Step 1 of 6

	Characteristic	Impact	Capability
1.	We segment our customers based on their different needs, we understand what alternatives they have in satisfying those needs.
2.	We understand the total experience, both emotional and physical, that our customers have while choosing and using our products or services.
3.	Our management team are fully engaged in the process of innovation and new product development and are measured accordingly.
4.	We understand and frequently monitor the external environment in which we operate. We understand the competitive forces that shape the market.
5.	As an organization we know our employees; we know their professional ambitions and their concerns and frustrations. We take time to understand them as individuals.
6.	We set individual targets for each of our products and brands recognising their current profit and potential for growth.
7.	Our press coverage is positive, relevant and accurate. The messages are consistent and support our value proposition.
8.	We have a systematic review of our pricing policy conducted at least annually. This review includes relevant economic data and a thorough competitive assessment.