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These are the slides used in the library workshop for modules BM4501 Marketing Practice and BM4502 Marketing Principles for Kingston University business students. It shows how to embed research found from marketing databases into your writing.
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NPD workshop Level 4 | Margaret French | Library and Learning Services
New Product Development
Library Workshop 2014
NPD workshop Level 4 | Margaret French | Library and Learning Services
The following slides are examples
of how to transfer the information
you find in the market reports to
your writing.
NPD workshop Level 4 | Margaret French | Library and Learning Services
According to Key Note (2014) Hot Beverages report, tea continues to be a popular hot drink in the UK with approximately 165 million cups consumed each day.
Sales of standard black tea have declined in the last 3 years but consumption of fruit and herbal teas has grown(Key Note, Hot Beverages, 2014).
Executive Summary
NPD workshop Level 4 | Margaret French | Library and Learning Services
Market Size
This table shows that from 2009/10 to 2013/14 the value of the market increased steadily from £46.5m to £62.6m.
Key Note (2014) Hot Beverages
NPD workshop Level 4 | Margaret French | Library and Learning Services
SWOT Analysis
Key Note (Hot Beverages, 2014) point out that there are opportunities for fruit and herbal teas which can be linked with health benefits.
NPD workshop Level 4 | Margaret French | Library and Learning Services
Buyer Behaviour
According to Key Note research (Hot Beverages, 2014) younger age groups drink the least amount of tea and coffee. People in the 45 to 54 age group drink are the highest consumers of tea including fruit and herbal varieties.
NPD workshop Level 4 | Margaret French | Library and Learning Services
Current Issues
In the UK there has been growth in ground coffee consumption at home and high street coffee shops are becoming increasingly popular. (Key Note, Hot Beverages, 2014).
NPD workshop Level 4 | Margaret French | Library and Learning Services
Mintel and Passport databases
NPD workshop Level 4 | Margaret French | Library and Learning Services
At the end of your work you must
provide a list of References. The
next slide gives examples for the
3 market reports databases.
References
Key Note (2014) ‘Hot Beverages′. Available at: http://www.keynote.co.uk (Accessed: 23 July 2014).
Mintel (2014) ‘Tea and Other Hot Drinks′. Available at: http://academic.mintel.com (Accessed: 24 July 2014).
Passport (2013) ‘Tea in the United Kingdom’. Available at: www.portal.euromonitor.com (Accessed: 27 July 2014).
NPD workshop Level 4 | Margaret French | Library and Learning Services
These slides will be available on
our Business Blog:
http://blogs.kingston.ac.uk/buslib
