咨询管理战略组织项目麦肯锡工具评估 Marketing_efficiency.ppt

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1、-1-ME2 Efficiency of Marketing Communication Realizing the potential Optimizing effectiveness Roland Berger&Partner GmbHSales&Marketing CCMunich,August 1999Roland Berger&Partner GmbH International Management ConsultantsBarcelona Beijing Berlin Brussels Bucharest Budapest Buenos Aires Delhi Detroit D

2、sseldorf Frankfurt Hamburg Kiev Kuala Lumpur LisbonLondon Madrid Milan Moscow Munich New York Paris Prague Riga Rome So Paulo Shanghai Stuttgart Tokyo Vienna ZurichMUC-0040-00001-01-17d-2-ME2 achieves marketing efficiency by means of an integrated approach,and optimizes four key areas in parallelPro

3、curementBudgeting/AllocationApplicationMeasurementControllingApplicationProcurementBudgeting/allocationMeasurement/controllingME2MUC-0040-00001-01-17d-3-Identifying the right marketing communication budget is still suboptimal-internal and external factors push different leversBudgetingSales:Price re

4、ductionControlling:ImprovingprofitsEngineering:InvestmentanalysisProduction:Product improvementsMarketing:”The higher the betterCompetition:Share of voiceDistribution Pullchannels:Agencies:self-interestBudget for marketing communicationTraditional methods%of sales x%on previous yearResidual size of

5、budgetSource:Roland Berger&PartnersBudget deceleratorsBudget driversMUC-0040-00001-01-17d-4-Management frequently receives either no answer or unsatisfactory answers to key questions(1)Are we determining our marketing budget in a focused and systematic fashion?Does are budget meet the needs of the m

6、arket and the competition?Are we allocating our resources according to the right priorities and to the right target segments and the right instruments?Are we paying our agencies(advertising,media,promotion)too much commission?Should we be centralizing or decentralizing our communication activities?D

7、o our objectives correspond to the requirements,are we meeting them and how efficient are we in doing so?MUC-0040-00001-01-17d-5-Management frequently receives either no answer or unsatisfactory answers to key questions(2)The first thing we do to meet profit targets is to reduce the advertising budg

8、et that is simple,but what effect does it have on our marketing efficiency?Do we increase revenue and profit by supporting price promotions with advertising,and if so,by how much and how can we improve the results?What is the return on our investment in marketing communication what other than financ

9、ial criteria could we use to evaluate it?Are we using all available information(internal and external)in order to make our communication more efficient?Is our advertising budget spent cost-efficiently and how do we ensure this?MUC-0040-00001-01-17d-6-Management frequently receives either no answer o

10、r unsatisfactory answers to key questions(3)Are we controlling/steering our agencies according to our objectives in a fast and cost-effective process?What level of above-the-line advertising makes sense are there examples of subcritical budgets which we need to adjust?Are our procurement methods wor

11、king when applied to advertising media,agency performance,media buying and market research?What market research is required in order to measure efficiency?How does an information and control system need to be structured in order to ensure continuously increasing efficiency?MUC-0040-00001-01-17d-7-Ac

12、ross many industries,companies are faced with similar challenges when it comes to increasing the efficiency of their marketing expenditureAreas of efficiency in marketing communicationSource:Roland Berger&PartnersBudgeting/allocationCheck spendings against budgetAllocation of funds(regions,products,

13、brands,)Measurement/controllingKey ratios for evaluating successMonitoring systems for meeting targetsManagement information systemSpendingsUse of funds by issuesTarget segment/audience orientationAchieving critical-sizeProcurementPurchasing volumes and budget limitsSupplier evaluation/selectionProc

14、urement termsOptimization in closed-loop system through systematic control and transparencyMUC-0040-00001-01-17d-8-A pragmatic approach characterizes the approach developed by Roland Berger&PartnersPragmatismSystematic structuring and allocation of marketing activities80/20 rule/target:highest possi

15、ble degree of transparency on important national marketsVerifying data from cost(type)accountingStructureAnalyzing key cost drivers and identifying main fields of efficiency potential Developing measures with potential for short-term resultsProcess changes for long-term optimizationFocusIntegrating

16、existing internal data and project resultsProcessing the experiences of agencies and external expertsNo across the board initiation of market research projectsIntegrating experience/key ratios of other companiesDeveloping/building on existing systemsSensible links to decision-making model/purchasing

17、 modelDeriving the main success factors in communicationStatus in the decision-making processProcurementSpendingsAllocation/linking by targets,issues and customer segmentsPrioritization and detailed analysis of 7-10 representative communication activitiesDeveloping streamlined and targeted processes

