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http:///reader/full/2e1ffd493248793760cea1e50bb86bc396e86b4a8ffdb682eb28f360cd49fc3449a7c94317025b6a8e254c604bbe8b62138e1ab05dd50db786f3422f998c072d3c0 1/67

What a Strategic MarketingWhat a Strategic Marketing

Audit can tell you!Audit can tell you!



Richard P GeeRichard P GeeMarketing strategist since 1983Marketing strategist since 1983Workshops, seminars, conference speaker Workshops, seminars, conference speaker to over 170,000 in 26 countries.to over 170,000 in 26 countries.

Interactive author, 9 books & 100Interactive author, 9 books & 100 s articless articlesCompany director & owner Company director & owner



Our program today:Our program today:What is a marketing Audit?What is a marketing Audit?What is a brand audit?What is a brand audit?EnvironmentsEnvironments

InformationInformationEthics & DecisionsEthics & Decisions

Creating the auditCreating the audit



Our program tomorrowOur program tomorrowMaking decisionsMaking decisionsEvaluatingEvaluatingFrequencyFrequency

ValuesValuesMeasuresMeasures

FutureFuture



The marketing auditThe marketing audit A strategic approach to review marketingA strategic approach to review marketingenvironments, objectives & activities inenvironments, objectives & activities intodaytoday s evolving markets evolving market ....

The best way to review, evaluate andThe best way to review, evaluate andimprove the marketing function is toimprove the marketing function is toundertake a marketing auditundertake a marketing audit Kotler Kotler



The marketing auditThe marketing audita Comprehensive, systematic,a Comprehensive, systematic,independent, examination of the companiesindependent, examination of the companiesenvironment, objectives, strategies, andenvironment, objectives, strategies, andactivities to determine problem areas andactivities to determine problem areas andopportunities and to recommend a plan of opportunities and to recommend a plan of action to improve the companies marketingaction to improve the companies marketingperformanceperformance It covers all major marketingIt covers all major marketingareas, not just a few trouble spotsareas, not just a few trouble spots Kotler.Kotler.



The marketing auditThe marketing auditA systematic, critical and unbiased reviewA systematic, critical and unbiased reviewand appraisal of the basic objectives andand appraisal of the basic objectives andpolicies of the marketing function and of thepolicies of the marketing function and of the

organisation, methods, procedures, andorganisation, methods, procedures, andpeople, employed to achieve thepeople, employed to achieve theobjectivesobjectives

Stanton.Stanton.



The marketing auditThe marketing auditAfter the fact?After the fact?

It is a evaluation of the effects of It is a evaluation of the effects of

alternatives before a decision isalternatives before a decision isreached! reached!

It is the practice of preventative as well It is the practice of preventative as well as curative marketing medicine! as curative marketing medicine!



The marketing auditThe marketing auditIdentifies weaknessesIdentifies weaknesses Suggests ways to eliminateSuggests ways to eliminate Capitalise on successful operationsCapitalise on successful operations

Anticipate future situationsAnticipate future situations Covers all business areasCovers all business areas

Findings can surprise & shock!Findings can surprise & shock!Improves marketing performanceImproves marketing performance


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The marketing auditThe marketing auditThe macroThe macro --environmentenvironment

demographiceconomic

resources

technology

political

cultural



The marketing auditThe marketing auditThe tasksThe tasks

marketscustomers

competitorschannels

suppliers

publics



The marketing auditThe marketing auditstrategystrategy

mission objectives

strategy budgets



The marketing auditThe marketing auditorganisationorganisation

structure

efficiency

interface



The marketing auditThe marketing auditsystemssystems

planning information control

Newdevelopments



The marketing auditThe marketing auditproductivityproductivity

profitabilityprofitability CostEffectiveness

CostEffectiveness



The marketing auditThe marketing auditfunctionfunction

p r o d u c t s price

distribution

advertising

Sales

force Customer service



The brand auditThe brand auditBrands are built from publicity!Brands are built from publicity!Brands are not advertising!Brands are not advertising!

Brands areBrands areperceptions..perceptions..



The brand auditThe brand auditThe power is with the brand nameThe power is with the brand name

Consumer franchise=customer loyaltyConsumer franchise=customer loyalty



The brand auditThe brand auditA brand is a name, sign, symbol or designA brand is a name, sign, symbol or designor combination of these to identify theor combination of these to identify thegoods or services and differentiategoods or services and differentiate ..

A brand is aA brand is a sellers promisesellers promise to deliver toto deliver tobuyersbuyers



The brand auditThe brand auditBrand equity= customer equityBrand equity= customer equity

Brand awarenessBrand awareness

Brand preferenceBrand preferenceBrand loyaltyBrand loyalty

Customer lifetime value!Customer lifetime value!



