1. MARKETING AUDIT –
MANAGEMENT AND BENEFITS
Group 1
Keval Savla Avadhoot Hinge Gopal Dhage
Nishad Patil Priyanka Gund Pranay
Shetty
2. Marketing Audit
Definition – “A marketing audit is a
comprehensive, systematic, independent &
periodic examination of a company’s – or
business unit’s – marketing environment,
objectives, strategies and activities with a view
to determining problem areas and
opportunities and recommending a plan of
action to improve the company’s marketing
performance”
3. Marketing Audit
Initially internal audit covered only financial &
stores functions
However, recently, organizations have
included operational management areas under
internal audit.
Need to reorient internal audit to maintain
market position.
4. Methodology
Step 1 – Selection of a proper team of internal
auditors.
Step 2 – Scanning the available information within
the organization.
Step 3 – Discussions with various levels of different
functions.
Step 4 – Develop questionnaires for data collection
from various branches.
5. Elements of Field Work
Clear Communication
Branch Personnel
Distributors
Customers & Competitive Distributors
Report
6. Marketing – Environment Audit
Macroenvoirnment
Agricultural incomes
Huge government expenditure
Development of SSI & traders
Introduction of petrol engines
Legal & Regulatory policies
10. Enterprise Form Generic Desire
•Maruti,
•Telco,
•
Ford(Escort
),
•Toyota
•Two wheeler
manufactures -
(Bajaj Auto,
Kinetic Honda),
•LCV( Ashok
Leyland,
Japanese
LCVs)
•Any other
mode of
transportation
(people and
goods)
•Do not want
to buy a
vehicle
Task Environment - Competitors
11. Strategies of Maruti Gypsy
Handouts for dealer circulation emphasizing on
negative features of Jeep
Profile of potential buyers
Merits of Gypsy over Jeep
Dealer’s guidance – list of government employees
Task Environment - Competitors
13. Marketing – Strategy Audit
Segmentation done on basis of product –
CJ – Rural rich, opinion leaders, village level
politicians, farmers
CJ 540 DP – Largely authorised/ unauthorized
taxis
MM 540 DP – Higher class rural rich, politicians,
entrepreneurs, liquor merchants etc.
CJ 340 DP – Younger generation, farmhouse
owners
Segments clearly defined.
Positioned itself as rugged, sturdy,
14. Marketing – Organization Audit
Functional Efficiency
o Training to sales personnel's
o Supervision of distributors
o Strict actions against irresponsible dealers
o Lack of internal communication (marketing – dealers
– customers)
15. Marketing & manufacturing –
o Does not enjoy enviable status
o Uncomfortable drive & ride
o Old technology
o Higher maintenance cost
Finance
o Low resale value
o Jeep financing treated as a low priority area
o No particular finance company exclusively
providing finance for M&M
Organization Audit – Interface
Efficiency
16. Marketing – Organization Audit
R & D
o Improving the quality of product
o Understanding the perceived risks
o Finding out the acceptance of the product after
Gypsy penetration
o Analyzing on the weaknesses of Gypsy &
improvising them as an opportunity
17. Marketing Systems Audit
The marketing team should regularly interact
with customers
Communication between the marketing team
and dealers
Product development and new product ideas
from customers and dealers
19. Marketing Function- Audits
Products
• CJ, CJ-540DP, MM540DP & CJ-340DP
• Attitude towards products
• To add MD-2340 engine in CJ
• XD 4.90 petrol engine in CJ- 340DP
• Some cosmetic changes
• Competitors product and strategy
20. Price
Efficiency of Diesel offset by high maintenance
cost
Price higher than LCVs
22. Advertising, Sales promotion &
publicity
Current advertising strategy
o Merits of Jeep over Gypsy
o Japanese monk’s testimonial ad in newspaper
o Failures/problems faced experienced by Gypsy owners.
o Change of TV campaign from usage to the reliability &
elegance of Jeep.
o Housewives as influencing factor should be considered for
advertising & promotional strategy.
• Learning from Rajdoot
23. Sales force
• Team to visit the place in north-east
propagating the benefits of CJ-340DP
24. Marketing – General Advertising
Strategies
o Inclusion of Jeep as a product with major
ancillary advertisers
o Customer & employee interaction with the
product – Contest of naming the Jeep Models
o Discreet campaign emphasizing on the fact of
Maruti using foreign exchange.
25. Marketing – General Advertising
Strategies
o Association with tyre company – MRF in
demonstrations/melas.
o Less frequency of price revisions to get a
psychological advantage over its customers.
o Strict action against irresponsible dealers.
o Direct mail campaign to government institutes.
