Term Project Brand Audit 12.03.13 - Copy

7/28/2019 Term Project Brand Audit 12.03.13 - Copy

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GIFT UNIVERSITY

BRAND AUDIT

TERM PROJECT FOR BRAND MANAGEMENT

COURSE CONVENER

NADEEM MUSTAFA

MBA Marketing (UK)


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Email: [email protected] details of how to conduct brand audit are discussed in Keller,Pages 126 131. Please read those pages carefully. Therequirements of this term project are, however, slightly different. Abrand audit has three parts. The first is the brand inventory, which

is a brand specific situation analysis and a description of all themarketing input into brand management. The second is the brandexploratory, which is a detailed description of consumerperception of the brand. The third part is the analysis. The analysisis a reaction to the first two parts, essentially what can be learnedby comparing what management has planned, hoped for, and donewith what consumers feel believe, and do. The specific of a brandaudit will vary, but the following general approach is recommendedfor this project which can be used to guide you work and to organizeyour report.

BRAND INVENTORY

What are the objectives for the brand and how has brandmanagement been conducted to achieve those objectives?

Some situation issues1. Situation Analysis

Brief History of Organization and selected brand (1-2pages only).

Value Chain Analysis (Identify strengths and weaknesses)

Environmental Scanning: PEST Analysis (DemographicAnalysis)

Market Analysis

How large is the market for the product in question?

Is it growing, shrinking, or static?

What is the market share of the product?

What are the major factors influencing the level ofdemand of this product (critical success factors)?

Can the market be broken down into segments? If sowhat are the most useful bases for segmentation?

At what stage in the product life cycle is the market? Is demand consistent over time or does it fluctuate in

response to random or cyclical factors?

Competitors Analysis

Who are the competitive brands?

What are their strengths and weaknesses?

What is the basis of competition? (price, quality,economy, service, delivery, real of perceiveddifferentiation, etc.)

How long has each competitor been active in the

market?


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What is the segmentation & targeting strategy ofcompetitors?

What is the differentiation and positioning strategy ofeach competitor?

Where is the competition vulnerable?

What is the current and projected market share of thecompetitors?

Analyze the strength of current and potentialcompetition through Porters Five Forces Model.

SWOT Analysis (for the selected brand and keycompetitors)

Strengths & Weaknesses: Organization History, ValueChain Analysis, SWOT checklist.

Opportunities & Threats: PEST Analysis, Market Analysis,Competitors Analysis.

3. Analyze Buyer Behavior

Who initiates the buying process?

What events or factors stimulate the need to purchase?

What criteria are used to evaluate alternative products?

What criteria are most important and will they change overtime?

Who makes the final buying decision?

Who implements the actual purchase transaction?

Who uses the product once the purchase has been made?

How the product is used, evaluated and discarded?

4. Review of Market Segmentation Strategy

What is the current strategy, aggregation or segmentation?

What is the basis of market segmentation? (Geographic,Demographic, Psychographic)

Which segment(s) has/have been selected as the targetmarket?

Positioning Strategy

What is the intended positioning of your brand? What are the all desirable associations which the marketers

intend to create in the minds of the target customers?

Which associations are intended to be strong, valuable andunique?

What are the intended POPs and PODs?

Brand Elements & Structure

What brand elements (name, logos, slogans, packaging,characters, etc.) have been used and what image do they

project?


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Are they memorable, meaningful, likable, transferable,adaptable, protectable

What is the brand structure? (Family, corporate, umbrella,etc.)

Product Strategy What products bear the brand name?

What are the services which accompany those products?

What are the nature and qualities of these products?

What are the key attributes of the branded products (primarycharacteristics, secondary features, durability, serviceability,style & design, etc.)?

Pricing Strategy

What is the pricing strategy (penetration, skimming, EDLP,

Value Pricing, competitive pricing, etc.)? List price, price discounts and allowances?

What does the price signal about the brand?

Distribution Strategy

What are the current distribution channels?

What is the distribution strategy (exclusive, selective orextensive)?

What do the distribution outlets signal about the brand?

