Impement and Monitor Marketing Activities Essay

Executive stockyThe merchandise visualize reviewed in this report is for BBQ mutation 2009. BBQ fun aims to be e leading come ondoorlifestyle retailer, catering to the growing hire for furnishing newly and renovated d sanitaryings in the greater Brisbane area. The assortment offer of BBQs, revealdoor article of furniture and BBQ entreeories provideing position BBQ fun as best in break up for outdoorlifestyle retailing. BBQ fun will reinvent the expression pack shop for outdoorlifestyle convergences. BBQ fun will build its study on offering the bountifulest assortment of products affirmable in their chosen fields, incorporating both(prenominal) local and imported goods with products sold on easy to grapple massiveterm payment com vexer programmes. Our subsequently gross sales serve well and deuce-acetwelvemonth guarantees will find traction with a commercialize dominated by lowquality items. Strategies and TacticsBBQ fun will be operate with an advertisi ng reckon of $250,000 for the family. The advertising program will channelise local letter box drops intercommunicate advertisement and magazines with coupon inserts in the Bris spick-and-spans clipStakeholders Briefing regarding their carrying out roles devisek of curbors the mount of directors are unavoidable to love the consequently they will be briefed on details of the plan with a presentation conducted for them and withal stateing them their roles in the implementation exploit. compassionate resource stave in order for the human resource rung to conduct the recruitment and education they will be informed by and by a report including need for recruitment, training ground on the selling plan which would be employ to brief the stakeholders as well. Finance staff these staff will need to set a separate be centre for the cipher associated with the merchandising plan. A pen request for a budget every(prenominal)(a)ocation, or similar, would be usedto brief t his stakeholder group. Managers managers will be informed of any possible impact of the merchandising activi puffs on their departments through a collision with the market department, which would include new products and services. merchandise and non selling personnel apprizeObjectivesIncrease sales from $15 zillion per year to $20 million per year in the near iii eld Increase our incorruptiblety clients list from 10,000 to 16,000.Establish reproach recognition in Brisbane so that at least two in three mess recognise our brand in a hit-or-miss survey taken in 18 months time. Marketing department will have direct roles in relation to the implementation and hence they will require material details virtually the boilers suit plan as well as distributively of the strategies and the related evasive action. Sales staff will need overview of the plan and the strategies or tactics to be used and will need luxuriant instruction of the activities that will affect them, su ch as new special offers/ legal injury or changes to sales coveres. Staff directly responsible or accountable for activities listed in the action plan section of the merchandise plan, an single(a) action summary will be used to playscript pertinent information for later use in measuring their performance or contribution to the marketing plan. Performance MeasuresBBQ fun will adopt equilibrate scorecard approach to measure the performance will enable BBQ fun to monitor and manage over solely furrow strategy by t iodine at the drivers of current and future success for the administration. It will focus on the link between the marketing plan and the four critical areas of the business operations namely customer, financial, internal business care fores and learning and harvesting. Sales face-to-face will have a performance measure relating to the over all told destruction of BBQ fun which will be increase sales from $15 million per year to $20 million per year in the next three days. Marketing personnel will have performance measures that relate to overall marketing activities which is deliver all marketing causas on time and inwardly budget. Prioritised list of marketing strategies body process descriptiondeliverablesresources neededLocal letterbox dropsLeaflets designed, crossed and administerdCannons consultants Finances- $150000Personal for disseminationRadio advertisementRadio advertisement developed, slots booked and expose on radio.Cannons consultants Finances-$280000Magazines with coupon inserts in the BrisNews magazineDesign and print coupon inserts, tie up with magazine and mobilise in the local area.Cannons consultants Finances- $150000 dialogue and aggroup building strategies to begin with the commencement of the jutting a aggroup meeting was be held with apiece(prenominal) team member present w here they were provided with a summary of the overall project action plan with the goals and objectives detailed in a schedule time table particularization implementation and points of measures. They were besides provided with detail each team members area and tasks of responsibility. An interactive questionion was alike initiated to discuss any issues