ISO 9001:2015 clauses relevant to marketing:
1. Clause 4.2 - Understanding the Organization's Context
- Requires understanding external and internal issues that affect
marketing strategy
- Involves analyzing market conditions, customer needs, and competitive
landscape
2. Clause 5.1.2 - Customer Focus
- Emphasizes determining and addressing customer requirements
- Marketing plays crucial role in understanding and communicating
customer needs
3. Clause 8.2 - Marketing and Sales Requirements
- Defines processes for determining product/service requirements
- Ensures marketing communications accurately represent organizational
offerings
- Requires clear communication of product characteristics and intended
use
4. Clause 9.1 - Performance Evaluation and Monitoring
- Mandates measuring customer satisfaction
- Marketing should collect and analyze customer feedback
- Requires establishing performance indicators for marketing effectiveness
5. Clause 10.2 - Nonconformity and Corrective Action
- Addresses handling of customer complaints
- Marketing must support processes for resolving customer issues
- Involves tracking and addressing customer dissatisfaction
Marketing audit questions
4.2 Stakeholder Needs Understanding
How are customer needs and expectations systematically identified?
What mechanisms track market trends in paint manufacturing?
How are customer insights integrated into product development?
Clause 8.2.1: Customer Communication
Feedback Mechanisms: How do you collect and utilize customer
feedback to improve products and services?
Information Provision: How do you ensure accurate and clear
communication of product information to customers?
What channels are used for customer communication?
How are customer inquiries and feedback documented?
What process ensures timely and accurate customer responses?
What systematic approach captures customer needs and
expectations?
How are market trends in paint manufacturing monitored?
What mechanisms ensure effective customer communication?
Clause 8.2.2: Determining Requirements for Products and Services
Understanding Customer Needs: What processes are in place to
identify and document customer requirements?
Alignment with Production: How do marketing and production teams
collaborate to ensure customer needs are met?
8.2.3 Requirements Review
How are product requirements reviewed and validated?
What process ensures alignment between customer expectations
and product specifications?
How are changes in customer requirements managed?
How are product requirements reviewed and validated?
What process tracks changes in customer expectations?
How are customer feedback mechanisms structured?
Customer Satisfaction Measurement
What metrics measure customer satisfaction?
How frequently are customer satisfaction surveys conducted?
How are survey results analyzed and acted upon?
What comprehensive metrics measure customer satisfaction?
How frequently and systematically are satisfaction surveys
conducted?
What analytical methods transform survey data into actionable
insights?
Marketing Risk Analysis
What risks have been identified in market engagement?
How are competitive and market entry risks mitigated?
What strategies address potential market perception challenges?
How are competitive and market entry risks identified?
What strategies mitigate potential market perception challenges?
How are market dynamics continuously monitored?
Misalignment with Customer Needs: Offering products that don't
meet market demands. Mitigation: Regularly conduct market
research and customer surveys.
Negative Publicity: Damage to brand reputation from product
failures or complaints. Mitigation: Have a crisis management plan
and ensure quality communication.
Compliance Issues: Marketing claims not aligning with product
capabilities. Mitigation: Verify all claims with quality control and
legal departments.
Competitive Pressure: Losing market share to competitors.
Mitigation: Innovate and differentiate your product offerings.
Marketing Functional Objectives
What objectives drive marketing strategy?
How are marketing performance metrics defined?
What targets exist for market share, customer acquisition? What
specific objectives drive marketing strategy?
How are marketing performance metrics defined?
What targets exist for market share and customer acquisition?
Continuous Improvement
How are marketing processes evaluated?
What mechanisms track marketing strategy effectiveness?
How are lessons learned incorporated into future strategies?
Communication and Policy Alignment
How is quality policy communicated through marketing channels?
How do marketing activities support overall organizational
objectives?
What ensures consistency in external messaging?
Innovative Ideas to Ponder:
Embrace Technology:
Employee Empowerment:
Have you considered conducting a SWOT analysis (Strengths,
Weaknesses, Opportunities, Threats) ? It might uncover areas that
haven't been on the radar.
Marketing Change Management Insights:
ISO 9001 Change Management in Marketing Context:
ISO 9001 Clause on Change Management:
Clause 6.3 addresses "Planning of Changes"
Requires organizations to conduct changes in a systematic,
controlled manner
Changes must not compromise the integrity of the quality
management system
Marketing Function Specific Implications:
Ensures marketing strategies and processes can be modified
without disrupting overall organizational effectiveness
Requires documenting proposed changes
Mandates assessing potential impacts before implementation
Demands allocation of necessary resources for successful change
Necessitates maintaining communication across marketing team
during transitions
Key Change Management Considerations in Marketing:
Strategic alignment of changes with organizational goals
Risk assessment of proposed marketing modifications
Maintaining consistency in brand messaging
Ensuring team readiness and capability for proposed changes
Establishing clear implementation and monitoring mechanisms
Practical Application:
Develop structured change request protocols
Create impact assessment templates
Establish cross-functional review processes
Implement tracking and feedback mechanisms
This approach ensures marketing changes are deliberate, controlled, and
aligned with broader organizational quality objectives as specified in ISO
9001.
Market Strategy Adjustments: Entering new markets or shifting
target demographics requires comprehensive market research and
possibly rebranding efforts.
Product Changes: Updates or enhancements to products need
careful communication to customers to set the right expectations
and highlight benefits.
Digital Transformation: Adopting new marketing technologies or
platforms demands training and might alter team workflows, so
manage this transition smoothly.
Customer Feedback Integration: Changes based on customer
feedback should be looped back into marketing messages,
showcasing responsiveness and building trust.n
Broad Audit Questions:
1. How are customer requirements systematically captured?
2. Evidence of marketing communication accuracy
3. Process for validating marketing claims
Potential Non-Conformities:
Misleading product representations
No systematic customer feedback mechanism
Inadequate market research documentation
Unverified marketing communication content
