strategic marketing ebma 3715 unit 15 (chapter 15)
TRANSCRIPT
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