of concerns. A half an hour will be scheduled on Monday sunrise of each week to monitor the overall charge progress, discuss singular tracking and bluelight any unlooked-for issues that need attention. During the initial meeting each and every employee will be make clear of where they vista in the boldness structure, their responsibilities and accountabilities. It was decided to place a staff companionship at the completion of each milestone.Strategies for supervise marketing activities and analysing performance The whole project will be monitored on a Gannt 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 more or less pr ocesses on other processes.Week 1 DateWeek2DateWeek 3 DateWeek 4 DateWeek5DatedistributionLeaflet printingInserting graphic enhancements set out cusp for letter box dropsA separate Performances analysis will be conducted for each practise in side by side(p) manner line 2Monitoring and implementing promotional activitiesA regular review of all the marketing activities is being conducted based on the Gannt 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 mass in the get market recognise the BBQ brand and what it represents, sales growth sucker of Increase sales from $15 million per year to $20 million per year in the next three years has been achieved unrefined pull ahead margins are still 48%Monitor Product pricing and distribution stopping pointsProduct attributes BBQ, outdoor furniture and BBQ consumables. Product benefits easy manage payment plan.Product usage All the product s can be used in day to day household Product users people residing in new dwellings, people renovating and people replacing their old BBQ. Product competitors The Yard, BBQs R Us, Outdoorz.Product distinction from competitorsBBQfuns credit offer is support by a top tier bank.Imported products make up 33% of the assortment.The threeyear guarantee is ludicrous in the market place.Broadest possible range in chosen fields.Product classes quality, fashionable and unmatched outdoor-lifestyle.Monitoring results against targets in the marketing planMonitoring marketing performance is being through with(p) 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 portion in right direction?Was there any specific activity that contributed the more or less to boost the results? What part of the marketing plan did what?Monitoring process will be as followsEstablishing standardsAchieving total sales of $11,000,000, Gross earn of 5,500,000 with a marketing expense of 180,000 by the end of 2009 Measuring performanceSales 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 standardSource a new manufacturer from overseas to provide products at gaudyer prices hence change magnitude the gross profit margin.Monitoring marketing revenue and follows against budgetMonitoring of marketing revenue and bells against allocated budgets is being carried out by analysing and recording variations. Detailed revenue versus expenses for all marketing determinations, will include, timelines snarly in accomplishing the essential goals and objectives. Budgets will clearly layout the using up requirements foreach decisionbreakdowns by monthBreakdowns by year.It will be determined how sales vary between regions and where the resources are go ing. Marketing managers will break apart the information containing how marketing bes are spreadwhere the money is being worn out(p)Is it on product development, promotion or customer look into?standards of how frequently should be spent on marketinghow much money inescapably to be spent on marketing in order for the organisation to be competitive what results should be expected to result from marketing spendingIs the revenue generated from marketing meeting budget expectations?Are costs inside budget?Does analysis identify variations?Recording variations in revenue and cost against budgetThe budget figures for the revenue and cost would be compared with the actual figures and the variances will be enter in revenue and cost variance template outlined at a lower place ItemBudgeted $Actual $Variance %Total sales11,000,00011,000,0000Gross profit5,500,000$5,280,0004Expenses show position40,00040,0000Magazine advertisement110,000110,0000Radio Promotions30,00030,0000Total180,000 180,0000Task 3Section AImplementing marketing strategies and tacticsOverview of the marketing activity to be implementedI am refer in implementing the following marketing activities for BBQ fun Direct armorMagazine advertisementRadio PromotionsStrategies and TacticsBBQ fun will be operating with an advertising budget of $250,000 for the year. The advertising program will target Local letterbox dropsRadio advertisement andMagazines with coupon inserts in the BrisNews magazineStakeholders BriefingBoard 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 informing them their roles in the implementation process. Human resource staff in order for the human resource staff to conduct the recruitment and training they were informed through a report including needfor recruitment, training based on the marketing plan which would be used to brief the stakeholders as well. Finance staff T his 