Marketing Budhets, Tecnology & Core Processes.sm

8/8/2019 Marketing Budhets, Tecnology & Core Processes.sm

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KHURRAM JAVAID 08-0819

HASEEB HUSSAIN 08-0827

ZESHAN ALI KHAN 08-0825



INTRODUCTION

Difference between leaders and laggards

Research by author

252 companies

Spending $ 53 billion annually

Fortune 1000 companies

Surveys & interviews

2



M A RKETING C AMPA IGN

M A N A GEMENT

(MCM)

´MCM is the combination of processes, methods,

and tools used to develop, monitor, measure, and

control marketing campaigns and programs to

increase the return on both individual and

aggregate marketing investmentsµ

3



MCM: ST A TE OF THE INDUSTRY

Selection

Execution

Measurement

Learning &

feedback

4



M A RKETING PROCESS, TECHNOLOGY &

LINK TO FIRM PERFORMA NCE

Four Marketing Management Capabilities

Selection

Portfolio View

Monitoring

A daptive Learning

Support Capability

Technology

5



M A RKETING PROCESS C APABILITIES &

THE LINK TO PERFORMA NCE

6



B2B VERSUS B2C INVESTMENT

PORTFOLIO MIXES: LE A DERS VERSUS

L A GG A RDS

Branding.

Customer equity

Demand generation

Shaping markets

Infrastructure and capabilities

7





L A GG A RDS

8





L A GG A RDS

9



TO PROFESSION A LIZING

M A RKETING PROCESSES

Lack of top management support

Lack of respect

Lack of cross-functional alignment

Lack of employee skills

10



UPGR A DING M A RKETING C AMPA IGN

M A N A GEMENT PROCESSES:

A THREE-PH A SED A PPRO A CH

11



UPGR A DING M A RKETING C AMPA IGN

M A N A GEMENT PROCESSES:

A THREE-PH A SED A PPRO A CH

12



LESSONS LE A RNED FROM THE RESE A RCH:

COMPLEXITY REQUIRES GOVERN A NCE

Complexity

Large corporations

Large marketing budgets

Hundreds or even

thousands of campaigns

13





A bsence of structured and methodical approach

Tendency for marketing to run in an ad hoc way

Inefficient duplication

of effort.

14





What is needed

Simple set of rules to govern how senior

managers get information and how decisions are

made. Defined the process first, showed results, and

then invested in the infrastructure to standardize

and automate the process.

Marketing leaders must take the lead to

establish the process and metrics

Build a team of trusted people to manage the

MCM process

Develop living process documents.15



THE CRE A TIVE X-F A CTOR

´A n ingredient, an attitude, a manner of processing

information and circumstances to achieve the

exciting and the unexpected.µ

16




Dickson created a marketing campaign by seeing

what objects he could put in the blender and then

asked, ¶¶Will it blend?·· The resulting videos were

posted on YouTube.

There are more than 9M

views of the iPhone blending

video on YouTube

17




Nissan Qashqai new product launch. Through

market research, Nissan realized an opportunity

for a small four-wheel-drive sport utility vehicle

in Europe. It targeted the new sport utility at the

younger demographic with a product launch

marketing campaign concept of an ¶¶urban-proof··

vehicle that dominates the urban landscape.

Qashqai total marketing cost was approximately

1 percent of the cost of designing andmanufacturing the car.

18



T YING IT A LL TOGETHER

The winning strategy may seem daunting, but

this book provided examples, frameworks, and a

road map of how to get started (Chapters 1

through 3 and 8 through 10).

You should start small and get the quick win,

show results, and gain executive support to

expand the initiative.

The power of the data-driven marketing

approach is that the 15 essential metrics definethe ROMI, which justifies future marketing

investments (Chapter 5 and 9).19

Marketing Budhets, Tecnology & Core Processes.sm

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