Marketing Performance Metrics: Coca-cola

Marketing Performance Metrics


The purpose of the study was to research the marketing performance metrics with a particular mention of Coca Cola Company and Online Marketing Contribution over the life span Cycle. The analysis will assist many companies in formulating strategies to be used as benchmark or the strategies to improve NMC.

Marketing Performance Metrics


Measuring marketing performance can be an exterior activity that really helps to understand the customer's notion and the competitor's position in the industry. Many organizations sets different tools to use as benchmarks in order to identify the staffs' performance and the rate of income. ROA and ROI are the key used financial actions to gauge the inner financial statues.

Part 1: Discuss Three Measures of Marketing Performance

Marketing metrics are the numeric data which allows the marketers to analysis their performance contrary to the organizational objectives. The metrics help take corrective measures in case there's a deviation between your targeted plans and the achieved performance of staffs (Neely, 2001). They have various measurement elements that includes volume of produced products, net sales billed, design registrations and a research on the brands to determine to determine the brand's recognition. Metrics helps it be possible for marketers to justify their budget that is dependant on sales returns.

Three Actions of Marketing Performance

The activity-based metrics among the favorite metrics used in studying performance. It entails statistical calculating and reporting. The main kind of activity-based metrics includes checking guests, downloads and guests at the firm's situations. This approach rarely web page link the marketing businesses to the business enterprise outcomes. Instead, the business results like the client value, market show and adoption of a fresh product provides an improved correlation. The primary concentration of MPM is to assess aggregated efficiency and efficiency of the marketing company. These specific metrics have some categories which includes the marketing effect on the preference stocks, the average order quantity, the rate of customer acquisition, the progress of consumer's buying rate, business talk about, loyalty and world wide web advocacy, margin, growth rate in comparison to market competition and the total customer proposal. MPM is also used to determine the rate at which functional efficiency and the outside performance. If Coca Cola Company determines to control its marketing activities it uses the procedures performance metrics. The organization will employ the service of extra staff to are marketing fund directors and marketing operations director. Basically the marketing team will gather data about program-to-people ratios, cost-sales, awareness-to- demand rate and the pace of dialogue.

This metrics mostly provides the organization with various ways of rationalizing the marketing purchases but this plan does not correlate marketing to business performance and strategy. The way helps marketers to find out how the firm's resources are used. The exterior performance are aligned with the firm's outcome and helps to determine the firm's value to its customers and the firm's performance with regards to its competition (Neely, 2007).

If Coca Cola Company wants to determine the key performance signal (KPI), top-down approach is the better method of use. The first step in this approach includes making decisions that identifies the scope. To come up with KPI and metrics, the marketers predicts on the likely results they want to influence. Asking other questions uses (Shaw et al, 1997), the answers help to determine the partnership between your questions and the results. The data that's needed is to answer the question is then decided. Marketers then searches for this data and decides the corrective measures to be studied. The measures performed aims at rendering it possible to achieve the goals.

The organization must continuously keep an eye on and analyze its marketing performance metrics. This gives the organization brains in competition, have a chance to assess their market weaknesses and strengths and think of a calculated budgetary viewpoints through the marketing combination. This gives the business competitive advantages over its challengers. The gains of the organization will also increase.

The Major brands use return on marketing investment (ROMI), go back on marketing objectives (ROMO) and the marketing return on investment (ROI) to prioritize and disperse their marketing opportunities. They help them to decide on the most profitable profile. A firm must evaluate the ROMI, ROMO and ROI of the project for greater than a year. This will protect the firm's investigations.

The method decided on in monitoring the marketing process must be easy and cheap to use. Training should be carried out to train the staffs on the best benchmark and how it can be used. Staffs should take part in determining the best benchmark to work with. This brings a sense of belonging and gratitude of the staff member to the company and management when you nvolve them in general management roles.

Part 1: Analyze Metrics Used to Evaluate the Measures

The above methods can be assessed using the next metrics (Leroy, 2011)

Correct quantity, measuring the weight, counting the models and weighing the articles are the main used types of way of measuring. Supplying customers with the right quality will strengthen the degree of trust with your customers hence making it easy to keep them. An independent team is set aside within an organization to measure the products quantity and also to make sure the client gets what they identify in terms of size.

Elasticity to react to unanticipated demands, this refers to the power of a firm to adjust in order to meet up with the current demand. A metric will be utilized to gauge the amount of change, this helps it be easy to recognize the level of which the firm is flexible.

Quality level, TQM is an instrument to evaluate quality. The metrics can make sure the amount of a product's level is standardized. Controlling quality may also be done by the state of hawaii power to ensure a company offers its customers with quality products. Organizations that offer less standardized products are fined for the same. The total quality management is employed to control the grade of a good or service. The staffs who produce quality products are rewarded with presents and appraisals. The staffs whose products are below the standard are trained and encouraged to create quality products.

Existence of accreditation or other qualification, after completion of an exercise a company is issued with a certificate to show its involvement. The certificates act as a measure of certification and experience accomplished. Customers opt to contract a firm that has experience and is also highly rated on the market. On-time delivery may be used to measure how a firm values its customers. If a company supplies its products promptly this shows the source chain is well monitored. In a circumstance of failed or past due delivery, less attention is taken on the client and the likeliness to loss the client is high.

