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Marketing Audit

Marketing Audit. Packweld Co. Pvt. Ltd. Marketing Audit – Packweld. Marketing Audit. Analysis of either the external marketing environment or a company's internal marketing goals, objectives, operations, and efficiency

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Marketing Audit

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  1. Marketing Audit Packweld Co. Pvt. Ltd.

  2. Marketing Audit – Packweld

  3. Marketing Audit • Analysis of either the external marketing environment or a company's internal marketing goals, objectives, operations, and efficiency • External Marketing audit - economic, political, infrastructure, technological, and consumer perspectives; market size and structure; and competitors, suppliers, and distributors issues • Internal Marketing audit - company's mission statement, goals, and objectives; its structure, corporate culture, systems, operations, and processes; product development and pricing; profitability and efficiency; advertising; and deployment of the sales force

  4. AreasCovered • Marketing environment audit • Task environmental audit • Marketing strategy audit • Marketing system audit • Marketing productivity audit • Marketing functions audit • Marketing organization audit • Recommendations

  5. CompanyProfile • Packweld – J. M . Vasnani Engineering Co. - founded in 1949 by Mr. J. M. Vasnani • Core business - to manufacture processing machinery for welding PVC and PP Stationery • Recent exploits – Supplied plastic molding machinery used for manufacture of Tata Nano and Mahindra and Mahindra Xylo

  6. MarketingEnvironment • Demographic • Located in the industrial area near Ulhasnagar • Well-connected by transportation mode • Major Suppliers: Mumbai, Coimbatore • Clients: All over India, Kenya, Bangladesh & other African Countries • Economic • Double octroi duty while importing and exporting • No excide duty applicable • No direct effect of economic meltdown as orders were in pipeline

  7. MarketingEnvironment • Environmental • No pollution control system required • No requirement of natural resources • Technological • Old technology is used • No such new trends in the technology • Political • No special law applicable • Has to follow regular factory act and manufacturing norms • Child labor is not allowed

  8. TaskEnvironment • Markets • Market leader in PP technology • 50-55% market share • 50% of profits from India • Customers/clients • 300-400 clients • Clients all over India, Colombo, Kenya, Bangladesh, other African countries • Mahindra n Mahindra, BARC, TELCO are some of the important clients • High economic efficiency and reliability of the machines is highly appreciated by customers resulting in brand loyalty.

  9. TaskEnvironment • Competitors • Only 3 major players in India • Moga electronics and Hemant company limited strong competitors • Moga Strength - Contract based tie-ups with clients • Distribution and dealers • No dealers • Direct orders from the clients • Suppliers • Suppliers mainly from Mumbai and Coimbatore

  10. Task Environment • Facilitators and marketing firms • Minimal storage costs • Client pays for transportation facilities except for Mumbai • In-house design team • Extensive facilities accommodating shortest lead times. • Publics • Suppliers pose a threat to the company as the company doesn’t keep much safety stock • Company is trying to build up good long term relationships with suppliers through face to face meetings, advance payments, timely clearance of dues.

  11. MarketingStrategyAudit • Objectives and Goals • Presents scenario: • No. of clients: 300-400 • Clients: Mahindra n Mahindra, BARC, TELCO, Paras steel, Bata, Metro shoes etc • BARC has no option but to buy it only from them else import from UK • Market share: 50-55% market share • Number of Competitors: 2 • Current Strategy: • Competitive pricing • Special discounts to local clients • Customer retention due to trust • More of Just In Time approach

  12. MarketingStrategyAudit • Strategy • Advertisement: • Trade fairs and exhibition • Yellow pages • Industrial magazines • Long terms goals • Expansion plans: Aiming International markets like Africa Kenya, Lagos, Bangladesh

  13. MarketingSystemsAudit • Marketing Information System • There is an MIS installed in the company. • It helps in generating valuable information required for decision making. • Marketing Control System • There is no formal marketing activity undertaken by the company , given the monopoly status in the market and also being established in the field.

  14. Marketing Productivity Audit • Profitability Analysis • Territory: the whole product is manufactured at one place • Market share: huge, as there are only 2 players in the market for high capacity • Competitive rates: entire product being manufactured at one place. • Recommendations regarding expansion and/ or diversification: • Since it is a market leader it can think of expansion • It can use brand extension while expansion

  15. Marketing Productivity Audit • Cost-effectiveness • Cost incurred by marketing activities: • No formal marketing department established • Target the customers via trade fairs • Established in field – so no market required • Budget allocated to such activities: Not done

  16. Marketing Productivity Audit • Profitability Analysis • Profitability of the product on the territory, market basis • Recommendations regarding expansion and/ or diversification • Cost-effectiveness • Cost incurred by marketing activities • Budget allocated to such activities • Comparison between cost incurred and cost allocated • Recommendations

  17. MarketingFunction Audit • Products • PVC, PP machines • With around a total of 60 machines • Around 60 years of experience of producing high quality, economic efficiency and reliable products • High Brand loyalty • Price • Price Revision after two years • Factors affecting price • Raw materials, transportation, logistics, technology • Profit Margin depends on type of market

  18. Marketing Function Audit • Distribution • Transportation • Cost is borne by the client • Undertakes delivery only to Mumbai-based clients. • Warehousing • Just-in-time production of Machines • Storage at company Galas • Logistics • Very less safety stock of metals

  19. Marketing Function Audit • Marketing Communication • Modes of Advertisement: • Demo • Trade-fairs • Directory advertising • Personal contacts • Relations • Sales • Demos • Order placements • Relationship management

  20. MarketingOrganizationAudit • No dedicated marketing department • As there are only two competitors • Enjoys long term relationships with major clients • Trade fairs, exhibition, industrial magazines for advertisements

  21. Recommendations • Go global and explore new markets • Target China, Taiwan and Western countries as well • Diversify • Establish offices all over India • Keep a model for demonstration • Provide training and better after sales service • Maintain the monopoly in PP machines

  22. Recommendations • Differentiate the PVC machines • Create a dedicated marketing and sales team • Keep innovating • Put technology at the heart of economic development • Innovation won’t happen accidentally. • Put a structured R&D team

  23. Thank you

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