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Marketing audit final ppt

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Marketing audit final ppt

  1. 1. MARKETING AUDIT – MANAGEMENT AND BENEFITS Group 1 Keval Savla Avadhoot Hinge Gopal Dhage Nishad Patil Priyanka Gund Pranay Shetty
  2. 2. Marketing Audit  Definition – “A marketing audit is a comprehensive, systematic, independent & 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”
  3. 3. Marketing Audit Initially internal audit covered only financial & stores functions However, recently, organizations have included operational management areas under internal audit. Need to reorient internal audit to maintain market position.
  4. 4. Methodology Step 1 – Selection of a proper team of internal auditors. Step 2 – Scanning the available information within the organization. Step 3 – Discussions with various levels of different functions. Step 4 – Develop questionnaires for data collection from various branches.
  5. 5. Elements of Field Work Clear Communication Branch Personnel Distributors Customers & Competitive Distributors Report
  6. 6. Marketing – Environment Audit  Macroenvoirnment  Agricultural incomes  Huge government expenditure  Development of SSI & traders  Introduction of petrol engines  Legal & Regulatory policies
  7. 7. Year Growth (%) 1984-85 18.5 1985-86 17.7 1986-87 17.4 1987-88 23.3 1988-89 40.8 Markets Rural Market Growth
  8. 8. % growth over previous 1987 1988 1989 1988 1989 All cars 151243 159279 177409 5.3 11.38 Only Maruti 92669 106509 106509 2 12.67 Other Cars 58574 64704 70850 10.47 9.5 Market Growth of Cars
  9. 9. % growth overprevious 1987 1988 1989 1988 1989 79295 85518 95302 9.22 11.32 Growth in Tractor Market
  10. 10. Enterprise Form Generic Desire •Maruti, •Telco, • Ford(Escort ), •Toyota •Two wheeler manufactures - (Bajaj Auto, Kinetic Honda), •LCV( Ashok Leyland, Japanese LCVs) •Any other mode of transportation (people and goods) •Do not want to buy a vehicle Task Environment - Competitors
  11. 11.  Strategies of Maruti Gypsy  Handouts for dealer circulation emphasizing on negative features of Jeep  Profile of potential buyers  Merits of Gypsy over Jeep  Dealer’s guidance – list of government employees Task Environment - Competitors
  12. 12. Publics Employees Government Suppliers Distributors and dealers Facilitators Competitors Customers Task Environment - Publics
  13. 13. Marketing – Strategy Audit  Segmentation done on basis of product –  CJ – Rural rich, opinion leaders, village level politicians, farmers  CJ 540 DP – Largely authorised/ unauthorized taxis  MM 540 DP – Higher class rural rich, politicians, entrepreneurs, liquor merchants etc.  CJ 340 DP – Younger generation, farmhouse owners  Segments clearly defined.  Positioned itself as rugged, sturdy,
  14. 14. Marketing – Organization Audit Functional Efficiency o Training to sales personnel's o Supervision of distributors o Strict actions against irresponsible dealers o Lack of internal communication (marketing – dealers – customers)
  15. 15. Marketing & manufacturing – o Does not enjoy enviable status o Uncomfortable drive & ride o Old technology o Higher maintenance cost Finance o Low resale value o Jeep financing treated as a low priority area o No particular finance company exclusively providing finance for M&M Organization Audit – Interface Efficiency
  16. 16. Marketing – Organization Audit R & D o Improving the quality of product o Understanding the perceived risks o Finding out the acceptance of the product after Gypsy penetration o Analyzing on the weaknesses of Gypsy & improvising them as an opportunity
  17. 17. Marketing Systems Audit  The marketing team should regularly interact with customers  Communication between the marketing team and dealers  Product development and new product ideas from customers and dealers
  18. 18. Marketing Productivity Audit  The last TV ad campaign did not generate enquiries  Enter into SUV and MUV
  19. 19. Marketing Function- Audits  Products • CJ, CJ-540DP, MM540DP & CJ-340DP • Attitude towards products • To add MD-2340 engine in CJ • XD 4.90 petrol engine in CJ- 340DP • Some cosmetic changes • Competitors product and strategy
  20. 20. Price  Efficiency of Diesel offset by high maintenance cost  Price higher than LCVs
  21. 21. Distribution • Current Distribution strategy • Inefficiency of Dealers
  22. 22. Advertising, Sales promotion & publicity  Current advertising strategy o Merits of Jeep over Gypsy o Japanese monk’s testimonial ad in newspaper o Failures/problems faced experienced by Gypsy owners. o Change of TV campaign from usage to the reliability & elegance of Jeep. o Housewives as influencing factor should be considered for advertising & promotional strategy. • Learning from Rajdoot
  23. 23. Sales force • Team to visit the place in north-east propagating the benefits of CJ-340DP
  24. 24. Marketing – General Advertising Strategies o Inclusion of Jeep as a product with major ancillary advertisers o Customer & employee interaction with the product – Contest of naming the Jeep Models o Discreet campaign emphasizing on the fact of Maruti using foreign exchange.
  25. 25. Marketing – General Advertising Strategies o Association with tyre company – MRF in demonstrations/melas. o Less frequency of price revisions to get a psychological advantage over its customers. o Strict action against irresponsible dealers. o Direct mail campaign to government institutes.

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