Premium Essay

Brand Audit Mortein

In: Business and Management

Submitted By Roha20
Words 1713
Pages 7
Brand Audit Report: MORTEIN
hynix computer [Pick the date]


Hereby I, Rauha Rafiq, declare that this research report is my own original work and that all sources have been accurately reported and acknowledged, and that this document has not previously in its entirety or in part been submitted at any university in order to obtain an academic qualification.


The main question addressed in this research study is ‘How can Mortein improve upon their current brand image and subsequent brand positioning. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the Mortein brand. A brand audit was therefore performed on the corporate Mortein brand. Brand audits are qualitative snapshots of the current position of the brand in terms of the current perceptions of the target audience and it is important to perform them on a regular basis as target audiences may evolve over time.
Through performing a brand audit, the manufacturers / marketers of the brand in question will gain a better understanding of the current problems, desires and needs of the target audience in question. The information obtained from such an audit is valuable for the organization / brand as it allows them to determine whether a costly and time-consuming process such as a brand repositioning is necessary, as well as providing valuable market research which can lead to a viable and sustainable brand strategy.
In order to uncover the health of the brand and determine the perceptions, attitudes and behavior of the target audience, a deductive approach to this study was employed. A paper based questionnaire regarding the corporate / product Mortein brand was designed by the author and distributed to 150 Housewives in different areas of Karachi. A statistical significance level of five…...

Similar Documents

Premium Essay

Rb Annual Report

...constant exchange (constant) for the first 11 months of being part of Reckitt Benckiser. As a result, we posted reported net revenue growth of 13% at constant and 25% at actual exchange rates. Against the 13% growth our Powerbrands grew 17% at constant exchange rates. They now represent 62% of net revenue and have become even stronger global leaders over the year, with continued investment and successful innovations such as Air Wick Freshmatic, Finish Max in 1, and Vanish Intelligence securing increased market shares. Company operating margins* moved ahead by 80 basis points (bps) to 23.4%, despite the pressure of significant raw and pack materials cost inflation and a determination to continue with heavy investment behind our brands. Margin improvement was delivered by price increases, our relentless cost optimisation programme and strong performance on the higher margin RB Pharmaceuticals and consumer health care businesses. Operating profit for the year grew by 22% at actual exchange rates and net income grew by 19% to £1,120m. As we look at the ever more challenging market conditions of 2009, we believe it is imperative to stay true to what lies at the heart of our success: a strongly consumer-centric vision, a clear and consistent strategy and the strength of our organisation – its people and culture. * adjusted to exclude the impact of exceptional items Reckitt Benckiser 2008 1 £1,143m +26% adjusted net income for the......

Words: 50656 - Pages: 203

Premium Essay

Rb Annual Report

...strategy of the it is now pursuing are, in the Board’s view, 905* fundamentally sound and will contribute to the growth of Shareholder value. Corporate Governance The Board recognises its important governance responsibilities including the annual re-election of Directors, Board diversity, externally facilitated evaluation of the Board’s performance and succession planning. The Company’s actions in these areas, amongst others, are detailed in my Corporate Governance Statement and the Corporate Governance Report on pages 22 to 27. In addition to the activities set out in the Corporate Governance Report, the Board also conducted its regular reviews of the performance and results of the business. This includes reviews with management on strategy, brands, geographic area and functional performance together with detailed reviews of its human resources, corporate responsibility and reputation, controls and business risks. Annual General Meeting Resolutions The resolutions to be voted on at our AGM on 3 May 2012 are fully explained in the Notice of Meeting. I encourage all our Shareholders to attend the AGM. Thanks net income £m Adjusted On behalf of the Board, I would like to thank our new CEO, Rakesh Kapoor, and his executive team for their excellent leadership of the 1,818* 1,661* business. I also want to thank all our employees 1,418* globally for their commitment to delivering such a strong1,143* performance. 905* My thanks go also to my Board colleagues for their continued......

Words: 55667 - Pages: 223

Free Essay

Club Mahindra

...companies like ITC, HLL, Colgate, Cadbury and Nestle have been a dominant force in the FMCG sector well supported by relatively less competition and high entry barriers as import duty was high. SO these companies were able to charge a premium for their products. In this context, the margins were also on the higher side. With the gradual opening up of thee economy over the last decade, FMCG companies have been forced to fight for a market share. In the process, margins have been compromised, more so in the last six years and therefore, FMCG sector witnessed decline in demand. The companies which play an important role in the history of FMCG sector are Godrej and Reckitt – Good knight from Godrej, is worth above Rs217 crore, followed by Reckitt's Mortein at Rs149 crore. In the shampoo category, HLL's Clinic and Sunsilk made it to thetop 100, whereas P&G's, Head and Shoulders and Pantene are not far behind. Clinic is nearly double the size of Sunsilk. Dabur is among the top five FMCG companies in India and is a herbal specialist. Asian Paints is enjoying a formidable presence in the Indian sub-continent, Southeast Asia, Far East, Middle East, South Pacific, Caribbean, Africa and Europe. Sector Indian Food sector India is the world's second largest producer of food next to China, and has the potential of being the biggest with the food and agricultural sector. The total food production in India is likely to double in the next ten years and there is an opportunity for......

Words: 10910 - Pages: 44

Premium Essay

Business Management

...identity component. 2012 • 216 pages Hardback (978-1-84860-679-1) • £83.00 Paperback (978-1-84860-680-7) • £26.99 5 Organizational Behaviour / Organization Studies / Change Management MAKING SE SENSE OF MANAGEMENT CRI CRITICAL MANAGEMENT STUDIES A Critical Introduction A Student Text Second Edition Suzette Dyer and Maria Humphries both at University of Waikato, Dale Fitzgibbons Illinois State University, USA and Fiona Hurd University of Waikato Mats Alvesson Lund University, Sweden and Hugh Willmott Cardiff Business School As well as setting the agenda for current research, the revised Second Edition has s been written to appeal to a broader readership and open up critical theory for the general management student. New sections on brands, identity, ethics and leadership have been fully developed alongside the rest of the text to reflect the current state of play in critical management studies. CONTENTS PART ONE: INTRODUCING CRITICAL THEORY TO MANAGEMENT / PART TWO: MANAGEMENT SPECIALISMS IN A CRITICAL PERSPECTIVE / PART THREE: RECASTING CRITICAL THEORY AND MANAGEMENT READERSHIP Students and researchers on critical management and general management courses 2012 • 320 pages Hardback (978-1-84920-085-1) • £79.00 Paperback (978-1-84920-086-8) • £27.99 UNDERSTANDING SOCIAL ENTERPRISE Theory and Practice Rory Ridley-Duff Sheffield Hallam University and Mike Bull Manchester Metropolitan University The first authoritative student textbook on the subject of social......

Words: 63606 - Pages: 255