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Marketing Implementation Example




This is a section of a full example plan available on this site for download. This will save you and your company the time and money it would take to formulate your own from scratch. Read more about implementation and then check out the chart of activities.

About Implementation

This refers to the execution of marketing strategy developed in the plan. The financial institution will, as part of the planning process, prepare an implementation schedule setting out a program of strategies. This will include start dates and/or completion dates. The strategies listed may also include supply strategies, demand strategies, competition strategies, positioning strategies, segmentation strategies, fundamental marketing strategies, as well as marketing mix strategies.

The implementation schedule is of vital importance since marketing failures are much more frequent during operations than during the conceptual and planning stages. It is very easy to assume that operations personnel will provide support and the required effort toward the success. However, such assumption can lead to miscommunication and failure of the strategies. It has been seen that the unavailability of information and inadequate training for field and customer-contact personnel are two of the many reasons for marketing plan failure. The implementation schedule is a great tool to ensure a high degree of success. Below is a sample implementation of schedule:




Marketing Plan Implementation Sample Chart

ACTIVITY

DATE / FREQUENCY

Obtain Board approvalBy mid March 2002
Sensitize staff and pursue their buy-inBy March 31,2002
Contract an advertising agency to formulate an advertising planBy March 31,2002
Select the sales teamBy March 31,2002
Train the sales teamBy mid April 2002
Development an incentive program for the sales teamBy mid April 2002
Provide the members of the sales team with a formal written program of the projectBy April 30, 2002
Provide each member of the sales team with a job descriptionBy April 30, 2002
Provide the sales team with the necessary tools, such as cell phonesBy April 30, 2002
Construct special counter for golden years customersBy April 30, 2002
Hold an official launching30-Apr-02
Install six additional ATMs2 Sept. 2002, 2 Mar. 2003 and 2 June 2003
Introduce telephone bankingBy Sept. 2002
E-mail prospective customersDaily beginning April 2002
Advertise the service on our websiteDaily beginning April 2002
Phone or visit prospective customersDaily beginning April 2002
Advertise the service on the local radio and televisionDaily during April 2002, and as necessary thereafter within budget
Advertise in the local newspapers which are also distributed in the USA, Canada and Britton.Weekly during April 2002, and as necessary thereafter within budget

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