When it comes to Promotional Marketing and its associated services retail marketing agent | door to door marketing agent gondia, we like to think we know a thing or two. After all, we’ve been doing it for a quarter of a century!
As a long established and reliable partner to brands and agencies, we provide a proactive and helpful account management team to help work through your marketing objectives. Technology is at the heart of everything we deliver – from live online reporting through to cashback platforms and ecommerce websites, we utilise the latest technology to deliver efficiencies in handling and transparency of our operation.
Fulcrum provides a flexible approach – allowing you to focus on your brand, while we take care of the detail behind the scenes
For the team here at Fulcrum it’s all about how to help a brand to drive sales, manage logistics – using the power of our people, our processes and our technology. Our people are drawn from a variety of commercial backgrounds including agency, experiential, btl and fieldwork.
We do the research on new trends, Marketing and Btl solutions and effective ways of working
we provide a comprehensive a range of promotional solutions to major organisations working to promote their businesses and brands. These solutions relate to the issuing, validation, redemption and settlement of…
RETAILER OFFERS – loyalty vouchers, coupons & points, complex & personalised targeted promotions, trigger offers
STORED VALUE INSTRUMENTS – gift, savings, points, general ‘spend’ cards or virtual cards
MANUFACTURER COUPONS – including 3rd party and affinity partner programmes
…whether physical or digital, for customer present and online transactions.
Our services are operational in the mumbai and pune (where we support all major grocery retailers, FMCG manufacturers, and many leading multi-retailer environments).
Who are we?
Fulcrum specialises in the provision of marketing, Btl and leaflet distribution services within the Marketing and all sector.
How can we help?
Over the years we have innovated our core capabilities through excellent IT infrastructure and customer service, to provide a one stop shop for all your promotional, fulfilment and distribution needs.
We are dedicated to helping our customers achieve growth, customer retention and increased profitability through the combination of our expert marketing support services.
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Measuring Success : most important analyses used to measure marketing performance
Measuring Success
Continuous monitoring of performance against predetermined targets is essential in achieving effective & efficient integrated marketing communications.
LEARNING OBJECTIVES
List the most important analyses used to measure marketing performance
KEY TAKEAWAYS
Key Points
- It is important to put both quantities and timescales into marketing strategies.
- The most important elements of marketing performance include sales analysis, market share analysis, expense analysis, and financial analysis.
- Indirect measures like market research, tracking lost business and tracking customer complaints can also indicate the organization’s performance over a long period of time.
Key Terms
- segment share: market share in the specific, targeted segment.
- relative share: market share in relation to the market leaders.
Measuring Success
Measuring Success Of Marketing Efforts: It is important for marketing managers to constantly evaluate the performance of their marketing efforts.
The final stage of any marketing planning process is to establish targets or standards so that progress can be monitored. Accordingly, it is important to put both quantities and timescales into marketing objectives and corresponding strategies. – for example, to capture 20 percent by value of the market within two years.
Continuous monitoring of performance against predetermined targets is of utmost importance. More important is the enforced discipline of a regular formal review. As with forecasts, the best or most realistic planning cycle will revolve around a quarterly review. Best of all – at least in terms of the quantifiable aspects of the plans – is a quarterly rolling review. This involves planning one full year ahead each new quarter. While this absorbs more planning resources, it also ensures that plans use the latest information. Moreover, both the plans and their implementation tend to be more realistic.
The most important elements of marketing performance which are normally tracked include:
- Sales Analysis: Sophisticated organizations track sales in terms of “sales variance” – the deviation from the target figures – which allows an immediate picture of deviations to become evident.
- Market Share Analysis: Market share is an important metric to track. Though absolute sales might grow in an expanding market, a firm’s share of the market can decrease, which bodes ill for future sales when the market starts to drop. Market share is tracked through parameters including overall market share, segment share, relative share, annual fluctuation rate of market share, and the specific market sharing of customers.
- Expense Analysis: The key ratio to watch in this area is usually the “marketing expense to sales ratio. ” This may be broken down into elements including advertising to sales and sales administration to sales.
- Financial Analysis: In theory, the “bottom line” of all marketing activities should be net profit. Key ratios include gross contribution to net profit, gross profit to return on investment, and net contribution to profit on sales. There can be considerable benefit in comparing these figures with those achieved by other organizations, especially those in the same industry.
The above performance analyses concentrate on quantitative measures directly related to short-term performance. However, there are a number of indirect measures tracking customer attitudes which can also indicate the organization’s performance over a longer period of time. These include market research, lost business and customer complaints.
