Paper on Marketing ROI - the process of great marketing and how finance can prove your value.

39. Appendix A
Case study organisations
A key aspect of the project was to explore how companies actually use these
methods in practice. We amassed information from over 100 organisations during an
investigative research programme from 1997 to 2007.
Managers in these organisations shared with us their working practices, invited us to
internal planning and review meetings, showed us plans, budgets, analyses, models
and tools, and they talked candidly about what worked effectively and what didn’t.
We have also reviewed published case study papers about some organisations. While
the specific individual findings are commercially confidential, many recurrent themes
emerged that are described in this paper. The following organisations have provided
helpful information as inputs to our research:
3M Geest Post Office®
Age Concern GeoPost Powergen
Arriva Buses Guinness® Procter & Gamble
ATS Euromaster Halfords RHM
Autoglass® Hall & Woodhouse Royal Mail
Bakers Heineken® RSM Robson Rhodes
Barclays Hewlett Packard SABMiller
Molson Coors Brewing Company HBOS Samsung
BDO Stoy Hayward HSBC Scottish Enterprise
Black & Decker® IBM Scottish National Blood Transfusion
BOC (The Linde Group) IMI Service
The Body Shop Inbev Scottish & Newcastle
Boehringer Ingelheim Intel® ScottishPower
BCA (Book Club Associates) Inland Revenue Scottish Widows
Boots Kerry Foods Shell
BP Kodak Silentnight beds
British Airways Kraft Skandia
British Gas Lancashire & Blackpool Tourism Smith & Nephew
BT (British Telecom) Littlewoods Shop Direct Group Standard Life
Britvic Soft Drinks Liverpool Victoria Friendly Society Ltd The Stoves Group
BUPA Magnet Superdrug
CPP (Card Protection Plan) Marks & Spencer Syngenta
Castrol Marsh Ltd Tesco
The Children’s Society McDonalds Tetley
Clarke Willmott Microsoft Thameslink
Colgate-Palmolive Monsanto Travelocity
Cumbria Tourist Board NatWest Tupperware®
Diageo Nestle Ty.phoo
Direct Line Next Unibond
Disney Nokia Unilever
Dow Chemicals Northern Ireland Office United Biscuits
Eastern Group Norwich Union University of Dundee
English Heritage Orange Vodafone
First Choice Pauls Agriculture West Midlands Museums
Ford PerkinElmer West of Scotland Cancer Awareness
page 39

40. www.return-on-ideas.com
The mark of responsible forestry
SGS-COC-005502
1996 Forest Stewardship Council A.C.
© Robert Shaw, licensed to The Direct Marketing Association, The Chartered Institute of Management Accountants and The Chartered Institute of Marketing