Download File - THE MCDONALD MEMO

5.06
Employ marketing-information to
develop a marketing plan.
Learning the Basics about Sales Forecasts
A sales forecast is a prediction of what a firm’s sales will be during a
specific future time period.
􏰀 Sales forecasts can be short-term, intermediate, or long-term in nature.
􏰀 Business managers and owners use sales forecasts frequently when
making plans for their businesses. Sales forecasts help them to
determine:
o How much to buy
o What new items to offer
o How many workers are needed o What prices to charge
o Whether promotion is needed
Approaches to Forecasting
Before choosing a method for forecasting sales, businesses must decide
which forecasting approach to take. These approaches are referred to as
the:
􏰀 Top-down approach: In this approach, also known as the breakdown
approach, the sales forecast is prepared for the company as a whole.
Then, the forecast is broken down into forecasts for specific products,
salespersons, territories, product lines, departments, etc.
􏰀 Bottom-up approach: In this approach, also know as the build-up
approach, the sales forecast is prepared by starting with separate
forecasts for specific products, salespersons, territories, etc. Then, these
individual forecasts are combined into a forecast for the entire company.
For example, a shoe company might gather forecasts for each line of
shoes or for each salesperson’s territory and combine the data to forecast
sales for the whole company.
Categories of Forecasting Methods
Quantitative Forecasting:
􏰀 Quantitative methods of forecasting sales are based on the results of
gathering and analyzing all kinds of numerical market data.
􏰀 Numerical data may come from internal sources such as:
o Sales records
o Past product/market research
o Customer surveys that the company has on hand
􏰀 Numerical data such as economic trends, population changes, consumer
spending, and industry forecasts come from external sources such as
government reports, business publications, and trade associations.
Categories of Forecasting Methods
Qualitative Forecasting:
􏰀 Qualitative, or judgmental, forecasting methods are based on expert
opinion and personal experience.
􏰀 The company prepares its sales forecasts by asking knowledgeable
people such as experts in the field, sales personnel, customers, and
company executives.
􏰀 These individuals base their predictions on what they have seen happen
in the past as well as no current observations of the economy or of the
industry.
􏰀 This method is especially common when sufficient historical data isn't
available, i.e., for a new business or a less-established market
environment.
Methods of Forecasting Sales
Quantitative methods: There are many, many different quantitative
methods of forecasting sales. Unfortunately, many of these
methods are highly sophisticated. For that reason, we are not
going to focus on them in this course. Instead, we are going to
focus on the qualitative methods that many small- and mediumsized businesses use to forecast sales
Methods of Forecasting Sales
Qualitative methods:
􏰀 Jury of Executive Opinion
o This qualitative method gathers opinions from a group of company
executives that meets together to predict sales.
o The executives’ predictions are averaged so that the forecast is a
composite of their points of view.
o Advantages:
􏰀 Basedonreliable,insideopinion
􏰀 Quickandeasytouse
o Disadvantages:
􏰀 Results depend on executives’ skills
􏰀 All predictions carry equal weight, which is a problem if some
executives’ predictions are not as relevant/accurate as others
Methods of Forecasting Sales
Delphi Technique
o This method, also called the expert survey, is a variation of the jury
of executive opinion.
o It involves company executives and outside experts such as
university professors, consultants, or industry analysts.
o It is based on the assumption that several experts can arrive at a
better forecast than one.
o In the Delphi method, predictions are made secretly and then
averaged together. The results of the first poll are sent to the
experts, who are asked to respond with a second opinion. The
process is repeated until a very narrow, firm median is agreed
upon.
Methods of Forecasting Sales
o Advantages:




Can prevent social pressure and groupthink
Can prevent forceful individuals from dominating others
Can prevent time-consuming discussions or arguments
Can gather opinions from those who won’t speak out in groups
o Disadvantages:


Takes a lot of time to complete multiple rounds of the process
Can be expensive
Methods of Forecasting Sales
Sales force composite
o This method gathers opinions from the sales force.
o Each salesperson forecasts his/her sales for a future period.
o The sales analyst then adds those forecasts together to get the
sales force composite forecast for the period.
Methods of Forecasting Sales
o Advantages:
􏰀 Accurate forecasts for individual products (The sales force
works directly with customers and understands the demand for
certain products.)
􏰀 Higher sales totals (When the sales force predicts its own sales,
sales personnel are more motivated to achieve those numbers.)
􏰀 Inexpensive to use
􏰀 Provides detailed information
Methods of Forecasting Sales
o Disadvantages:
􏰀 Lacks a long-range view (The sales force may not have enough
information about the company’s future plans to accurately
predict long- term sales.)
􏰀 Sales force resentment due to having to take time away from
selling to prepare sales forecasts
􏰀 Forecasts that benefit sales force (A salesperson may forecast
sales lower than s/he thinks can be achieved to be sure the
forecast is met.)
Methods of Forecasting Sales
Survey of buyer intentions
o This forecasting method gathers information about
consumers’ plans to purchase products.
o Analysts ask customers (via telephone, personal
contact, or questionnaire)
what and how much they intend to purchase in the future.
o This information is gathered to create sales estimates
for individual products.
o Then, these estimates are combined to forecast
overall sales for the company.
Methods of Forecasting Sales
o Advantages:



