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Brand Management Mum Essay

2162 words - 9 pages

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


Prepared For
Israt Jahan Linda (IJL)
DATE: 4th December, 2015


Serial No



Introduction, Brand audit objectives, scope, and approach


Background about the brand (self-analysis)


Background about the industry


Consumer analysis


Brand inventory


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

 Outside threats
 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.

step 5

step 1
and record his

step 2
Assertain the
entity system
for recording
and processing
transaction and
assess the
adequacy and
rellability of the

step 3
Obtain relevent
and relaiable
audit evidence

step 4
If the auditor
wish to rely on
any internal
control , he
ascertain and
evaluate the
controls and
performances .

carry out a
review of the
statements and
and in conjuction
with the
conclusion drawn
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.
Secondary 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:
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...

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