18、(esp.budgeting and planning)Source:Roland Berger&PartnersMUC-0040-00001-01-17d-9-Efficiently designed communication mix of main activities by targets and customer groups Proposal for systemizing of the budgetRoland Berger&Partners structure the comprehensive task in three blocks,and integrate the re

19、sults into a closed-loop systemKey questionKey contentResultsCentralized and decentralized recording of all expenses(agencies,media buying,ad production,marketing production,market research/QM)in the relevant markets AnalyzingBuying modesPlanning and contract awarding process,sequences of eventsSele

20、ction of suppliersBenchmarking Identifying controllable costsQuantified savings potential/efficiency increaseShort termLong termImplementation planEvaluating,completing and developing(existing)key ratio systemDeveloping a management information system based on key ratiosEstablishing portfolio techni

21、quesDeveloping tools for monitoringManagement controlling report with key ratio systemApplied tools for monitoring efficiencySystematic allocation and linking of marketing activities,their associated costs to targets/target segments and to the communication instruments mediaIdentifying and quantifyi

22、ng inefficiently used media budgetsAnalysis of weaknesses and cross-referencing with reference companiesIntegrated closed-loopProcurementMeasurement of efficiencyApplication sideRealizing quick hitsIIIIIIHow should marketingcommunication targets be structured and met?How should the effectiveness of

23、marketing procedures on different levels be measured and tracked?How can materials,media and advertising agencies be moreefficiently purchased andmanaged?MUC-0040-00001-01-17d-10-Marketing procurement:in many companies characterized by high complexity and decentralized responsibility-insufficiently

24、integrated into purchasingNo systematic overview of worldwide agency portfolio,incl.performance,terms,etc.No facility for optimized control of agenciesNo system for checking suppliersLack of cost awarenessVariety of media(alternatives)Rapidly rising volumeLack of transparencyComplexityQuality level

25、of productionCentralized processingAdditional,independent projects in individual countries Decentralized budgetingSuccess monitoring?No overview of worldwide media buyingNo central coordinationNo two agencies with the same terms?Market research/QM4Media mix/distribution3Media/marketing production2Ag

26、encies/creative1Four key cost drivers?Efficiency potential of marketing procurement through professional,integrated purchasingSource:Roland Berger&Partners MUC-0040-00001-01-17d-11-Potential:savings of more than 5%of the total volume can be achieved by taking a differentiated viewpoint and by exploi

27、ting all approaches1)Cost reduction potential as%of all controllable costs 2)Controllable costsMarket research/QM4Media plan/distribution3Media and marketing production2Agencies1Possible approaches to marketing procurement+Budgeting and controllingOptimization of contract awarding and planning proce

28、sses,changes,etc.Defining performance specifications Quality levelStandardizationInternationalizationFramework agreementsAnnual bonusDifferentiation by Creative performanceStandards(e.g.final artwork)Specification of performanceIncreasing competition by buying standard productsBenchmarkingIdentifyin

29、g services which can be influenced by purchasing Use of media,pooling of mediaEffectiveness and placement of media plan(e.g.location of rented poster sites)Optimization of postal ratesDefining performance specifications Negotiating specific services rather than hourly rates Framework agreementsQuant

30、ity rebatesetc.210%1)210%1)320%1)515%1)Source:Roland Berger&PartnersMUC-0040-00001-01-17d-12-On the spending side,efficiency increases are systematically developed in three stepsProject procedure on application sideAuditReorientationIntegrationSystematic allocation of marketing/communication activit

31、ies toTargets/target audiencesCommunication mediaSubject areasRegionsCostsSourcesAnalysis of processes/structures relevant to communication Measurement of efficiencyAdapting the reallocation of planning and budgeting system Reorganizing budgeting and planning processesCreating the necessary organiza

32、tional and IT environmentsSelecting/defining key ratios for tracking marketing communication proceduresDesign core activitiesEfficiency increaseStrategic communicationTacticalcommunicationBasiccommunicationAConsider other forms of communication,e.g.sponsorships,advertising mediaBIntroduce supporting

33、 cultural change in the organizationSource:Roland Berger&PartnersMUC-0040-00001-01-17d-13-Results of the audit:The critical evaluation of marketing communication reveals the need for extensive actionWeaknesses in marketing communicationControl of value added partners(agencies)less than idealBudget a

34、llocation inflexible both regionally and in terms of timingNo use of control and optimization aids or of key ratios (non-selective marketing)Communication strategy not systematically derived from marketing objectivesOnly case-by-case use of testing procedures(pre-test,post-test)Limited transparency

