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Bundaberg Marketing Implementation

Essay by   •  April 16, 2018  •  Research Paper  •  1,974 Words (8 Pages)  •  626 Views

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BUNDABERG MARKETING IMPLEMENTATION

Diploma of Business Granville TAFE

ABSTRACT

Diploma assignment on how to deliver the marketing assignment on Bundaberg Rum.  


  1. 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


  1. 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.

 

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

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