implementaion

1. Maxwell Ranasinghe

2.  The Good Strategy( winning plan) plus Good
Execution = Good Management
 The success of any marketing plan will rests on how
well it is implemented and managed
 Marketing plan itself is a guide to implementation and
control
 Marketing Plan indicates objectives, strategies and
tactics for accomplishing the activities planned
 It is a continuous cyclical activity in a formal company

3. Marketing
Strategy
Annual Marketing
Plan
Implementation
Evaluation
Collect actual
data and
compares with
planned
If deviations
are found
make
adjustments

4.  Strategic planning goes beyond one year and therefore
one year plans are considered as short term plans
 Although a company needs beyond one year plans to
set their strategic vision and activities, in a dynamic
market place planning for longer term needs lot of care
and proper forecasting

5.  The larger companies with different bureaucratic
layers faces major challenges in implementing
marketing plans.
 Good implementation process shows proper action
plans with listed activities, who is responsible, time
and allocation of budgets etc.
 A Gnat Chart could be used in this regard

6. Most important element in putting a plan to action is the
people who implement the plan
Good planners may not be good implementers.
Implementers need to have:
Inter personnel skills/ emotional intelligence/ability to get
support of all the members towards the implementation
Good communication skills
Focus on the targets
Firm determination to achieve targets
Ability to be flexible
Motivate others
Develop Team work

7.  Following factors also are important putting a plan
into action
 Organisational design
 Incentives
 Corporate Culture
 Integration of marketing orientation within the
organisation
 Efficiency of external support services ( such as research
firms, advertising and consultancy firms)

8.  The plan has to be made public among the staff
 Targets and end results should be emphasised
 What is their for all individuals must be
communicated (MMT- Mata Monawada Tiyenne)
 What is expected from individuals and teams should
be explained well (ODK-Oben Dayakathwaya
Kumakkda)
 Importance of everyone's commitment should be
emphasized

9.  Periodical Key performance indicators should be
established as to important elements of the marketing
plan
E.g. Sales
Product Development
Distribution outlets
Promotion
Recruitment
Expenses
Customer satisfaction level/Complaints

10. The systems should be developed to get actual
information in time –( IT base system could be used )
 Internal Information
 Standardised External information such as TV rating
data
 Special research data
 Information from firms Strategic Intelligence

11. Information could relate to
 The actual performances ( such as sales)
 Buyers response
 Channel response
 Competitor information
 Complaints from members of the staff
 Suggestions

12. Evaluation
 Information gathered should be processed
 It should be compared with the plan
 Information taken to prepare the plan may be
incorrect
 Planned sales or activities may have not achieved
 Then the gaps should be identified

13. Gaps or variability cannot be avoided
 The issue is that these variations will make a
substantial change to achieving expected results or not
 Can the remedial action be taken or not
 How soon the problems could be fixed
 Is there a contingency plan to fall back if problems
cannot be fixed

14.  Action could be
 Changing the target market ( difficult)
 Changing the positioning ( difficult)
 Changing tactical tools ( not very difficult)
 Changing Strategy ( not difficult)
 Changing the original targets made ( not difficult)

15.  Any comments send an email to maxran1@yahoo.com
 Please share this presentation with your Marketing
Team
 Develop it through your own inputs
 Knowledge is universal, we all learnt from others
 So “sharing” is the name of the game
 Good luck- Maxwell Ranasinghe