BRANDAID: A Marketing-Mix Model, Part 2: Implementation, Calibration, and Case Study

Abstract

Model implementation starts with introductory steps that include orienting management, forming a team, selecting and formulating a problem, calibrating the model, and initial use. Then on-going steps take over with firefighting, tracking and diagnosis, updating and evolution, and re-use. Calibration of the model is approached eclectically in stages that include judgment, analysis of historical data, tracking, field measurement, and adaptive control. A three-year case study shows that unexpected events intersperse a planned implementation. The model emerges with multiple roles in the marketing management process. The model serves not only as a means of evaluating strategies in annual planning and day-to-day operations but also as part of a monitoring system that compares model predictions with actual sales to uncover marketing problems and focus managerial attention upon them.