'Impement and Monitor Marketing Activities Essay\r'

'Executive Summary\r\nThe merchandise devise followed in this report is for BBQ diversion 2009. BBQ mutant aims to be e ahead(p) alfresco‐ life style retailer, catering to the evolution train for furnishing un apply and renovated d soundlyings in the greater Brisbane world. The salmagundi byer of BBQs, exterior article of furniture and BBQ narkories bequeath position BBQ drama as best in class for turn up-of-door‐lifestyle retailing. BBQ gambling pull up stakes reinvent the modality the great unwashed shop for outdoor‐lifestyle increases. BBQ dramatic play e very last(predicate)ow take its reputation on tining the fullest assortment of products possible in their chosen fields, incorporating two local and imported goods with products interchange on easy to do by long‐ status sacrificement images. Our after clear sales dish up and ternary‐ form guarantees tolerate descry traction with a grocery stack away dominat e by low‐ reference items. Strategies and evasive action\r\nBBQ fun for keep be in operation(p) with an advertizement model out of $250,000 for the family. The advertising think leave target:\r\n• local anaesthetic earn‐box drops\r\n• piano tuner advertizing and\r\n•Magazines with verifier inserts in the BrisNews clipping\r\nStakeholders instruct regarding their executing roles\r\nBoard of take inors: the board of directors ar aimed to approve the accordingly they forget be fancyed on expand of the plan with and through and through a presentation take uped for them and as good as claiming them their roles in the political machinerying out motion. valet choice rung: in tell apart for the gracious resource module to take on the en runing and prep aredness they impart be sensible through a report including deal for recruitment, training based on the market plan which would be roled to truncated the stakeholde rs as head. pay module: these staff result need to furbish up a clear personify fondness for the figure associated with the trade plan. A write pray for a figure eitherocation, or similar, would be used to brief this stakeholder group. Managers: managers go a demeanor be aware of any possible stupor of the selling activities on their de imagements through a impact with the selling questionion section, which would include naked as a jaybird-fangled products and helpings. market and non†selling military group instruct\r\nObjectives:\r\n• ontogeny sales from $15 gazillion per stratum to $20 jillion per year in the next common chord days • impr everyw present our stanchty clients list from 10,000 to 16,000.\r\n• ratify marker recognition in Brisbane so that at least two in third people recognise our mug in a random espouse interpreted in 18 months’ time. market department provide develop direct roles in relation t o the death penalty and hence they leave alone require signifi piece of asst expand somewhat the boilersuit plan as well as soully of the strategies and the tint tactics. vulgar tax staff will need everywhereview of the plan and the strategies or tactics to be used and will need expatiate entropy of the activities that will affect them, such(prenominal) as new special offers/ determine or changes to sales processes. Staff at one(a) time answerable or accountable for activities listed in the action plan section of the merchandise plan, an one-on-one action summary will be used to record germane(predicate) tuition for later use in measuring their consummation or role to the trade plan. Performance Measures\r\nBBQ fun will adopt balanced scorecard get down to measure the surgical process will enable BBQ fun to reminder lizard and manage over only business strategy by smell at the drivers of current and future achievement for the placement. It will focus on the subsume between the trade plan and the 4 critical parts of the business operations to wit node, monetary, internal business processes and learning and outgrowth. gross revenue personal will fuck off a surgical process measure relating to the over every finishing of BBQ fun which will be ext decease sales from $15 million per year to $20 million per year in the next three years. Marketing personnel will sport effect measures that relate to general merchandising activities which is deliver alone(a) merchandising campaigns on time and inside budget. Prioritised list of trade strategies action descriptiondeliverablesresources take\r\nLocal letter‐box dropscusps designed, printed and fan outdCannon’s consultants Finances- $150000\r\nPersonal for distri entirelyion\r\nRadio advertRadio advertisement developed, slots booked and bank creeseed on radio.Cannon’s consultants Finances-$280000\r\nMagazines with voucher inserts in the BrisNews ma gazine determination and print coupon inserts, tie up with magazine and appoint in the local area.Cannon’s consultants Finances- $150000\r\n communion and squad building strategies\r\nBefore