Strategic Marketing EBMA 3715 Unit 15 (Chapter 15)
Transcript of Strategic Marketing EBMA 3715 Unit 15 (Chapter 15)
Marketing MetricsUNIT 15
What are Marketing Metrics?
Quantitative measures used for assessing, controlling or decision making in all activities of a business venture
Measure of marketing performance: success and effectiveness
Profitability = Money IN vs. Money OUT {ROI}
Why measure marketing? Determine how successful their marketing activities
have been, based on: Cost-effectiveness Relative effectiveness
In a recent global study of over In a recent global study of over 1,200 large companies:1,200 large companies:
80% of CEOs did not really trust their marketers, while in comparison
90% of them trusted and valued the opinion and work of their CFOs and CIOs
CEOs think that marketers are too disconnected from the financial
reality of a company and too often lose sight of their real jobs, which
is to create continual customer demand for their product or service in a quantifiable and business-measurable way!
Benefits of Metrics (pg. 567)
MARKETING METRICS GIVE MARKETING METRICS GIVE US THE BEST INFORMATION US THE BEST INFORMATION
ABOUT…ABOUT…
No standard set of marketing
metrics – Organizations develop and
adapt Marketing Metrics to their
needs.
Based on target marketing and marketing plan
GLACEAU
7000653307 10586- 1 - 2GLACEAU VITAMIN WATER INSTORE SAMPLING JAN - MAR 20157000667347 10644- 1 - 1GLACEAU VITAMIN WATER BOOSTER INSTORE SAMPLING FEB - JUNE 2015
As at 31 march 2015
instore elements and mechanics
table layout
All 6 varieties will be on the table to taste
1 x promoter in-store
table top
mood wheel
R4 and R20 off coupons
old clothing
new clothing
as of march
bottle carriers
shift shift sales sales reachreach samples samples dashboard dashboard jan – may jan – may 20152015
target : 133 176 unitsactual : 47 101units to date
95% of 95% of shoppers shoppers sampled sampled boughtbought
35ml samples 70 239
56 033shoppers reached
shifts1 921
749
39% completed to date
makro68 280
28 497
42% achieved to date
1L 3.3 L
Sampling / SalesRatio
group stores total shiftstarget per shift
target sales in units
target sales in pcs
target sales in uc
target consumers
makro 19 569 120 68 280 2 845 6 002.95 56 900
pnp 28 419 48 20 112 838 1 768.18 41 900
shoprite 26 424 48 20 352 848 1 789.28 42 400
spar 32 509 48 24 432 1018 2 147.98 50 900
grand total 105 1 921 133 176 5 549 11 708.39 192 100
campaign targetsmar – may 2015
campaign targets by bottler
mar – may 2015
bottler storestotal shifts
target sales in units
target sales in pcs
target sales in uc
target consumers
abi, midrand 25 534 44 856 1 869 3 943.59 53400abi, phoenix 19 346 21000 875 1 846.25 34600abi, pietermaritzburg 2 47 4 416 184 388.24 4700ccf, bloemfontein 8 152 9 456 394 831.34 15200ccf, east london 4 24 1152 48 101.28 2400ccf, nelspruit 2 47 4 416 184 388.24 4700ccf, polokwane 2 47 4 416 184 388.24 4700ccf, port elizabeth 9 166 10 128 422 890.42 16 600penbev, w cape 25 426 27 000 1 125 2 373.75 42 600shanduka, middelburg 7 102 4 896 204 430.44 10 200shanduka, nigel 2 30 1 440 60 126.6 3000grand total 105 1 921 133 176 5 549 1 1708.4 192 100
sales by flavour
6 739units
7 085units
10 295units
8 114 units
8 380 units
6 375 units
= R14.99= R14.99= R14.99= R14.45
sales by chain
Makro: accounts for 29% of the shifts and makes up 59% of the sales
Retail Selling Price
Pnp: accounts for 21% of the shifts and makes up 14% of the sales
Shoprite: accounts for 23% of the shifts and makes up 12% of the sales
Spar : accounts for 27% of the shifts and makes up 15% of the sales
campaign shift tracker week 1 - 9
shifts1 921
749
39% completed to date
makro sales tracker – week 1 - 9makro68 280
28 497
42% achieved to date
Giveaways resulted in
actual sales increasing far
above the target
Giveaways resulted in actual sales increasing far above the
target
reach tracker – week 1 - 9
70 239 shoppers reached
reached : sampled : salesreached : sampled : sales
stock report (23-29 mar)
39 shifts out of 117 shifts had no stock of 1 or more varieties
COLOUR MEANINGNo Stock; No sales.Sold OutNo Stock at Start of Shift; stock replenishedNo Stock reported at Start of Shift;stock replenished; Sold Out.
The following colours are used in this Shift Report
SI: Stock IncidentPL: Potential LossPCS: Physical Cases
potential loss due to no stock 2 Feb – 29 March 2015
236 PCS
Total PCS : 236 PCSExample:Total varieties out of stock = 103Ave variety sold per shift = 10Potential Loss units (103 X 10) = 1 030Potential Loss PCS (1 030/24) = 43
consumer insights and giveaways 23 jan – 29 mar
R4 x 6 908
coupons handed out
R20X 919 coupons
handed out
comments and feedback A few consumers commented that they
love drinking Vitamin Water after a heavy gym session
Consumers are asking for a nozzle so that they can take vitamin water on hikes
A few consumers are requesting a bigger bottle
Some consumers requested a lite version
Online Metrics
Who's doing it right in South Africa
Fan growth % Interactions Response time
Fan Growth %Top South African brands' local fan ranking
for January 2015
Interactions
Response Time Minute
s