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Brand Audit Heng Tien

Brand Audit Heng Tien. Table of Contents . Company Location Organization and major activities, subsidiaries Brand history Financial data Annual report Key personnel and managers Recent news Category Category definition Size of category in units, dollars etc

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Brand Audit Heng Tien

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  1. Brand Audit Heng Tien

  2. Table of Contents • Company • Location • Organization and major activities, subsidiaries • Brand history • Financial data • Annual report • Key personnel and managers • Recent news • Category • Category definition • Size of category in units, dollars etc • Category history and growth • Category growth projections • Distribution channels/methods of distribution • Major manufacturers/players • Seasonal factors • Regional factors • Other relevant category factors • Legal considerations • Major trade publications • Major trade organizations in category • Products within category • Share of category by product • Product-form description (size, flavor, model, etc) • New product introductions • Benefits and appeals of new products • New package, innovations, etc • Recent news about product category • Brand Analysis • Top brands by dollar or unit sales • Growth trends of top brands • Category share by country and by region • Pricing trends • Recent news about brand • Consumer profile • Demographics of users • Frequency of purchase/usage • Places of purchase • Heavy-user profile • Awareness and attitudes toward the brand • decision-makers vs. purchaser (same, different? If different, what is the purchase decision like?) • Normal purchase cycle • Brand loyalty/switching • Advertising/Marketing Communications • Messages • Creative strategies of top brands • Specific promises, appeals, claims, special effects • Examples of past and current executions • Media • Category and brand spending • Seasonality (by quarter) • Regionality (spot buying) • Media employed by top brands • Spending pattern-flighting, continuous, etc • Spending compared with market share • Promotions • Promotions used in category • Major brand promotions types and examples • Success rates of promotions • Internet and New Media • Website/URL • Purpose of site • E-commerce activities • Social media activities • Other Pertinent Information • Personal interviews • Other information sources • Brand Value (Increase or Decrease)

  3. Company • Location • Corporate Offices: • El Segundo, CA (headquarters)New York, NYDenver, CO • Broadcast Centers: • Castle Rock, COLong Beach, CA (DIRECTV Latin America)Marina del Rey, CA • Customer Contact Centers: • Boise, IDDenver, COHuntington, WVHuntsville, ALMissoula, MTTulsa, OK • Sales Offices: • Atlanta, GAChicago, IL

  4. Company • Organization and major activities • Digital television service • Direct to home television services • Multi-channel video programming • High definition programming • Video on demand • Professional programming • Collegiate sports programming • Equipment • Bundles of voice, data and television • Mobile applications

  5. Company • Subsidiaries • The combination of all subsidiaries of DirecTV is know as DirecTV US • Regional sports networks-DirecTV Sports Networks • Root Sports Pittsburgh • Root Sports Northwest • Root Sports Rocky Mountain • Root Sports Utah • Minority shares • Game Show Network • MLB Network • Exclusive general entertainment channels • Audience Network • 3DTV • NFL Sunday Ticket • Men’s Major Golf Tournaments • Grand Slam Tennis Tournaments • NASCAR Hot Pass • Mega March Madness

  6. Company • Brand History • 1981-Satellite Broadcasting is founded by Stanley Hubbard. Hubbard approached General Motors and RCA Consumer Electronics to develop a satellite service capable of delivering over 150 channels • 1994-The launch of DirecTV and USSB commences • 1996-Subscriptions grow to 2,300,000 • 1997-Subscriptions grow to 3,300,000 • 1998-Acquired USSB for $1.3 billion dollars • 1999-Acquired Primestar for $1.83 billion dollars • 2000-Unsuccessful marketing attempts leading to pull out of the Japanese market • 2002-DirecTV is named #1 in customer service by JD Powers & Associates • 2003-DirecTV is named #1 in customer service by JD Powers & Associates again • 2004-Pulls out of Mexican market after an unsuccessful run

  7. Company • Financial Data • The company recorded revenues of $29,740 million during the financial year ended December 2012(FY2012), an increase of 9.2% over FY2011. In FY2012, the US, the company's largest geographic market, accounted for 79.6% of the total revenues. • DIRECTV Eclipses 37 Million Total Subscribers in the Quarter. • DIRECTV U.S. attains net subscriber additions of 139,000 driven by the lowest third quarter churn in 6 years. • Sky Brasil and PanAmericana add 260,000 net new customers in the quarter. • DIRECTV Latin America and Sky Mexico surpass 17 million customers. • DIRECTV Revenues Grow 6% to $7.9 Billion. • Revenue driven by DIRECTV U.S. ARPU growth of 6.2% along with strong DIRECTV Latin America subscriber growth over the last year. • DIRECTV OPBDA Increases 15% to $1.9 Billion. • DIRECTV U.S. grows OPBDA 12% driven by strong top-line growth and disciplined cost management. • DIRECTV Latin America increases OPBDA 23% from strong margins in Brazil due in part to the settlement of a fee dispute. • DIRECTV Repurchases $1.3 billion of Stock in the Third Quarter Bringing the Year-to-Date Total to $3.2 Billion Helping Drive Diluted EPS Growth of42% to $1.28 in the Third Quarter

  8. Company • Financial Data

  9. Company Annual Report One of the major weaknesses of DirecTV is the amount of debt that has been accumulated since the 1980s. One of the major points the annual report emphasizes is the decline of debt owed by DirecTV through effective sales and international reach

  10. Company Key Personnel and Managers Michael White Joseph A Bosch Bruce B. Churchill Chairman, President Executive VP and Chief Executive VP and President And CEO HR Officer DIRECTV Latin America

  11. Company Key Personnel and Managers Romulo C. Pontual Executive VP and Chief Tech Officer Patrick T. Doyle Executive VP and Chief Financial Officer Larry D. Hunter Executive VP and General Counsel

  12. Company • Recent News 2013 • DirecTV’s Content Department appoints Robert Thun Senior VP of Content and Programming • DirecTV’s carbon disclosure project score beats industry average for second consecutive year • DirecTV tops DISH and AT&T U-Verse, continues 13 year winning streak over cable in 2013 American Customer Satisfaction Index • DirecTV expands for golf fans in Expansive Masters Tournament Coverage • EPA names DirecTV 2013 Energy Star Partner of the Year *Overall excellent achievement and recognition with few problems partnering with channel providers

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