Group Activity Report & Presentation

Brand Audit Project Report (Group Exercise)

The Brand Audit Project Report will be submitted in a report format on or before
February 22, 2016 by each group. This Report will be valued for 10 marks.
Your assignment is to pick a brand with which you resonate and conduct a brand
audit for that FMCG brand. Each team must study a different brand. Each team
will follow the steps of a brand audit .Appendices of the Report should describe the
marketing research that supports the recommendations
You have to choose a brand for which adequate secondary information is easily
available to address these requirements. It is largely based on secondary data. You
can also use a convenient sample of 20 respondents with a questionnaire that can
incorporate a qualitative research component to discover associations and imagery.
For this a consumer product is more suitable. You may limit your study to a single
well-known brand you are familiar with.
Brand Audit Project
An essential ingredient of the course is the brand audit project.
The objective of this project is to give you hands on experience in brand
management.
Through this brand audit, you shall assess the sources of brand equity for your
chosen brand and suggest ways to improve and leverage that brand equity.
Brand Inventory
History, Ownership, Target Customer Profile, Product-related Attributes, Brand
Elements, Brand Portfolio, Communication, Pricing & Distribution, Positioning
POPs & PODs, Profile of No.1 competitor and so on
Brand Exploratory

Customer Knowledge Structure, Sources of Brand Equity, Brand Mantra, The

CBBE Pyramid, Major Issues and others
Conclusion & Recommendations
SWOT, Brand Strategies based on Environment, S-T-P, 4/7 Ps and other factors.
Brand Audit Project (Individual Exercises)
Module
Module 1

Module 2

Module 2

Module 3

Module 4

Exercise
List five of your favorite brands. Explain why each is
a favorite. Do any brands you favor say anything
about who you are?
Take the brand youve chosen for your project and
report what you think to be the 5-10 strongest
associations with that brand. Which of those
associations are strong and favorable?
Collect brand associations from 10 people in the
target market for the brand in your project (i.e., ask
what comes to mind when I mention ___(your
brand)__?). Consolidate those 10 responses into the
5-10 strongest associations with your brand.
Based on that analysis, draft a position for the brand
youve chosen for your project (i.e., specify target,
competition, points of parity and points of
difference).
Create a mantra for your brand.
List and analyze the brand elements (brand name,
URL, logos/symbols, characters, slogans, jingles,
packaging, etc.) for the brand in your term project. If
there is some brand element that your brand has not
yet developed, suggest an operationalization of that
element for your brand that reinforces your brands
positioning.
Visit the retailer on which your brand audit project
focuses. Evaluate the in-store marketing effort.
Which categories or brands seem to be receiving the
biggest in-store push? What unique in-store

Module 4

Module 4

Module5

Module 6

merchandising efforts do you see? How would you

characterize the pricing strategy?
Gather all of the marketing communication materials
(advertising, promotions, direct marketing, event
sponsorship, personal selling, publicity, PR, etc.) you
can find for the brand in your brand audit project.
Analyze these materials relative to the positioning
that you established for your brand in the written
exercise. (If you have updated the positioning for
your brand, explain the update and analyze materials
relative to the updated positioning.)
For the brand in your brand audit project: Suggest a
celebrity endorser. Suggest a co-branding
opportunity. Suggest products that could be licensed
with the brand. Support your suggestions by
defining the secondary associations involved in your
suggestions and how those are consistent with the
positioning for your brand.
Adapt the questionnaire in Chapter 8 of
the text book for the brand in your brand
audit project.
Get 10 students who are not in this class to respond
to the adapted questionnaire.
In the write-up, attach a copy of your adapted
questionnaire with responses tabulated for each
questions. Summarize your findings. Make
recommendations for adapting the questionnaire for
use by your team in your brand audit project.
For the brand in your brand audit project and for the
brand that you consider the closest competitor to
your brand, do the comparison task described in the
text for 10 students.
That is, ask respondents to tell you, for your brand
and its competitor, what person, country, animal,
activity, fabric, occupation, car, magazine, vegetable,

nationality is most likely for each of those brands.

In the write-up, tabulate and analyze responses.
Add this information to data collected earlier.
Does this information change or enrich your
understanding of your brand? In what ways?

The Report should include:

Executive Summary
1. Background
About the brand
About the industry
Consumer analysis (trends, motivation, perceptions, needs, segmentation,
behavior)
2. Brand inventory: Elements, current marketing programs, POPs, PODs,
positioning and brand mantra
3. Identification of primary competitor and brand inventory for that competitor
4. Brand exploratory for brand and for primary competitor
Level of brand awareness
Brand associations
Brand positioning analysis
Consumer perceptions analysis (your brand vs. competition)
5. SWOT analysis
6. Strategic brand management recommendations
Brand positioning
Brand mantra
Action steps to be taken

The final report should cover the topics listed above. The marketing research
appendix should include, for each research study done, the data collection
instrument, statistics summarizing data collected with that instrument, and
interpretation of that data.