Reasonably accurate forecasts (The forecasts are based on
information received from actual users of the product.)
Easy to control costs (The way in which the surveys are
administered is chosen by the company and can be very
inexpensive.)
Outside information is available (For example, The Quarterly
Summary of Buying Intentions publishes surveys of consumer
buying intentions obtained by the U.S. Bureau of the Census.)
Sales Forecasting: The Process
The steps to follow to prepare a sales forecast include:
1. Gather the data that you will use.

First, look at the past.

Gather sales figures for individual products or product lines and the
company’s total sales figures.

Show whether product and overall sales have been increasing or
decreasing.

ompare sales by selling periods. Which times of the year usually have the
largest total sales?

Show sales trends for individual products. For example, Target would look
at sales of shoes separately from sales of lamps.

Compare sales forecasts of years past with actual sales. Have the
company’s forecasting techniques worked well or are there modifications to
be made?

Note: If a business is new and does not have prior sales data to analyze,
forecasters should study the past sales of similar businesses. This
information is available from industry publication, government reports, and
trade associations.
Sales Forecasting: The Process
o Next, look at what is going on now.
􏰀 External changes. These are changes occurring outside the business
over which the business has no control but could have an affect on the company’s
sales (e.g., a new law that restricts the time of day that a restaurant may sell
alcoholic beverages). Forecasters must collect information about changes in
such areas as:
i. The competition. Has the number of competitors increased or decreased? Are
there new competitive activities that will affect sales? For example, has a
competitor dropped prices?
ii. The market. Have your customers (or anything about them) changed? Is the
makeup of your trading area changing? For example, has the mall in which
your store is located recently lost any stores?
iii. The economy. What is the state of the economy in your market? In your state?
Nation? The following economic information is useful when preparing sales
forecasts: Gross national product, levels of personal income,
employment/unemployment numbers, inflation, consumer spending, and total
sales.
Sales Forecasting: The Process
Internal changes. Changes that are going on within the business are under its
control. Sales forecasters should gather data about such types of internal
changes as:
i. Marketing changes. Have there been changes in your price? Product?
Promotional plan? How your product is distributed?
ii. Operational changes. Examples of operational changes include enlarging or
remodeling a business or adding a parking lot.
iii. Staff changes. Has the size of the sales force remained the same? Has
management changed?
Sales Forecasting: The Process
2. Determine the amount by which your sales increased or decreased
last year.
o Use the data that you collected to determine your sales for the prior two
years.
o Next, determine the difference between the two years’ sales (i.e.,
subtract the first year’s sales from last year’s sales; if your answer is
positive, your sales increased; if your answer is negative, your sales
decreased).
3. Determine the percent of increase or decrease.
o To determine the percent of increase or decrease, divide the amount of
sales increase/decrease by the sales for the first year.
Sales Forecasting: The Process
4. Add outside predictions of increases in sales for your trading area
from positive economic forecasts, population growth, reduced
competition, etc.
o For example, if experts are forecasting that the economy and/or
population will grow, add the percent of predicted growth to the
company’s percent of increase/decrease in sales.
5. Subtract outside predictions of decreases in sales from negative
economic forecasts, reductions in population, increased
competition, etc.
o For example, if you learn that a new competitor is expected to reduce
your sales, subtract the percent of reduction in sales from your
company’s percent of increase/decrease in sales.
Sales Forecasting: The Process
6. Convert your final forecast percentage into a dollar figure.
o Multiply the percent of increase/decrease by last year’s sales.
o If you expect sales to increase, add your answer to last year’s sales. If
you expect sales to decrease, subtract your answer from last year’s
sales.
Note:
Keep in mind that estimating your sales will be an inexact science. Don’t
rely too heavily on your projections. If you’re going to err, err on the
conservative side. It’s better to be pleasantly surprised by higher than