Market researchMarket researchVital strategy in todayVital strategy in today s fast changings fast changingmarketsmarkets

Decisions are made from correct informationDecisions are made from correct informationbased on research from customers &based on research from customers &marketsmarkets ..continuously!!!!..continuously!!!!

More than quality controlMore than quality control



The marketing auditThe marketing audit& research& research

Yes it is research on your ownYes it is research on your own

businessbusiness .marketing.marketing branding andbranding andsystemssystems .& people.& people



The marketing auditThe marketing auditCan correct misCan correct mis --directed effortdirected effort Can stop wasted effortCan stop wasted effort Can build courage..Can build courage..



20062006The marketing audit in 2006The marketing audit in 2006 ..

Communication is changing fastCommunication is changing fast Life cycles are shorter Life cycles are shorter

R.O.I is shorter R.O.I is shorter riskier riskier Performance, K.P.I. is measurement of choicePerformance, K.P.I. is measurement of choice ..Desire to improve all elements!!!....now!Desire to improve all elements!!!....now!People do business with people!People do business with people!

Marketing is the key!Marketing is the key!



The marketing auditThe marketing auditExample: Format:Example: Format:

Sectional questions requiring review and action..Sectional questions requiring review and action..IdentifyIdentify nownow DecideDecide okok or recommend actionor recommend actionSet dateSet date

Can miss out questions or sections for relevancy..Can miss out questions or sections for relevancy..Encourage discussionEncourage discussion DocumentDocument nownow andand actionaction for decision later.for decision later.



The marketing auditThe marketing auditExample: Format:Example: Format:Can require more detail for answer Can require more detail for answer Can reference plans and documentsCan reference plans and documents

Will highlight successWill highlight success

Will highlight weaknessWill highlight weaknessWill un cover errors, & people problemsWill un cover errors, & people problems



The marketing auditThe marketing auditWill measure marketingWill measure marketingeffectiveness across all areas of effectiveness across all areas of the business by questions!the business by questions!

Will highlight decisionsWill highlight decisions

to be made!to be made!



Audit: Preparation PoliciesAudit: Preparation PoliciesPeople do business with PeoplePeople do business with People Your policy:Your policy:Not personalNot personal not a witch huntnot a witch hunt

Communicate benefits for businessCommunicate benefits for businessInvolve all relevant people.Involve all relevant people.StressStress Independent over viewIndependent over view

Time for decisions and review decisionsTime for decisions and review decisionsafter auditafter audit



Audit :preparationAudit :preparationAgree donAgree don t stop looking for answerst stop looking for answers

Agree no personal attacks, hidden agendaAgree no personal attacks, hidden agenda s,s,vendetta's.vendetta's.Determine how to handleDetermine how to handle Gross negligenceGross negligence when found.when found.Focus on information accuracy.Focus on information accuracy.Team talk before starting, during and end.Team talk before starting, during and end.NoNo half bakedhalf baked decision results until finisheddecision results until finishedaudit.audit.



ExerciseExerciseIn groups discuss how you would designIn groups discuss how you would designyour policy guideline for maximumyour policy guideline for maximumeffectiveness for the success of the audit.effectiveness for the success of the audit.



The marketing audit:The marketing audit:mismis --directed effortsdirected efforts

8080 --20 Pareto rule.: marketing effort follows20 Pareto rule.: marketing effort followsrather than relates to potential or actual.rather than relates to potential or actual.

Sales volume drives decisions not potentialSales volume drives decisions not potentialROI. Over timeROI. Over time

Lack of detailed informationLack of detailed information icebergiceberg




Lack of knowledge of marketing costs andLack of knowledge of marketing costs andhow much to spend to get results.how much to spend to get results.

Lack of measurement e.g. customer cost of Lack of measurement e.g. customer cost of acquisition $$$ analysisacquisition $$$ analysis

Lack of profitability per action of sellingLack of profitability per action of sellingunits, or marketing cost analysis.units, or marketing cost analysis.




Fighting between analysis, planning,Fighting between analysis, planning,implementation, and control.implementation, and control.

Goals, lack measure or evaluation of Goals, lack measure or evaluation of performance and corrective actions notperformance and corrective actions nottaken.taken.

Environment [external] threats &Environment [external] threats &opportunities not actioned in time.opportunities not actioned in time.



