PRODUCT BRIEF

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CLIENT:

BRAND/ PROJECT:

DATE:

PREPARED BY:

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1. OVERALL OBJECTIVE:
What will be accomplished through communications?

Example:

To convince prospective buyers to inquire about ACM Homes project

To inform prospects about the different features and amenities of a project

2. KEY FACTS:
Market Data:

General market condition (potential ,rate of growth)

Market size in peso and volume

Market segmentation

Market shares ( peso, volume, percentages)

Trends (market direction or projections)

Competitive Information:

Competitive brands

Characteristics (features, amenities, offerings, pricing, etc.)

Competitive activities (marketing, advertising, promotions)

Consumer Information:
 Usage patterns

Purchase habits

Needs and wants

- Attitudes, beliefs, behavior

2.1 Product Information:

- Project/ location
- Positioning ( “Your half way house to work”)
- Features and amenities
- Pricing
- Selling Channels or Distribution (sales internal and external)

3. TARGET MARKET:
Demographics: Age, sex, residence, civil status

Psychographics: Lifestyle description

4. COMPETITIVE FRAMEWORK:
Source of business: Where is the business going to come from?

-other brands

-new customers (new buyers)

-current customers (existing customers, upgrades)

-other categories

5. CONSUMER BENEFIT:
What is the brand’s key advantage?

Is there a unique offering, characteristic, or benefit that cannot be offered by

other brands that will fulfill the customers need?

What is the primary reward or benefit to the customer? The reasons he will buy
it?

6. SUPPORT:
Specific reasons to help make the promise believable
7. MANDATORIES:
Elements that should appear in the executions
Example: logo, tag line or creative expressions, corporate signature, historical
equities.