Implementation Evaluation Control

COCo de mode: Implementation, Evaluation, and Control

To be successful we must make sure that we are taking the right steps and sticking to our marketing plan “one of the best ways to get the most out of a marketing plan is to correctly implement it. Once the first steps to implementation are taken, evaluation and control will help guide the organization to success” (Lamb, 29).

As laid out in our marketing plan we aim to make our product available at Saks Fifth Avenue, Nieman Marcus, Bergdorf Goodmans and Barneys New York by Valentine’s Day 2017.

To evaluate our product, I asked my family and friends three questions:

1.What do you think of the overall concept of Coco de Mode?

2. Would you pay $25-$35 for it?

3. Who would you purchase it for?

I got several different answers, however, majority loved the overall concept, they would pay $25-$35, and most said they would purchase it for their significant other, family member, or close friend. Coco de Mode is a “consumer product” meaning it is a product that is purchased based “an individual's personal wants or needs…and is purchased for personal or family consumption or as a gift” (Lamb, 116).

To establish control and allocate marketing resources efficiently we plan to perform a marketing audit which is “a thorough, systematic, periodic evaluation of the objectives, strategies, structure, and performance of the marketing organization” (Lamb, 29).