SORSOGON STATE UNIVERSITY

S.Y. 2021-2022

TOURISM AND HOSPITALITY MARKETING

"IMPLEMENTING THE MARKETING PLAN"

Group 4

Gurimbao Patricia Fuedan

• PRODUCT DEVELOPMENT AND PARTNERSHIP

• SERVICES AND SERVICE QUALITY

MARKETING IMPLEMENTATION

Marketing Plan implementation is the process of turning your marketing strategy into real-life actions:
tasks and projects, people responsible for them, and deadlines. In other words, it’s about bringing your
marketing plan to life. Instead of living on paper, it starts living on a day- to-day calendar because it’s
translated into action.

MARKETING IMPLEMENTATION PLAN

A marketing implementation plan is a process of taking action on tasks, projects, strategies and plans
for marketing, advertising and sales. Implementation plan helps make sure each step meets or exceeds
goals or reveals any issues to correct quickly. While a marketing plan is an overall look at what you
want to achieve, a marketing implementation plan outlines the exact steps and actions to get there.

HOW TO DEVELOP MARKETING IMPLEMENTATION PLAN

01. CREATE REALISTIC EXPECTATION

Be sure to set realistic expectations, including for managers and stakeholders so everyone understands
the priorities and when to expect results. You can build space for creativity, experimentation and pivot
opportunities by having realistic expectations.

02. KNOW WHAT YOU NEED TO IMPLEMENT

Because each marketing strategy is different based on company, product, service or goal, naturally your
marketing implementation plan also varies. Decide what resources, tools, software and talent you need
to help you execute each implementation plan. Through your research and planning, you might learn
that your own staff can implement the plan or that you need to hire external help.

03. REVIEW YOUR MARKETING STRATEGIES

Review your marketing strategy another time to make sure it's well-defined, actionable and result-
driven. Add any additional elements you might discover through building your implementation plan.

04. ESTABLISH WORKFLOWS FOR ALL CONTENT AND TASK

Create task lists and marketing workflows that are easy for people to follow. Consider keeping workflow
steps concise, combining elements that make sense to go together. Use action verbs to give a task a
clear definition of what needs to be done. Assign tasks to teams or individuals and include a timeline or
deadline for each one.

05. COMMUNICATE TO THE TEAM

Once you establish the marketing strategy and team, workflows and measurement tools, communicate
the plan to everyone. Open transparency and team accountability can help boost motivation,
productivity and results. The team invests in the goal and understands how their role is a key factor in
achieving it.

06. MONITOR AND MEASURE AS YOU GO

Monitor your marketing implementation plan as you move through it, reviewing how tasks are being
handled and if deadlines get met. As results come in, compare them against forecasted projections to
see if you need to adjust your implementation plan or marketing strategy.

4 COMMON MARKETING IMPLEMENTATION ERRORS

01. NOT HAVING A MARKETING STRATEGIES

It goes without saying that not having a marketing strategy will lead to poor marketing implementation
results.

02. FAILING TO UPDATE THE MARKETING PLAN

Before being eager to implement your marketing strategy, it’s important to make sure you’ve updated
your marketing plan.

03. NOT TRACKING THE MARKETING RESULTS

When businesses fail to track their marketing results, they’re not able to improve the way they
implement their marketing strategy.

04. SPENDING TOO MUCH ON BIG-BUDGET MARKETING

Going big isn’t always the best option when it comes to marketing.

Elements To Include in a Marketing Plan

Executive Summary

The executive summary is the clearly stated overview that describes your entire marketing plan. It’s like
the abstract of an academic paper or the blurb on the inside of a book cover. The summary gives a brief
description of the more detailed sections within the marketing plan. This section is short, with only
three or four 100 word paragraphs.
Goals

Marketing plans include measurable, well-defined goals about the results you expect from your
campaign. Your goals and objectives list the intended outcomes after implementation if everything goes
according to the plan. Consider using SMART goals, which stand for:

Specific: Is the goal direct enough to explain exactly what you’re trying to accomplish?

Measurable: Can you track this goal quantitatively or qualitatively?

Actionable: Does this goal improve an aspect of your business?

Relevant: Does this goal address a pressing issue for your organization?