Macro environmentMacro environment

demographiceconomic

resources

technologypolitical

cultural

income



The marketing audit;The marketing audit;micro/macromicro/macro

[a] The economy and environment[a] The economy and environment ::

history, economy, government, demographics,history, economy, government, demographics,culture, eculture, e --commerce, technologycommerce, technology[e] Short/Long term:[e] Short/Long term: marketsmarketsProfitability, economicProfitability, economic ..[g] Buying habits:[g] Buying habits:

[j] Product Life cycle:[j] Product Life cycle:[ll] Marketing Control[ll] Marketing Control



The marketing auditThe marketing auditThe tasksThe tasks

marketscustomers

competitorschannels

suppliers

publics



The marketing auditThe marketing auditstrategystrategy

mission objectives

strategy budgets



The marketing auditThe marketing auditorganisationorganisation

structure

efficiency

interface



The marketing auditThe marketing auditsystemssystems

planning informationcontrol

Newdevelopments



The marketing auditThe marketing auditproductivityproductivity

profitabilityprofitability Cost

Effectiveness

Cost

Effectiveness



The marketing auditThe marketing auditfunctionfunction

p r o d u c t s

price

distribution

advertising

Salesforce

Customer service



The marketing auditThe marketing auditinformation processesinformation processes

[b] Markets:[b] Markets:

[c]Trends:[c]Trends:[d]Competition:[d]Competition:[f]Size:[f]Size:

[g]Buying habits:[g]Buying habits:[k]Service influences:[k]Service influences:[r]Customers:[r]Customers:[w]Record keeping:[w]Record keeping:[gg]Results:[gg]Results:[nn]Information sources:[nn]Information sources:



The marketing auditThe marketing auditObjectivesObjectives

[oo]Objectives: what has been set and[oo]Objectives: what has been set andhow is it measuredhow is it measured [uu]Evaluating Results[uu]Evaluating Results

[mm]People:[mm]People:How effective is your brand?How effective is your brand?What are your Advertising ObjectivesWhat are your Advertising Objectivesdesigned to achieve?designed to achieve?



The marketing auditThe marketing auditdemanddemand

[o]Selling & Distribution[o]Selling & Distribution

[p]Customer service:[p]Customer service:[q]Call cycles:[q]Call cycles:

[aa]Distribution:[aa]Distribution:



The market auditThe market auditadvertising/promotionadvertising/promotion

[ee]Promotion[ee]Promotion

[ff]Advertising copies:[ff]Advertising copies:WhatWhat P.R. was undertaken or is in place?P.R. was undertaken or is in place?What Sponsorship do you undertake?What Sponsorship do you undertake?[gg]Results:[gg]Results:[hh]Promotional offers:[hh]Promotional offers:

[ii]Direct marketing:[ii]Direct marketing:[jj]Preparation versus communication:[jj]Preparation versus communication:



The brand auditThe brand auditHow effective is your brand?How effective is your brand?What Measures of the brandWhat Measures of the brandperceptions via research are done!perceptions via research are done!

When did you last examine your brandWhen did you last examine your brandthrough your customer eyes, does itthrough your customer eyes, does itdeliver?deliver?

What brands and product categories hadWhat brands and product categories hadwhat expenditure on them?what expenditure on them?

h k i di



The marketing auditThe marketing auditproducts/servicesproducts/services

[h] Products /Services[h] Products /Services[I]Profit:[I]Profit:[j]Product Life cycle:[j]Product Life cycle:

[k]Service influences:[k]Service influences:[l]Developments over the last year:[l]Developments over the last year:[u]Add on lines:[u]Add on lines:

h k i diTh k i di



The marketing auditThe marketing auditcompetitorscompetitors

[n]Competitors:[n]Competitors:

[d]Competition:[d]Competition:

Th k i diTh k i di



The marketing auditThe marketing auditsocial & ethical decisionssocial & ethical decisions

What attitudes and feelings ?What attitudes and feelings ?What changes in lifestyle?What changes in lifestyle?What social community effects?What social community effects?

What are the customer values based on?What are the customer values based on?What ethics is society demanding?What ethics is society demanding?How important are ethics in 2006?How important are ethics in 2006?How important location?How important location?

Th k i diTh k ti dit



The marketing auditThe marketing auditsocial criticismssocial criticisms

High pricesHigh prices

Poor qualityPoor qualityDangerousDangerousMisleading advertising claimsMisleading advertising claimsDeceptive practicesDeceptive practicesPlanned obsolescencePlanned obsolescence

Poor servicePoor serviceHigh pressure sellingHigh pressure selling

Th k t ditTh k t dit



The market auditThe market auditsocial criticismssocial criticisms

False wants & materialismFalse wants & materialismCultural pollutionCultural pollutionPoliticsPolitics

Consumerism!Consumerism!Environmentalism!Environmentalism!Regulate more!Regulate more!

