As part of its international development, Opple has commissioned Labbrand to set and
manage its worldwide digital strategy. This small questionnaire aims at getting Opple
internal stakeholders' point of view on the matter of Opple's international digital
presence.
By "digital strategy" we refer to the way Opple uses all types of online channels (official
website, blogs, social media, mobile applications etc…) to promote its brand and
products, communicate with customers and support its business processes.
After you complete this questionnaire, a Labbrand consultant will reach out to you for a 1 to 2 hour phone interview.
The sole purpose of this survey is to help Labbrand consultants better understand
Opple's business along with your expectations from digital.
Individual results will NOT be shared with Opple management.
Name and position
What is your name and position within Opple?
Importance of different online platforms
According to you, how important is it that Opple have a strong presence on the
following platforms?
| Very Important | Important | Of smallimportance | Not important at all | I am not familiarenough with thisplatform to answer | |
| Official brand website | |||||
| 3rd party industrywebsite | |||||
| Search engines | |||||
| VK | |||||
| Slideshare | |||||
| Google plus | |||||
| Youtube | |||||
| Blogs | |||||
| Mobile app | |||||
| Forums and discussionboards |
Uses of different online platforms
According to you, what is the single best use of the following platforms for Opple?
| To promotein-depth productinformation | To promote in-formationabout thebrand (historypast projects,capabilities etc.) | To educatecustomers | To promotenews aboutOpple (participation in exhibitions, newproduct release etc...) | To engage in a dialogue withcustomers | I am notfamiliar enough with thisplatform toanswer | |
| Official brand website | ||||||
| 3rd party industrywebsite | ||||||
| Search engines | ||||||
| VK | ||||||
| Slideshare | ||||||
| Google plus | ||||||
| Youtube | ||||||
| Blogs | ||||||
| Mobile app | ||||||
| Forum anddiscussionboards |
Uses of different online platforms (2)
Are there any other online platforms not mentioned in this list that you think are
important for Opple?
Challenges
| Is a major challenge | Is a small challenge | Is not a challenge | |
| Our internationalpositioning isn't veryclear, we don't have aclear online message | |||
| People are unlikely topay lots of attention to what a Chinese brandhas to say online | |||
| We don't have lots ofcontent that we canpromote online | |||
| We don't have theresources of a brand like Philips (in terms ofmoney and people) | |||
| We're not especiallydigital savvy as anorganization. We don'thave the rightknowledge and process. | |||
| Most people within the organization don't really think digital is important Getting people on board will be difficult. |
Challenges (2)
Are there other elements not included in the list that you feel would constitute
challenges for Opple when trying to build a strong international online presence?
Strengths
According to you, what strengths can Opple leverage to create a strong digital presence
in international markets?
Opple Brand Equity
Please state whether you agree with these statements about Opple's brand equity in
international markets
| Absolutely agree | Mostly agree | Mostly disagree | Completely disagree | |
| The Opple brand is wellknown by B2B buyers | ||||
| The Opple brand is wellknown by endconsumers | ||||
| The Opple brand is perceived as reliable and trustworthy | ||||
| The Opple brand is perceived as innovative | ||||
| The Opple brand isperceived as providing good value for money | ||||
| The Opple brand isperceived as providingsolutions that are veryclose to customers'needs |
Competitors and best practices
Can you think of some brands with a particularly good digital presence? These brands can be competitors of Opple in the lighting industry or can be other brands in different industries whose example is relevant to Opple.
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