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 RoleResponsibilitiesBoard of directorsProvide approval for the plan and its implementation, make available all resources required for implementation and monitor of the plan. Human resource departmentProvide with all human resources required to consummate the tasks to meet the requirements of the plan Finance staffMake available pre-approved finances as and when required by the plan Line managersTo accommodate any impacts by marketing plan and working around it Marketing managerPrimarily responsible for marketing activities and has the mandate and responsibility over all company activities that affect customers satisfaction. This is in addition to his other responsibilities. Radio companyTo develop in junction with marketing manager the advertisement and air imprint houseTo design and print promotional material in conjunction with marketing manager distributorsTo distribute the promotional materialBriefing of marketing and non-marketing personnelTo brief all marketing and non-marketing personnel individual meetings with these groups were organised and their roles and responsibilities and performance measures were discussed and a written statement of same was provided to them. The documents used to brief the stakeholders were used again for briefing purposes.Prioritised list of the marketing strategies and the resources required for their implementation The following is the prioritised list of the marketing strategies and the resources required for their implementation strategiesresourcesretain existing customers by pro viding excellent after sales service and three years guarantee on the productsTrained customer service representatives, good quality service centres to confirm with guarantee bring on customer base by providing wide range, quality and unique productsWell-equipped look for and development department to develop wide ranging, quality and unique products gravel business through new customers by conducting advertisement and promotion activitiesContracts with Printing house, radio stations and magazinesEvaluation of Communication and team building strategiesBefore 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 lucubrate implementation and points of measures. They were also provided with detail each team members area and tasks of responsibility. An interactive discussion was also initiated to discuss any issu es of concerns. A half an hour will be scheduled on Monday morning of each week to monitor the overall weigh 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 organisation structure, their responsibilities and accountabilities. It was decided to organise a staff party at the completion of each milestone. Pricing While BBQfun will price at parallel prices for comparable quality, it will non be cheap. We exhort value over cheap and back this up with a three year guarantee. Distribution BBQfun products will be distributed through a mountain range of retail repositings which customers can access easily via the monstrous car position arrangements.Advertising and promotion The most successful advertising will be ads and inserts in the Brizzy as well as a PR campaign of informational articles and reviews also within the Brizzy. Promotions will take the form of in store entertainment and competitions with prizes to exotic overseas destinations. Customer Service BBQfuns ism is that whatever ineluctably to be done to make the customer cheerful must occur this investment funds will pay off with afiercely loyal customer base that is extremely vocal to their friends with referrals.Strategies for monitoring marketing activities and analysing performance The performance was analysed by comparing the current hoard data with the set goals and determining whether the following goals are being achieved. Timelines were all the actions completed within stipulated time frame Resources were all the resources used efficiently and effectively. Costs did the cost of implementing activities stayed with in the developed budget Sales did the campaign achieve the desired sales figures.A brief feedback form was circulated to all appropriate personnel weekly for all employees to note customer satisfaction, events or problems that need to be addressed, as they happen each day. Employees were required to record action taken when customers arent cheerful with products or services. A summary of these internal feedback containing relevant comments on improving customer satisfaction (or settlement customer problems) were circulated each week to all employees to inform, educate, and improve total organisation problemsolving for customers. This assisted in improving conversation. Surveys were sent to customers to hit their input on how well BBQ fun is satisfying their needs. A monthly or quarterly review with specific customers to determine summary of sales information compared to previous yearsCurrent customer service problems, detailing what they were and steps that were implemented to resolve the issues. customer service betterments summaryThe inbuilt campaign was monitored on a Gannt Chart which illustrated the start and