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3. Marketing control
Ahmed Khater
Product Manager
Inspire Pharma

4. Agenda
1. Facilitator.
2. Introduction.
3. Why control?
4. What is control?
5. Who controls?
6. Where to control?
7. How to control?
8. Summary.

5. 1. Facilitator.
Name: Ahmed Kamal Khater
Address: block 12, building 15, alwaha area,
Nasr city, cairo.
Tel: +201200399615 .
Email: Ahmed.khater@live.co.uk
Date of birth : Nov. 3rd 1983.
Nationality : Egyptian.
Marital status : Married.
Driving license : Valid.
 PgDBM Post Graduate Diploma in Business
Management from NCC, UK.
 Bachelor degree in pharmaceutical
sciences Mansoura University, May 2005.
 2 years of working in Madaus Egypt as a
medical representative.
 5 years working in Tabuk KSA
Pharmaceutical Manufacturing Co. as a CVS
medical rep.
 Working for Future Pharmaceutical Industries
(FPi) Egypt as a product manager from
Apr.2013 till Oct.2015.
 Product Manager,( CNS-Neurology line) in
Inspire Pharma from Nov.2015 till present.

6. 2. Introduction.
Analysis
•Business analysis.
•Market assessment.
•Competitors analysis
Objective setting
•Strategic.
•Qualitative.
•Quantitative.
Action plan
•Tactics.
•Promotions.
•Budgets.
•……….. Etc.
Control

7. Question to think
Among the many steps of the ideal marketing plan,
What is the most crucial step?
And why?

8. Control definition
What is control?
Marketing control is the process of:
the proposed plans as they proceed and adjusting where necessary.
Monitoring Measuring Evaluating
Customer interviews
Market researches
Field force feedback
Digital surveys
Others
Setting standards
Sales achievement/planned
% Sales Growth
Market share analysis
Competitors activities
KPIs
Field force effectiveness
Cash flow statements
Deviations detection
Others
Others

9. Who should control?
Who do you think should be in
charge of follow-up & control?

10. Strategic control algorithm
Did the strategy
implemented produce
the desired results?
Successful strategy
and results
Yes
Was the strategy poorly
executed?
No
Was the situational
analysis valid?
No
Were strategies/tactics
communicated effectively?
Did management commit
and follow properly?
Were actions monitored
closely and corrective
actions taken?
Was strategy formulation
adversely affected?
Yes
Were supporting functions
consistent?
No
Yes
were resource allocation
sufficient and consistent?
Yes
Revise communications and training
No
Poor commitment
No
Improve feedback mechanism
No
Replan, redirect, reformulate,… etc.
Yes
Revise corporate strategy to identify
gaps, treat it.
No
Reallocate resources efficiently
No
Adapted from the strategic review, schmidt

11. Techniques of marketing control
1. Annual plan control
Sales analysis.
Market share analysis
Marketing expenditure analysis
Financial analysis
Customer attitude tracking
2. Profitability control
To determine the actual profitability of the firms products,
territories, market segments and intermediaries.
3. Efficiency control
Marketing mix analysis
Cost-effective activities
4. Strategic control
Macro-environmental analysis
Macro-environmental analysis
SWOT analysis
Control techniques

12. Summary and conclusion:
Marketing control acts as a preventive as well as corrective tool;
it prevents/minimize.
 The need of marketing control is to:
1. Make sure the plan is successfully executed.
2. Prevent/minimize mistakes to occur.
3. Reformulate and modify marketing strategies and take corrective actions.
4. Measure and evaluate effectiveness of marketing activities.
5. Achieve better coordination between different departments in the organization.
6. Make managers responsible, engaged, and disciplined.
7. Gain new ideas and methods for better performance next period.

13. Without follow-up and control, your plan
is just
“ink on papers”