Enabling a Marketing Mix Using the Four P’s

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Enabling a Marketing Mix Using the Four Ps
Adapted from a presentation made by Susan Wolf
Neilson and Steve Cramer at the Business
Librarianship in North Carolina 2004 Prepared by
Dr. Maurice Shihadi
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Scenario Maurice wants to open an Internet café
in Charlotte, North Carolina in the 28202 zip
code area. He needs to use the Internet to
conduct market analysis concerning the best
marketing mix for his product.
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Market Analysis the 4 Ps
ProductPlacePromotion Price
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4 Ps the Marketing Mix
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PRODUCT Market Trends

• Gateway to Associations
• http//www.asaecenter.org/Directories/Supply.cfm?t
  ypesearch
• Google search
• coffee market trends
• Articles from full text library databases
  (ABI-INFORM, Business Source Elite, InfoTrac
  Onefile)
• Example search
• (internet or wireless) and cafe and
• market and trend
• Articles from full text library Databases
• Web Directories for Industries
• About.com Retail Industry

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GATEWAY TO ASSOCIATIONS
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SPECIALTY COFFEE ASSOCIATION
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http//www.ncausa.org/
National Coffee Association
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http//www.beantrends.com/news.html
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ABI/INFORM Database (NC LIVE)
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35 of restaurants and cafes will provide
wireless internet access to customers by 2007.
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Not surprisingly, today's most devoted coffee
shop patrons are 18- to 34-year olds and those
with annual incomes over 75,000. Forty-two
percent of 18- to 34year-olds and 46 percent of
those who earn more than 75,000 say that when
they drink coffee away from home, they head
straight for Starbucks-like shops, compared with
just 32 percent of all away from-home coffee
drinkers. The younger folks are attracted to
the coffee-bar atmosphere, music selections and
what tends to be a younger customer base,
according to the report, while the wealthy simply
want the best. Forty-two percent of adults in
the highest income bracket agree that coffee
shops sell better coffee than other places,
compared with 34 percent of the total adult
population. But these demographics make up just
a sliver of the potential coffee shop consumer
market. Almost 7 in 10 Americans (66 percent)
drink coffee away from home at least
occasionally, according to Mintel's survey, while
only a third frequent gourmet java shops. The
report does not suggest that the coffee shops'
young, wealthy core consumer group is going to
jump ship anytime soon, but instead implies that
to grow business, coffee shops may want to cater
to other demographics or socioeconomic
groups. --American Demographics
ABI/INFORM
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Business Source Elite
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InfoTrac
New York Times thru ProQuest
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http//retailindustry.about.com/
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1b) PRODUCT Competition

• Web Directories
• Google -- Cyber Cafes
• Internet Cafes Charlotte North Carolina
• Web sites - BizJournals
• http//charlotte.bizjournals.com/charlotte/
• Hoovers Company Records
• ABI/INFORM Dateline

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http//phonebook.superpages.com/yellowpages/
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Found using http//www.bizjournals.com
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Hoovers from MC Database
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1c) PRODUCT Industry data

• NAICS North American Industrial Classification
  System
• the new SIC
• Used by the Census to study and organize U.S.
  industry data
• NAICS codes are searchable from
• http//www.census.gov/epcd/www/naics.html

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Lots of hits this NAICS looks closest
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Provides benchmark data on coffee shops,
including the number of shops selling certain
items, and total sales of those items.
NAICS (extra digit!)
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Census data for a region County Business
Patterns Provides data at the state, county, zip
code, and MSA level.
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Provides the total number of companies/per NAICS
code in that area, and company size by employee
The Compare button lists the data for this
NAICS codefor all Charlotte zip codes.
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Summary on first P PRODUCT

• Trade Associations
• White Papers
• Industry Reports
• Newspaper and Magazine Articles
• Census industry data via NAICS codes
• ReferenceUSA (http//www.referenceusa.com/) or
• Duns Million Dollar Database (http//www.libraries
  .iub.edu/index.php?pageId400resourceId500453)

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2) PLACE
Demographics

• Pre-formatted lists
• Census.gov

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Demographics 2a) Pre-formatted Lists 1.
Economic Development Information
System http//cmedis.commerce.state.nc.us/ Provi
des 2-page profiles of counties and regions from
the State Department of Commerce (designed more
for companies considering moving to NC)
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2. Charlotte Regional Development
http//www.charlotteusa.com/crp/ Provides more
detailed data for all the counties in this area
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Demographics 2b) Census.gov American FactFinder
Or use the Data Sets link on the left if you
prefer buildingyour own tables.
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A sample of the tables available from our
American FactFinder zip code search
Of course, our entrepreneur may want data on the
whole city, since local residents wont be the
onlycustomers of the Internet café.
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Census maps byhouseholdincome
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Summary Second P PLACE

• Lots of demographic data available for free
• Can be simple pre-formatted lists or the results
  of your own dataset search
• LINC Log Into North Carolina is another good
  source http//linc.state.nc.us/

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3) Promotion

• Media
• The Message
• Advertising
• Personal Selling
• Public Relations
• Budget

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Radio Advertising Bureau http//www.rab.com
NEWSPAPER READERS
FAST FOOD USERS
TV VIEWERS
COOKIE CONSUMERS
COFFEE USERS
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To Spring 04
http//www.arbitron.com
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Summary Third P PROMOTION

• Media research sources like Arbitron.
• Local newspapers info for advertisers.
• Articles about trends and ideas in advertising
  could help, too.
• Most bigger reference departments have
  directories of media outlets some have
  advertising rates books like from SRDS -
  http//www.srds.com

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4a) PRICE Consumer Spending

• Consumer Expenditure Survey
• Consumer Confidence
• Industry Benchmarking
• Market Pricing

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Consumer Expenditure Survey
Consumer Expenditure Survey http//www.bls.gov/cex
/home.htm
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Consumer Expenditure Survey http//www.bls.gov/cex
/home.htm
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The Conference Board Consumer Spending Trends --
Household Spending
http//www.conferenceboard.org/
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4b) PRICE Industry Benchmarking

• U.S. Census reports
• Annual Benchmark Report for Retail Trade and Food
  Services (again!)
• Geographic Series Accommodation and
  Foodservices State Summaries
• Consumer Price Index

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North Carolina 1997 Economic Census Accommodation
and Foodservices Geographic Area
Series http//www.census.gov/prod/ec97/97r72-nc.pd
f
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4c) PRICE Market Pricing

• Internet, coffee, other food, lease prices
• wholesale
• retail

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• The share of each market in the four groups is as
  follows
• Colombian Milds 30 New York 70 Germany
• Other Milds 40 New York 60 Germany
• Brazilian Naturals 80 New York 20 Germany
• Robustas 25 New York 75 France

International Coffee Organization
http//www.ico.org
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InfoTrac Onefile, Newspaper Source, Academic
Search Elite
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Summary Fourth P Pricing

• Primary sources may work here - visiting
  competition, taking surveys.
• Associations will help find wholesale pricing.
• Pricing also will involve what the market can
  bear (consumer confidence, expenditures).
• Government agencies will have statistics/reports
  on prices (imports for coffee), labor,
  expenditures, sales.

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The End