Impement and Monitor Marketing Activities Essay Example

10,000 to 16,000. Establish brand recognition in Brisbane so that at least two in three people recognize our brand in a random survey taken in 18 months' time. Marketing department will have direct roles in relation to the implementation and hence they will require significant details about the overall plan as well as each of the strategies and the related tactics.

Sales staff will need overview of the plan and the strategies or tactics to be used and will need detailed information of the activities that will affect them, such as new special offers/pricing or changes to sales processes. Staff directly responsible or accountable for activities listed in the action plan section of the marketing plan, an individual action summary will be used to record relevant information for later use in measuring their performance or contribution to the marketing plan.

Performance Measures BBC fun will adopt balanced scorecard approach to measure the performance will enable BBC fun to monitor and manage overall business strategy by looking at the drivers of current and future success for the organization. It will focus on the link between the marketing plan and the four critical areas of the business operations namely customer, financial, internal business processes and learning and growth. Sales personal will have a performance measure relating to the overall goal of BBC fun which will be increase sales from $15 million per year to $20 million per year in the next three years.

Marketing personnel will have performance measures that relate to overall marketing activities which is deliver all marketing campaigns on time and within budget. Prioritize list of marketing strategies activity description deliverables resources needed Local

letter-box drops Leaflets designed, printed and distributed Cannon's onslaught Finances- $150000 Personal for distribution Radio advertisement's advertisement developed, slots booked and aired on radio.

Cannon's consultants Finances-$280000 inserts, tie up with magazine and distribute in the local area. Finances- $150000 Communication and team building strategies Cannon's consultants Before the commencement of the project a team meeting was be held with each team member present where they were provided with a summary of the overall project action plan with the goals and objectives detailed in a schedule timetable detailing implementation and points of measures. They were also provided with detail each team member's area and tasks of responsibility.

An interactive discussion was also initiated to discuss any issues of concerns. A half an hour will be scheduled on Monday morning of each week to monitor the overall campaign progress, discuss individual tracking and highlight any unexpected issues that need attention. During the initial meeting each and every employee will be made clear of where they fit in the organization structure, their responsibilities and accountabilities. It was decided to organism a staff party at the completion of each milestone.

Strategies for monitoring marketing activities and analyzing performance The whole project will be monitored on a Gaunt Chart which will illustrate the start and completion dates of each self-contained stage in the project. The chart will reveal the process sequence and highlight the dependencies of some processes on other processes. K 1 Date: Date: Week 3 Date: Week 4 Date: Week Date: distribution Leaflet printing Inserting graphic enhancements Develop leaflet for letter box drops A separate Performances analysis will be conducted for each activity in following manner Monitoring

and implementing promotional activities

A regular review of all the marketing activities is being conducted based on the Gaunt chart to keep track, so that evaluation of any issue of concern can be carried out as soon as possible. The regular review revealed that 70% of the people in the target market recognize the BBC brand and what it represents, sales growth target of Increase sales from $1 5 million per year to $20 million per year in the next three years has been achieved gross profit margins are still 48% Monitor Product pricing and distribution decisions Product attributes: BBC, outdoor furniture and BBC consumables.

Product benefits: easy manage payment plan. Product usage: All the products can be used in day to day household Product users: people residing in new dwellings, people renovating and people replacing their old BBC. Product competitors: The Yard, Bib's R Us, Outdoor. Product distinction from competitors: Buffo's credit offer is backed by a top tier bank. Imported products make up 33% of the assortment. The three-year guarantee is unique in the market place. Broadest possible range in chosen fields.

Product classes: quality, fashionable and unique outdoor-lifestyle. Monitoring results against targets in the marketing plan Monitoring marketing performance is being done by looking at what has happened and why considering the results and how do they compare with our goals? To find the reasons for why it happened its being looked into by checking: Were the marketing efforts put in right direction? Was there any specific activity that contributed the most to boost the results? What part of the marketing plan did what?

Monitoring process will be as follows Establishing standards

Achieving total sales of $11,000,000, Gross profit of 5,500,000 tit a marketing expense of 180,000 by the end of 2009 Measuring performance Sales target of $11,000,000 has been achieved but the gross profit is $5,280,000 which is less by $220,000 Proposing measures to correct deviations from the standard Source a new manufacturer from overseas to provide products at cheaper prices hence increasing the gross profit margin.

Monitoring of marketing revenue and costs against allocated budgets is being carried out by analyzing and recording variations. Detailed revenue versus expenses for all marketing decisions, will include, timeliness involved in accomplishing the required locals and objectives. Budgets will clearly layout the spending requirements for each decision breakdowns by month Breakdowns by year. It will be determined how sales vary between regions and where the resources are going.

Marketing managers will analyses the information containing: how marketing costs are spread where the money is being spent: 0 Is it on product development, promotion or customer research? Standards of how much should be spent on marketing how much money needs to be spent on marketing in order for the organization to be competitive what results should be expected to result from marketing pending: Is the revenue generated from marketing meeting budget expectations? Are costs within budget? Does analysis identify variations? Recording variations in revenue and cost against budget The budget figures for the revenue and cost would be compared with the actual figures and the variances will be recorded in revenue and cost variance template outlined below Item Budgeted $ Actual $ Variance % Total sales 0 Gross profit 4 Expenses Direct mail 40,000 40,000 0 Magazine advertisement 110,000 110,000

0 Radio promotions 30,000 30,000 0 Total 180,000 180,000 0 Task 3

Section A Implementing marketing strategies and tactics Overview of the marketing activity to be implemented I am involved in implementing the following marketing activities for BBC fun; Direct mail Magazine advertisement Radio Promotions Strategies and Tactics Magazines with coupon inserts in the Brininess magazine Stakeholders Briefing Board of directors: approval of the board of directors is required hence they were briefed on details of the plan through a presentation conducted for them and also order for the human resource staff to conduct the recruitment and training they were informed through a report including need for recruitment, training based on the This staffs was required to set a separate cost centre for the budget associated with the marketing plan. A written request for a budget allocation was used to brief this stakeholder group. Managers: managers were informed of all possible impact of the marketing activities on their departments through a meeting with the marketing department, which included new products and services.

Roles critical to the success of the marketing plan activities Role Responsibilities Board of directors Provide approval for the plan and its implementation, make available all resources required for implementation and monitoring of the plan. Human resource department Provide with all human resources required to complete the tasks to meet the requirements of the plan Finance staff Make available pre- approved finances as and when required by the plan Line managers To accommodate any impacts by marketing plan and working around it Marketing manager Primarily responsible for marketing activities and has the authority and responsibility over all company activities that affect customer's satisfaction.