the-marketing-audit-download-ppt3912.ppt

7/23/2019 the-marketing-audit-download-ppt3912.ppt

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The Marketing Audit

and the Marketing Plan

Systematically takes stock of an

organisations marketing health and

plans the direction and scope ofmarketing activities


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Definition

the means by which a company canunderstand how it relates to theenvironment in which it operates

the means by which a company canidentify its own strengths and weaknessesas they relate to opportunities and threats!

The marketing plan serves as a roadmap

that guides the conte"t and scope ofmarketing activities

McDonald #$%$


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Marketing audit issues

&nternal audit 'Portfolio analysis( P)*+ Macro,environment 'P-ST+ Task environment '*ompetition( channels(

customers+ Markets Strategic issues 'segmentation( positioning(

competitive advantage+

Marketing mi" '.Ps+ Marketing organisational structure and

organisation


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&nternal audit /*oca,*ola

strategic ob0ectives

# accelerate carbonated soft drinks growth( led by Coca-Cola

1 broaden the family of products( wherever appropriate eg bottled water( tea(

coffee( 0uices( energy drinks

2 grow system profitability 3 capability together with the bottlers

4 creatively serve customers 'eg retailers+ to build their businesses

5 invest intelligently in market growth

6 drive efficiency 3 cost effectiveness by using technology and large scale

production to control costs

. enabling our people to achieve e"traordinary results everyday


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&nternal audit/ how to plot

the portfolio matri"


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The 7*8 Matri"

Assess the general level of growth inthe products market

Measure the market share relative tothe largest competitor in the industry Decide whether there are enough

strong products to support weak ones

&s the portfolio balanced betweene"isting strength and emergingopportunity9


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*oca,*ola/ product:market summary


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7ottled water/ si;e and segmentation )ook at each

Market in turn and find growth rate


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7ottled water/ brand shares

&dentify brand leader market shares

The ** brand Malvern has less than #< market share -"press in terms of

7rand leaders share


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Portfolio analysis for **87

Malvern =ater

%5< market

growth

>>6

?MS


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P)* @uestions

=here is each product in its lifecycle9

=hich products are profitable9

Should new products be added to theportfolio9

=hich products are worth supporting9


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Macro,environment/ P-ST


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Purpose of P-ST analysis

=hat environmental factors are affectingthe organisation9

=hich of these are most important at the

present time9 =hich of these are most important in the

future9 orms the Bpportunities 'area of buyer

need+ and Threats 'unfavourable trendre@uiring defensive action+ of the S=BTanalysis


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Political:legal factors'including 8lobal factors+

Monopolies:competition legislation -nvironmental protection laws 'eg environmental

protection legislation favours hybrid technologies!+

Ta"ation policy oreign trade regulations -mployment law 8overnment stability &mportant political events

*ritical global markets Cewly industrialised countries


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-conomic factors

Personal savings rates

&nterest rates

Money supply &nflation

nemployment

Disposable income

-nergy/ availability and cost


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Sociocultural factors'including Demographic factors+

Population demographics &ncome distribution Social mobility )ifestyle changes Attitudes to work and leisure Shifts in preferences regarding product and

service characteristics )evels of education *oncerns about the environment

-g increasing concentration

of worlds population in

cities


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Technological factors

Spending on research

ocus of technological effort

Cewdiscoveries:developments:product

innovations

?ates of obsolescence


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Task environment/

*ompetitor analysis

&dentify and analyse competitors very

carefully

Potential competitors:emergingcompetition

-merging needs

*ompetitor product range *ompetitor marketing activities


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-"ample competitors for **87


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Potential Eey Success

actorsMarketing andmarketposition

Innovation Production Finance Management

*ustomerorientation

Technology ?esources Parentcompany

-ntrepreneurial@uality

Product @uality ?esearch anddevelopment

Means ofproduction

*ashflow Staff turnover

Marketknowledge

Patents People *urrentposition

Salespromotion

Service

Market share

7rand loyalty

7randawareness


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Scores on Eey Success

actors of *ompetitorsCharacteristics Competitor A Competitor B Competitor C Group of

smallcompetitors

*ustomersatisfaction

4 4 2 1

Strong brandimage

5 4 1 #

Salespromotion

4 2 2 #

ProductFuality 4 2 2 2

inance 5 2 2 1

# G very weak( 5 G very strong


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Defining our position in themarket


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Competitive Benchmarking

Origin8 DelicafePret a Manger

Starbucks Coee


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*ustomers( segmentation(

positioning

How are markets segmented9

Macro 'demographics/ age( income(

gender+

And micro segmentation variables 'lifestyle(

usage( personality+


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Task environment/

7ehavioural segmentation


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sage segmentation


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Demographic segmentation


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Psycho,demographic segmentation


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Psychographic segmentation


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Psychographic segmentation

)ifestyle typologies,eg slob! G & do

not consider my

diet to be healthy!