completion dates of each self-contained stage in the project. The chart revealed the process seq uence and highlighted the dependencies of some processes on other processes.Section BCurrent progress of the marketing activities against the marketing plan and overall objectives Monitoring and implementation of promotional activities against communication objectives in the marketing plan communication objectivesImplementationto position BBQ fun as the premier outdoorlifestyle store in the greater Brisbane area, imperious a majority of the market share within five years In addition to radio promotion and magazine advertisement, direct mail campaign was one way to communicate directly with the consumer. BBQ fun also used ads and inserts in Brizzy magazine. communicate that BBQ fun offers the widest,most exotic, easy access outdoorlifestyle products in Brisbane Direct mail campaign was one way to communicate directly with the consumer. BBQ fun also used ads and inserts in Brizzy magazine. create customer awareness regardingtheir services offered Grassroots PR campaign. This campaign invited people from Brizzy for lunch to get articles written close BBQ fun into the intelligence activitydevelop that customer base BBQfuns did everything to make customer satisfied, this investment payed off with a fiercely loyal customer base that is extremely vocal to their friends with referrals. work toward buildingcustomer loyalty and referrals BBQ funs did everything to make customer satisfied, this investment payed off with a fiercely loyal customer base that is extremely vocal to their friends with referrals.Monitoring of product, pricing and distribution decisions against organisational policy and the objectives of the marketing planMarketing objectivesDecisionsIncrease sales from $15 million per year to $20 million per year in the next three years Increase our loyalty customers list from 10,000 to 16,000. Establish brand recognition in Brisbane so that at least two in three people recognise our brand in a random survey taken in 18 months time.Product The product will b e wide ranging, quality and unique. It offers the house proud customer a contrastive option from the cheap mass produced offer prevalent in the market. New products will be developed on a regular bottom in line with changes in customer taste which is targeted at every 12 months. The plan for product testing is to engage market research firms.Pricing All products/services were competitively priced relative to comparable highend outdoorlifestyle lines. While BBQfun priced at comparable prices for comparable quality, it will not be cheap. We push value over cheap and back this up with a three year guarantee.Distribution BBQfun products were distributed through a chain of retail stores which customers can access easily via the large car parking arrangements. Easy to access stores with extensive choices in our chosen fields, that are sold on an easy to manage payment plan with a threeyear guarantee are the keys to our customers needs and wants.Monitoring results against targets in the marketing planMonitoring marketing performance was 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 followsEstablishing standardsAchieving total sales of $11,000,000, Gross profit of5,500,000 with a marketing expense of 180,000 by the end of 2009 Measuring performanceSales 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 standardSource a new manufacturer from overseas to provide products at cheaper prices hence increase the gross profit margin.Monitoring marketing revenue and costs against budgetMonitoring of marketing revenue and costs against allocated budgets is being carried out by analysing and recording variations. Detailed revenue versus expenses for all marketing decisions, will include, timelines involved in accomplishing the required goals and objectives. Budgets will clearly layout the spending requirements foreach decisionbreakdowns by monthBreakdowns by year.Recording variations in revenue and cost against budgetThe budget figures for the revenue and cost were compared with the actual figures and the following variances were recorded in revenue and cost variance template outlined below ItemBudgeted $Actual $Variance %Total sales11,000,00011,000,0000Gross profit5,500,000$5,280,0004ExpensesDirect mail40,00040,0000Magazine advertisement110,000110,0000Radio Promotions30,00030,0000Total180,000180,0000Section CEvaluating and improving marketing performanceProcesses used to regularly assess marketing performance against objectives Evaluation of marketing performance was done by gathering informationmeasuring customer reactio ns. This enabled us to analyse and gather invaluable information. This information was used to improve the targeting of our marketing activity. advance valuable information was gained by periodically assessing customers feelings and opinions of the organisation and how well their needs are being satisfied, which is collected by customer feedback survey. The information was gained by analysing customers feedbackKey focus of appeal?Success in appealing to our targetsimprovement suggestions availableproduct features promotedbenefits of the product promotedInterview questions1.Overall, are you very satisfied with the way BBQ fun performed on this occasion?2.BBq funs service representatives (CSRs) are well trained.3.Did service representatives (CSRs) adhere to lord standards of conduct?4.How much do you typically use the product?5.How did your Product performed?6.Overall, how satisfied were you with your new Product?7.Have you ever contacted customer service?8.If you contacted BBq fun s customer service, have all problems been resolved to your complete satisfaction? 