Your Marketing Investment
by Mark Levit
In articles prior to this, we focused on establishing your marketing investment, the most common budgeting exercise, competitive position and market environment, new product activity, market growth, capacity utilization, budgeting for low ticket items, budgeting for the lower percentage of a customer’s total purchases, budgeting considerations and your brand’s characteristics, the price-performance relationship, pricing relative to your competitors’ pricing, high quality products, premium product positioning and high price/high value budgeting.
This month we’ll cover “budgeting related to the breadth of your offering.
BUDGET DICTUM 11: Broad product lines require higher levels of marketing investment.
An additional dimension of product positioning and business strategy is the breadth of product line relative to competitors. This strategy affects the level of marketing investment.
Again, research indicates that marketers with broad product lines support their sales forces with aggressive media advertising and sales promotion.
If you’d like to discuss the budgeting cycle, or how to plan for