Question

Topic: Research/Metrics

International Marketing Budget

Posted by Anonymous on 8/31/2010 at 3:18 AM ET 250 Points
Hi all!

I am a student, having an internship abroad and I am working at the moment on the analysis of the International Marketing Budget of one of the company´s division.

I would like to create some benchmarks to compare different brands within the company and also compare them with the competitor´s ones!

I figured out ratios like IMB/ net external sales or IMB/ Gross profit..

Has someone other ideas or practical suggestion in order to improve this analysis??? It would be so helpful ;)

THANKS in advance!!!!

V.
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RESPONSES

  • Posted on 8/31/2010 at 10:11 AM Accepted
    You should probably start by identifying the objectives and strategies for each brand. Where are they in their life cycle, and what is the primary objective for each?

    Then you might want to look at penetration or market share on a market-by-market basis. Especially when you start comparing to competitors, you'll want to look at each geographic market separately.

    Another dimension would be target audience for your brands and those of competitors. Within the markets where they have distribution, what segment of the market does the brand target? Consider demographics, psychogrphics, other relevant dimensions.

    You don't mention whether these are B2B or B2C brands. There could be other areas for analysis based on the industry or industries in which they compete, as well as how they are sold and distributed.

    Hope this is what you were looking for. Let us know what else you need.
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