Presented By:

Group - 9
 Outlines of the Topics:
Titles Name of Presenters

Introduction of Marketing Control Surchi Shah

Features Of an Effective Marketing Control Vasanth

Methods of Marketing Control Swathi & Sumanavathi

Marketing Audit Sumanth

Societal Marketing Suman Lamichhane

Consumer Protection Suraj Kumar

Marketing Ethics Sunitha
Introductions of Marketing Control
-By Surchi
 What is marketing Control?
• It is the measurement and correction of marketing performance

• It is the process of monitoring the proposed plans as they proceed and adjusting
where necessary.

• Planning and controlling are closely related

“Marketing control is the process of taking steps to bring actual results

and desired results closer together”.
---- Phillip Kotler
Objectives of Marketing Control:
• Monitoring Performance

• Locating Deviation Responsibility

• Updating Market Information System

• Reformulating Objectives and Plans

• Environmental Adaptation
Marketing Control is a Cyclical Process :

Setting Standard

Corrective Marketing Measuring

Action Control Performance

Evaluate
Performance
Features of an Effective Control System
By: Vasanth
 Features of an effective control system:
• Accuracy

• Timelines

• Flexibility

• Acceptability

• Integration

• Strategic placement

• Corrective action

• Economic feasibility
Methods of Marketing Control:

By: Swathi & Sumanavathi

Methods of Marketing Control :

Marketing control is the process of monitoring the proposed plans as they proceed
and adjusting where necessary .
 Philip Kotler consider the four types of control

1. Annual plan control

2. Profitability control

3. Efficiency control

4. Strategic control
I. Annual Plan Control

 In this method ,annual plans are prepared for various activities. Each Plan includes
setting objectives, allocating resources, Defining time limit and formulating rules,
Policies and Procedures.

 Annual plan relates to sales

 It contains checking ongoing performance against annual plan and taking corrective
action
Measures of Annual Plan Control:

1. Analysis of Different sales

Analysis of different sales contains measuring and evaluating different sales with
annual goals .

2. Analysis of Market share

 Market share is used for measuring, comparing and correcting results .
 It is a proportion of company’s sales in the total sales of the industry.

Types of Market share

a) Overall market share
b) Served market share
c) Relative market share
3.Analysis of Market expenses to sales

 It ensures that the firm is not overspending to achieve it’s annual sales goals
 Different marketing expenses are watched in relations to sales.

Components of calculate expenses to sales:

a) Sales force-to-sales ratio

b) Advertising-to-sales ratio
c) Sales Promotion-to-sales ratio
d) Marketing research-to-sales ratio
e) sales administration-to-sales ratio
4. Financial Analysis

 Financial control consists of evaluating sales and sales-to-expense ratios in relation to

overall financial framework.

 It means net profits, net sales, assets and expenses are studied to find out rate return on
total assets and rate of return on net worth
5. Analysis of customer and stakeholder attitudes

 Base on their attitudes, preference and satisfaction ,management can take early
actions.
 This tool is preventive in nature as adverse impact on the future results can be
prevented by advanced steps.
II. Profitability Control

Profitability control calls for measuring profitability of various products, channels,

territories, customer groups, order size etc..

Process of Marketing Profitability Analysis:

1. Identifying functional expenses

2. Assigning function expenses to marketing entities
3. Preparing Profits and loss statement
4. Taking action
III. Efficiency Control :

• This control particularly concerns with measuring spending efficiency.

• Efficiency control can improve efficiency of marketing department.

Types of efficiency control :

a. Sales force efficiency control.

b. Advertising efficiency control.
c. Sales promotion efficiency control.
d. Distribution efficiency control.
e. Marketing efficiency control.
IV. Strategic Control

Strategic control implies a critical review of overall marketing effectiveness

in relation to broad and long term objectives and firm's response to marketing
environment.

Method or tools:
The marketing effectiveness review

• It involves a review of overall marketing performance.