projected sales versus being caught off-guard by lower than predicted
sales.
The purpose of
marketing goals
Marketing goals communicate a broad
direction for the department.
For example, a company goal of increasing
revenue might correlate to a marketing
goal of increasing awareness for new
products. These goals provide a direction
for the marketing department to follow.
Marketing Objectives
Marketing objectives identify specific
actions that marketing employees can
perform. Each objective provides a
method of achieving the company’s
goals.
For example, a marketing goal of
increasing product awareness might be
supported by a marketing objective of
contacting ten new customers each
week.
Goals and Marketing
Strategies
An organization may have long-term
marketing plans, but more often marketing
plans are created to tackle a short-term
situation. The plan will list a description of
the product and related marketing goals.
Strategic marketing decisions must be
centered on the four "P's" of marketing:
product, placement, promotions and pricing.
Characteristics of Good
Marketing objectives
Clear and concise
In written form
Should name specific results in key areas
Should be stated within a specific time period.
Should be stated in measurable terms.
Should be consistent with organizational
objectives.
Should be challenging but attainable.
10 Questions to assist
with Marketing Goals
Marketing Strategy: How will your marketing
plan support your business goals?
Mission Statement: What are you trying to
accomplish, and why?
Target Market: Who are you trying to reach
with your marketing activities?
Competitive Analysis: Who are you up
against, and where do you rank?
Unique Selling Proposition: What makes
your business unique?
10 Questions to assist with
Marketing Goals
(continued)
Pricing Strategy: What will you charge, and why?
Promotional Plan: How will you reach your target
market?
Marketing Budget: How much money will you
spend, and on what?
Action List: What tasks do you need to complete
to reach your marketing goals?
Metrics: How are you implementing, and where
can you improve?
Marketing Metrics
The business' progress in measurable terms
Statistics, such as brand awareness, customer satisfaction,
market size, and market share, that can be used to help
determine the effectiveness of an organization's marketing
program.
Great marketers figure out how to make their customers' lives
better, with the goal of attracting lots of profitable and
happy customers. To measure how well marketing efforts
help build a large and loyal customer base, it's essential to
identify and use the metrics that matter most.
Review Table at
http://www.marketingmetricssolutions.com/pdf/MMH%20%20WP%20Final%20RB.pdf
Read more: http://www.marketingprofs.com/4/taylor2.asp#ixzz2EMuYyEVi
Focus of marketing
Metrics
1. Essential metrics criteria
2. Customer-acquisition metrics
3. Product "wow" metrics
4. Customer-retention metrics
5. Strategic accountability
Read more: http://www.marketingprofs.com/4/taylor2.asp#ixzz2EMunsLgc
Marketing Dashboard
A "dashboard" is like a speedometer that marketing professionals
use to report marketing performance.
Helps answer: What is working, what course adjustments (if any)
are required, and are the investments the company funnels into
Marketing properly allocated?
Read more:
http://www.marketingprofs.com/articles/2012/7237/how-to-createan-actionable-marketing-dashboard-and-why-you-needone#ixzz2EN5G9dpI
TYPES OF MARKETING
METRICS
Navigational Metrics
It can provide rough measurements that
can help you navigate your PR program
toward higher profitability.
Example: Advertising Value Equivalency
(AVE) is what your editorial coverage
would cost if it were advertising space (or
time).
TYPES OF MARKETING
METRICS
Evaluative Metric
Measure dollar value: the value of
increased revenue or the value of
reduced costs that resulted from your
publicity.
TYPES OF MARKETING
METRICS
Customer Acquisition
Metric
Awareness level
Purchase decision drives
Rate of customer Acquisition
Market Share
Acquisition costs
TYPES OF MARKETING
METRICS
Customer-Retention
Metrics
Retention Rate
Abandonment Rate
Brand Loyalty
Lifetime Value (LTV)
TYPES OF MARKETING
METRICS
Common Product Metrics
Usability
Satisfaction versus expectations
First-time user experience
Awareness
Purchase rate
Price
Profit impact
TYPES OF MARKETING
METRICS
Financial Metrics
Revenue
Gross Profit
Net Profit
Return on Sales (ROS)
Return on Investment (ROI)
Return on Marketing Investment (ROMI)
TYPES OF MARKETING
METRICS
Promotional metrics
Reach
Frequency
Gross Rating Points (GRP)
Impressions
Cost Per Thousand(CPT)
Coupon redemption rates
Costs for coupons and rebates
Cost per click
Accuracy of coverage
Media impressions
Typical Metrics Criteria
1. Business Relevance
2. Measurability
3. Controllability
4. Reportability
5. Trackability