| Rich | RICH report card: Rich is our top dog and cash cow. I think it's important to our firm to understand where we are for our most important product. |
| Trait | Rating 1-10 (1= Poor 10= great) | Why ( 3 reasons) |
| Delievers benefits to customers | 10 | (1) Has been modified multiple times to fufill the consumers needs (2) Only one value point off Conveniecne and preformance (3) 57.5% of singles have the intent to purchase Rich |
| Stays Relevant | 10 | (1) Number 1 Brand since period 3 (2) Number 1 in the singles segment (3) Since period 2 Rich has either sold out of product or produced just enough |
| Price is based on consumers' preception of brand value | 8 | (1) We base the price on the singles segments ideal price (2) We markup aprice a little bit more than there Ideal value, due to this product's low cost. (3) Just below the avgerage price in the single segment |
| Consistent | 9 | (1) Maintains a low price (2) Charcteristics are constantly similar to the ideal charcteristics of the singles market. (3) When the values weren't aligned we modified the product to fit the needs of the consumer. |
| Fits sensebily into brands protfolio | 10 | (1) It is our top selling brand for singles (2) Targeted at the largest segment in the market. (3) Some charcteristics are similar to other segments increasing it's value |
| Has an intergrated marketing | 8 | 1) 56% overall brand awareness (2) 46% or greater brand awareness in each segment (3) 71.7% new/ total ratio which means we are continously bring in new customers |
| Has meanings the managers understand | 10 | (1) We know that RICH us our cash cow (2) We understand that if this brand fails our firm fails (3) RICH is the top brand in the market and we need to keep it that way and our entire group knows it. |
| Recieves subtained support for awhile | 10 | (1) We have modified this brand before to increase it’s value to the consumer (2) RICH has received the largest advertising budget in the portfolio. (3) RICH also is given the largest Merch budget and one of the largest in Commerical team |
| Consistantly monitored | 9 | (1) RICH is always the closest montitored when it comes to production because we produce the most of it. (2) RICH always is given all of our budget surplus before we make our decision for our ad budget. (3) RICH improvements are tracked to find our marginal increase for each budget increase. |
mandakay93
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