Part 1: RESEARCH STUDY that Exemplifies Best Practices of each Solution.

Coca-Cola Company is an example of a firm that demonstrates the guidelines of these measures. According to the company's website they put their customers to be the ruler and is aimed at providing the best so as to wthhold the customers and to attract clients.

Coca-Cola Company comes with an independent department that deals with quality control. The unit ensures quality is preserved through the supply chain from when recycleables are from the company to when they are delivered to the customer. The team tests the merchandise at each degree of manufacturing to make sure the right items and composition are used. The team is also involved with ensuring quality services can be found to the clients. They establishes responses programs in an effort to allow the customers to get back to them.

The company parks its refreshments in storage containers of different sizes. A team is set up in the company to make sure only the right quantity is supplied to the users. The team weighs randomly the already jam-packed products and in case there is a deviation the complete load up is weighed and repacking is performed. Customers have rely upon Coca-Cola because there products are correctively stuffed.

Elasticity to respond to unanticipated demands, the business produces its products in great volumes. The merchandise are then stored in its outlet's warehouse. If the demand is low the supply is retained low but if the demand changes and even more with their products are demanded the company supplies more. They may have special facilities to store their products for an extended period.

The organization is certified and customers are self-confident in its products. It has been on the market for years hence gathering more experience on the sort of products to produce. The business has learnt various ways of surviving in the market and the way to win more customers. They now provide different kinds of carbonated drinks.

Coca-Cola Company has set outlets all over the world. This makes it easy to meet up with the buyer's order promptly without dely. Travelling of the product using their company warehouse to your premises is very fast. The refreshments will be carried in crates or crammed in cartons to avoid breakages and maintain a deliverable express.

Part 2: Short-Run Marketing Strategy

Short-run marketing strategy refers to a passage of time which only few factors can be changed as there is absolutely no plenty of time for changing the other variables in marketing strategies. ONLINE MARKETING STRATEGY is an in depth and specific techniques that are founded and made to be used over the time period with respect to the range of the program (Neely, 2001). Advertising and press relations strategies employed by the Coca Cola Company have an effect on the web marketing contribution both in short-term and in long-term.

In short-term, after the firm has made a decision to increase its initiatives in advertisements commercial so that it grows to many people. You will see a rise in the merchandise awareness and therefore upsurge in the sales level. After the sales are high the NMC will be high. In case the public fails to respond in an optimistic manner the organization will suffer reduction as the advertisements costs will be high set alongside the income from the products sold (Tanzania Culture, 1966). In short-term a whole lot of advertisements will be profitable to the organization as the sales will be high.

The media relationship refers to what sort of company uses the advertising including the public media to market its products. In short-run using the press will be expensive as it requires time to gain publicity. This in exchange will lead to a fall in NMC. Many large drink companies like Coca Cola were later in coming into the product-markets of bottled water, fruit drinks, activities drinks, iced caffeine, and energy drinks scheduled to SHORT-TERM Eye-sight.

Part2: Analyze Net Marketing Contribution in the Introductory Stage

During the product introductory phase the net marketing contribution is negative as no income are made from selling the merchandise. The income obtained can be used to cover the high costs of ad and promotional costs incurred. The company incurs loss (Louw, 2012). With proper advertising campaign the product survives this level and the NMC start to raise as the merchandise has gained customers. The advertisements costs are now low.

Part2: Analyze Net Marketing Contribution in the Past due Growth Stage

As the product moves through its lifecycle, NMC will reach the break-even point, then develop, to peak, flattens and then starts off to decline scheduled to decrease in the market demand. In the end-growth stage the NMC starts to flatten as the merchandise is now in the market and has gained its customers. When a new substitute product is unveiled in to the market, many customers will alter their preference. This may lead to decrease popular of the product causing NMC to begin falling. In case the firm fails to add flavours to the product it might pass away and overtaken by the new product (North Marianas University. ).

The graph below shows the motion of the NMC along something lifecycle.


In conclusion we can summarize these by saying that a company must choose the most profitable profile to get. Investment affects both profitability and the NMC of a company. The firm must understand the merchandise cycle so that it determines the kind of advertisement to work with.


Neely, A. (2001). Business performance way of measuring: Theory and practice. Cambridge: Cambridge School Press.

Top of Form

Neely, A. D. (2007). Business performance dimension: Unifying ideas and integrating practice. Cambridge: Cambridge College or university Press.

Bottom of Form

Shaw, R. , Mazur, L. , & FT Retail & Consumer Posting. (1997). Marketing accountability: Improving upon business performance. London: Foot Retail & Consumer Publishing

Tanzania Modern culture. (1966). Tanzania notes and details. Dar sera Salaam: Tanzania World. Louw, A. (2012). Ambush marketing and the mega-event monopoly: How laws and regulations are abused to safeguard commercial privileges to major sporting events. The Hague: T. M. C. Asser Press. North Marianas College. (n. d. ). Performance survey on strategic get better at plan implementation and diagnosis of institutional efficiency. Saipan, MP: North Marianas College, Office of Institutional Success.

Leroy, G. (2011). Creating user studies in informatics. London: Springer.

Books. google. com, . (2015). isbn:1607522330 - Google Search. Retrieved 8 January 2015, from https://books. google. com/literature?isbn=1607522330

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