Th k t ditThe market a dit



The market auditThe market auditsocial strategiessocial strategies

Freedom of choiceFreedom of choice

Cubing potential harmCubing potential harmMeeting needsMeeting needs

Economic efficiencyEconomic efficiencyInnovationInnovationEducation & InformationEducation & InformationConsumer protectionConsumer protection

The marketing a ditThe marketing audit



The marketing auditThe marketing auditresourcesresources

People?People?

Equipment?Equipment?Technology?Technology?Systems?Systems?

Time?Time?Brand values?Brand values?Distribution channels?Distribution channels?

Where are your values?Where are your values?

The marketing auditThe marketing audit



The marketing auditThe marketing auditDistributionDistribution

Customer serviceCustomer service

expectations?expectations?Channels ?Channels ?Alternatives?Alternatives?

Efficiency levels?Efficiency levels?Costs?Costs?




The marketing auditThe marketing auditproducts/servicesproducts/services

Core products/services?Core products/services?

Generic? House brands?Generic? House brands?Niche?Niche?Phrase out options?Phrase out options?New products/servicesNew products/servicesdevelopment?development?Relationship to market demand?Relationship to market demand?

The market auditThe market audit



The market auditThe market auditpricingpricing

How do you set pricing? cost? Demand?How do you set pricing? cost? Demand?

competitive?competitive?Effectiveness of promotion? Advertising?Effectiveness of promotion? Advertising?Short term strategies?Short term strategies?Ability of sales process to discount?Ability of sales process to discount?Trading terms ?Trading terms ?




The marketing auditThe marketing auditpromotional effectivenesspromotional effectiveness

Program planning?Program planning?

Target market media?Target market media?Relationships with PR & Sponsorship?Relationships with PR & Sponsorship?

Cost of customer acquisition?Cost of customer acquisition?Measurements ?Measurements ?Cause related marketing?Cause related marketing?




The marketing auditThe marketing auditinformationinformation

Internal records?Internal records?

Market intelligenceMarket intelligencesystems?systems?Market research?Market research?

Quality control?Quality control?Information analysis?Information analysis?Reviews planning?Reviews planning?




The market auditThe market auditcost evaluationcost evaluation

Cost models?Cost models?

Cost versus competitive advantage?Cost versus competitive advantage?Sales volume vs. profitabilitySales volume vs. profitabilityCost analysis=entire distribution costCost analysis=entire distribution costCosts are a function of volume!Costs are a function of volume!Volume is a function of costs!Volume is a function of costs!

Allocating costs and timingAllocating costs and timing The stakeholders.The stakeholders.




The market auditThe market auditcost strategiescost strategies

Analysis of ledgersAnalysis of ledgers

Analysis of functional expensesAnalysis of functional expensesContribution to overhead costsContribution to overhead costs

Analysis of market segmentsAnalysis of market segmentsVolume vs. cost analysisVolume vs. cost analysis



The marketing auditThe marketing auditFrequency depends on depth!Frequency depends on depth!

Annually or at least 2Annually or at least 2 --3 yearly3 yearly

Continuous review or specific time.Continuous review or specific time.



The marketing auditThe marketing auditWhat are your experiences with marketingWhat are your experiences with marketing

audits?audits?

Share with us?Share with us?

What a Strategic Marketing AuditWhat a Strategic Marketing Audit



What a Strategic Marketing AuditWhat a Strategic Marketing Auditcan tell you!can tell you!

What have you gained from this seminar?What have you gained from this seminar?

Use the postcard to record 3 tasks to putUse the postcard to record 3 tasks to put

into place and your addressinto place and your address

12 months email support12 months email support



The ChallengeThe ChallengeIf you send me an email communicatingIf you send me an email communicating oneone task you have put into place,task you have put into place,[email protected]@geewiz.co.nzYou will receive a double CD set!You will receive a double CD set!Thank youThank you

Richard GeeRichard Geewww.geewiz.co.nzwww.geewiz.co.nzwww.successful.co.nzwww.successful.co.nz

www.richardgeewiz.comwww.richardgeewiz.comwww.professionalspeakersnz.comwww.professionalspeakersnz.com



Richard GeeRichard GeeMarketing ConsultantMarketing Consultant

Interactive Author Interactive Author Sales, Mgmt TrainingSales, Mgmt TrainingConference speaker Conference speaker Seminar Leader Seminar Leader Ph 0800 GEEWIZPh 0800 GEEWIZwww.geewiz.co.nzwww.geewiz.co.nzRegular Seminars!Regular Seminars!

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Transcript of 2e1ffd493248793760cea1e50bb86bc396e86b4a8ffdb682eb28f360cd49fc3449a7c94317025b6a8e254c604bbe8b62138e1ab05dd50db786f3422f998c072d3c0f2c146b974486f29f3c9a46c58f29b65ce0d570bb083c72c17c09b823fa7d26c77e9f18036...