MUM Drinking Water
Group Members (MKT 465.Section-10)
Farjana Akter Pinki
Nowrin Binta Ali
Abdul kuddus Ratan
Sumayea Mahjabin Sivana
A.K.M.Mustansir Billah Fuad
Israt Jahan Linda (IJL)
NORTH SOUTH UNIVERSITY
DATE: 4th December, 2015
Introduction, Brand audit objectives, scope, and approach
Background about the brand (self-analysis)
Background about the industry
Elements, current marketing programs
Branding ...view middle of the document...
Distribution is one of PBL’s MUM greatest strengths; it
has more than a hundred distributors around the country, serving more than 10 Million
outlets in rural and urban areas. PBL’s products have also started going beyond borders,
and they plan to increase their footprint in the year to come, MUM is one of them. They
start with much excitement and promise, grow and then eventually plateau. MUM
comprehensive brand audit will often reveal new growth opportunities for PBLs, and new
ways to make this brand resonate with both existing and a new generation of target
customers who will represent your brand’s long term future.
Brand audit has a lot of objective which makes brand audit more importance to the
customer such as Value of the brand
Awareness of the brand in the market
Deficiencies of the brand
Business / brand resource strengths
New trends and market opportunities
New product development and future channels of profitability
Competitive standing in the market
Perception, image, reputation and attitude to the brand in the market
Effectiveness of brand management efforts
Brand audit has lot scope for the company, which is very much helpful for the company
It should increase it ingredients for product than market leader.
It should develop a strong channel of distribution
It should offer customized applications for business buyer.
It should continuous monitor market and develop R&D.
and record his
rellability of the
If the auditor
wish to rely on
control , he
carry out a
review of the
and in conjuction
from other audit
obtained, to give
him a reasonable
basis for his
opinion on the
Sources and methods of data collection
For this study it will require both the Secondary and Primary data.
In the report we use both internal and external secondary data.
1. Internal Secondary Data:
We collected some data (Market share, growth rate etc.) from the management of
2. External Secondary Data:
To compare some data we collected some information from different organizations
and general people.
Primary data is always known as survey data. This type of data is collected from the
respondent. For this study we collected the primary data by taking personal interview
with the 40 consumers.
Consumers often judge the quality of a product or a service on the basis of a variety of on
formational cues that they associate with the product. Some of these cues are intrinsic...