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MARKETING AUDIT – MANAGEMENT AND BENEFITS
Group 1
Keval Savla Avadhoot Hinge Gopal Dhage
Nishad Patil Priyanka Gund Pranay Shetty
Marketing Audit
Definition – “A marketing audit is a comprehensive, systematic, independent & 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”
Marketing Audit
Initially internal audit covered only
financial & stores functions
However, recently, organizations have
included operational management areas
under internal audit.
Need to reorient internal audit to
maintain market position.
Methodology
Step 1 – Selection of a proper team of internal
auditors.
Step 2 – Scanning the available information
within the organization.
Step 3 – Discussions with various levels of
different functions.
Step 4 – Develop questionnaires for data
collection from various branches.
Step 5 – Field Work
Elements of Field Work
Clear Communication
Branch Personnel
Distributors
Customers & Competitive Distributors
Report
Marketing – Environment Audit
Macroenvoirnment
Agricultural incomes
Huge government expenditure
Development of SSI & traders
Introduction of petrol engines
Legal & Regulatory policies
Year Growth (%)
1984-85 18.5
1985-86 17.7
1986-87 17.4
1987-88 23.3
1988-89 40.8
Markets
Rural Market Growth
% growth over previous
1987 1988 1989 1988 1989
All cars 151243 159279
177409
5.3 11.38
Only Maruti 92669 106509
106509
2 12.67
Other Cars 58574 64704 70850 10.47 9.5
Market Growth of Cars
% growth over previous
1987 1988 1989 1988 1989
79295 85518 95302 9.22 11.32
Growth in Tractor Market
Enterprise
Form Generic Desire
•Maruti,•Telco,• Ford(Escort),•Toyota
•Two wheeler manufactures - (Bajaj Auto, Kinetic Honda), •LCV( Ashok Leyland, Japanese LCVs)
•Any other mode of transportation (people and goods)
•Do not want to buy a vehicle
Task Environment - Competitors
Strategies of Maruti Gypsy Handouts for dealer circulation
emphasizing on negative features of Jeep Profile of potential buyers Merits of Gypsy over Jeep Dealer’s guidance – list of government
employees
Task Environment - Competitors
Publics
Employees Government
Suppliers
Distributors and dealers
Facilitators
Competitors
Customers
Task Environment - Publics
Marketing – Strategy Audit
Segmentation done on basis of product – CJ – Rural rich, opinion leaders, village level
politicians, farmers CJ 540 DP – Largely authorised/ unauthorized
taxis MM 540 DP – Higher class rural rich, politicians,
entrepreneurs, liquor merchants etc. CJ 340 DP – Younger generation, farmhouse
owners Segments clearly defined. Positioned itself as rugged, sturdy,
multipurpose vehicle.
Marketing – Organization Audit
Functional Efficiency
o Training to sales personnel's
o Supervision of distributors
o Strict actions against irresponsible dealers
o Lack of internal communication (marketing –
dealers – customers)
Marketing & manufacturing – o Does not enjoy enviable statuso Uncomfortable drive & rideo Old technologyo Higher maintenance cost
Financeo Low resale valueo Jeep financing treated as a low priority areao No particular finance company exclusively
providing finance for M&M
Organization Audit – Interface Efficiency
Marketing – Organization Audit
R & D
o Improving the quality of product
o Understanding the perceived risks
o Finding out the acceptance of the product
after Gypsy penetration
o Analyzing on the weaknesses of Gypsy &
improvising them as an opportunity
Marketing Systems Audit
The marketing team should regularly
interact with customers
Communication between the marketing
team and dealers
Product development and new product
ideas from customers and dealers
Marketing Productivity Audit
The last TV ad campaign did not
generate enquiries
Enter into SUV and MUV
Marketing Function- Audits
Products• CJ, CJ-540DP, MM540DP & CJ-340DP• Attitude towards products• To add MD-2340 engine in CJ• XD 4.90 petrol engine in CJ- 340DP• Some cosmetic changes• Competitors product and strategy
Advertising, Sales promotion & publicity
Current advertising strategy
o Merits of Jeep over Gypsy
o Japanese monk’s testimonial ad in newspaper
o Failures/problems faced experienced by Gypsy owners.
o Change of TV campaign from usage to the reliability &
elegance of Jeep.
o Housewives as influencing factor should be considered
for advertising & promotional strategy.
• Learning from Rajdoot
Marketing – General Advertising Strategies
o Inclusion of Jeep as a product with major
ancillary advertisers
o Customer & employee interaction with
the product – Contest of naming the Jeep
Models
o Discreet campaign emphasizing on the
fact of Maruti using foreign exchange.