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Marketing Metrics & Audits

Marketing Metrics & Audits. Hifni Alifahmi Email: alifahmi21@yahoo.com & fahmi@spiritmarcom.com. The Marketing Control Process. Performance Measurement. Performance Diagnosis. Corrective Action. Goal Setting. What do we want to achieve?. What is happening?. Why is it happening?.

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Marketing Metrics & Audits

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  1. Marketing Metrics & Audits Hifni Alifahmi Email: alifahmi21@yahoo.com & fahmi@spiritmarcom.com

  2. The Marketing Control Process Performance Measurement Performance Diagnosis Corrective Action Goal Setting What do we want to achieve? What is happening? Why is it happening? What should we do about it? Source: Philip Kotler, Siew Meng Leong, Swee Hoon Ang, Chin Tiong Tan, Marketing Management: An Asian Perspective, 1996: 941. Marketing Metrics Marketing Audit Marketing Research

  3. Types of Marketing Control Source: Philip Kotler, Siew Meng Leong, Swee Hoon Ang, Chin Tiong Tan, Marketing Management: An Asian Perspective, 1996: 942.

  4. Financial Model of RONW Profit margin 1.5% Return on net worth (RONW) Return on assets Financial leverage Net profits ------------------ Net sales 4.8% 2.6 12.5% = x = Net profits ------------------ Total assets Profits ------------------Net worth Total assets ------------------Net worth 3.2% Net sales ------------------ Total assets Source: Philip Kotler, Siew Meng Leong, Swee Hoon Ang, Chin Tiong Tan, Marketing Management: An Asian Perspective, 1996: 948.

  5. Marketing Metrics • Merticsis a measuring system that quantifies a trend, dynamic, or characteristic. In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of the events. • Illustrations: Share of Hearts, Minds, and Markets • Market Share • Relative Market Share • Awareness • Top of Mind Source: Paul W. Farris, et.al. Marketing Metrics, 2006:1, 8.

  6. Marketing Metrics:Marketing at the Core of the Organization Operations Product and Portfolio Management Logistics Customer Profitability Sales Force Channel Management and Sales Force Margin and Profits Share of Hearts, Minds, and Markets Marketing and Finance Pricing Strategy Finance • Advertising Media and Web Metrics Promotions The Trade Advertising Agency Source: Marketing Metrics, 2006: 5.

  7. The Marketing Audit A Marketing Auditis a comprehensive, systematic, independent, and periodic examination of a company’s –or business unit’s– marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance. Four characteristic of marketing audit: Comprehensive, Systematic, Independent, Periodic. Source: Philip Kotler, Siew Meng Leong, Swee Hoon Ang, Chin Tiong Tan, Marketing Management: An Asian Perspective, 1996: 960-961.

  8. Components of a Marketing Audit Source: Philip Kotler, Siew Meng Leong, Swee Hoon Ang, Chin Tiong Tan, Marketing Management: An Asian Perspective, 1996: 962-964.

  9. Marketing & PromotionProcess Model Marketing Planning program development Marketing Strategy and analysis Target marketing process Target market Product Decisions Pricing decisions Channel of Distributions Decisions Opportunity analysis Competitive analysis Target Marketing Promotional Decisions - Advertising - Direct marketing - Interactive Marketing - Sales Promotions - Publicity and Public Relations - Personal Selling Ultimate Consumer -Consumer -Business Identifying Markets Promotions to final buyer Market Segmentation Internet/ Interactive Selecting a Target Market Promotions to trade Resellers Positioning through Marketing Strategic Purchase Belch & Belch, 2007:39

  10. Tema Cinta Bank Niaga Menjual tema Cinta (Cindera Mata), berupa hadiah langsung bagi para penabung. Iklan hingga kompilasi lagu untuk album kaset bertema cinta

  11. Product-Life Cycle: Characteristics & Objectives Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 12e, 2006: 310.

  12. Product-Life Cycle Strategies Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 12e, 2006: 310.

  13. Product Portfolio Trajectory Analysis New Product Introduction A 20% High B F Divestment 16% D Market Growth Rate 10% E 8% C G Divestment Low 4% 10x High 1x Low .1x Relative Market Share Present Position Source: Roger P. Kerin, Vijay Mahajan, P. Rajan Varadarajan, Contemporary Perspectives on Strategic Market Planning, 1990: 55. Forecast Position of SBU

  14. MomentumEmas BCA Corporate Ad Sales Promo SWA, No 05/2007 SWA, No 02/2007

  15. Success & Disaster Trajectory Success Trajectories 20% High 16% Market Growth Rate 10% 8% Low 4% 10x High 1x Low .1x Relative Market Share Source: Roger P. Kerin, Vijay Mahajan, P. Rajan Varadarajan, Contemporary Perspectives on Strategic Market Planning, 1990: 55.

  16. Success & Disaster Trajectory Disaster Trajectories 20% High 16% Market Growth Rate 10% 8% Low 4% 10x High 1x Low .1x Relative Market Share Source: Roger P. Kerin, Vijay Mahajan, P. Rajan Varadarajan, Contemporary Perspectives on Strategic Market Planning, 1990: 55.

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