Implementation, evaluation, and control
It is essential that after the selection of strategic alternatives and strategies of marketing the products and services of Pumpy Body Lotion, plans should be implemented and put into action. After implementation, the plan ought to be evaluated with the intention of seeing whether the objectives have been achieved. Subsequently, there should be control, which is the alteration of plans, if necessary. Essentially, a marketing control system ensures that the set objectives and goals of marketing are achieved within guidelines.
The implementation of Pumpy Body Lotion’s marketing plan will leverage on three perspectives, which are the reexamination of the status quo, putting in place an effective organizational structure, embracing innovation and new technology, creation of several marketing positions, and developing a system of marketing information to oversee the patterns of product purchase and customer satisfaction
Reexamination of status quo
The status quo implies that there is acceleration in the pace of change as the customers’ needs and demands for beauty and related products also move beyond body lotion products towards other high-quality and new products such as petroleum jelly. As such, to remain competitive in the global market and to achieve the already mentioned set goals and objectives, the implementation of the marketing plan of Pumpy Body Lotion will prompt it to overlook the status quo. This implies that the stakeholders of Pumpy Body Lotion will go ahead and showcase their commitment to market its products to customers in every available platform without taking into consideration the fact that the size of the potential market might reduce significantly (Ferrell & Hartline, 2014).
Putting in place an effective organizational structure
Organizational structures are crucial for the operation of organizations, and it is important to note that the success of organizations depends on how effective the organizational structure in place is. As such, putting in place an effective organizational structure is one of the implementation strategies that help organizations, in this case, Pumpy Body Lotion, to maintain competitiveness and profitability (Ferrell & Hartline, 2014). Putting in place an effective organizational structure comes after everything else is in place, and as such, to implement the marketing plan and strategy in focus, Pumpy Body Lotion’s stakeholders will be obliged to look inward into the corporation, abandon or embrace channels or lines that tend to be more functional, which in the long run, will ensure that Pumpy becomes a producer or manufacturer of high potential and high-quality body lotion and beauty products.
Embrace of innovation and new technology
To implement Pumpy Body Lotion’s marketing plan and strategy, it will be imperative for every stakeholder to take leadership positions and initiatives that will oversee the addition of different technologies and innovation that will facilitate the manufacture or production of unique products. The different or new technology and innovation should create value, offer strong competition, and provide solutions to the current problems faced by customers in the global market and body lotion industry (Lamb et al., 2012).
Creation of several marketing positions
As already mentioned, Pumpy Body Lotion will be a multinational company, with subsidiaries in several countries throughout the world. It targets markets in North and South America, Africa, Europe, and Asia. As such, the implementation of its marketing plan will involve the creation of several marketing positions, which will mean the recruitment of several individuals to market its products to customers in every available avenue or platform. A significant percentage of these marketers will enhance awareness of Pumpy Body Lotion’s products through social media platforms such as Facebook, Twitter, and LinkedIn (Lamb et al, 2012).
Developing a system of marketing information to oversee the patterns of product purchase and customer satisfaction
To implement Pumpy Body Lotion’s marketing plan, the involved stakeholders will ensure that a system of marketing information to oversee the patterns of product purchase and customer satisfaction is created. By concentrating on customer satisfaction, Pumpy expects to capture or attract a significant number of customers, a move that will see it overtake already established companies in the body lotion industry such as Nivea and Vaseline.
To evaluate the effectiveness of Pumpy Body Lotion’s marketing plan, stakeholders will be obliged to compare its actual performance with the objectives of the plan. To facilitate this evaluation, monitoring procedures will be developed for the various activities required to bring the marketing plan to fruition (Lamb et al., 2013). The monitoring procedures that will help in the evaluation of the plan include but are not limited to:
A concept of project management will be used in the evaluation of how the plan is implemented, and this will be through establishment of human resource needs, time requirements, as well as financial expenditures of Pumpy Body Lotion
There will be a comparison of the planned and actual activities, and this will be conducted on a monthly basis for the first two years of operation and on a quarterly basis after the implementation phase of the plan. Pumpy Body Lotion’s business analysis team, under the leadership of the marketing director, will report the outcomes of the planned and actual comparisons to the top management of Pumpy Body Lotion.
To control Pumpy Body Lotion’s plan, there will be project teams, each of which will have the responsibility of determining the changes that must be made in organizational procedures or operations based on the studies conducted in the global market and body lotions industry. Besides, the top management will have the final say on what changes or strategies should be embraced or abandoned by the organization, with an eye on competitiveness and profitability.
- Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy. Mason, Ohio: South-Western Cengage Learning.
- Lamb, C. W., Hair, J. F., & McDaniel, C. (2013). Marketing. Mason, OH: South-Western/Cengage Learning.
- Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2012). Essentials of marketing. Mason, Ohio: South-Western Cengage Learning.