BRAND AUDIT

BRAND MANAGEMENT FINAL PRESENTATION

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BRAND

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INTRODUCTION
Kenwood Limited is a British kitchen appliances
manufacturer based in Havant, hampshire.
Kenwood designs, produces and sells kitchen
appliances including stand mixers, Refrigerators,
blenders, food processors, kettles and toasters.
FOUNDER

“KENNETH WOOD”
Born : 4 October 1916
DIED: 19 October 1997 (aged 81)
History
● 1947, Kenneth Wood set up a company, The Kenwood Manufacturing Company in his
garage in Working in the south of London - UK. The first KENWOOD product ever
launched was the A100, a toaster with a clever ability to turn over the toast. 1950, he invented
the KENWOOD Chef.
● Three years later in 1950, the first version of the Kenwood Chef Kitchen machine was
launched at the Ideal Home Exhibition.
● The company's first food processor was launched in 1979.

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VALUES
Reaching out to discover, inspire and enhance the
enjoyment of life.

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Mission
● Provide quality products and services to the
complete satisfaction of our customers.

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Products
● Kenwood’s products include the following categories:
● • Kitchen machines
● • Food and drink preparation (Food processors,
blenders, juicers)
● • Breakfast (Kettles, toasters, coffee makers)

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 STRENGTH AND WEEKNESSES
STRENGTH WEEKNESS
● Innovative ● Product Pricing
● Quality ● Competitive have stronger
● Brand Strength brand image.
● Product Differentiation ● Lack of product range

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MARKETING STRATEGY
● Segment the market according to income level and
geographically.
● Target the market of middle-class and upper-class consumer.
● Does mass marketing to attract customers.

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Primary Value Proposition
A refrigerator is an essential home appliance for every home.
Upgraded features with technological advancements and designs of
refrigerators give a deluxe and fresh modern touch to the kitchen
and KENWOOD refrigerator stand all these features.
There are over Millions of satisfactory consumers of Kenwood
refrigerator for their new technology, unique style.
Secondary value
Proposition
Kenwood make its customers through its
modern style and feature.
KENWOOD have different series of refrigerator every series product has
advanced feature to solve customers’ problem and satisfied them.
The Three things KENWOOD Refrigerator should means to
Customers

● Customer Satisfaction
● “We deliver what we promise “For Kenwood, their customers are the
first priority, both internal and external.
● HEALTH AND SAFETY
● Health and safety is Kenwood top priority, Kenwood act in accordance
with all health and safety laws for customers.
● Expectation of customer
● Kenwood do imaginable effort to meet their customer satisfied and solve
their problem through product.

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Brand Personality
● Brand personality is a set of human characteristics that
are attributed to a brand name. A brand personality is
something to which the consumer can relate; an
effective brand increases its brand equity by having a
consistent set of traits that a specific consumer
segment enjoys.

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 Sincerity
Ruggedne
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Excitemen
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Sophistica
tion
Competen
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Sincerity:
● Honest
Excitement:
● Daring
Competence:
● Reliable
Sophistication:
● Good looking
Ruggedness:
● Strong
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Brand Touch Point
Wheel
Pre-Purchase Experience

● Kenwood is one of the leading brand of appliances in

Pakistan. Kenwood promotes its product through
campaign like advertisement, newspaper, electronic
media and broachers these all things are using for
increase the interest and make relation with the
customer.

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Purchases Experience
● Kenwood sales person has the ability to provide the customer
with more knowledge what they are selling and guide how to use
the product and tell benefits of the product. If we talk about the
packing or presentation of Kenwood Company so no doubt its
packaging is very great and protective. The placement of
Kenwood, according to the requirement of customer and market,
Kenwood built his stores more convenient to the customer.

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Post Purchase Experience

● When people purchase from Kenwood store they offer

free installation and provide 5 years of warranty on
like refrigerator, A.c etc. and also they provide online
complain service to customers and online buying
service.

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BGC Analysis
Star
● Refrigerator of Kenwood is the product having a high
market share and high annual growth rate.
Question Mark
● Washing machine of Kenwood is the product having a
low market share but high annual growth rate.

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Cash Cows

● Split air conditioners are the product of Kenwood

having high market share but low annual growth rate.

Dogs
● Deep Freezer is the product of Kenwood having a low
market share and low annual growth rate.

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