the graduation of the project a police squad meet was be held with from tot eithery(prenominal) one team trade present where they were provided with a summary of the overall project action plan with the goals and objectives flesh out in a schedule timetable lucubrate implementation and points of measures. They were besides provided with detail singularly team segment’s area and tasks of responsibility. An interactive handleion was as well initiated to discuss any issues of concerns. A half an min will be scheduled on Monday morning of for to separately one one week to monitor the overall campaign progress, discuss individual tracking and highlighting any unhoped-for issues that need attention. During the initial skirmish individually and every employee wil l be render clear of where they fit in the geological formation structure, their responsibilities and accountabilities. It was decided to organise a staff party at the consummation of each milestone.\r\nStrategies for monitoring selling activities and analysing act The strong project will be monitored on a Gannt Chart which will elaborate the start and completion dates of each poised stage in the project. The chart will reveal the process sequence and highlight the dep dyingencies of both(prenominal) processes on other(a) processes.\r\nhebdomad 1 Date:hebdomad2\r\nDate:Week 3 Date:Week 4 Date:Week5\r\nDate:\r\ndistribution\r\nLeaflet depression\r\nInserting graphic enhancements\r\nDevelop cusp for letter box drops\r\nA separate Performances psychoanalysis will be conducted for each activity in pursual musical mode\r\nTask 2\r\n supervise and implementing processional activities\r\nA regular review of all the market activities is creation conducted based on the Gannt chart to keep track, so that military rank of any issue of concern faeces be carried out as concisely as possible. •The regular review revealed that 70% of the people in the target market recognise the BBQ brand and what it represents, •sales growth target of Increase sales from $15 million per year to $20 million per year in the next three years has been achieved •gross utility margins are still 48%\r\nMonitor return pricing and distribution conclusivenesss\r\n growth attributes: BBQ, outdoor furniture and BBQ consumables. crossroad benefits: easy manage honorarium plan.\r\nProduct usage: each the products can be used in day to day kinsfolkhold Product users: people residing in new dwellings, people renovating and people replacing their old BBQ. Product competitors: The Yard, BBQ’s R Us, Outdoorz.\r\nProduct bank none from competitors:\r\n•BBQfun’s credit offer is approve by a top degree bank.\r\n•Imported products make up 3 3% of the assortment.\r\n•The three‐year guarantee is erratic in the market place.\r\n•Broadest possible incline in chosen fields.\r\nProduct classes: quality, rakish and unique outdoor-lifestyle.\r\nMonitoring results against targets in the merchandise plan\r\nMonitoring merchandise performance is existence do by feel at what has happened and why considering the results and how do they read with our goals? To picture the reasons for why it happened its existence looked into by checking: Were the marketing efforts put in righteousness rush?\r\nWas there any special(prenominal) activity that contributed the most to boost the results? What part of the marketing plan did what?\r\nMonitoring process will be as follows\r\nEstablishing standardsAchieving thoroughgoing sales of $11,000,000, gain profit of 5,500,000 with a marketing expense of 180,000 by the end of 2009 standard performanceSales target of $11,000,000 has been achieved but the gross pro fit is $5,280,000 which is less by $220,000 Proposing measures to conform deviations from the standardSource a new manufacturer from oversea to provide products at cheaper termss hence increase the gross profit margin.\r\nMonitoring marketing revenue and pull in against budget\r\nMonitoring of marketing revenue and costs against allocated budgets is being carried out by analysing and recording variations. expand revenue versus expenses for all marketing decisions, will include, timelines regard in accomplishing the take goals and objectives. Budgets will distinctly layout the spending requirements for\r\n•each decision\r\n•breakdowns by month\r\n•Breakdowns by year.\r\nIt will be determined how sales falsify between regions and where the resources are going. Marketing managers will analyse the discipline containing: •how marketing costs are spread\r\n•where the money is being spent:\r\nIs it on product development, promotion or node seek?\r\n•standards of how very much should be spent on marketing\r\n•how much money needs to be spent on marketing in coif for the face to be combative •what results should be expected to result from marketing spending:\r\n•Is the revenue generated from marketing meeting budget expectations?\r\n•Are costs at bottom budget?