Quality of design and interior

Quality of sales persons at distribution outlets

Services offered at distribution outlets, etc.

Communication Strategy

How has the brand message been communicated?o What is the message strategy?o What is the creative strategy?

Which communication mix has been used?

What are the prominent brand themes in communications?

What are the qualities and image of the media and mediavehicles?

What media schedule has been used?

Have spokespeople been used? If so, what are theircharacteristics?

What events have been sponsored by the brands?

How is the brand associated with other brands?

What are the characteristics of brands associated with ourbrands?

Sources: Interviews with company personnel, distributors & retailers.


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Company documents.

Business publications, trade journals.

Expert opinions.

Tangible marketing products, ads, observations of distribution,

promotion, etc. and your expert analysis of them. Websites

BRAND EXPLORATORY

The brand exploratory is research activity directed to understandwhat consumers think and feel about the brand and itscorresponding product category to identify sources of brand equity.What consumers think of the brand by means of the brandexploratory, particularly in terms of brand awareness and thestrength, favourability, and uniqueness of brand associations?

The research activity includes both qualitative and quantitativeresearch.

QUALITATIVE RESEARCH

Qualitative research is carried out to measure brand awareness (i.e.,recognition and recall), and develop a mental map of all possibleassociations in the consumers minds about the brand. Brandrecall is the ability of consumers to retrieve the brand from memorywhen given the product category, the needs fulfilled by thecategory, the purchase or consumption situation, or some othertype of probe as a cue. Brand recognition reflects the ability ofthe consumers to confirm prior exposure.

A variety of qualitative research techniques can be applied to gatherthe desired information. However for the purpose of this project, in-depth interviews with 50 target customers should be conducted.

What is the awareness level? (Recall & Recognition? Depth &Breadth)

All associations prevailing in the consumers minds about thebrand?

QUANTITATIVE RESEARCH

Quantitative research is used to assess the image of the brand inthe minds of the consumers. Particularly to determine the following:

Awareness

Recognition and Recall, Depth & breadth of brand awareness

(all brand elements)


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Strength of Associations

Strength, favorability and uniqueness of brand associations inconsumers minds

o What are the associations about brand elements (name,logo, sing, symbol, slogan, etc.) in the consumers

minds? Hush Puppies is a symbol of softness and comfort

strongly agree strongly disagreeo What are the consumers perceptions about product

Hush Puppies are the worlds most comfortableshoes- strongly agree strongly disagree

Primary characteristics: gives the best clotheswash strongly agree strongly disagree

Secondary features: gives beautiful fragrance tothe clothes strongly agree strongly disagree

Product reliability: gives similar wash every time durability & serviceability, service effectiveness,

efficiency & empathy, style and design)o What are the consumers perceptions about price,

distribution and promotion?

What is the image of users of the brand?o Honda CD 70 is mostly used by youngsterso Surf excel is mostly used by educated women

What is the perceived purchase and usage situation?o Surf Excel is mostly used for machine wash

o Surf Excel is used for hand washo Surf Excel is used for all types of washingo Surf Excel is used for clothes used for outdoor

What is the perceived brand image/personality?o Surf Excel is an honest brando I trust the claims made by Surf Excel

What are consumer judgments about the quality, credibility,and superiority of the brand?

What are the customers feelings, preferences and attitudestowards the brand?

o I feel proud for using Surf Excelo I feel happy to use Surf excel

What are consumer perceptions about company producing thebrand?

o Unilever produces high quality productso Unilever is the leading company producing consumer

goods

Loyalty (purchase intension, repeat purchase), attachmentand engagement (favorable word of mouth) of consumers withthe brand.

o Buying a new SIM next time I shall Definitely buy jazz


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Most probably buy jazz

Probably will not buy jazz

Certainly will not buy jazzo If I do not find this brand I shall

Go to the next shop till the time I find it

Buy an alternate brand

Favorability

Which of the following properties are important for a washingpowder

o Cleaning ability very important to least impo Not to damage the clotheso Preserve the colors

I buy washing powder becauseo Of its ability to remove strainso It does not damage the clothes

