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Organizational structure

ORGANIZATIONAL STRUCTURE

1. Do you have a marketing department?

Yes No

2. Is there a marketing director in your company?

Yes No

3. Is there a product matrix in your company?

Yes No

4. Does the company have a long-term plan for the next 5 years?

Yes No

5. Are there any short-term goals (KPI) that you aim to achieve during the year?

Yes No

6. Does your company have a brand manager position?

Yes No

7. Is there a Head of design position in your team?

Yes No

8. Is there an advertising manager in your team? (Supervises directions and advertising activities inDoor, Out of home, Digital, BTL, PR, Event)

Supervises directions and advertising activities inDoor, Out of home, Digital, BTL, PR, Event

Yes No

9. Is there an analyst/web analyst in your team?

Yes No

10. Do you have a specialist(s) in your team who deals with targeted advertising?

Yes No

11. Is there an SMM specialist in your team (may include the position of a copywriter)?

May include the position of a copywriter

Yes No

12. Is there a sales manager or sales team?

Yes No

13. Does your company practise marketing planning?

Yes No

14. Have the systemic marketing reports implemented in your company for each activity?

Yes No

15. Do you achieve the set KPI in marketing?

Yes No

16. How systematically does your marketing department work usually?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

17. How effectively does your marketing department work usually?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

Strategic management

STRATEGIC MANAGEMENT

18. Do you have a business strategy?

Yes No

19. Do you have a pricing strategy?

Yes No

20. Do you have a marketing strategy?

Yes No

21. Do you have a brand strategy?

Yes No

22. Do you have a communication strategy?

Yes No

23. Do you have a creative strategy?

Yes No

24. Do you have an SMM strategy?

Yes No

25. Do you have an advertising strategy?

yes No

26. Do you have a tactical plan to implement these strategies?

Yes No

27. How effectively are these strategies in your opinion?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

28. How understandable are these strategies for you and your colleagues?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

29. How effectively do you apply these strategies in practice?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

30. How effective are you at implementing tactical steps?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

BRAND PACKAGING

31. Do you have a naming?

Yes No

32. Do you have a logo?

Yes No

33. Are you satisfied with the naming?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

34. Are you satisfied with the logo?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

35. Is your trade mark registered?

Yes No

36. Do you have a company mission?

Yes No

37. Do you have a company vision?

Yes No

38. Do you have written brand values?

Yes No

39. Have you got a corporate identity?

Corporate identity is a combination of visual elements that are placed on products, packaging, promotional materials of the company and used in communication with customers. It can exist separately and/or be part of a guideline or brand book.

Yes No

40. Have you got a brand book?

A brand book is a voluminous document that includes: information about brand philosophy, its history, mission and positioning; brand name with variations, slogan, guidelines for internal and external communications, tone of voice; elements of corporate style and rules for their application.

Yes No

41. Have you got a guideline?

Guideline is a guide that describes the rules for using corporate identity. It specifies the rules for the logo and the use of corporate identity. It can exist separately and/or be part of a brand book.

Yes No

42. Do you have design materials that are actively used? (layouts for social networks, printed materials)

Yes No

43. Do the design materials comply with the corporate identity, the guideline or the brand book?

Yes No

44. Do you have a written brand legend (concept, history, philosophy)?

Yes No

45. Do you have a “key idea” of your brand?

The understandable reason to do this product?

Yes No

46. Does your brand cover all customer needs?

Yes No

47. Do you have a brand positioning?

Yes No

48. Do you have a “brand face” or “brand image” that you use in your communication?

Yes No

49. Do you have a corporate brand social responsibility?

Yes No

50. Is this corporate social responsibility being implemented?

Yes No

51. Are your employees and customers aware of this corporate social responsibility?

Yes No

52. How do you rate your brand's effectiveness on a scale of 1-10?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

53. In your opinion, does “brand strength” help the company gain added value or benefits over its competitors?

Yes No

MARKET AND COMPETITORS

54. Do you conduct market research in which you operate?

Yes No

55. Do you know the life cycle your business is in?

Yes No

56. Do you know the life cycle your market is in?

Yes No

57. Do you conduct competitor analysis?

Yes No

58. Do you take into account their naming in the analysis of competitors?

Yes No

59. Do you take into account their visual design in the analysis of competitors?

Yes No

60. Do you analyze competitors' communication?

Their advertising, communication style, creative techniques.

Yes No

61. Do you analyze competitors' sales channels?

Yes No

62. Do you analyze the prices of your competitors?

Yes No

63. Do you analyze competitors' sites?

Yes No

64. Do you conduct an analysis of competitors from areas related to your business?

Yes No

65. Are you looking for new markets or existing markets to develop your business?

Yes No

66. Do you use competitor analysis software?

Yes No

67. Do you know your advantages over your competitors?

Yes No

68. Do you know your weaknesses?

Yes No

THE TARGET AUDIENCE

69. Are you doing research on your target audience?

Yes No

70. Are you segmenting your target audience?

Yes No

71. Do you have a portrait of your target audience?

Yes No

72. Are there any spelled out key messages that you are trying to convey to each segment of your target audience?

Yes No

73. Are you looking for a target audience segment that will help you grow faster?

Yes No

74. Are you developing new products/services?

Yes No

75. Do you have a customer base?

Yes No

76. Do you work with this customer base?

Yes No

77. Do you have a CRM system?

Yes No

78. How effective do you think you are using a CRM system?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

79. Do your sales managers work with this CRM system?

Yes No

80. Do your ads managers work with this CRM system?

Yes No

81. Do you measure the level of customer satisfaction?

Yes No

82. Do you have a sales funnel?

Yes No

83. Do you know the Life Time Value of your client?

LTV - is the expected net profit that can be generated over the entire customer relationship cycle.

Yes No

84. Do you know the cost of attracting a customer to your business?

Yes No

PROMOTION

85. Do you have a website?

Yes No

86. How much you like the design and structure of your site?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

87. How effective are you using the site to get customers in your opinion?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

88. Are you running complex ads campaigns?

Yes No

89. Do you launch test advertising campaigns?

Yes No

90. Are you using targeted Facebook /Instagram ads?

Yes No

91. Are you using Google ads?

Yes No

92. Do you use PR tools?

Yes No

93. Do you use SMM to promote your brand?

Yes No

94. Do you use SMM to communicate with your target audience and study your target audience?

Yes No

95. Do you use mailing tools?

Yes No

96. Do you use other promotion tools?

Yes No

97. Do you have a KPI by which you measure the performance of these channels?

Yes No

98. How effective the existing promotion tools work in your opinion?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

99. How effective could the existing promotion tools work in your opinion?

Rate it on a scale of 1-10.

1 2 3 4 5 6 7 8 9 10

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