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&nternal analysis/ Marketing

mi"

Products

Prices

Promotional activities Distribution

Cew product development

*ustomer service


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Product strategy

=hat products at what prices for what

customer segments9

Market share of each product or line9

Stages in P)* of each product9

=hich products account for largest

proportion of sales and profits =hat are strengths and weaknesses of

each product

Summarise


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Product strategy

Bpportunities for modifications oradditions in each segment

=hat are weaknesses and threats toproducts How do each products features(

benefits( branding( packaging

compare with competitive offerings =hat changes to lines and mi"es will

help achieve goals


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Place 'channel+ strategy

How and where do customers preferto buy9

Describe current distribution strategy =hich channels perform the best9 How does each channel contribute to

sales( profits etc9 *hannel implications of new

strategies9


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Pricing strategy

How does pricing strategy support the ob0ective 'egskimming( penetration9+

How do channel decisions affect pricing How do promotion decisions affect pricing =hat are the products costs and how do they affect

the price9 How do customers see relationship between price and

benefits9

=hat are prices and costs of competing products9 Are discounts an appropriate tactic9 &s it advisable to raise prices and if so how9


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Promotion strategy

=ho is the target audience and what are

appropriate promotion tools and messages9

=hat do we want to achieve through

promotion9

How will we use advertising( sales

promotion( P?( direct marketing( personal

selling9 Message content( emotional or rational


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S=BT analysis

Strengths and weaknesses focus on

present( past( internal factors

'portfolio analysis( marketing mi"+/where we are now

Bpportunities and threats focus on

present( future( e"ternal factors

'competitors( P-ST+/ where we

want/dont want to e


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**87 I

Strengths:=eaknesses

ST?-C8THS

-"isting brand

names

7rand

attractiveness to

retail partners

Strong distributionnetwork

Ability to take risks

=-AEC-SS-S

Heavily dependent

on carbonates

nbalanced

portfolio

Market failures

'Dasani( 7urn+ nresponsive to

consumer trends


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**87 I

Bpportunities:Threats

BPPB?TC&T&-S

Strong growth

health segments

Sports:energy

8rowth in

pub:restaurant

premium soft:0uicesector

TH?-ATS

Saturation:decline

in carbonates

8rowth in retailer

brands

Health concerns

-thical concerns 7en;ene in diet

drinks


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Marketing ob0ectives

ill the gap between where we arenow and where we want to be!

How will we get there9! S pecific M easureableA chievable ? elevant T ime bound


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-C)A?8-

TH-

MA?E-T

&C*?-AS-

MA?E-T

SHA?-

&MP?BJ-

P?B&TA7&)&TK

Market development

Develop present

ser markets

Discover new

ser markets

Product

development

&mprove e"isting

Products to increaseuse

Develop newproducts

Product improvement

&mprove @uality

&mproveservice

&mprove

*ustomer

service

Availability

*redit

Sales volumes

&ncrease sales and

Marketing effort

-liminate

nprofitable

)ines:activities

&ncreased

efficiencies


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8rowth ob0ectives

MA!"#$

P#%#$!A$I&%

'I(#!)IFICA$I&%

P!&'*C$

'#(#+&PM#%$

MA!"#$'#(#+&PM#%$

*urrent Cew

P?BD*T

MA?E-T

*urrent

Cew

Ansoffs 8rowth Matri"


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Sample marketing

ob0ectives

C&T SA)-S/ sell #>>> units in eachtargeted segment during every month in1>>.

MA?E-T SHA?-/ *apture 2< of the Efreshly s@uee;ed orange 0uice market byLune 1>>.

P?BD*T D-J-)BPM-CT/ Develop andintroduce two new products targeting "y;

segments by Lune 1>>. B?D-? )&)M-CT/ *ut the order cycle

time to & day by Lune 1>>.


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Marketing strategy

Marketing strategies are the means bywhich the ob0ective will be achieved

8enerally concerned with marketing mi"

elements Product/ delete( add( modify(

designs(packaging Price/ policy for products:segments

Place/ distribution channels( customerservice Promotion/ advertising( sales force( sales

promotion( P?( e"hibitions( direct mail


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The first year implementation plan

Specify actions to put strategy intooperation

Describe actions in respect of each

marketing mi" element individually


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Product strategy

Describe in detail your new product:service idea =ho is the target customer and how will it meet their

needs9 =hat customer benefit are you selling9 -g product

features:packaging( taste( convenience( @uality Mean 7ean *hilli/ vegetarian with nine distinctive bran

varieties( and fire roasted green chillies with a robustblend of spices Available in an easy to openmicrowaveable sachet in individual 15>g servings!


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Price strategy

Make the price point clear 'you haveresearched prices earlier in the marketingaudit+

&dentify the price position relative tocompetitors eg higher @uality higher price

Howlin *oyote Mean 7ean Jegetarian *hilliis 1$$ for a 15>g serving The significant

taste advantage and the convenienceadvantage 0ustify the premium price positionrelative to competitor "( y( ;


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Distribution strategy

Howlin *oyote Mean 7ean Jegetarian

*hilli will be distributed through

e"isting channels:new channels Method of distribution eg direct(

wholesalers( retailers

Types of retailer( e"amples


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Promotion strategy

How will you use advertising( personal selling( directmarketing( internet promotion( sales promotion( P?(sponsorship9

=hat are the key promotional activities

Think about your communication message( yourchoice of communications media and promotionalcosts

How will you encourage consumers to trial a newproduct9

&nstore demonstrations of Howlin *oyote Mean 7ean*hilli will be conducted to give consumers a chance tolearn about the products uni@ue @ualities To generatetrial and repeat purchase money off coupons will bedistributed in,pack( via direct mail( in,store!


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=hich type of promotional

activity9

Advertising to create

awareness

Sales promotion and

personal selling areinteractive and

encourage trial

Advertising to encourage

repeat purchase and

loyalty


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Bther strategies

People( Physical -vidence and

Process must be considered if you are

proposing a new service or if there arekey process elements in your

distribution strategy 'such as Dell+


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=eek 1/ key terms

Marketing audit

Marketing plan


P-ST analysis

S=BT analysis

7*8 matri"

Macro segmentation variable

Micro segmentation variable

Market penetration

Market development

Product development

Diversification

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the-marketing-audit-download-ppt3912.ppt