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UNDERSTAND YOUR BRAND
POSITIONING
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| - The consumer need the brand addresses |
PRODUCT
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| - Does the product meet the consumer need? How does it deliver against the consumer proposition? |
PACKAGING
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| - Does your package win the point-of-purchase battle? |
PRICING
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| - Are you a better VALUE for the consumer than the competition? |
DISTRIBUTION
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| - Is the product distributed so that consumers can find and purchase it? |
ADVERTISING
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| - Does it make consumers want your product? |
PROMOTION
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| - Do your Trade and Consumer promotions generate profitable incremental volume? |
COMPETITIVE MARKET
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FINANCIALS
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| - How much profit do you make now, and |
| - How can you generate more profit? |
