QUESTION 1)Please explain why you reccomend these three marketing metrics,, The

Question

QUESTION 1)Please explain why you reccomend these three marketing metrics,,

The three marketing metrics

1)Brand equity metrics

2)Salesforce coverage

3)Customer satisfaction

(relate to key organisational strength , justification based on eco -system conditions and potential information sources(both internal or external if required)

Justification based on ecosystem condition) (why the metrics you have selected are suitable in view of the ecosystem condition

Justification based on potential information sources ( why the information required based on the metrics you have selected are attainable )

Eco-system

1) identification of organizational strengths- The economies of scale are very high and thus the products are very competitive in pricing, Global presence in every nook and corner across the world , wide range of consumer goods offerings , and strong distribution network of their products.

2)Ecosystem condition: strategic alignment(marketing goal/objectives)- P&G focuses on innovation, marketing mix –providing cleaning agents, health care products, toiletries etc , focusing various market segments and creating brand awareness.

3)Ecosystem conditions Acess to data: type of information sought- P&G has a core team of professionals engage in market research continuously , they have deep penetration and presence of market analysts physically .They have continuous knowledge about consumer behaviour and buying patterns and market intelligence.

4)Ecosystem conditions Operational flexibility –All the cross functional departments are closely knitted and integrated with marketing department -innovation department to design as per consumer behaviour and needs, quality department to ensure product quality and services ,manufacturing team to ensure timely delivery with operational efficiencies and cost cutting measures to support cost competitiveness, efficient sales force to boost sales.

5) Analytic marketer -(Evaluate the competency of the marketing team in terms of analytics skill –The competency of the marketing team is assessed with the quantum of sales post the introduction of the new product or up gradation the existing product such as packaging, shape , size ,etc as per the consumer knowledge and behaviour pattern .The analytic marketer maps the performance of the marketing team in terms of success achieved post innovation and growing inclination towards particular consumer goods as per the marketing team inputs.

Explanation / Answer

The three-marketing metrics are

1) Brand equity metrics: The brand name of P&G rules the market with its revolutionary products. It has the most powerful portfolio which has positioned itself as a trusted sustainable brand. People use the products of P&G without thinking twice. The innovative ideas being implemented by P&G is the result of continuous growth and the strategic alignment in creating brand awareness. The positioning of the strong network, its distribution, showcasing in the showrooms or supermarkets by keeping a complete row/rack only P&G product. Highlighting

2) Salesforce coverage: As per the Sales & Marketing Management magazine, P&G salesforce is one of the top 25 salesforce. The training programs imparted by P&G makes it competitive. To ensure quality and service simultaneously the salesforce ensure on-time delivery and proficiency in delivering knowledge to the customers about the products.

3) Customer satisfaction: The key to P&G success is customer satisfaction. P&G hovers around customer’s need, desire for the innovative product which pops new ideas and they implement it and takes away the market. The R&D group continuously upgrades the quality of the product to enhance inclination of the customer towards it starting from structural changes, colour, texture, ingredients in various shapes and sizes.

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