BUSINESS STRATEGY PROJECT

BRAND CHECKLIST
Document Name : Brand Checklist Document (BCD)
Field : Marketing
Document Author : Raphal Nlend BASSAMA
Document Owner : WAW Telecom
Business Strategy Project
Project Document Marketing Strategy

1. DESCRIBE WHAT YOUR BUSINESS DOES, IN JUST ONE SENTENCE

Provide Information Technologies and Broad Band Access Solutions

2. WHAT IS YOUR VISION FOR THE BUSINESS?

Be The National Reference in Information Technologies and Broad Band Access solutions.

3. WHAT MEASURABLE RESULTS DO YOU WANT TO ACHIEVE?

Increase Customer satisfaction
Develop Customer loyalty
Develop Brand Notoriety
Build up solid Turnover
Internet penetration

4. WHO ARE YOUR COMPETITORS?

Direct Competitors Indirect Competitors

Arc Informatique www.arc.sn Orange www.orange.sn
Africa Access Tigo www.tigo.sn
(Vodafone)
Hayo www.hayo.sn Espresso www.expressotelecom.sn

5. WHAT MAKES YOU DIFFERENT FROM YOUR COMPETITORS?

Senegalese Company DNA Innovative Company
Customer Centric Company Competitive Company

6. WHICH BRANDS DO YOU SEE AS BENCHMARKS? WHAT DO YOU LIKE

ABOUT THEM?
Company Name What do we like
Beats Quality of service Good marketing Communication
Loding Quality of customer care service Quality of products and services
Emirates Quality of service Ratio Quality vs. Price Communication Customer
loyalty
Google Work environment Innovation Leadership - Notoriety
Apple Vision Marketing - Innovative
Zappos Customer care Range of product and services -

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 Business Strategy Project
Project Document Marketing Strategy

7. WHAT WORDS BEST DESCRIBE YOUR BRAND PERSONALITY?

Competence Sincerity Excitement Sophistication

WAW in wolof (Senegalese language) means Yes

8. DOES YOUR BRAND RELATE TO ANY OTHER SUB-BRAND OR BUSINESS

ENTITY?
Not Applicable

9. WHO IS YOUR IDEAL CLIENT OR CUSTOMER?

Household
Business

10.WHO ARE YOUR TARGET AUDIENCES?

Type of people, industry, roles, demographics, locations, etc

Business Household
Hotel Households in Dakar, Diourbel, Thies,
Tambacounda and Kedougou
NGO and Government Students
SME Active People
Public Services Tech Savvies
Financial Institutions and Banks Peri-Urban and rural arias
Diaspora

11.WHAT ARE THE KEY CONCERNS AND NEEDS OF YOUR AUDIENCE?

Price Accessibility Speed
Coverage Capacity Tariff Plan

12.WHAT PRECONCEPTIONS MIGHT YOUR AUDIENCE HAVE?

Population natural tendency to underestimate Senegalese products, competences and capabilities
Lack of confidence with the brand due to the fact its a new Company in a market where there
are already established companies providing the type of service

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 Business Strategy Project
Project Document Marketing Strategy

13.THROUGH WHICH CHANNELS DOES YOUR AUDIENCE COME IN CONTACT

WITH YOUR BRAND?
Web site Social Media Agencies Field Agents
Call Center Business Card Signage Uniforms
Brochures ATL Media BTL Media

14.IS YOUR BUSINESS NAME REGISTERED? DO YOU WANT THE LOGO TO

BE TRADEMARKED?
WAW naming has been registered in OAPI zone representing 17 African countries localized in
western and central Africa.
WAW naming has not been registered in European Union zone, United States and Canada. The
process will be initiated very soon.

15. DO YOU HAVE ANY PREFERENCES REGARDING COLOURS,

TYPOGRAPHY OR IMAGERY?
No

16.DO YOU HAVE A TAGLINE/SLOGAN?

No. WAW doesnt have yet a slogan.
However, any WAW Telecoms ideal tagline/slogan should embed the following five elements :
Speed Capacity
Quality Coverage
Accessibility

17.WHAT BENEFITS THE PRODUCT OFFERS?

The main benefits are:

Speed Capacity
Ratio Price versus Quality Accessibility

18.WHAT ADDITIONAL BENEFITS THE PRODUCT OFFERS?

Additional features besides the main benefits if existing.

Customer support
Loyalty program

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