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1、1MUC-97002-043-04-02-G_E.ppt Marketing efficiency 2002: Relevance and approaches from the perspective of German marketing managers Main findings Munich, April 22, 2002 2MUC-97002-043-04-02-G_E.ppt Survey of marketing efficiency 2002 summary (1) 68% of all interviewed companies say that marketing eff
2、iciency is a crucial challenge for most companies, particularly for large companies operating in marketing intensive industries such as consumer goods 71% of all companies also indicate that the efficiency pressure on marketing activities has significantly risen in the past three years. The declinin
3、g efficiency of classic media, the increased number of marketing tools available, and the macro-economic situation are likely causes of the increased pressure The companies are not satisfied with the efficiency of their marketing activities: -3 out of 10 companies see savings potential of more than
4、10 percent in their marketing/communication budget; at the same time, 34 percent of companies plan on making budget cuts in 2002 -One in seven companies perceive potential to increase sales of more than 5 percent through more efficient marketing These findings demonstrate that there is considerable
5、pressure to act, since the area of marketing and communication is obviously faced with serious efficiency problems in comparison with other operative functions 3MUC-97002-043-04-02-G_E.ppt Survey of marketing efficiency 2002 summary (2) Roland Berger Strategy Consultants have identified four barrier
6、s to efficiency in this regard: -Barrier 1:Lack of transparency - Barrier 2:No targeted marketing budgeting procedure -Barrier 3:No use of innovative efficiency levers -Barrier 4:Lack of success measurement Around one third of all companies have no or very little overview of their marketing costs (b
7、arrier 1) Only around half of the companies interviewed take a systematic approach to developing proper budgets for marketing industries. Although companies in industries with traditionally high marketing investments such as consumer goods, telecommunications, and IT have a more systematic approach,
8、 only around 70% of companies are systematic (barrier 2) Innovative approaches and best practices in efficiency improvement (e.g. bundling volumes and printing times in the case of print products) are only taken by a minority of companies to date (barrier 3) In measuring the success of their marketi
9、ng activities, a large number of the interviewed companies tend to be passive: one third of companies do not measure the impact of their marketing activities systematically (barrier 4) 4MUC-97002-043-04-02-G_E.ppt Contents Page A. Methodology and sampling of survey 5 B. Main findings 7 This document
10、 was created for the exclusive use of our clients. It is not complete unless supported by the underlying detailed analyses and oral presentation. It must not be passed on to third parties except with the explicit prior consent of Roland Berger Strategy Consultants. 5MUC-97002-043-04-02-G_E.ppt Metho
11、dology and sampling of survey 6MUC-97002-043-04-02-G_E.ppt Survey of marketing efficiency 2002: methodology and sampling 103 telephone interviews in March 2002 conducted on behalf of Roland Berger Strategy Consultants Base for research and comparison: 2001 survey to similarly structured sample Struc
12、tured questionnaire with open and closed questions Target persons: marketing managers of medium and large German companies Structure of sample Industry focus Engineered products20% Consumer goods/retail21% Pharmaceuticals/healthcare 2% Transportation20% Infocom16% Financial services21% Total100% Rev
13、enues Up to EUR 0.25 bn24% EUR 0.25 - 0.5 bn15% EUR 0.5 -2.5 bn40% EUR 2.5 - 5 bn7% Over EUR 5 bn16% Total100% Size of workforce Up to 999 employees30% 1,000-4,999 employees34% 5,000-9,999 employees13% Over 10,000 employees23% Total100% 7MUC-97002-043-04-02-G_E.ppt B.Main findings 8MUC-97002-043-04-
14、02-G_E.ppt Marketing efficiency is a crucial challenge for more than two thirds of companies 5% 5% 22% 31% 37% Fully agree Agree Neutral Disagree Completely disagree Marketing efficiency is a crucial challenge for us 68% agree Source: Roland Berger Market Research, Roland Berger Key facts/notes Mark
15、eting efficiency is a top challenge in marketing for 7 out of 10 companies Marketing efficiency is a challenge especially in the telecommunications and IT sector Reasons: Deregulation and market saturation have led to higher competitive pressure and increasing marketing investments In less marketing
16、 intensive industries such as engineered products, systems engineering, and transport marketing efficiency is less of a critical challenge The intensity of the challenge increases as the size of the company increases (larger budget) 9MUC-97002-043-04-02-G_E.ppt More than two thirds of companies agree that pressure on marketing expenditures has increased considerably Increased pressure on marketing expenditures in the past 3 years Source: Roland Berger Market Research, Roland Berge
