Case Study

Managing the marketing efforts in a Global environment

Submitted To Submitted By

Ms. Roma Jaitly Sanchit (083)

Vijay (110)Manish (116)

Mohit (119)Raghavendra (124)

Gurpadam Kaur (134)

Introduction Marketers might be good at measuring certain key indicators of an organization

The Marketing metrics research project is a project sponsored by Chartered Institute of Marketing set out in 1997.

To assess the real world marketing performance.

1. Finding were that only a small minority of UK firms fully assesses there marketing performance. Despite most thinking that they do so adequately.

2. Nearly all firms compare actual sales with sales target with focus on shareholders value but less focus on customers value.

It highlights the importance of marketing function by different firms in order to increase brand equity value. The article highlights the importance of marketing performance assessment.

Why Don’t firms measure performance?

Research Findings:1. According to it about 1/3rd of UK Co. have no

concept for Brand Equity.2. Those who have knowledge about brand equity

were unable to quantify it regularly.

Reasons why firm are unable to measure their marketing effectiveness

The company is not marketing oriented. With no senior marketing representation.

There is lack of department for marketing. There are no substitute for measuring sales and market share.

Marketers fight on who should take the priority. Most promotion have preset targets but only minority of those are firmly compared with the results.

In reality the status of marketer is determine by the size of his marketing budget. Past performance show that marketing expenditure cannot be related to sales

and profit. Change in market environment. Creating new measurement system takes too long.

Brand Equity

Fundamental to Assessment Result of Marketers – reflected in next

financial year Costs today – pay back next year Good marketing – May or may not effect

sales

1. Given the importance of measuring marketing effectiveness, how do you explain the success of apparently marketers such as Richard Branson?

Richard Branson, Ambassador for is own company Virgin Atlantic, Virgin records and Virgin Telecom Company and Virgin group. The marketing techniques used by him are: Low cost trans Atlantic air fare. five star services at affordable rate. Contribution in social responsibility.

2.What is the difference between marketing efficiency and marketing effectiveness?

Marketing Efficiency: Strategies to satisfy the end customer requirement through media , compaigns.

Marketing effectiveness: To minimize the resources so that to increase its profit which increase the brand equity.

Companies think brand equity as a cost but not as a investment.

3. To what extend it is desirable, or feasible, to use brand equity as a measure of marketing

effectiveness?

Just as a consumer decision making is very complex, the way marketing works in totality is complex too. Brand equity helps in attracting the customers, and building sales. A famous brand name is enough to sell its own products in the market. Like : TCS AND INFOSYS .

Thank You!!!