06 Jul Apple brand auditing project:Find out the information that

Apple brand auditing project:Find out the information that list in the following and write your answer in the same order or just directly write after each line. You are free to use link or picture to support your answer(you can put right after your conclude of each question ). Answer each question in couple sentences is fine. Point of Sale1. Promotional package provided to retailers2. Identification (inside store or for online purposes)· Sign· Decals· Banners· Camera-ready art/photos3. Incentives for consumers (two for one signs or BOGO signs)4. Sales aides for retailers· Catalogue· Buyer’s guide· Selector/cross-reference· Etc.5. Outside store promotion· Signage· Window display6. In-store promotional· Floor display· Counter display· Wall displays and banners· Digital displays and signs· Television/Online displays· Audio/Syndicated or Online Radio· Shelf talkers· Racks/dispensers· Demonstrator7. Cooperative advertising plan for retailersMerchandising1.  Pricing2. Allowance, deals for retailers and online retailers 3. Financing made available (example—automobile leasing and rentals for name brand riding mowers, etc.)· Trade-in· Financing plan· Leasing 4. Sampling programs provided—such as having merchandisers sampling new ice cream brand5. Premium offers—in store6. Servicing policy—how manufacturer will provide in-store assistance (example—using a food broker for:· Installation—installation of displays, floor decals, j-hooks, etc.· Repair—of displays, refrigerated units or racks provided by manufacturer7. Returned goods policy for retailer8. Couponing—annual programs for retailers9. TPRs—annual programs for retailersDistribution1.  Present channels· Road map of distribution (how the product gets to market, including all the “hands” that touch it—wholesale, transportation, retail, Amazon and online retail)· Trends· Level of distribution (percent of all stocking/selling products nationally and regionally-by market—example: do wholesalers, retailers, online retailers stock all types, sizes, flavors, etc.?)· Quality of current distribution2. Policies· Franchise arrangements—if this applies· Consignment—if this applies· Stocking· Returned goods3. Importance of line (a) food/non-food broker, (b) wholesaler, (c) retailer (d) online retailer (e) other4. Discount schedule for wholesalers and retailers (example: 10% wholesales and 40% retail)5. Average stocking order—may be hard to find6. Turnover—by brand and/or type-size—etc.7. Shelf life8. Dealer identification (example—Beer and Alcohol manufacturers provide these to bars, clubs, etc.)· Signs · Decals· Wall plaques9. Deals, allowances, incentives of any kind to intermediaries (example—spiffs, vacations, etc.)10. Sales training for intermediaries11. Sales aids for intermediaries12. Wholesaler/Distributor promotion plans (how they move products to retail)· Materials· How distributed· How paid for13. Cooperative advertising plan (how manufacturer helps intermediaries to advertise their brands)14. Quality and quantity of intermediary cooperation—this is extremely important (example—Walmart often pressures manufacturers and even establishes adversarial relationships; this is especially true when retailers sell their private labels against major brands)15. Communications methods between manufacturer and intermediaries16. Changes· New intermediaries sought· New methods of distribution sought17. Intermediary acquisition plan—does manufacturer vertically integrate or plan to do so? 18. Most important wholesalers19. Most important retailers20. Most important online retailersConsumer Relations1.  How does manufacturer maintain good relations with consumers2.  Does manufacturer use ad agencies or public relations firms for consumer relations? If so, which firms do they use and in what capacity3. Does manufacturers have an in-house consumer relations group? If so, in what capacities are they employed4. Present or future consumer relationship programsAdvertising1.  Advertising department structure (if there is one)· Organization· Personnel· Division of work and responsibilities· Authority vs. responsibility2. Ad Agency responsibilities—what are they doing for the manufacturer3. Company policies· Role of advertising· Relationship to sales· Use of advertising as a tool for leads generation4. Management’s attitude toward advertising5. Sales organization’s attitude toward advertising6. Advertising strategy/positioning7. Target audiences for agency8. “Sacred cows” (what agency is not allowed to say or do or must say and do)9. Graphics standards10. Method of setting budget· Competitive parity· % of sales per unit, per task (zero-base budgeting)· Objective-and-task· Present budget for agency or in-house agency11. Media used over the past five years· Media strategy· Media used§ Newspaper§ Consumer magazines§ Trade or farm magazines§ Outdoor§ Trade shows§ Catalogues§ Trade directories§ Yellow Pages§ Direct mail§ Electronic (radio, broadcast and narrowcast television, movie theatres, etc.)§ Internet, Social Media, Blogs, You Tube, Watch, Twitter, Instagram, etc.§ Email· Any significant changes in emphasis over recent years· Media testing12. Seasonal factors for ad agencies due to seasonality of products or budgeting13. Mailing facilities· Outside services· Lists14. Inquiry-handling system15. Photographic capabilities/facilities16. Method of advertising evaluation17. Competitive advertising18. Recent and current performance of advertising19. Advertising objectives for this year and into the future20. Advertising strategy for brand(s) being studied21. Advertising media tactics for brand(s) being studied22. Ads presently being employed· Magazines· Airline or transit magazines· Newspaper· Journals· Corporate newspaper· Catalogs· Direct Mail· Transit (train,bus, subway, taxi, etc.)· Outdoor· Radio· Television· Online· At Retail (example—Walmart in-store media)· Email· Any other medium23. Pre-testing24. Analytics—is there an in-house group or is there an outside analytics firm being used)25. Google or Facebook Analytics—Key findings (example: stickiness, click-rate, etc.)26. Behavioral Targeting—who handles it and how it is employed (example—which brands employ it and is it designed to get email addresses—if so, how are email addresses used)Public Relations and Publicity1.  Structure· How PR is handled (in-house or outside PR company)· Policies and procedures· Press releases—is there a program for this in place2. Product/brand publicity· On-going programs· Method of program delivery· Measurement of effectiveness3. Financial PR· Specific goals of management· External communications program already in place· Annual reports4. Special programs· Customers, distribution, trade· Employee· Community· Environment, consumerism· External affairs, public affairs· Disaster management plans· Test marketing· Marketing communications· Institutions· Government5. Internal publications6. How management’s appraises current communications7. Changes management would like to see8. Possible obstacles to effective communications (internal and external)9. Probably image of the company among is key publics10. Most important communications problem· Today· Tomorrow11. Opinion leaders12. Consultant’s past recommendations and whether any were adopted13. International problems and opportunities14. Anniversaries and other important milestones15. Company policies on dealing with writers· Policy on by-lines· Policy on compensating writers16. Speakers bureau17. Clipping service18. Archives, museums, repositories of historical materials, etc.19. Industry PR programResearch1. Management attitude on the role and importance of research2. Research facilities and procedures3. Inventory or bibliography of available research studies4. Marketing research· Budgeted· Current studies· New assignments 5. Specific research subjects· Advertising copy research (including pretesting)· Distribution/trade research· Field trips and store checks· Sales forecasting· Tracking studies· Syndicated or special studies· Retail store audits· Consumer panels· Consultant used· Analytics of any kind for any marketing or general advertising needs6. Biggest unsolved problem that research might help solve now