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 plan’s
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 • % growths

• against budget • % variances
• against targets • % market share
Marketing Expense

• Sales Force • Sales Administration

• Advertising • Public Relations
• Sales Promotion • Direct Marketing
• Market Research
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 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.