Passport GMID is one of our premier market research databases. Learn how to utilize this tool to its fullest when working to craft a market entry strategy for consumer products. This video will illustrate some of the many ways you can use Passport GMID to inform your decisions. And, feel free to contact the Lippincott librarians for additional assistance with using this great resource.
Sean Griffin from Euromonitor’s Passport GMID Database recently sent us a bulletin celebrating the Great American Smokeout. This is an annual event sponsored by the American Cancer Society designed to encourage people to quit smoking for 24 hours with the hope that the decision will be permanent. Sean uses the Passport database to examine smoking habits in the U.S. With his permission, we’ve adopted his examples and descriptions in the following post.
Smoking was much more accepted in the past. For example, RJ Reynolds was a sponsor of The Flintstones in the early 1960’s. Fred and Barney Rubble became spokestoons for Winston Cigarettes. RJ Reynolds also went on to introduce the Joe Camel mascot to promote Camel cigarettes. RJ Reynolds retired Joe Camel in 1997 after the campaign was criticized for influencing children to smoke,
The cartoon character Dogbert gives this advice to the Boss:
“It’s easy to create a strategy – Write down everything you do preceded by the phrase Increase our Market Share by.”
Creating strategy a la Dogbert is easy. Finding market share data can be tough.
Market share is the percentage of a market, usually defined in units or in revenue, accounted for by a company, a brand, a product, a commodity, or an institution. The market can be defined geographically, as broadly as the entire world or as narrowly as a zip code. Market share figures are usually calculated for the year, but some industries require more frequent updates. For example, the publication MusicWeek gives weekly market shares by corporate group for artists’ singles and albums. In addition, we may want historical time series or a projection of market share data. The number of potential requests for specific combinations of products, companies, geography and time is almost endless.
Here are some sources for market share data.
Bloomberg’s industry surveys module is a good source for market share data for more than one hundred industry groups. The screen below shows market share data for North American Passenger Airlines. Use the command BI <GO> to access Bloomberg Industries. Select an industry and then click on “Market Share” from the left-hand menu. Bloomberg is available at the Lippincott Library and Huntsman Hall.
Note that passenger airlines have their own unique market share metric “Revenue Passenger Kilometers”
Market Share Reporter Continue reading