Product/brand history / overview: This content will inform on brand heritage and traditional brand associations and source of brand equity. It will also indicate changes across time.
Markets and the environment: What is the market potential? What has been occurring in terms of industry growth? What of competitive behaviors? What of industry product change rates?
Segments: What segments exist in the market? What benefits do these markets seek? What segments is the firm pursuing? Are you bale to build one or more segment personas?
Assessment of the 4Ps: What are the current 4Ps; How are the 4Ps connected to the target markets? (Product, price, place, and promotion)
Positioning: Consumer perceptions versus empirically driven positioning maps?
Key challenges and recommendations: What are your recommendations?
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