Marketing audit final ppt
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![Page 1: Marketing audit final ppt](https://reader036.fdocuments.net/reader036/viewer/2022081413/54796455b379597b2b8b4752/html5/thumbnails/1.jpg)
MARKETING AUDIT – MANAGEMENT AND BENEFITS
Group 1
Keval Savla Avadhoot Hinge Gopal Dhage
Nishad Patil Priyanka Gund Pranay Shetty
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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”
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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.
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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
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Elements of Field Work
Clear Communication
Branch Personnel
Distributors
Customers & Competitive Distributors
Report
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Marketing – Environment Audit
Macroenvoirnment
Agricultural incomes
Huge government expenditure
Development of SSI & traders
Introduction of petrol engines
Legal & Regulatory policies
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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
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% 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
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% growth over previous
1987 1988 1989 1988 1989
79295 85518 95302 9.22 11.32
Growth in Tractor Market
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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
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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
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Publics
Employees Government
Suppliers
Distributors and dealers
Facilitators
Competitors
Customers
Task Environment - Publics
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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.
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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)
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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
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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
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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
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Marketing Productivity Audit
The last TV ad campaign did not
generate enquiries
Enter into SUV and MUV
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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
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Price
Efficiency of Diesel offset by high
maintenance cost
Price higher than LCVs
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Distribution
• Current Distribution strategy
• Inefficiency of Dealers
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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
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Sales force
• Team to visit the place in north-east
propagating the benefits of CJ-340DP
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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.
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Marketing – General Advertising Strategies
o Association with tyre company – MRF in
demonstrations/melas.
o Less frequency of price revisions to get a
psychological advantage over its
customers.
o Strict action against irresponsible dealers.
o Direct mail campaign to government
institutes.