Description
chracteristics of marketing audit, key areas of marketing audit, different coverage points and marketing audit strategy.
mARKETING AUDIT SURVEY : I maritime
Marketing Audit
• An examination of a company’s marketing environment, objectives, strategies & activities. Need for Audit • Determine problem areas • Opportunities • Plan of action
Characteristics of Marketing Audit
Comprehensive Systematic
Independent
Periodic
KEY AREAS of marketing audit
External
Competitive
Economic
Internal
Market
Coverage points Market
Environment Competitors Marketing systems
Customers
Review of marketing activities
Coverage points contd. Distribution Sales
Publicity Online Advertising
Promotions
i-maritime Consultancy OVERVIEW
• India’s top maritime, port and shipbuilding consultant • More than 100 domestic and international clients • Strengths: - Market intelligence and understanding - Vast maritime database and knowledge - Deep maritime & port consultancy experience - Innovative thinking and innovative solutions
Products & Services
• Report on the Indian Maritime sector • Weekly newsletters, business analysis magazine & daily sms’s, Maritime Research publications
Services
Maritime
Business Research & Consulting Technical Design Consulting
Info & Data
Corporate Finance Advisory Container Logistics Consulting
Ports & Terminals Shipping & Shipbuilding
Shipyard & Warehousing
Marketing Audit
• • • • • • Environment audit Strategy audit Organization audit Systems audit Productivity audit Function audit
Marketing Environment Audit
Macro environment
• Demographic trends : opportunities • Economic: Increase in consumer income and savings • Environmental: Cost and availability of natural resources, pollution • Technology: product, process technology • Political: Government laws and regulations
Task Environment
• Market size: Increasing exponentially • Major market segments • Customers: rating, factors considered buying • Competitors: who, strengths, weaknesses
Marketing Strategy Audit
• Business Mission
• Marketing objectives and goals • Strategy
Marketing Strategy Audit
• Business Mission
? Clearly stated business mission
Marketing Strategy Audit
• Marketing objectives and goals ?Marketing objectives clearly guide marketing planning and performance measurement. ?Marketing objectives relate to company’s competitive position, resources and opportunities.
Marketing Strategy Audit
• Strategy ?Marketing strategy to achieve objectives ?Company positioning ?Resource allocation to important elements of marketing mix
Marketing Organization Audit
• Formal Structure
• Functional Efficiency • Interface Efficiency
Marketing Organization Audit
• Formal Structure ?Authority and responsibility of marketing director
?Optimally structured marketing activities
Marketing Organization Audit
• Functional Efficiency ? Good communication between marketing and sales ? Product-management system ? Profits vs Sales
? Need for training, motivation and supervision
Marketing Organization Audit
• Interface Efficiency
?Problems between marketing and other departments.
MARKETING SYSTEMS AUDIT
• Accurate, sufficient market information system • Well conceived planning system to a certain extent • Periodic examination of performance variables • Adequate product and market testing before new product launch • Knack for creative ideas
MARKETING PRODUCTIVITY AUDIT
• Sizeable profitability • Can venture into technical management and manning of ships • 360 degree coverage of shipping services • Cost reducing steps are yet to be ascertained
Marketing Function Audits
PRODUCTS PRICE PROMOTION
SALES FORCE
PRODUCTS
? Company’s product line objectives ? The sound objectives ? The need to stretch or contract the product line ? Need to add new products
PRICE
• Keeping the prices competitive in nature • Main parameters: 1. Competitor prices 2. Consumer expectations 3. Organizational requirements
PLACE (DISTRIBUTION)
• Adequate marketing coverage • Need for new distribution channels
PROMOTION
• Advertising • Sales Promotion • Direct promotion- salesmen reaching out to potential clients • Publicity- conferences, exhibitions • Online marketing – not yet leveraged
I-maritime’s in sales forces…
• Currently focusing on Mumbai territory only • Enough sales managers to guide the fields’ sales reps. • Adequate incentive and rewards • Sales force show high morale, ability and effort • Procedures adequate to set quotas and evaluate performance • Comparable to competition STUP
Thank You !!
