2. Group 9
y Dhara Nathwani
y Prachiti Bhandari
y Falak Trivedi
y Ankita Poddar
y Shweta Vetal
y Vrushank Shah
y Ankit Grover
y Varun Khimani
3. Characteristics of a good Marketing company:
1. Selection of proper target markets
2. Customer and market minded employees and
3. Good relationship between marketing, R&D and
4. Good working relationship between marketing,
sales and customer service
4. 5. Installed incentives to lead to the right behaviors.
6. Continuous building and tracking customer loyalty
7. A value delivery system in partnership with the
8. Skill in building brand name and image.
9. Flexible in meeting customers¶ varying
5. Marketing Implementation
y The process that turns marketing plans into action
assignments and ensures they accomplish the plan¶s
y Counts for little if not implemented properly.
y Strategy: What and Why of marketing activities.
y Implementation: Who, Where, When and How.
6. y Marketing costs consists of 20 to 40 % of a company¶s
total operating budget.
y Marketers need better templates for marketing
processes, better management of marketing assets, and
better allocation of marketing resources.
y MRM software provides a set of Web-based applications
that automate and integrate such activities as project
management, campaign management, budget
management, asset management, brand management,
customer relationship management and knowledge
7. Types of Marketing Control
y Annual Plan Control
y Profitability Control
y Efficiency Control
y Strategic Control
8. Approaches to Annual Plan Control
y Annual Plan Control
- Sales Analysis
- Market Share Analysis
- Marketing expense-to-sales Analysis
- Financial Analysis
9. Sales Analysis:
y Measures and evaluates actual sales in relationship
y It has two specific tools:
- Sales-variance Analysis- measures the relative
contribution of different factors to a gap in sales
- Microsales Analysis- looks at specific products,
territories and so forth that failed to produce
10. Market Share Analysis:
y Company sales don¶t reveal how well the company is
performing relative to competitors.
y Overall market share- company¶s sales as a % of total
y Served market share- a % of the total sales to the
y Relative market share- market share in relationship
to the largest competitor.
11. Conclusions from market share analysis:
y The assumption that outside forces affect all
companies in the same way is often not true.
y The assumption that a company¶s performance
should be judged against the average performance of
all companies is not always valid.
y If a new firm enters the industry, every existing
firm¶s market share might fall.
y Sometimes a market share decline is deliberately
engineered to improve profits.
y Market share can fluctuate for many minor reasons.
12. y Overall market share= Customer
13. Marketing expense-to-sales Analysis
y To ensure that the company is not overspending to
achieve sales goals.
y Includes components like sales force to sales,
advertising to sales, sales promotion to sales,
marketing research to sales, sales administration to
y Need to monitor period to period fluctuations in
each ratio on control charts.
y Control charts explains whether the company has
good expense control or it has lost control over its
14. Financial Analysis
y To identify the factors that affect the company¶s rate
of return on net worth.
y These factors include profit margin, asset turnover
which is the product of return on assets and financial
y To improve its return on net worth, the company
must increase its ratio of net profits to assets or the
ratio of assets to net worth.
y The company should also analyze the components of
its assets and make the needed improvements.
16. y Marketing Profitability Analysis-
y Step 1- Identifying functional Expenses
y Step 2- Assigning Functional Expenses to Marketing
y Step 3- Preparing a Profit & Loss statement for each
y Determining Corrective Action
y Direct versus Full Costing
17. Strategic Control
y The Marketing Audit- A comprehensive, systematic,
independent and 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.
19. Major Marketing Weaknesses
- Insufficient market focus and customer drive.
- Inadequate understanding of its target customers.
- Improperly defined and monitored competitors.
- No properly managed relationships with
20. - No proper R&D, lack of innovative opportunities.
- Deficient marketing planning process.
- Loosened product and service policies.
- Weakened brand-building and communication skills.
- Improperly organized efficient and effective
- No optimum use of technology.
21. The Future of Marketing
y The demise of the marketing department and rise of
y The demise of free-spending marketing and the rise
of ROI marketing
y The demise of marketing intuition and the rise of
y The demise of manual marketing and the rise of
y The demise of mass marketing and the rise of
22. Skills required to accomplish the changes:
y Customer Relationship Management
y Partner Relationship Management
y Database marketing and data mining
y Contact center management and telemarketing
y Public relations marketing
y Brand building and brand-asset management
y Experiential marketing
y Integrated marketing communications
y Profitability analysis by segment, customer and