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Marketing Plan - Control And Evaluation Framework

Posted by Anonymous on 11/20/2005 at 1:11 PM ET 250 Points

I am looking for theoretical frameworks for the evaluation and control of a marketing plan. I have so far identified

• Budget appraisal/Variance analysis - Leading to budgetary controls
• Customer Satisfaction Surveys (internal and external)
• Brand Awareness
• Benchmarking
• Marketing Mix Effectiveness (effects of particular policies i.e. new pricing policy, specific promotional campaign)
• Competitor Performance (competitor analysis) (Capability profiles’s)
• Balanced Scorecard

However I am not sure whether I am approaching this correctly and whether the points mentioned above should be wrapped up into the Balanced Scorecard approach. There is not much information out there on this topic so if anyone had some advice it would be great...

Posted by blanalytics on 11/20/2005 at 4:33 PM Accepted

For marketing mix effectiveness review white papers at
www.bottomlineanalytics.com
Posted by ASVP/ChrisB on 11/20/2005 at 8:39 PM Accepted

You could easily wrap all the above points into a Balanced Scorecard approach. It's clear from the factors you have already identified you are looking far beyond the limitations of the traditional financial indicators.

And Marketing plans, managers and whole departments - have often struggled to have their returns recognised on simple financial indicators anyway.

A Balanced Scorecard/Strategy Map approach would enable you to derive a cause/effect relationship between the marketing plan's elements, and could be linked to the corporate plan in a way to give a direct line of sight from the board room to the marketplace.

Let me know if you need help implementing Balanced Scorecard, as it's one of my firm's areas of expertise.

ChrisB
Posted by deedee on 11/21/2005 at 1:04 AM Accepted

hi I am reverting on the points you have mentioned above:
1.brand awareness is a very small part of overall brand audit so i think you should look at a brand audit and a brand audit will automatically include brand awareness, brand esteem, brand equity indicators.
some of these will be a measure of the effectivenes of the marketing mix elements too.
2. you could replace competitior performance with category and its members swot including yours.
Posted by blanalytics on 11/21/2005 at 3:49 PM Member

See also information on this site for BtB framework

www.demandg.com
Posted by Kalymnos on 2/7/2006 at 8:55 AM Member

I've also been exploring potential frameworks to document, analyze and "memorialize" our research, strategy and tactics. Here is a framework for market positioning that looked intriguing, though I've not yet purchased it:

http://leapthought.com/detail.php?idnumber=201&PHPSESSID=a3ceaa634366a835d9...

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