Marketing audit and objectives, marketing, Marketing Management

Assignment Help:
What is Marketing Audit, Marketing Audit is periodical assessment of marketing performance of a product. It is done with specific objectives in order to create awareness and improve sales. It appraises current activities in marketing. Identification of opportunities and plan of action to improve sales performance. SWOT is regulating external and internal marketing environment. Market segmentation is identifying group of customers who share similar set of needs and wants. Marketing communication should be on par with competitors. These aspects are analyzed for DULUX paint in the case analysis. The company can conduct marketing audit periodically with the following objectives.
AIM
Restoring sales of DULUX Trade Paints especially brands such as Duette, Sonata and Acrylic Glaze for trade customers at UK. Understanding the reasons for slower sales of Acrylic Glaze, Duette and Sonata. To improve the special effect ranges on the aforesaid brands. Sales strategy for builder merchants and retailer segments in Britain. Creating higher level of awareness for the brand especially special effect products. Increasing the perception level of special effect brands among builder’s merchants and retailers. Improving marketing communication about the brand for professional specifier. Better communication about the product features in each brand category. To remove the bottlenecks in distribution of the products to the buyers. Implementing, strategy to improve marketing performance. Marketing audit is periodic scrutiny of a business marketing environment, aims, functions and course of action to understand problem and opportunities to improve marketing performance. Philip Kotler (2007)

Related Discussions:- Marketing audit and objectives, marketing

Affordability based pricing, Affordability Based Pricing  : The affordab...

Affordability Based Pricing  : The affordability based pricing is relevant in regard  of  necessary  commodities,  which  meet  the  basic  requirement  of  all sections of peop

Explain soft system methodology with an example, Question 1: (a) How do...

Question 1: (a) How do you think that e-commerce is useful to Mauritian entrepreneurs? (b) Discuss the role of ICT and E-business in the development of Mauritian tourism ind

Curves Family Envelope, A curve which touches each member of a family of cu...

A curve which touches each member of a family of curves and which is touched at each point by some member of the family is called the envelope of the family of curves. Example: Co

What is strategic control in MIVE, What is strategic control in MIVE? ...

What is strategic control in MIVE? Strategic control: The balance of efficiency control is strategic control. This weighs the overall and long-term marketing plan in visi

Differentiate between horizontal and vertical conflicts, Question: (a) ...

Question: (a) Members of the marketing channel perform eight key functions. Describe these functions. (b) Differentiate between horizontal conflicts and vertical conflict

Buying process, what is proposal solicitation in buying process

what is proposal solicitation in buying process

Concept of product life cycle, Considering the concept of product life cycl...

Considering the concept of product life cycle, where would you put video games in their life cycle?

What is the primary activates, What is the primary activates? Primary ...

What is the primary activates? Primary Activities: These activities are those activities which are involved within the physical creation of the marketing, product and af

Explain the most common challenges of global competition, Question : (a...

Question : (a) Differentiate between the terms "efficiency and "effectiveness" within the management context. (b) Identify and clearly explain the four most common chall

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd