Please answer the following questions and find out your company’s marketing IQ.

How much profit comes from brands or variants that did not exist in the company 10 years ago?

Does your company have a formalised ongoing New Product Development programme?

How many of your brand plans specify ‘Increase awareness’ as a strategic goal?

How many new marketing campaigns have been implemented for the top 5 profit earning brands over the past 3 years?

What is your company’s inflation adjusted research budget compared to 3 years ago?

Do you have a policy of pre-testing the strategic efficiency of advertising?

Do you have a formalised demand pricing modelling process in place?

Does your company use focus groups for decision support?

Does your company run regular (at least once a year) Brand Health studies?

How many attributes per category, on average, does your company monitor?