INFORMATION - News & Events: SMISA Survey
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THE STATE OF MARKETING IN SOUTH AFRICA SURVEY (SMISA SURVEY)

Description
The purpose of the SMISA Survey is to determine the extent to which international best practices in marketing are prevalent and being used in S.A.

The survey is conducted amongst senior marketing personnel in companies that market products and services. It is administered via email and is commissioned by Management Sciences Group.

We intend conducting the survey in June 2005.

Specifications
Examples of the topics covered in the survey will include the following:

  1. The credibility of marketing efforts within companies, particularly with other company departments and divisions e.g. finance, sales and service departments.
  2. The ability of the CMO to provide credible marketing ROI statistics: measuring marketing ROI and the use of value-based marketing programmes.
  3. Data mining, the existence of CRM programmes and customer satisfaction measurement.
  4. The tracking of market share and category growth trends.
  5. Tools, models and workshops for Channel strategy and channel development.
  6. Tools, models and workshops for market segmentation and market structure analysis.
  7. Tools, models and workshops for brand architecture and brand positioning.
  8. Marketing metrics and information tools covering advertising, pricing, product innovation and other areas of the marketing mix.
  9. The use of local and international specialist consultancies, information sources and marketing software.
Reporting
The results of the survey will be published in a report which will be available at half-price to survey participants and full-price to non-participants. Pricing will be determined by the level of response, but will be very affordable.

Obviously, there is no obligation for a survey participant to purchase the report.

Confidentiality
All individual responses are confidential, and are disguised so that the respondent is not identifiable. This is to ensure that individual company information cannot be disclosed to any other parties, in any form.

To this end, we are currently appointing an Internet-based survey contractor who will conduct the survey outside of South Africa.

Also, we are designing a mechanism that will allow us to identify who has responded (so that we can offer a discount on the report) without disclosing, or gaining access to, their individual questionnaires.