Case Code : CLMC-011
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100
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DHL, Wipro, Xerox, Procter & Gamble, ORG MARG, General Motors, Daimler Chrysler, Six Sigma, Online Contest and Return on Investment (RoI).
1: This caselet is intended for use only in class discussions.
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The caselet explores the increasing focus of companies on measuring the effectiveness of their promotional activities. It discusses in detail the steps taken by Wipro, DHL and Xerox to measure the effectiveness of their respective communications campaigns. Finally, the caselet throws light on the importance laid by companies to measure the effectiveness of promotions, due to increasing pressure on margins and accountability to the top management, in terms of the Return on Investment (RoI) on the marketing expenditures.
Wipro, the Indian software giant, decided to re-launch its corporate image by unveiling a new logo, the rainbow flower. The logo was designed to represent what Wipro stood for – a diversified business behemoth (it is in the fields of software, consulting services, consumer care, healthcare, lighting, etc.), through a common visual imagery aimed at creating a lasting impact on the customer’s mind.
Questions for Discussion:
1. ‘The use of measurement techniques for evaluating marketing performance is fast catching up with the companies’. In light of this statement compare the different approaches used by companies like Wipro, DHL, and Xerox, to measure the performance of their promotional activities.
2. Today, top executives are fed up with investing huge sums of money in advertising their products via TV, newspapers, outdoor media, and other channels, due to the ineffective marketing measurement techniques and rising costs of promotions. What do you think the marketers need to do to support their claims in front of the top management to get their advertising budgets approved?