Marketing Audit – Overview
At the core of an effective, targeted and relevant marketing planning process is the undertaking of a comprehensive marketing audit designed to provide a detailed picture of “where we are now”.
The primary Objective of TMB Marketing Audits is to increase the returns from, and/or reduce the costs of, a client's marketing investment.
The TMB Marketing Audit also establishes valuable benchmarks on which to base subsequent planning.
The broad headings under which a Marketing Audit is undertaken are:
Company Situation
Financial Situation
Brand Situation
Marketplace Situation
Product & Services Situation
Customer or Client Situation
Competitive Situation
Other Stakeholders Situation
Marketing Audit - Process
A predominantly qualitative assessment of the current marketing state of health based on the outcomes of some or all of the following activities:
Detailed briefings with client management team (group and one to one)
One-on-One Meetings with key clients or customers
Group Discussions with cross section of other customer groups/types
Staff Meetings (Groups) – All Staff or representative groups (dependent on total staff numbers)
One-on-One meetings with other stakeholders (e.g. suppliers, community groups, regulatory authorities, professional groups/organisations etc.)
Brand Review (Desired versus Actual Positioning & Characteristics)
Comprehensive Marcoms (marketing communications) Review including a review and analysis of Planning, Budgeting, Implementation, Metrics
Literature Search (client industry related)
Desk Research (on all aspects of the client company, its markets, offerings and its performance)
Marketing Audit – Reporting
The results of our Marketing Audit Assignments are reported under the following headings:
Situation Analysis
Key Issues
Recommended Objectives
Recommended Strategies & Tactics
Recommended Marketing Metrics
Marketing Audit – Summary
A comprehensive review & analysis of all aspects of a client company’s markting thinking, planning, strategy development, implementation and results.
The cost of conducting a Marketing Audit is typically recovered by a client through the results that flow from the implementation of our resultant recommendations.
Contact us to discuss your Marketing Audit requirements
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