Implementation Evaluation Control

Planning a good marketing strategy is only a start towards successful marketing. If a company fails to implement the marketing strategies properly, things may not go as planned. “Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives.”(Armstrong and Kolter. Introduction to Marketing. 10^th Edition. Printed page 57). Marketing implementation addresses  the who, where, when, and how’s. “Many managers think that doing things right is as important as or even more important than doing the right things. The fact is that both are critical to success and companies can gain competitive advantages through effective implementation.”(Armstrong and Kolter. Introduction to Marketing. 10^th Edition. Printed page 57). People at all levels of the marketing system must work together to implement your marketing strategy and make your plan work. There must be direct lines of communication to make this happen. Most companies now days are focusing their attention from brand management towards customer management. “They are moving away from managing just product or brand profitability and towards managing customer profitability and customer equity.”(Armstrong and Kolter. Introduction to Marketing. 10^th Edition. Printed page 58).  At Clinique we think this is a great way to implement our marketing strategy. We think of ourselves not as managing portfolios of brands but as managing portfolios of customers. Bottom line if you keep your customers happy and keep them coming back for your quality products, this will keep your company going strong.

“Many times surprises occur during the implementation of marketing strategies and plans, marketers must practice constant marketing control. Marketing control is the process of measuring and evaluating the results of marketing strategies and plans and taking corrective actions to ensure that objectives are achieved” (Armstrong and Kolter. Introduction to Marketing.10^th Edition. Printed page 58).

At Clinique we are setting specific marketing goals, and then are measuring our goals for performance in the marketplace. We will evaluate to see if it causes any differences between the expected goals and actual performances. After all the measuring and evaluations, we will have our management take corrective actions to close any gaps between our goals and performances set forth in our original marketing plans. “The purpose of these controls is to ensure that the company achieves the sales, profits, and other goals set out in the marketing strategy.”(Armstrong and Kolter. Introduction to Marketing. 10^th Edition. Printed page 58).