35、of costs and limited monitoring toolsNumerous internal and external interfacesTendency toward inhomogeneous communication approach despite extensive coordination processesLack of target definition in above-the-line activitiesBudget sizing and budget allocation not strategy-orientedBudget responsibil

36、ity for money invested in the regional markets not clearly definedNo integrative approach to communication subjectsExample projectSource:Roland Berger&PartnersMUC-0040-00001-01-17d-14-Measuring efficiency:Price-promotion and direct-marketing campaigns are evaluated on ROI-basis,and optimization appr

37、oaches derivedFinancial evaluationSales analysisRevenue analysisDMCost analysisDMResult analysisDMAnticipated sales1)57,76067,79310,213CurrentsalesNet effectGross revenue5,5151,3792,259Net resultAdvertisingbudgetVariablecosts1,87725%2)ROI 120%1)Before price campaign 2)Flat rate for distribution cost

38、s(variable)+18%Example projectSource:Roland Berger&PartnersMUC-0040-00001-01-17d-15-Reorientation:Approach designed to cluster core activities and to underpin them with targets and ratios for evaluationSource:Roland Berger&PartnersDiagramReorientation according toTargetsKey ratios for sustainable in

39、creases in efficiencyCluster core activitiesTactical communication Strategic communication Basic communication Triggerinefficiencies identified in audit phase OtherIn terms of the 80:20 rule not part of the studyMUC-0040-00001-01-17d-16-Strategic communication:The most efficient form of communicatio

40、n can in each case be derived from and optimized on the basis of the brand pyramidBrand pyramid contribution to level of understandingSource:Roland Berger&PartnersCross-section comparisonBrand statusVertical comparisonWhat are the main differences across countries and brands?What are the main commun

41、ication levers?Where do the priorities lie?Are there any countries with similar communication requirements?Brand awareness of Sample Inc.in target market Relevance of Sample Inc.brand for the target marketPreference for Sample Inc.in freedom of choiceShare of loyal customers who(almost)exclusively c

42、hoose Sample Inc.Change in brand statusCommunications contribution to brandingWays of optimizing or modifying communicationPossible adjustment of budget prioritiesAwarenessRelevancePreferenceLoyaltyComparison at one point in timeBrand ACountry ABrand BCountry Bvs.ABabs.%Examplevs.Comparison over tim

43、et 0t 1t 0t 1abs.%ExampleUse of communi-cationMUC-0040-00001-01-17d-17-Tactical communication:The essential element is short-term stimulation of demand-the measurement criterion is a positive ROIOptimization principleSource:Roland Berger&PartnersDiagnosisCampaign valueROI simulationTraditional dip i

44、n sales in summer Addition-al salesAdvance costsAdvertis-ing costsContribu-tionROISuccess factorsUse of mediaAttractiveness of offerDesign of campaignTarget:Boost sales and utilization of capacityTarget:Determine factors of advertising successTarget:Reach decision on whether to advertise and if so t

45、o what extentMUC-0040-00001-01-17d-18-Control:The system satisfies both the requirements of senior management as well as the marketing departement-start of a continuous improvementTarget customers of the key ratio systemSenior managementControlling/strategySalesMarketing communicationContentDifferen

46、tiation by Target levels Communication mediaStructure of key ratio systemAggregation by measures,target audiences and toolsCoverage of Meeting objectives Efficiency Budget adherenceSource:Roland Berger&PartnersMUC-0040-00001-01-17d-19-In a pragmatic manner,the proven project approach enables learnin

47、gs and conclusions that can be translated into practical actionPragmatic approachinstead ofThe universal marketing formulaFocus on the most important marketing activities(targets,target groups,tools)Analysis of effectiveness and measurement of efficiency on the basis of examplesIntelligent use of ex

48、isting raw dataDevelopment of controlling mechanisms and integration into management processesLinking of classical marketing and direct marketingConcentration on marketing activities which tend to be suited to the measurement of efficiencyDevelop mutually exclusive,collectively exhaustive structures

49、 Search for universally applicable relationshipsCarry out experiments and gather additional dataProcess-independent viewpointExact evidence and exact quantificationFind and formulate complex optimization modelsBasic approachMUC-0040-00001-01-17d-20-By these methods,marketing efficiency is continuous

50、ly improved in a closed-loop system after implementing the specially adapted tools and processesIncrease in marketing efficiencyPlan and specify targets/draw up budgetAnalysis of effectiveness,measurement of efficiency,controlling of measuresAction planning(communi-cation mix)Optimize Communi-cation