Companies that will direct the marketing programs
Author: Michelle Leonny
The main target market are supermarkets (Leader, Jumbo, Santa Isabel) of the country through which they may be established in the market the product in the market place (gondola), list and reach the final customer is the customer housewife or supermarket. That is our marketing program, it must be directed to a well-defined market segment that is the customer of the supermarket.
Marketing Mix
In this part, includes the design of the marketing mix is the combination of many aspects of the following four elements:
1.-The Product: The product already discussed, has benefits for which the end user could choose within the market to satisfy their need Lima Sigh taste, family pack of 1 liter in addition to the different variants.
2.-Distribution: The key for distribution of products, and its release is the direct customer loyalty as the existing supermarkets in Chile, they would become our distribution channel to the customer, who are finally evaluated the quality of our products.
3.-Promotion: The promotion of choice for the customer to buy our products and the competition is to use existing tools, like advertising on television, looking for a suitable time with a target audience, and the Internet, last form effective communication of product promotion.
4.-Price: To meet the target market, the price of products is fundamental to this end, we have and we can compete differently in the market, for the benefit of the company as a producer.
In the future when the demand is higher, this price drop will become expected target return.
Evaluation of results and control
At this point includes a design tool that will allow the evaluation and constant monitoring of each operation to the end result is as attached to the strategic marketing plan.
A. Sales Results: In this part we need to make a check monthly sales for each product listed from 1 to 13, especially the last one corresponds to the frozen dessert Lima sigh, to see the impact of the promotion’s flagship product, addition to the other, that we could help improve the production design.
B. Performance: Getting the monthly sales, see the result of profitability in that month, which would indicate how the business is going, and if the results are unexpected, propose alternatives.
C.-Results of difentes campaigns.
D. Ratios of visits per order.
E.-income ratios on request
Based on this information, we will assess possible deviations which must be resolved or to make the feed back corresponding to investigate the causes that may have occurred and we can serve to later experiences.
Control tools and responsibilities.
-Control of the annual plan: He who has to be done by senior management, which will control purposes if they meet the planned results, using as tools the analysis of monthly sales, market share, operating income and selling costs, and the financial analysis.
Profit-Control: Conducted by the controls, to analyze whether you win or lose money, taking into account performance data by territory, etc. production.
Efficiency-Control: Conducted by line management controls, to assess and leverage the efficiency and impact of trading costs, taking into account the efficiency of sales data, sales promotion and distribution.
-Strategic Control: Conducted by senior management to see if the company is taking advantage of opportunities for products, distribution channels and so on. Using as tools the coding tools control business efficiency, business auditing, etc..
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