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Brand Audit Report

ContentsIntroductionRUBA GroupSome AdsBrand MantraBrand EquityBrand tracking surveySWOTPESTBrand Resonance ModelBAVMarketing calendarMarketing strategiesNewspaper ad

Vision Credible Security. We commit to create high-class products and high-quality service.

MissionTo run business with honesty and integrity, and with consistent return; to help the society and the nation allay worries and tide over difficulties; to achieve civic honor.

IntroductionEstablished in 1958, CHANGHONG has grown into one of the largest consumer electronics providers in China, specializing in R&D, and manufacturing of consumer electronics products.Worldwide, CHANGHONG has over 72,000 employees and is an industry leader as the biggest supplier of consumer electronics in Asia. For 18 consecutive years, CHANGHONG has been ranked No.1 in the Chinese domestic market with one out of every four TVs sold in China being manufactured by CHANGHONG.

IntroductionCHANGHONG has an established Overseas network including branches in Europe, Southeast Asia and the Middle East.Expanding into other overseas markets providing high quality products and services to over 90 countries and regions. This global network includes a support structure of more than 20,000 sales and service worldwide outlets.Since 1999, Changhong have been available in over 70 countries including America, Russia, Australia, Indonesia, Europe Union, Czech, Pakistan, Thailand, Peru.

RUBA GROUPEstablished in 1971, Ruba Group, an electronics conglomerate in Pakistan, has collaborated with Changhong group to establish new innovative brand Changhong Ruba for Pakistan market. They have diversified businesses such as Textiles and Trading companies based in Dubai and Singapore. The group is committed to provide excellent and innovative goods in Pakistan market and become well known in electronics industry all over Pakistan.

Some Ads

Brand Mantra

Reliable and Durable with good Style and design.

Creating Easy Life.

Brand EquityPositioningChanghong Ruba has good position in the mind of customer through better product with unique attributes, at affordable price and improved quality.

Brand EquityValue propositionValue proposition is a statement that should convince a potential consumer that one particular product or service will add morevalueor better solution to a problem than other similar offerings.Refrigerator:Cooling Expert Reliable MeilingTV:Making Imagination Fly

AC:A Cool Way of Life

Water Dispenser:Enjoy the superior Quality

Brand EquityPositioning statementCommercial reputation would be the comprehensive reflection of our high-quality products, fast andefficientservice, market size and high popularity.

Marketing strategiesProduct StrategyRuba has always been putting the end-consumers demand in the 1st priority. And always adapt the philosophy of the differentiation in design for consumers satisfactory. The differentiation products have even included which have brought more consumers excitement and satisfactory in the areas other than traditional house-hold.

Marketing strategiesPricing StrategyChangHong Ruba has set their all product price same in all cities of Pakistan market.They bear freight costs and make their product available to their dealers irrespective of where they are located. For this, they give margins to their dealers.

Marketing strategiesDistribution StrategyCHANGHONG has over 72,000 employees and is an industry leader as the biggest supplier of consumer electronics in Asia.Overseas network including branches in Europe, Southeast Asia and the Middle East.Providing high quality products and services to over 90 countries and regions. This global network includes a support structure of more than 20,000 sales and service worldwide outlets.

Brand Tracking Survey

Y& R's Brand Asset Valuator

Brand Value ChainMARKETING PROGRAMChangHong Ruba should go for advertising and promotion.Social media promotionsOffering discounts PROGRAM QUALITY Distinctiveness is in the productThe products of ChangHong Ruba are consistent

CUSTOMER MIND SETAwareness needs to be created by the brandPeople have started adopting the products of ChangHong Ruba.MARKET PERFORMANCEModerate priceLow market share

MARKET PLACE CONDITIONAvailable at outlets Target to existing customers

Marketing CalendarObjective:To increase the awareness about the brand in the potential target market.

Marketing Calendar

Recommended StrategiesAdvertising through commercials should be done a lot to create the awareness in the target potential market.Since personal selling is bit expensive and market is selective so personal selling should be done in parallel to advertising.Direct marketing is another tool. It should be used efficiently and effectively direct marketing through support media will be good enough.Sales promotions should be conducted along with the direct marketing activities as direct marketing will boost the sales promotions.

News Paper Ad