1. Marketing Control

2. Management is all about
Planning
Executing
Control

3. Marketing Organisation
Functional
Geographic
Product/Brand management
Market Management
Matrix

4. Any strategy is as good as its implementation

5. Marketing Implementation
is the process that converts plans into assignments, which after successful achievement accomplishes the plan’s stated objectives

6. Marketing Control Budget Profitability Efficiency (Productivity)
Strategic

7. Budget Control
Measurement of results against monthly/quarterly budgets (goals)
Reasons for deviations (variances)
Remedial steps to be taken to close the gaps
between performance and goals
Review performance in the next month/quarter and assess results

8. Benchmarks for Efficiency
against last year
against budget
against targets
% growths
% variances
% market share

9. Marketing Expense Sales Force Advertising Sales Promotion
Market Research
Sales Administration
Public Relations
Direct Marketing

10. Financial Analysis RONW – Net profits/Net worth
Profit margin*asset turnover*financial leverage
Increase margins by increase in sales or reduction in costs or both
Increase asset turnover by increasing sales or reducing the assets (inventories, debtors) against a given level of sales

11. Profitability Control
80 : 20 rule
Product rationalisation
Customer rationalisation
Costing Analysis

12. Market based score card analysis
Customer analysis
Stakeholder analysis

13. Efficiency Control Sales force efficiency Advertising efficiency
Sales promotion efficiency
Distribution efficiency

14. Sales force Efficiency
No. of calls per salesperson per day
Average revenue per sales call
Average cost per call
Average call time per call
No. of new customers per period
Sales force cost per unit sales

15. Advertising Efficiency
CPT
Before and after measure of attitude towards the product
No. of enquiries per ad
Cost per enquiry

16. Sales Promotion Efficiency
% sales sold on ‘promotion’
Display cost per sales rupee
% coupons redeemed
No. of enquiries resulting from a demonstration

17. Distribution Efficiency
Time taken to execute orders
% order executed
Service levels

19. Other Control Measures
Marketing Effectiveness Review
- customer philosophy, integrated marketing organization, adequate marketing information, strategic orientation and operational efficiency
Marketing Audit
- comprehensive , systematic, independent and periodic review of a company’s business environment, objectives, strategies and activities with an idea to identify areas of weaknesses and recommend a plan of action to improve on such areas.