Bundaberg Marketing Implementation
Essay by andr32w1 • April 16, 2018 • Research Paper • 1,974 Words (8 Pages) • 745 Views
[pic 1] BUNDABERG MARKETING IMPLEMENTATION Diploma of Business Granville TAFE | ABSTRACT Diploma assignment on how to deliver the marketing assignment on Bundaberg Rum. |
- Table of Contents
1. Implementation Objectives – set an objective for implementing your revised marketing mix. Ensure that the objective uses the SMART principle. 2
2. Organisational Preparedness – consider production, financial, human capacity and other elements in the implementation. Discuss how the organisation will need to prepare these areas for implementaion. 4
Production 4
Financial 4
Human capacity 4
Channel to Market 5
Evaluation 5
3. Key Stakeholders – identify the key stakeholders and how they will be involved in the implementation process. 6
How they will be involved in the implementation process. 6
4. Implementation Schedule – design an implementation schedule covering key deliverables, resources, timeframes and responsibilities. This needs to be detailed showing how the revised marketing mix can be successfully implementaed over a persiod of time. 7
5. Budgets for Implementation – provide budget estimates for implementation of all activities. 8
6. Strategies for Monitoring Marketing Activities – describe how to measure the performance of the marketing mix elements and what action would be required if variances occur during the implementation. 9
KPI’s 9
Bibliography 10
Implementation Objectives – set an objective for implementing your revised marketing mix. Ensure that the objective uses the SMART principle.
Objective | Specific | Measureable | Realistic | Achievable | Time frame |
Bundy Liquid technologist approval | Can the liquid similar to still wine But of superior quality be made. | Can we get a brand specification done for ease of duplication in future batch production | Do we have the raw material available and tanks to store liquid? | Can it be done in time to accommodate product launch | What sort of time is required for product to mature? |
Bottle Shape approval | OI or bottle supplier can accommodate new bottle shape. | Bottle mould jig or sample to use as master copy and specification and tolerance for bottle manufacture. | Can our suppliers deliver? | What sort of notice is require for supplier to deliver (lead time)? | Lead time to place order for bottle manufacture to be reflected in production plan. |
Packaging Approval | Can the new designs (labels, cartons, wraps & caps) be achieved with current supplier or options available? | Packaging specifications. | Can it be done? | Risk assessed to mitigate what could go wrong. | As above but for Packaging. |
Warehousing & Transportation approval | Storage space and transportation to accommodate trial and roll out. | Leverage off past role out runs and forecast or use current figures to aid future trial runs. | Can it be done? | Risk assessed to mitigate what could go wrong. | Come back with minimum time frames to store and get out to customer for launch date.
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Brand manager approval | Falls within Brand specifications. | Ingredients from supplier is consistent as per spec to conform to Brand spec. | Can it be done? | Able to respond to market demands. | Sufficient buffer stock to at all stages of supply can to respond to market. |
Head of Marketing approval | Target audience and liquid to match pallet. | How much sales in response to marketing. | The market message matches the liquid (perceived value) | Have the volume to respond to marketing campaign | Booking advertising slots to run campaign at optimum dates and supply ready to deliver. |
Head of Production approval | Dates to do run i.e. trials and market runs to put into production schedule. | Machine set ups and key set points locked to minimise efficiency impact till optimum set up is realised. | Machines are able to run product. | Have to production capacity to produce and back up options. | Lead times through better forecasting to plan and run production (notice to suppliers to deliver raw material. |
Head of Sales approval | Training for sales team to be familiar with product before launch. | Sales conversion rates and sticking point to get sale. Root cause driving sales. Visits per conversion. | Having the people with quality training to generate sales. Promos to drive sales. | Launch is during the optimum sales period. | Time taken for a sales conversion and number of visits or back up material resources require. |
Head of Finance Approval | ROI | Dollars spend and profits realise for whole process. | Does it make financial sense and in line with strategic plan. | Can the organisation pull it off with the money available? | How long before the ROI is realised. |
Managing Director Approval | ROI | KPI for all business units in place. | The rollout plan is realistic. | KPI’s to confirm targets are achieved | How long before the ROI is realised. |
Send out expressions of interest to PR companies | N/A | N/A | N/A | N/A | N/A |
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