9.Considering only your most recent purchase experience, how likely would you be to recommend the purchase of this product to a friend or colleague?Changes in business practices required to meet changing customer requirements 1.In addition to closely located retail stores an online store should be set up for the convenience of the customers. 2. To create grooming for providing possible franchise as there has been lot of request for the same. advantage planActionResponsibilityTimeframe subscribe information and technology company to discuss, develop and soldiery the retail storeIT Manager31/07/2010 Work out a complete business plan to make available opportunities for offering franchiseBoard of directors and Chief financial officer31/07/2010MemoTo board of directors, finance department, human resource department, IT department and Marketing executives. From John Smith, Marketing ManagerDate July 1, 20 10Subject Changes to the Marketing ObjectivesDear AllIt is to inform all that based on the analysis of the customer feedback process the following recommendations are suggested ActioncostAdditional revenueStart online retail store$15000.00$45000.00 annuallyEngage in franchising opportunities$3000.00$5000.00 fixed monthly and 10% of the net profitA detailed modified marketing plan to reflect the actions recommended is attached here with for your kind perusal. You will be informed when a meeting to discuss the details will be organised shortly.Section DSelf-reflectionStrategies and tacticsDirect mail direct mails contribution was also substantially big. Magazine advertisement returns from this form were not that high Radio Promotions worked really well and got the expected revenue even though the cost was substantially higher(prenominal)Team leadership skillsRespectfulAs a quality team leader I was deferential to all team members. A respectful leader I em berthed them by encouraging them to offer ideas about decisions that affect them. This informed team members that the i respect their input and opinions. true(p)I treated all my team members fairly. I was consistent with rewards and recognition, as well as disciplinary action. I ensured all team members go through the same treatment. DelegationI shared leadership through delegation. commission certain tasks to team members allowed me to focus on improving workplace functions and production. presumptionI was confident(p) in my abilities, as well as confident in the abilities of my team members. I was secure in the decisions I made that affected my team. I also reassured team members of my authority within the organization. IntegrityI was honest and open with his team members. I gained the hope of team members because I did what I said. I did and treated others, the same way I want myself to treat.Appendix 2 Workplace evidence various(prenominal) action summaryTeam memberJohn SmithObjectiveTo develop, get it printed and distribute Leaflets in local letter-box drops Description of activitiesDesign and Develop leaflet absorb quotes for printingPlace order for printingArrange man power for distribution of leafletsReceive printed materialsExecute distributionDeliverablesFinal design of the leafletCollecting quote and placing order for printingReceiving printed leafletsActual distribution of the leafletsTimeframe01/07/2009 to 31/07/2009Resources requiredDesigners, printers, $40,000Review date15/07/2009Reviewed byMark BoerDesignation iniquity President Marketing SignatureDated 30th June 2010TO WHOM IT MAY denoteI have immense pleasure in stating that it should go without aphorism that John Smith is a remarkable marketing talent, with an eye for not only growing his traditional business, but also seeking out opportunities in to expand the business.John has always taken his role badly and is passionate about his results. Beyond his passion on driving performance, Leif is a natural leader, and fights hard for his beliefs. Hes at his best in a group environment, and is consciously proactive at getting full involvement of all other team members to derive the best results possible. He has a very effective personal style, and will be looked to for continue executive leadership with our Marketing efforts.I have the deepest personal and professional respect for John, and sincerely belief he will bring his unique energy, optimism, passion, and tireless creativity to your class and classroom. He has my highest endorsement. If you have any questions about this recommendation or my endorsement of Leif, please do not flitter to contact me and I will gladly try to help.