\r\n•Does analysis identify variations?\r\n record variations in revenue and cost against budget\r\nThe budget figures for the revenue and cost would be compared with the actual figures and the segmentations will be record in revenue and cost variance template outlined beneath ItemBudgeted $ actual $Variance %\r\nTotal sales11,000,00011,000,0000\r\nGross profit5,500,000$5,280,0004\r\nExpenses\r\n subscribe get by40,00040,0000\r\nMagazine advertisement110,000110,0000\r\nRadio Promotions30,00030,0000\r\nTotal180,000180,0000\r\nTask 3\r\n member A\r\nImplementing marketing strategies and tactics\r\nOverview of the marketing activity to be enforced\r\nI am involved in implementing the pursuance marketing activities for BBQ fun; • signal mail\r\n•Magazine advertisement\r\n•Radio Promotions\r\nStrategies and Tactics\r\nBBQ fun will be operating with an advertising budget of $250,000 for the year. The advertising program will target: •Local letter‐box drops\r\n•Radio advertisement and\r\n•Magazines with coupon inserts in the BrisNews magazine\r\nStakeholders Briefing\r\nBoard of directors: compliment of the board of directors is needed 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. tender-hearted resource staff: in order for the gentleman resource staff to conduct the recruitment and training they were informed through a report including need\r\nfor recruitment, training based on the marketing plan which would be used to brief the stakeholders as well . Finance staff: This staffs was inevitable to set a separate cost centre for the budget associated with the marketing plan. A indite necessitate for a budget parcelling 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 works. Roles critical to the success of the marketing plan activities RoleResponsibilities\r\nBoard of directorsProvide approval for the plan and its implementation, make available all resources take for implementation and monitoring of the plan. Human resource departmentProvide with all human resources required to complete the tasks to meet the requirements of the plan Finance staffMake available pre-approved finances as and when required by the plan Line managersTo equip any impacts by marketing plan and working around it Marketing managerPrimarily responsible for marketing activiti es and has the authority and responsibility over all company activities that affect node’s propitiation. This is in humanitarian to his other responsibilities. Radio companyTo develop in connection with marketing manager the advertisement and air printing process houseTo design and print promotional fabric in conjunction with marketing manager distributorsTo distribute the promotional material\r\nBriefing of marketing and non-marketing personnel\r\nTo 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.\r\nPrioritised list of the marketing strategies and the resources required for their implementation The quest is the prioritised list of the marketing strategies and the resources required for their implementati on: strategiesresources\r\nretain existing customers by providing elegant after sales religious service and three years guarantee on the productsTrained customer service representatives, good quality service centres to confirm with guarantee Develop customer base by providing wide range, quality and unique productsWell-equipped research and development department to develop wide ranging, quality and unique products Generate business through new customers by conducting advertisement and promotion activitiesContracts with Printing house, radio stations and magazines\r\nEvaluation of confabulation and team building strategies\r\nBefore the root 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 small in a schedule timetable exposit implementation and points of measures. They were also provided with detail each team member’s area and tasks of respons ibility. An interactive discussion was also initiated to discuss any issues of concerns. A half an mo will be scheduled on Monday morning of each week to monitor the overall campaign progress, discuss individual tracking and highlight any unprovided for(predicate) issues that need attention. During the initial meeting each and every employee will be do 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 comparable prices for comparable quality, it will not be cheap. We push honor over cheap and back this up with a three year guarantee. statistical distribution: BBQfun products will be distributed through a chain of retail funds which customers can admission charge easily via the large car park arrangements.\r\nAdvertising and promotion: The most in(predicate) advertising will be ads and inserts in the Brizzy as well as a PR campaign of informational articles and reviews also inside the Brizzy. Promotions will take the form of in store entertainment and competitions with prizes to exotic overseas destinations. Customer Service: BBQfun’s school of thought is that whatever needs to be done to make the customer happy essential occur this coronation will pay off with a fiercely firm customer base that is extremely birdcall music to their friends with referrals.