• It helps finding effectiveness of several business plans in terms of sales growth, market
share, and profitability.
Common criteria:

Some criteria are used to review marketing effectiveness. They are :

a. Company customer philosophy.

b. Integrated marketing efforts.
c. Marketing information.
d. Company's strategic orientation.
e. Operational efficiency.
f. Public relations practices.
Marketing Audit:
By: Sumanth
 Definition of Marketing Audit:
The Marketing Audit refers to the comprehensive, systematic, analysis, evaluation and the
interpretation of the business marketing environment, both internal and external, its goals,
objectives, strategies, principles to ascertain the areas of problem and opportunities and to
recommend a plan of action to enhance the firm’s marketing performance.
Features of Marketing Audit:
• Comprehensive

• Systematic

• Periodic

• Independent

• Critical Review

• Evaluation

• Opportunities & Weakness

• Preventative & Curative

Types of Marketing Audit:
• Marketing environment audit

• Marketing strategy audit

• Marketing organization audit

• Marketing system audit

• Marketing productivity audit

• Marketing function audit

Marketing Audit 3 Key Areas:

• External Marketing Environment

• Internal Marketing Environment

• Evaluation of Current Marketing Strategy

Societal Marketing:
By: Suman
 Interesting Social Marketing Stats
• 73% of U.S. adults say being involved in social change is important to them

• During times of economic strain, 60% of U.S. women and 53% of U.S. men have
engaged in positive social change by donating money, goods, or services

• 4 out of 5 adults believe: “I can make the world a better place by my actions”

• 71% of women and 61% of men in the United States say they want to help people
that are less fortunate than they are
 Social Marketing:
• It is the use of marketing theory, skills and practices to achieve social change

• It seeks to develop and integrate marketing concepts with other approaches to

social change

• It aims to behaviors that benefit individuals and communities for the greater social
good

• It is an approach used to develop activities aimed at changing or maintaining

peoples’ behavior for the benefit of individuals and society as a whole
 Objectives of Societal Marketing:
• To maintain a long-term relationship with customers.

• To create a better image in the society for the company than it’s competitors.

• To carry out its social responsibilities.

• Developing community awareness towards its brands.

• To increase the consumer base and market share.

 Consumer Protection

By: Surajkumar
Meaning:

● Consumer protection is a group of laws and organizations designed to ensure the rights
of consumers, as well as fair trade, competition, and accurate information in the
marketplace.

● The laws are designed to prevent the businesses that engage in fraud or specified unfair
practices from gaining an advantage over competitors. They may also provide
additional protection for those most vulnerable in society.
Importance:
1. To Organize Consumers
2. Provide Market Information
3. Importance of Physical Safety
4. Avoiding Monopoly
5. Prevention from Malpractices
6. Avoiding Pollution
7. Misleading Advertisements
8. Informing Consumers about their Basic Rights
Consumer law:

Consumer protection law or consumer law is considered as an area of law that regulates
private law relationships between individual consumers and the businesses that sell those
goods and services.

In India, consumer protection is specified in The Consumer Protection Act, 1986. Under this law,
Separate Consumer Dispute Redress Forums have been set up throughout India in each and
every district in which a consumer can file his complaint on a simple paper with nominal court
fees and his complaint will be decided by the Presiding Officer of the District Level. The
complaint can be filed by both the consumer of a goods as well as of the services.
This principle amply reflects the inclusion of the philosophy of the concept of
consumerism in article 47 of the Indian Constitution:

● The Indian Penal Code, 1860

● The Dangerous Drugs Act, 1930
● The Sale Of Goods Act, 1930
● The Drugs (Control) Act, 1950
● The Industries (Development And Regulation) Act, 1951
● The Indian Standards Institutions (Certification Marks) Act, 1952
● The Prevention Of Food Adulteration Act, 1954
● The Monopolies And Restrictive Trade Practices Act, 1969
● The Code Of Criminal Procedure, 1973
● The Sale of Goods Act of 1930 act provides some safeguards to buyers of goods if
goods purchased do not fulfill the express or implied conditions and warranties.

