罗兰贝格－市场效率调查

1MUC-97002-043-04-02-G_E.pptMarketingefficiency2002:RelevanceandapproachesfromtheperspectiveofGermanmarketingmanagersMainfindingsMunich,April22,20022MUC-97002-043-04-02-G_E.pptSurveyofmarketingefficiency2002–summary(1)•68%ofallinterviewedcompaniessaythatmarketingefficiencyisacrucialchallengeformostcompanies,particularlyforlargecompaniesoperatinginmarketingintensiveindustriessuchasconsumergoods•71%ofallcompaniesalsoindicatethattheefficiencypressureonmarketingactivitieshassignificantlyriseninthepastthreeyears.Thedecliningefficiencyofclassicmedia,theincreasednumberofmarketingtoolsavailable,andthemacro-economicsituationarelikelycausesoftheincreasedpressure•Thecompaniesarenotsatisfiedwiththeefficiencyoftheirmarketingactivities:-3outof10companiesseesavingspotentialofmorethan10percentintheirmarketing/communicationbudget;atthesametime,34percentofcompaniesplanonmakingbudgetcutsin2002-Oneinsevencompaniesperceivepotentialtoincreasesalesofmorethan5percentthroughmoreefficientmarketing•Thesefindingsdemonstratethatthereisconsiderablepressuretoact,sincetheareaofmarketingandcommunicationisobviouslyfacedwithseriousefficiencyproblemsincomparisonwithotheroperativefunctions3MUC-97002-043-04-02-G_E.pptSurveyofmarketingefficiency2002–summary(2)•RolandBergerStrategyConsultantshaveidentifiedfourbarrierstoefficiencyinthisregard:-Barrier1:Lackoftransparency-Barrier2:Notargetedmarketingbudgetingprocedure-Barrier3:Nouseofinnovativeefficiencylevers-Barrier4:Lackofsuccessmeasurement•Aroundonethirdofallcompanieshavenoorverylittleoverviewoftheirmarketingcosts(barrier1)•Onlyaroundhalfofthecompaniesinterviewedtakeasystematicapproachtodevelopingproperbudgetsformarketingindustries.Althoughcompaniesinindustrieswithtraditionallyhighmarketinginvestmentssuchasconsumergoods,telecommunications,andIThaveamoresystematicapproach,onlyaround70%ofcompaniesaresystematic(barrier2)•Innovativeapproachesandbestpracticesinefficiencyimprovement(e.g.bundlingvolumesandprintingtimesinthecaseofprintproducts)areonlytakenbyaminorityofcompaniestodate(barrier3)•Inmeasuringthesuccessoftheirmarketingactivities,alargenumberoftheinterviewedcompaniestendtobepassive:onethirdofcompaniesdonotmeasuretheimpactoftheirmarketingactivitiessystematically(barrier4)4MUC-97002-043-04-02-G_E.pptContentsPageA.Methodologyandsamplingofsurvey5B.Mainfindings7Thisdocumentwascreatedfortheexclusiveuseofourclients.Itisnotcompleteunlesssupportedbytheunderlyingdetailedanalysesandoralpresentation.ItmustnotbepassedontothirdpartiesexceptwiththeexplicitpriorconsentofRolandBergerStrategyConsultants.5MUC-97002-043-04-02-G_E.ppt•Methodologyandsamplingofsurvey6MUC-97002-043-04-02-G_E.pptSurveyofmarketingefficiency2002:methodologyandsampling•103telephoneinterviewsinMarch2002conductedonbehalfofRolandBergerStrategyConsultants•Baseforresearchandcomparison:2001surveytosimilarlystructuredsample•Structuredquestionnairewithopenandclosedquestions•Targetpersons:marketingmanagersofmediumandlargeGermancompaniesStructureofsampleIndustryfocusEngineeredproducts20%Consumergoods/retail21%Pharmaceuticals/healthcare2%Transportation20%Infocom16%Financialservices21%Total100%RevenuesUptoEUR0.25bn24%EUR0.25-0.5bn15%EUR0.5-2.5bn40%EUR2.5-5bn7%OverEUR5bn16%Total100%SizeofworkforceUpto999employees30%1,000-4,999employees34%5,000-9,999employees13%Over10,000employees23%Total100%7MUC-97002-043-04-02-G_E.pptB.Mainfindings8MUC-97002-043-04-02-G_E.pptMarketingefficiencyisacrucialchallengeformorethantwothirdsofcompanies5%5%22%31%37%FullyagreeAgreeNeutralDisagreeCompletelydisagreeMarketingefficiencyisacrucialchallengeforus68%agreeSource:RolandBergerMarketResearch,RolandBergerKeyfacts/notes•Marketingefficiencyisatopchallengeinmarketingfor7outof10companies•MarketingefficiencyisachallengeespeciallyinthetelecommunicationsandITsector•Reasons:Deregulationandmarketsaturationhaveledtohighercompetitivepressureandincreasingmarketinginvestments•Inlessmarketingintensiveindustriessuchasengineeredproducts,systemsengineering,andtransportmarketingefficiencyislessofacriticalchallenge•Theintensityofthechallengeincreasesasthesizeofthecompanyincreases(largerbudget)9MUC-97002-043-04-02-G_E.pptMorethantwothirdsofcompaniesagreethatpressureonmarketingexpenditureshasincreasedconsiderablyIncreasedpressureonmarketingexpendituresinthepast3yearsSource:RolandBergerMarketResearch,RolandBerger4%4%21%26%45%71%agreeFullyagreeAgreeNeutralDisagreeCompletelydisagreeKeyfacts/notes•7outof10companiesfeelthatpressuretobeefficientisincreasing•Therearerelativelyfewdifferencesbetweenindustries•Thegreatestefficiencypressureisfeltinconsumergoodsandpharmaceuticalscompanies(highcompetitivepressure,abroaderrangeofmarketingtools,decliningefficiencyofclassicadvertising)•ThelowestpressureisfeltinInfocom(littlebudgetpressurebecausemarketgrowthissostrong)andengineeredproducts/systemsengineering(relativelylowmarketingexpenditure)10MUC-97002-043-04-02-G_E.pptCompaniesperceiveconsiderablesavingspotentialintheirmarketingbudgets,butalsopossiblewaysofincreasingsalesSavingspotentialinthemarketingbudge