product or product type or brand name
  • Be mindful of plural and singular and try both
    • e.g. Oreo vs Oreos, crescent rolls vs crescent roll
  • For Beauty Salons, look up 'hair' or 'personal care'
  • Garage doors brings up Home Remodeling
    • look for Garage doors under Details
      • How many done in the last 12 mts
      • Who did the work:Outside contractor
      • Amount spent

 

MRI Demo with K.C. BBQ and Lay's Potato Chips

Finding Local Information