Transcript Marketing Control

Marketing Control
Management is all about
• Planning
• Executing
• Control
Marketing Organisation
•
•
•
•
•
Functional
Geographic
Product/Brand management
Market Management
Matrix
Any strategy is as good as its
implementation
Marketing Implementation
is the process that converts plans into
assignments, which after successful
achievement accomplishes the plan’s
stated objectives
Marketing Control
•
•
•
•
Budget
Profitability
Efficiency (Productivity)
Strategic
Budget Control
• Measurement of results against
monthly/quarterly budgets (goals)
• Reasons for deviations (variances)
• Remedial steps to be taken to close the gaps
• between performance and goals
• Review performance in the next
month/quarter and assess results
Benchmarks for Efficiency
• against last year
• against budget
• against targets
• % growths
• % variances
• % market share
Marketing Expense
•
•
•
•
Sales Force
Advertising
Sales Promotion
Market Research
• Sales Administration
• Public Relations
• Direct Marketing
Financial Analysis
• RONW - Net Profits/Net Worth
profit margin *asset turnover*financial
leverage
• Increase margins by increase in sales or
reduction in costs or both
• Increase asset turnover by increasing sales
or reducing the assets (inventories, debtors)
against a given level of sales
Market based scorecard analysis
• Customer Analysis
• Stakeholder Analysis
Profitability Control
•
•
•
•
80 : 20 rule
Product rationalisation
Customer rationalisation
Costing Analysis
Efficiency Control
•
•
•
•
Sales force efficiency
Advertising efficiency
Sales promotion efficiency
Distribution efficiency
Sales force Efficiency
•
•
•
•
•
•
No. of calls per salesperson per day
Average revenue per sales call
Average cost per call
Average call time per call
No. of new customers per period
Sales force cost per unit sales
Advertising Efficiency
• CPT
• Before and after measure of attitude
towards the product
• No. of enquiries per ad
• Cost per enquiry
Sales Promotion Efficiency
•
•
•
•
% sales sold on ‘promotion’
Display cost per sales rupee
% coupons redeemed
No. of enquiries resulting from a
demonstration
Distribution Efficiency
• Time taken to execute orders
• % order executed
• service levels
Other Control Measures
• Marketing Effectiveness Review
- customer philosophy, integrated marketing organization,
adequate marketing information, strategic orientation and
operational efficiency
• Marketing Audit
- comprehensive , systematic, independent and periodic
review of a company’s business environment, objectives,
strategies and activities with an idea to identify areas of
weaknesses and recommend a plan of action to improve on
such areas.