Time-Bound: Can you complete this goal within a specific period?

Marketing Strategies

Marketing strategies are the tools and processes you use to achieve your marketing goals. They are the
foundation of your marketing plan because they’re the actionable steps that release your product,
service, or message into the world. Examples of marketing strategies include:

Content marketing

Social media marketing

Search engine optimization (SEO)

Pay-per-click advertising (PPC)

Retargeting

Public relations

Referral programs

Email marketing

Direct selling

Storytelling

What is product development?

Product development refers to the complete process of taking a product to market. It also covers
renewing an existing product and introducing an old product to a new market. This includes identifying
market needs, conceptualizing the product, building the product roadmap, launching the product, and
collecting feedback.
The new product development process in 7 steps

1. Idea generation

Ideation, iteration, and brainstorming new product ideas

2. Research

Feedback from a substantial and unbiased audience for product validation

3. Planning

Bring the product to life through sketching and illustration

4. Prototyping

Create a finished product to use as a sample for mass production

5. Sourcing

Gather materials and secure partners' needed for production

6. Costing

Total cost of goods sold (COGS) to determine retail price and gross margin

7. Commercialization

Launch product into the market

SERVICES AND SERVICE QUALITY

What are Services?

- Services are the non-physical, intangible parts of our economy, as opposed to goods, which we
can touch or handle.
- Services, such as banking, education, medical treatment, and transportation make up the
majority of the economies of the rich nations. They also represent most of the emerging
nations’ economies.

Service Quality

- Service quality is a measure of how an organization delivers its services compared to the
expectations of its customers. Customers purchase services as a response to specific needs.
5 dimensions of service quality

1. Reliability: This refers to an organization's ability and consistency in performing a certain service
in a way that satisfies its customers' needs.
2. Tangibility: This is an organization's ability to portray service quality to its customers.
3. Empathy: Empathy is how an organization delivers its services in a way that makes the company
seem empathetic with its customers' desires and demands.
4. Responsiveness: This is a company's dedication and ability to provide customers with prompt
services.
5. Assurance: Assurance is the confidence and trust that customers have in a certain organization.

Why is high service quality important?

▪ It boosts sales.
▪ It saves marketing money.
▪ It can attract quality employees.
▪ It can lead to repeat business.
▪ It strengthens the company's brand.
▪ It eliminates certain barriers to buying.

How to ensure good service quality?

1. Understand what your customers want - Customers don't always have very exact needs,
making it the company's responsibility to guide them and help them find the best solution for
their particular situation.
2. Treat your customers respectfully in any situation - Even when customer requests seem
unreasonable, companies should treat them with the utmost respect and make the customer
feel like the company is empathetic to their issue.
3. Quickly and correctly respond to customer inquiries - Giving relevant answers to customer
questions can improve the company's image and reputation of being an organization that offers
good service quality.
4. Use customer feedback to make improvements - Encouraging customer feedback can help an
organization understand the areas where they can improve their service quality. Implementing
those changes can show customers that the company is listening to their wishes and is willing to
modify its services accordingly.
5. Provide a friendly and efficient experience - Regardless of the services that your company
provides, a well-implemented customer interaction system can increase efficiency by allowing
employees to process each customer with ease. A smooth customer experience, in general, can
serve to improve or reinforce a customer's perception of the organization's service quality.
6. Make sure that customer-facing employees are familiar with all services - All employees who
interact with customers need to have extensive knowledge regarding the company's services so
 they can effectively explain them to customers. This can enhance the customer's perception of
the company's ability to deliver quality services.
7. Be honest regarding your services - When customers inquire about a service or need to decide
between multiple options, it is usually best for the company to be completely honest with them
and fully disclose all the pros and cons of their choice. This can improve customer trust and
therefore increase the chance of that customer returning.

References:

https://www.indeed.com/career-advice/career-development/service-
quality?fbclid=IwAR2Oz725Ih3a3G3uhhzFHKzikW8dugfZHWBb7PbgBIhi4eMHrGlWmR0DVuE#:~:
text=What%20is%20service%20quality%3F,a%20response%20to%20specific%20needs

https://www.copypress.com/kb/content-marketing/developing-and-implementing-an-effective-
marketing-plan/