Case Study

Managing the marketing efforts in a Global environment

Submitted To

Submitted By

Ms. Roma Jaitly

Sanchit (083)
Vijay
Manish
Mohit
Raghavendra
Gurpadam Kaur

(110)
(116)
(119)
(124)
(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.

W hy D ont fi
rm s m easure perform ance?
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 w hy fi
rm are unable to m easure their m arketing
eff
ectiveness

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!!!