D. Product Evaluation 1. Product History 2, Sales History 3. Pricing
4. Distribution a. Current distribution channels
b. Distribution geography
c. Average retail shelf facings
d. Where product is located/positioned in stores
e. Do distributors like the product? The company?
f. Do they gladly allow space for displays?
g. Is there an out-of-stock problem for retailers?
h. Does the brand use “push” or “pull” sales promotion?
5. Current Product Brand Character
a. Is current pricing acceptable to consumers?
b. Product ingredients? Quality? Construction?
c. Is packaging functional and convenient? d. How does product performance compare with competitors? e. What consumer problems does the product solve? f. What is the overwhelming consumer benefit? E. Creative Requirements (if any) F. The Competition
1. Marketing Strengths and Weaknesses
a. Number and type of competitors
b. Major competitors’ market shares
c. Minor competitors’ market shares r&ut. cc
d. Distribution, geography Scumi3tt
e. Retail shelf facings
f. Location of product in stores
g. Distributors attitudes toward competitors
h. Do competitors use “push” or “pull” sales promotion?
2. Competitive Product Brand Character
a. Pricing policies
b. Product ingredients? Quality? Construction?
c. Packaging comparisons.
d. Performance comparisons.
e. Major benefits. Is the competitor better than our brand?
3. Competitive Advertising a. History (media used, creative themes, slogans; Include examples)
b. Past advertising budgets (5-year period, if possible)
c. Brand awareness for competition. Do consumers recognize the competition’s advertising more than our own? d. Any weakness in the competition’s advertising’?
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