No
matter how much planning and preparation that you do, it means very little if
it is executed improperly. “Planning good strategies is
only a start toward successful marketing. A brilliant marketing strategy counts
for little if the company fails to implement it properly.” (Pg. 57,
Marketing: an Introduction, Armstrong & Kolter). Planning is very important
as it gives you a form of direction and idea of where you will take your
product or company, you don’t want to dive headfirst into something and have it
completely backfire because there wasn’t any research or planning done; on the
other hand you could have a great understanding of what you want done but it
doesn’t mean anything if you don’t follow the plan and adapt to any changes
that are thrown at you. A way for the Crystalline Vodka to monitor if its plans
and research on where to place and market itself are working go back to social
media; this is to check people’s opinions on the product and to see if it is
seeing approval inside its desired demographic and adjust any strategies
accordingly.
“Because many surprises occur during the implementation of marketing
plans, marketers must practice constant marketing control—evaluating the
results of marketing strategies and plans and taking corrective action to
ensure that objectives are attained.” (Pg.
58, Marketing: an Introduction, Armstrong & Kolter). While it is important
to follow the plans and strategies that are set forth and adhere to them as
close as possible, one cannot be limited to function only off the plan, it is
important to test the waters every now and then for any changing trends and
adjust to best fit the customer’s needs. The objectives of Crystalline Vodka,
in this case providing a clean true drink, are to be adhered to, but allow it
to be flexible in where it is consumed. After all research is done and it is
being promoted through the clubs and other various media when it is implemented
it should be monitored in various aspects such as sales and public opinion to
see how well it is performing.
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