Evidence Based Marketing: Using Principles from the Profit Impact of Market Strategies (PIMS) Project by Benchmarking UK Firms and Global Sportswear Manufacturers (GSMs) Marketing Expenditure (Nike, adidas, VF Corp, Under Armour, Puma, Anta and BasicNet SpA)
This case is developmental, designed to expose students to a variety of marketing budgeting techniques and benchmarks from UK firms and the Global Sportswear Manufacturers; Nike, adidas, VF Corp, Under Armour, Puma, Anta and BasicNet SpA. The case is designed to enhance the understanding of marketing and the strategic value that can be offered by the marketing function. A large number of texts emphasise the financial aspects of budgeting as primarily relating to controlling costs as opposed to appreciating that the role of marketing budgeting should be to support strategic objectives over a period of time. It is extremely difficult to develop brands or develop organisations if the focus is based upon an annual planning cycle of which only short term objectives are assessed or where there is a bias towards short term thinking. There are complexities involved in buying products or services (for both consumers (B2C) and businesses (B2B) that can easily span multiple years and the positioning, or repositioning brands requires investment over multiple years.