● The Agriculture Produce Act of 1937 act provides grade standards for agricultural
commodities and live stock products.It specifies the conditions which govern the use of
standards and lays down the procedure for grading, marking and packaging of
agricultural produce.The quality mark provided under the act is known as AGMARK-
Agricultural Marketing.

● Consumer Protection Act, 1986 is an Act of the Parliament of India enacted in 1986 to
protect the interests of consumers in India. It makes provision for the establishment of
consumer councils and other authorities for the settlement of consumers' disputes and
for matters connected therewith also.
Consumer Grievance Resolution:

➢ NATIONAL CONSUMER HELPLINE: Government of India has set up a National Consumer

Helpline (NCH), with a toll-free number 1800-11-4000 or 14404, which provides advice, information
and guidance to empower consumers and persuade businesses to reorient their policy and management
systems to address consumer concerns and grievances adopting global standards.

➢ STATE CONSUMER HELPLINES: State Consumer Helplines have been set up by State
Governments with the objective to encourage Alternate Consumer Disputes Redressal mechanism at
State level and help in resolving cases through mediation.

➢ GRIEVANCES AGAINST MISLEADING ADVERTISEMENTS(GAMA): In its endeavor to address

the problem of misleading advertisements, the Government has launched a portal called “Grievances
Against Misleading Advertisements (GAMA)”.for registering complaints online.
➢ SMART CONSUMER APPLICATION: The Government has launched a mobile application
“Smart Consumer” to enable the consumer to scan the bar code of the product and get all details
of the product such as name of the product, details of manufacturer, year and month of
manufacture, net content and consumer care details for making complaint in case of any defect.

➢ ONLINE CONSUMER COMMUNITIES:In association with the Local Circles, a social media
platform, the Government has launched a platform ‘Online Consumer Communities’ for citizens
to discuss and opine about governance and daily life issues. Through this, a citizen can get
connected with their Government, City, Causes, Neighborhood, Interest, needs and any other
communities they are a part of.

➢ CONSUMER AWARENESS: The Government has been conducting a countrywide multimedia

awareness campaign since 2005 on various issues related to consumer rights and responsibilities
across diverse subjects. “Jago Grahak Jago” [Awake Consumers awake] has today become a
household axiom.
Marketing Ethics:
By: Sunitha
 Marketing Ethics:
Marketing Ethics is an area that deals with the moral principal behind marketing.
Ethics in marketing applies to different spheres such as in :
Product, Pricing, Placing(distribution), Promotion & Advertisement
 Why do we need Ethics?
Their are many reasons but will notify some:-

• When an organization behaves ethically, customer develop more positive attitude

about the firm,it's product,and it's services.

• To create value or trust with key stakeholders.

• To build good image about the organization in the mind of customer, employees,
shareholders &the society.
 Ethical Issues in Marketing:
We discuss marketing issue by using 4P’s of
Marketing:-

● Product & Packaging

● Price
● Placing (Distribution)
● Promotion (Advertisement & Branding)
 Product:

● Customer safety
● Product liability and reliability
● Designing for special needs
 Packaging:
● Label Information

● Packing Graphics

● Packing Safety
 Price:

• Supra competitive Pricing

• Price Fixing

• Price Skimming
 Placing (Distribution):

• Product distribution ( place) is one of the four elements of the Marketing Mix
• Distribution of product or service is transporting them from manufacture to stockiest,
wholesaler , retailer and then to consumers.
 Promotion (Advertising & Branding):

Promotion is one of the four elements of marketing mix (product, price, promotion,
place).

It is the communication link between seller & buyer for the purpose of influencing ,
informing or potential buyers purchasing decision.

• To present information to consumers as well as others.

• To increase demand.
• To differentiate a product.