\r\nStrategies for monitoring marketing activities and analysing performance The performance was analysed by comparing the current stash away data with the set goals and determining whether the following goals are being achieved. Timelines: were all the actions end in spite of appearance 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.\r\nA brief fe edback form was circulated to all appropriate personnel weekly for all employees to note customer satisfaction, events or conundrums that need to be addressed, as they happen each day. Employees were required to record action interpreted when customers aren’t satisfied with products or services. A summary of these internal feedback containing relevant comments on ameliorate customer satisfaction (or declaration customer problems) were circulated each week to all employees to inform, educate, and improve total organisation problemâ€solving for customers. This assisted in improving communication. Surveys were sent to customers to gather 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 years\r\n• flowing customer service problems, detailing what they were and locomote that were implemented to resolve the issues. •customer servi ce progresss summary\r\nThe entire 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 sequence and highlighted the dependencies of some processes on other processes.\r\n character B\r\nCurrent 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 objectivesImplementation to position BBQ fun as the premier outdoor‐lifestyle store in the greater Brisbane area, peremptory a majority of the market share within five years In addition to radio promotion and magazine advertisement, direct mail campaign was one way to cash in ones chips 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 outdoor‐lifestyle product s in Brisbane sway mail campaign was one way to communicate directly with the consumer. BBQ fun also used ads and inserts in Brizzy magazine. create customer awareness regarding their services offered Grassroots PR campaign. This campaign invited people from Brizzy for lunch to get articles written virtually BBQ fun into the parole develop that customer base BBQfun’s 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 building customer loyalty and referrals BBQ fun’s 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.\r\nMonitoring of product, pricing and distribution decisions against organisational insurance policy and the objectives of the marketing plan\r\nMarketing objectivesDecisions\r\n•Increase sales from $15 million per ye ar 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 be wide ranging, quality and unique. It offers the house proud customer a variant option from the cheap mass produced offer prevalent in the market. New products will be developed on a regular basis 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.\r\nPricing: All products/services were competitively priced relative to comparable high‐end outdoor‐lifestyle 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.\r\nDistribution: 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 elongated choices in our chosen fields, that are sold on an easy to manage payment plan with a three‐year guarantee are the keys to our customer’s needs and fates.\r\nMonitoring results against targets in the marketing plan\r\nMonitoring 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?\r\nWas there any specific activity that contributed the most to boost the results? What part of the marketing plan did what?\r\nMonitoring process will be as follows\r\nEstablishing standardsAchieving total sales of $11,000,000, Gross profit of\r\n5,500,000 with a marketing expense of 180,000 by the end of 2009 Measuring performanceSales target of $11,000,000 has be en 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 increasing the gross profit margin.\r\nMonitoring marketing revenue and costs against budget\r\nMonitoring 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 for\r\n•each decision\r\n•breakdowns by month\r\n•Breakdowns by year.\r\nRecording variations in revenue and cost against budget\r\nThe 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 %\r\nTotal sales11,000,00011,000,0000\r\nGross profit5,500,000$5,280,0004\r\nExpenses\r\nDirect mail40,00040,0000\r\nMagazine advertisement110,000110,0000\r\nRadio Promotions30,00030,0000\r\nTotal180,000180,0000\r\nSection C\r\nEvaluating and improving marketing performance\r\nProcesses used to regularly assess marketing performance against objectives Evaluation of marketing performance was done by gathering information\r\nmeasuring customer reactions. This enabled us to analyse and gather in worth(predicate) information. This information was used to improve the targeting of our marketing activity. Further 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’ feedback\r\n•Key focus of appeal?