The most important ability of washing powder is?___________________

Rank the following properties of washing powder in order ofimportance

o Stain removingo Preserve natural colorso Does not damage clotho Has low price

I buy Surf Excel becauseo Cleaning ability strongly agree strongly disagreeo Not to damage the clotheso Preserve the colors

I do not buy Surf Excel becauseo Cleaning ability strongly agree strongly disagreeo Not to damage the clotheso Preserve the colors

Uniqueness

Surf excel is best in removing stains from the clothes strongly agree strongly disagree

GUIDELIENS FOR RESEARCH & SAMPLE SIZEYour guideline is to conduct the research in the same way as thefirm should, in so far as is practical. One aspect that is relaxed issample size. Aim for a minimum sample of 50 for qualitative phaseand 100 for quantitative phase. This sample size is far less thanpractical but probably large enough to get meaningful results. Asecond relaxation is data analysis. There is no need for fancystatistical tests. Frequencies, comparisons of scale means,dispersion and correlations should cover everything. Note that you

should make efforts to use a representative sample. Asking your


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fellow students questions may be OK for an ISP but not for babyfoods.

ANALYSIS

Conduct an overall image analysis of the brand. Identifying thestrengths and weaknesses of the brand.

What is the desired positioning of the brand? What are the desiredPOPs & PODs?

Which of these desired POPs and PODs are intended to be strong,favorable and unique?

How does our desired positioning compare with competitors, andclose substitutes? Is our intended positioning valuable and unique?

How has the brand management been conducted to create thedesired POPs & PODs?

Are the brand elements consistent? Do they convey the desireassociations?

How has the planning and execution of the marketing programsupported or hampered the creation and/or strengthening ofdesired brand associations?

How have the other activities of the company/brand createdsecondary associations?

Does the brand have desired brand awareness (i.e., recognition &recall depth and breadth)?

Are consumers responding as management expected/hoped?Identify the important successes and failures. Discuss.

Do consumers have a clear image of the brand?

What are the all associations prevalent in consumers mindsabout the brand?

Which of these associations are strong, favorable and unique?

How does the established image in consumers minds compare withthe desired positioning of the brand? How do these existing POPsand PODs compare with the desired positioning of the band?

What is the brand management gap?

How can this gap be bridged i.e., what are the recommended plansand strategies for eliminating the brand management gap.

FORMAL REQUIREMENTS


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1. First progress report is due at the beginning of class session inweek 2. This should include the names of team members, top 3brands that you are interested in and a tentative projectschedule.

2. Second progress report is due at the beginning of class session inweek 5. This report should include your brand inventory analysisand questionnaire for qualitative research.

3. Third progress report is due at the beginning of class session inweek 9. This report should include the first part of brandexploratory analysis i.e., the results of qualitative research andquestionnaire for quantitative research.

4. Final report of your brand audit is due at the beginning of classsession in week 13. You may of course turn in your reports early.

5. You will make a brief (30 minutes), but formal, presentation ofyour brand audit to the class. You are also required to inviterepresentatives of your brands firm to this presentation. Oralpresentations will be scheduled immediately after the FinalExam.

Brand InventoryPTCL is all set to redefine the established boundaries of thetelecommunication market and is shifting the productivity

frontier to new heights. Today, for millions of people, PTCLdemand instant access to new products and ideas. Moreimportantly PTCL wants them for their better living standardswith increased values in this ever-shrinking globe.PTCL is settingfree the spirit of innovation.PTCL is going to be customers first choice in the future as well,

just as it has been over the past six decades.For clear communication the first choice of business circles isPTCL telephone for local, nationwide and international calling.

Today businesses can have 10-100 lines with modern dayservices to meet their needs. Now you get options like Caller-ID,

call-forwarding, call-waiting, Call Barring, to name a few.We provide all carrier services, right from inter-connects andtelehousing to DPLC and IPLC connectivity. Our interconnectservices are provided from our 3200 exchange locations thatconnect your carriers networks domestically, in addition toproviding IPLC bandwidths to connect you internationally throughour four international gateways and SEA-ME-WE3, SEA-ME-WE4and IMEWE submarine cables

Furthermore to provide connectivity to operators in the extreme

remote areas of the country, PTCL launched its state of the artsatellite service (Skylink).


