Final Project, Implementation Evaluation & Control

Part of following the proper market analysis needed for your company’s success is paying attention to the management and marketing management. Managing the marketing process requires the four marketing management functions: analysis, planning, implementation, and control. “The company first develops company wide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities.”, pp.55. Billionaire Vodka sales promotion programs will be evaluated and work to measure the returns on their sales promotion investments and will also evaluate the returns on other market activities. We will compare sales before, during, and after a promotion to see the effectiveness of the promotion campaign. We will asses the promotion’s effectiveness of its ability to attract new customers or more purchases from existing customers. It well be determined if we can hold on to new customers and their purchases. We will evaluate the long-run customer relationship and sales gains to determine if the promotions cost can be justified. Next, the marketer will define the sales promotion objectives and select the best tools for the job.  The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. Marketing analysis provides inputs to each of the other marketing management functions” pp.66 Marketing, an Introduction, Armstrong/Kolter.  Implementing, evaluating and control of Billionaire Vodka all starts with market planning.  "A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return." Marketing: An Introduction Armstrong/koler p. 56. This will help design the sales promotion program and then implement the program and evaluate the results. Further more, other promotion mix elements must be coordinated carefully with sales promotion within the overall integrated marketing communications program.