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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.

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Marketing Control

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  1. Marketing Control

  2. Management is all about • Planning • Executing • Control

  3. Marketing Organisation • Functional • Geographic • Product/Brand management • Market Management • Matrix

  4. Any strategy is as good as its implementation

  5. Marketing Implementation is the process that converts plans into assignments, which after successful achievement accomplishes the plan’s stated objectives

  6. Marketing Control • Budget • Profitability • Efficiency (Productivity) • Strategic

  7. 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

  8. against last year against budget against targets % growths % variances % market share Benchmarks for Efficiency

  9. Sales Force Advertising Sales Promotion Market Research Sales Administration Public Relations Direct Marketing Marketing Expense

  10. 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

  11. Market based scorecard analysis • Customer Analysis • Stakeholder Analysis

  12. Profitability Control • 80 : 20 rule • Product rationalisation • Customer rationalisation • Costing Analysis

  13. Efficiency Control • Sales force efficiency • Advertising efficiency • Sales promotion efficiency • Distribution efficiency

  14. 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

  15. Advertising Efficiency • CPT • Before and after measure of attitude towards the product • No. of enquiries per ad • Cost per enquiry

  16. Sales Promotion Efficiency • % sales sold on ‘promotion’ • Display cost per sales rupee • % coupons redeemed • No. of enquiries resulting from a demonstration

  17. Distribution Efficiency • Time taken to execute orders • % order executed • service levels

  18. 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.

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