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PTCL satellite service (Skylink) is provided using the IntelsatSatellite System, an undisputed leader in satellitecommunications.PTCL customers can now provide uninterrupted services to theirclients without undertaking large scale investment in

infrastructure or developing expertise in their own network.PTCL White Label Services are focused on speed and simplicity

at minimal capex. This will enable our customer to offer their ownbranded WLL, DSL etc to customers nationally, together with anarray of key support services.

PTCL EVO 3G Wireless Broadband is Pakistans fastest wirelessinternet which offers its customers superior 3G internetexperience. EVO Wireless Broadband is enabling the wirelessbroadband revolution in Pakistan with flexibility to roam freelylike never before. PTCL EVO has revolutionized the way peopleconnect to the internet by offering true mobility. PTCL EVO givesits customers the advantage of nationwide roaming withseamless internet connectivity across Pakistan. Evo coverage isin over 250 cities, whereas EVO customers can also enjoy CDMA-1X data rates of up to 153.6 Kbps at more than 1000 destinationsacross Pakistan.

PTCL Introduced EVO 3G Nitro in Pakistan - The Worlds first &most cutting-edge EV-DO Rev.B commercial network. PTCL is

the first operator in the world to commercially launch EV-DORev.B products, which offer blazing fast speeds of up to 9.3MBPS.

EVO 3G Nitro is all set to meet the next-generations need forultimate speed & superior performance. It is the next step inEvolution of the Wireless Broadband Revolution!

Whether it is streaming High Definition video or music,conducting a video conference while simultaneously browsing theInternet or uploading multimedia content, in the Nitro Universe,

everything happens at the speed of light.

PTCL introduced Pakistans First 3G Enabled Smartphone AndroidTablet3G EVO Tab. Powered by Google Android Froyo 2.2 OS,EVO Tab is a 7 capacitive multi gestures touch screen tabletpacked with features of both a tablet and a GSM phone that letsyou surf, talk, tweet & do a lot more simultaneously on-the-go inmore than 250cities nationwide

Say Hello to the Future with Pakistans first 3G enabled Android

Smartphone; Evo Droid--a GSM Smartphone that keeps youconnected to your world without being tied to a Wi-Fi connection


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or the worry of being stuck with a slow mobile data connection.With Evo Droid, Get ready to experience the magic of 3G right onyour cell phone.

PTCL has introduced pocket-sized Evo 3.1 mbps & Nitro 9.3 mbps

3G Wi-Fi Clouds that enable its customers to create instant 3GWi-Fi hotspot. Users can connect up to 5 Wi-Fi gadgetssimultaneously, use these as external storage device via theprovided Micro SD Card slot, and also use these to charge otherdevices. Both the Clouds have a super-charged built-in batterythat lasts up to 12 hours.

Introducing Pakistans first 3G USB modem with built-in Wi-Fihotspot - EVO Wingle is all out & about! The most talked aboutfuturistic Wi-Fi tool that lets you effortlessly connect multiple Wi-Fi gadgets simultaneously at Hyper Speeds of up to 9.3 Mbps* inover 200 cities, and auto switch over to Evo 3.1 Mbps speeds inover 250 cities. It lets you connect n share effortlessly throughany external USB power adapter.

VisionTo be the leading Information and Communication TechnologyService Provider in the region by achieving customer satisfactionand maximizing shareholders' value'.

The future is unfolding around us. In times to come, we will be

the link that allows global communication. We are strivingtowards mobilizing the world for the future. By becomingpartners in innovation, we are ready to shape a future that offerstelecom services that bring us closer.

Mission

To achieve our vision by having:

An organizational environment that fosters professionalism,motivation and quality

An environment that is cost effective and quality conscious

Services that are based on the most optimum technology

"Quality" and "Time" conscious customer service

Sustained growth in earnings and profitability

Core Values

Professional Integrity


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Customer Satisfaction

Teamwork

Company Loyalty

Documents

Term Project Brand Audit 12.03.13 - Copy