Client Research Template

Client (parent company): _____________________ Brand (product/service): _______________________

Student’s name: ______________________________________________________

THE BRAND INTRODUCTION

A. Primary features/benefits in order of importance (remember “So Whats”): Features  Attributes  Benefits
B. Unique product (or service) attributes? Can product claims be substantiated? Why?
C. Is parent company name important? Why?
D. Brand personality and why?
E. Brand value proposition and rationale.

TARGET AUDIENCE
A. Demographic
B. Geographic
C. Psychographic
D. Behavioural
E. Benefit sought
F. Needs fulfilled by using this product or service
G. Media profile
H. What are their concerns and problems (pain points)?

THE MARKETPLACE
A. Major competitors/ rank in the market/ market share
B. Competitive advantage/disadvantage of the product (or service) AND its competitors
C. Product (service) positioning
D. Competitors’ positioning
E. Other PESTEL (political, economic, social, technology, environment, and legal) factors influence on the
market and competition? Or SWOT
F. What are key issues of the category and the brand in the market?

RECOMMENDATION FOR BRAND COMMUNICATION

REFERENCES (DO NOT INCLUDE IN WORD COUNT)

APPENDIX (DO NOT INCLUDE IN WORD COUNT)

Word limit: 1,200 words

Client Research template – MKTG1294

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