doc_110982145.ppt
chracteristics of marketing audit, key areas of marketing audit, different coverage points and marketing audit strategy.
mARKETING AUDIT SURVEY : I maritime
Marketing Audit
• An examination of a company’s marketing environment, objectives, strategies & activities. Need for Audit • Determine problem areas • Opportunities • Plan of action
Characteristics of Marketing Audit
Comprehensive Systematic
Independent
Periodic
KEY AREAS of marketing audit
External
Competitive
Economic
Internal
Market
Coverage points Market
Environment Competitors Marketing systems
Customers
Review of marketing activities
Coverage points contd. Distribution Sales
Publicity Online Advertising
Promotions
i-maritime Consultancy OVERVIEW
• India’s top maritime, port and shipbuilding consultant • More than 100 domestic and international clients • Strengths: - Market intelligence and understanding - Vast maritime database and knowledge - Deep maritime & port consultancy experience - Innovative thinking and innovative solutions
Products & Services
• Report on the Indian Maritime sector • Weekly newsletters, business analysis magazine & daily sms’s, Maritime Research publications
Services
Maritime
Business Research & Consulting Technical Design Consulting
Info & Data
Corporate Finance Advisory Container Logistics Consulting
Ports & Terminals Shipping & Shipbuilding
Shipyard & Warehousing
Marketing Audit
• • • • • • Environment audit Strategy audit Organization audit Systems audit Productivity audit Function audit
Marketing Environment Audit
Macro environment
• Demographic trends : opportunities • Economic: Increase in consumer income and savings • Environmental: Cost and availability of natural resources, pollution • Technology: product, process technology • Political: Government laws and regulations
Task Environment
• Market size: Increasing exponentially • Major market segments • Customers: rating, factors considered buying • Competitors: who, strengths, weaknesses
Marketing Strategy Audit
• Business Mission
• Marketing objectives and goals • Strategy
Marketing Strategy Audit
• Business Mission
? Clearly stated business mission
Marketing Strategy Audit
• Marketing objectives and goals ?Marketing objectives clearly guide marketing planning and performance measurement. ?Marketing objectives relate to company’s competitive position, resources and opportunities.
Marketing Strategy Audit
• Strategy ?Marketing strategy to achieve objectives ?Company positioning ?Resource allocation to important elements of marketing mix
Marketing Organization Audit
• Formal Structure
• Functional Efficiency • Interface Efficiency
Marketing Organization Audit
• Formal Structure ?Authority and responsibility of marketing director
?Optimally structured marketing activities
Marketing Organization Audit
• Functional Efficiency ? Good communication between marketing and sales ? Product-management system ? Profits vs Sales
? Need for training, motivation and supervision
Marketing Organization Audit
• Interface Efficiency
?Problems between marketing and other departments.
MARKETING SYSTEMS AUDIT
• Accurate, sufficient market information system • Well conceived planning system to a certain extent • Periodic examination of performance variables • Adequate product and market testing before new product launch • Knack for creative ideas
MARKETING PRODUCTIVITY AUDIT
• Sizeable profitability • Can venture into technical management and manning of ships • 360 degree coverage of shipping services • Cost reducing steps are yet to be ascertained
Marketing Function Audits
PRODUCTS PRICE PROMOTION
SALES FORCE
PRODUCTS
? Company’s product line objectives ? The sound objectives ? The need to stretch or contract the product line ? Need to add new products
PRICE
• Keeping the prices competitive in nature • Main parameters: 1. Competitor prices 2. Consumer expectations 3. Organizational requirements
PLACE (DISTRIBUTION)
• Adequate marketing coverage • Need for new distribution channels
PROMOTION
• Advertising • Sales Promotion • Direct promotion- salesmen reaching out to potential clients • Publicity- conferences, exhibitions • Online marketing – not yet leveraged
I-maritime’s in sales forces…
• Currently focusing on Mumbai territory only • Enough sales managers to guide the fields’ sales reps. • Adequate incentive and rewards • Sales force show high morale, ability and effort • Procedures adequate to set quotas and evaluate performance • Comparable to competition STUP
Thank You !!
doc_110982145.ppt