Author: blank
Company: Humber College

Finding Market and Brand Shares Using Passport GMID

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Welcome to Humber Libraries' video on finding market and brand shares using Passport GMID

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Passport GMID provides company, brand and
industry statistics, including market and

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brand shares for many companies around the world. To find Passport GMID, start at library.humber.ca

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Go to eResources A-Z and look for Passport GMID.

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For this example, we will research the market share of Kellogg's the company in Canada

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as well as the brand share of Kellogg's Corn Flakes in Canada.

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Click on Search to begin.

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Click on Start

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Select an industry and click Next. Note that Passport is helpful

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for Consumer and Service industries. For this example we will select Packaged Food

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Select a geographic region or a country.

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For this example, select North America and click on the arrow.

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For this example, we will select Canada. Then click on Search.

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Under the Analysis heading, select Packaged Food in Canada.

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In the Table of Contents select MARKET DATA

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Scroll down to Table 10, Company Shares of Packaged Food: Percent of Value. Note that company

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shares in Passport refer to market share.
Look for Kellogg Canada and see that their

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market share for Packaged Food Food was 1.71% in 2015.

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You may also be interested in the market share of a particular brand,

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not just the market share of the company
as a whole. Passport calls these figures brand

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shares. If you are interested in brand shares,
for example the brand share for Kellogg's

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Corn Flakes, scroll down to Table 11 Brand
Shares of Packaged Food: Percent Value.

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No Kellogg's products appear but don't
give up!

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Scroll up and select Related Industry Reports.

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Select Breakfast Cereals in Canada.

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Select Category Data.

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Scroll down to Table 5: Company Shares of Breakfast Cereals.

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Notice that in this specific category, Kellogg's market share in Canada is much

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larger at 39.61% versus its share of the total Packaged Foods market in Canada, which was

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1.71%. Scroll down to Table 6: Brand Shares of Breakfast Cereals. Note the brand share

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for Kellogg's Corn Flakes in Canada was
8.13% in 2015.

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You can export reports to PDF to download them for later reading.

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This concludes the Humber Libraries video on finding market

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and brand share using Passport GMID.