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Monitoring and control


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Monitoring and control

  1. 1. Marketing Control
  2. 2. Management is all about <ul><li>Planning </li></ul><ul><li>Executing </li></ul><ul><li>Control </li></ul>
  3. 3. Marketing Organisation <ul><li>Functional </li></ul><ul><li>Geographic </li></ul><ul><li>Product/Brand management </li></ul><ul><li>Market Management </li></ul><ul><li>Matrix </li></ul>
  4. 4. Any strategy is as good as its implementation
  5. 5. Marketing Implementation is the process that converts plans into assignments, which after successful achievement accomplishes the plan’s stated objectives
  6. 6. Marketing Control <ul><li>Budget </li></ul><ul><li>Profitability </li></ul><ul><li>Efficiency (Productivity) </li></ul><ul><li>Strategic </li></ul>
  7. 7. Budget Control <ul><li>Measurement of results against monthly/quarterly budgets (goals) </li></ul><ul><li>Reasons for deviations (variances) </li></ul><ul><li>Remedial steps to be taken to close the gaps </li></ul><ul><li>between performance and goals </li></ul><ul><li>Review performance in the next month/quarter and assess results </li></ul>
  8. 8. Benchmarks for Efficiency <ul><li>against last year </li></ul><ul><li>against budget </li></ul><ul><li>against targets </li></ul><ul><li>% growths </li></ul><ul><li>% variances </li></ul><ul><li>% market share </li></ul>
  9. 9. Marketing Expense <ul><li>Sales Force </li></ul><ul><li>Advertising </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Market Research </li></ul><ul><li>Sales Administration </li></ul><ul><li>Public Relations </li></ul><ul><li>Direct Marketing </li></ul>
  10. 10. Financial Analysis <ul><li>RONW - Net Profits/Net Worth profit margin *asset turnover*financial leverage </li></ul><ul><li>Increase margins by increase in sales or reduction in costs or both </li></ul><ul><li>Increase asset turnover by increasing sales or reducing the assets (inventories, debtors) against a given level of sales </li></ul>
  11. 11. Market based scorecard analysis <ul><li>Customer Analysis </li></ul><ul><li>Stakeholder Analysis </li></ul>
  12. 12. Profitability Control <ul><li>80 : 20 rule </li></ul><ul><li>Product rationalisation </li></ul><ul><li>Customer rationalisation </li></ul><ul><li>Costing Analysis </li></ul>
  13. 13. Efficiency Control <ul><li>Sales force efficiency </li></ul><ul><li>Advertising efficiency </li></ul><ul><li>Sales promotion efficiency </li></ul><ul><li>Distribution efficiency </li></ul>
  14. 14. Sales force Efficiency <ul><li>No. of calls per salesperson per day </li></ul><ul><li>Average revenue per sales call </li></ul><ul><li>Average cost per call </li></ul><ul><li>Average call time per call </li></ul><ul><li>No. of new customers per period </li></ul><ul><li>Sales force cost per unit sales </li></ul>
  15. 15. Advertising Efficiency <ul><li>CPT </li></ul><ul><li>Before and after measure of attitude towards the product </li></ul><ul><li>No. of enquiries per ad </li></ul><ul><li>Cost per enquiry </li></ul>
  16. 16. Sales Promotion Efficiency <ul><li>% sales sold on ‘promotion’ </li></ul><ul><li>Display cost per sales rupee </li></ul><ul><li>% coupons redeemed </li></ul><ul><li>No. of enquiries resulting from a demonstration </li></ul>
  17. 17. Distribution Efficiency <ul><li>Time taken to execute orders </li></ul><ul><li>% order executed </li></ul><ul><li>service levels </li></ul>
  18. 18. Other Control Measures <ul><li>Marketing Effectiveness Review </li></ul><ul><li>- customer philosophy, integrated marketing organization, adequate marketing information, strategic orientation and operational efficiency </li></ul><ul><li>Marketing Audit </li></ul><ul><li>- 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. </li></ul>