Implementation and control actually manifests themselves within a series of action plans in support of various marketing objectives and strategies within the marketing plan. Action plans are also referred to as marketing programmes. The best way to utilise action plans is by including a separate action plan for each important element involved in implementing the marketing plan.
A template for an action plan is as follows:
Levi Roots first appeared on Dragon's Den with his Reggae Reggae Sauce. You should watch this video of his pitch.
Follows a promotional calendar for introduction of ‘Regge Regge Sauce’. In each of these instances an action plan would be created for these.
May - Press release to the trade press and retailers
June - Sales campaign to persuade retailers to stock the product.
Aim is to get 50% of retailers stocking the product.
The Sales force informs retailers that a big ad spend is coming soon.
July / August - Commencement of a teaser ad campaign. Advert
Promotion staff appear in major retail outlets offering free samples.
Press releases to cookery writers, possible reports on daytime TV if product is newsworthy enough.
September / October - Once 50% of retailers have stocked the item, start TV campaign.
Brief ad agency to obtain maximum awareness.