Brand Creation. Brand Building.

Brand Engagement

BRAND AUDIT QUESTIONNAIRE FOR

D ERMA P RODUCTS

Presented to:
General Manager

‫ستيف جوبز‬ "!! ‫ كيفية عمله‬:‫ التصميم هو‬... ‫ او كيف نشعر باتجاهه‬.. ‫التصميم هو ليس فقط كيف يبدو الشكل‬
Steve Jobs Design is not just what it looks like and feels like. Design is how it works.
 BRANDING BLOCKS

There are three key components to developing the brand marcom activities
successfully: the target audience mapping, defining the brand promise & the brand
personality. The target audience is covered in the first section followed by others.

Customer profile

The following questions will prompt you to provide responses based on what you know or understand about
your customers. Most businesses have more than one type of customer.

However, for our purposes, your responses should represent the majority or prevailing view of your customer
base.

1. Who are your core customers? Describe your customer profile in detail.

2. What drives them to buy your products?

3. Who are your core customers for each product? Describe your customer profile in detail.

4. Define your customer’s personality for this brand keywords (please list at least some keywords).
"beauty lovers, old people, less self confidence … etc"
4.1. _____________________
4.2. _____________________
4.3. _____________________
4.4. _____________________

5. How do you reach them? Using what channels and tools?? (Example: online, catalogues, websites, TV,
newspapers, magazines, outdoor media etc. are mediums of information)
6. Which of these sources “carry the most importance” for you to target them?

6.1. _____________________
6.2. _____________________
6.3. _____________________

7. Why should your customers choose your brand over others?

8. What do you want your customers to perceive your brand as?

9. What is the primary message do want to convey to the customers?

Brand promise

Brand promise declares the relevant differentiating benefits your brand promises to deliver to its target
audience. Do you have any ideas for expressing this? If yes, please list them below.
 Brand personality

Brand personality is the description of your brand as if it were a person. How would you describe your
brand using keyword descriptors, as if it were a human personality? (Please list at least some keywords.)

• ______________________________
• ______________________________
• ______________________________
• ______________________________
• ______________________________
 B RAND P LANNING I NFO
Please help us knowing your brands better by answering the following questions, in
case any of them doesn’t apply to your business module, please just leave it blank.
You may also reply in Arabic to the questions you feel more comfortable with it.

MARKETING COMMUNICATION - ADVERTISING

1. Business sector: Beauty and cosmetics

2. Product lines: “example”

Vitamin C:
Collagen

3. Narrate the vision and mission of Derma Products.

4. What set of brand values are you aspiring to establish for your brand?

5. What is the ‘single-minded’ brand promise to your customers?

6. Product mix mapping matrix

Product types Closest Points of Points of Customer Frequency of

Competitors Differentiation Parity profile purchase
against competition
Vitamin C

7. Who are your prime prospects for Derma Products?

8. Who are the actual decision makers within these prime prospects?

9. Describe how they go about buying cosmetics products?

10. How much time do they take from “searching for products” to “buying them” finally?

11. Why should they choose to buy products from you and not from other brands?

12.

13. How do you want your customers to perceive your brand as?

14. If your brand “Derma Products” was a ‘premium car’, which one would that be?

15. From where do you think your customers come to know about your brands?

16. What are the business goals for each brand for 2018?

17. What is the expected average purchase value per customer that will help you meet your goals?

18. Do you cross-sell other product lines as part of your sales pitch to customers through clinics or
pharmacies?

19. How did they launch your brands in neighbors market? Please provide attachments of the launch
campaign & launch event pictures, if any.

20. Which brand is your benchmark in the category in KSA?

21. What is the range of annual Marketing budget you have allocated till the end of year 2017- 2018?

22. How many new products shall we expect to be offered to the market in the next 6 months?

23. What is the value percentage of each of the products to your total portfolio?

24. Do you have any previous experience with advertising and marketing communication agencies and
efforts? If the answer is yes for any, please give your evaluation for the efforts been on managing
it “good, fair, or bad”.

25. What is your Marketing budget allocated for the year?

26. In general, how much do you spend on marketing communication activities? (yearly or monthly)

27. How many promotions do you have per year / month for each product / service?

28. Do you have researches over the market to help you understand your targeted consumers?

29. Do you have any successful example among your competitors that you would like to share it with
 us?

30. How open are you to the idea of having Branding Campaigns, and Marketing campaigns
eventually?

31. Do you monitor your competitor’s marcom activities? “offline – online”

32. Do you plan your marcom on quarterly or yearly based calendar?

33. Are there any price point differences that needs to be used as a key marketing message to your
customers?

34. What are your market seasonalities service category-wise?

35. How many consumer do you expect to serve per day / month?

36. Can you define your market share percentage you are targeting?

37. Can you define your brand reach and brand power in the market among competitors?

38. What is your expected or targeted conversion rate from contact to sales?

39. What are your business targets in percentage "Increase"?

40. What is your marketing target "bigger reach, better brand exposure … etc."

Thank you for answering all these questions patiently.