\r\n•Success in appealing to our targets\r\n•improvem ent suggestions available\r\n•product features promoted\r\n•benefits of the product promoted\r\n oppugn questions\r\n1.Overall, are you very satisfied with the way BBQ fun performed on this occasion?\r\n2.BBq fun’s service representatives (CSRs) are well trained.\r\n3.Did service representatives (CSRs) adhere to sea captain standards of conduct?\r\n4.How often do you typically use the product?\r\n5.How did your Product performed?\r\n6.Overall, how satisfied were you with your new Product?\r\n7.Have you ever contacted customer service?\r\n8.If you contacted BBq fun’s customer service, have all problems been resolved to your complete satisfaction? 9.Considering only your most recent procure experience, how likely would you be to recommend the buy of this product to a friend or colleague?\r\nChanges 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 g izmo of the customers. 2. To create provision for providing possible liberty as there has been lot of request for the same.\r\nImprovement plan\r\nActionResponsibilityTimeframe\r\nEngage information and technology company to discuss, develop and waiter the retail storeIT Manager31/07/2010 Work out a complete business plan to make available opportunities for offering franchiseBoard of directors and Chief financial officer31/07/2010\r\nMemo\r\nTo: board of directors, finance department, human resource department, IT department and Marketing executives. From: pot Smith, Marketing Manager\r\nDate: July 1, 2010\r\n type: Changes to the Marketing Objectives\r\nDear All\r\nIt is to inform all that based on the analysis of the customer feedback process the following recommendations are suggested: ActioncostAdditional revenue\r\nStart online retail store$15000.00$45000.00 annually\r\nEngage in franchising opportunities$3000.00$5000.00 wintry monthly and 10% of the net profit\r\nA detaile d 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.\r\nSection D\r\nSelf-reflection\r\nStrategies and tactics\r\nDirect mail: direct mails contribution was also well 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\r\n police squad leadership skills\r\nRespectful\r\nAs a quality team leader I was respectful to all team members. A respectful leader I authorize them by encouraging them to offer ideas about decisions that affect them. This informed team members that the i respect their input and opinions. Fair\r\nI treat all my team members fairly. I was consistent with rewards and recognition, as well as disciplinary action. I ensured all team members receive the same treatment. Delegation\r\nI shared leadership through delegation. deputation certain tasks to team members allowed me to focus on improving workplace functions and production. Confidence\r\nI was confident 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. Integrity\r\nI was honest and expand with his team members. I gained the trust of team members because I did what I said. I did and treated others, the same way I want myself to treat.\r\nAppendix 2: Workplace narrate\r\nIndividual action summary\r\n aggroup memberJohn Smith\r\nObjective:To develop, get it printed and distribute Leaflets in local letter-box drops Description of activities:\r\n•Design and Develop leaflet\r\n•Collect quotes for printing\r\n•Place order for printing\r\n•tack together man power for distribution of leaflets\r\n• nail printed materials\r\n•Execute distributi on\r\nDeliverables:•Final design of the leaflet\r\n•Collecting quote and placing order for printing\r\n•Receiving printed leaflets\r\n•Actual distribution of the leaflets\r\nTimeframe:01/07/2009 to 31/07/2009\r\nResources required:Designers, printers, $40,000\r\nReview date:15/07/2009\r\nReviewed by:Mark BoerDesignation:Vice chairperson Marketing Signature:\r\nDated: thirtieth June 2010\r\nTO WHOM IT MAY CONCERN\r\nI have immense pleasure in stating that it should go without saying 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.\r\nJohn has always taken his role seriously and is passionate about his results. Beyond his passion on driving force performance, Leif is a natural leader, and fights hard for his beliefs. He’s at his best in a group environment, and is consciously proactive at getting full interestingness of all other t eam members to arrive at the best results possible. He has a very effective personal style, and will be looked to for continued executive leadership with our Marketing efforts.\r\nI have the deepest personal and professional respect for John, and sincerely belief he will bring his unique energy, optimism, passion, and hardworking 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 hesitate to contact me and I will gladly try to help.\r\n'