Marketing Control

Management is all about

Planning Executing Control

Marketing Organisation
Functional Geographic Product/Brand management Market Management Matrix

Any strategy is as good as its implementation

Marketing Implementation

is the process that converts plans into assignments, which after successful achievement accomplishes the plans stated objectives

Marketing Control
Budget Profitability Efficiency (Productivity) Strategic

Budget Control
Measurement of results against monthly/quarterly budgets (goals) Reasons for deviations (variances) Remedial steps to be taken to close the gaps between performance and goals Review performance in the next month/quarter and assess results

Benchmarks for Efficiency

against last year against budget against targets % growths % variances % market share

Marketing Expense
Sales Force Advertising Sales Promotion Market Research Sales Administration Public Relations Direct Marketing

Financial Analysis
RONW - Net Profits/Net Worth profit margin *asset turnover*financial leverage Increase margins by increase in sales or reduction in costs or both Increase asset turnover by increasing sales or reducing the assets (inventories, debtors) against a given level of sales

Market based scorecard analysis

Customer Analysis Stakeholder Analysis

Profitability Control
80 : 20 rule Product rationalisation Customer rationalisation Costing Analysis

Efficiency Control
Sales force efficiency Advertising efficiency Sales promotion efficiency Distribution efficiency

Sales force Efficiency

No. of calls per salesperson per day Average revenue per sales call Average cost per call Average call time per call No. of new customers per period Sales force cost per unit sales

Advertising Efficiency
CPT Before and after measure of attitude towards the product No. of enquiries per ad Cost per enquiry

Sales Promotion Efficiency

% sales sold on promotion Display cost per sales rupee % coupons redeemed No. of enquiries resulting from a demonstration

Distribution Efficiency
Time taken to execute orders % order executed service levels

Other Control Measures

Marketing Effectiveness Review - customer philosophy, integrated marketing organization,
adequate marketing information, strategic orientation and operational efficiency

Marketing Audit - comprehensive , systematic, independent and periodic

review of a companys 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.