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1. Product Price Implementation
Product strategies
The product strategies are the heart of the marketing strategy and include aspects such as quality, product
features and attributes, performance variables, physical appearance and aesthetics, brand name, brand image,
product variants and many other factors. Products are a combination of tangible and intangible factors.
Everything that has to be marketed: be it medical care, a holiday or even a trip to the moon: has to be thought of
interims of a product.
Place (distribution) strategies
Distribution strategies are concerned with making the product available when and where customers want the
product. The right place and time varies from product to product and depends entirely on how the target
customers shop for the product. Frequently bought products require extensive and intensive distribution
networks. The distribution decisions include the type of channels, stock and replenishment levels, shelf space and
visibility at the retail outlet and are dependent entirely on the target markets shopping style and habits.
Distribution strategies also involve other business activities concerned with transportation, storage inventory
control, commonly referred to as logistics. The goal of logistics and distribution management is to ensure that the
products arrive at their destination in the right condition and at the right time.
Pricing strategies
Price is a visible and critical element of the marketing mix. Pricing strategies are very critical as they directly
impact the company’s top line and bottom line. Pricing decisions are also very complex as they have to factor in a
number of factors such as target customer ability and propensity to pay, competitors prices, margins for
distribution channels members, taxes, transportation costs, profit margins for the company amongst a host of
other factors. Price is also the prime weapon in an organizations’ competitive strategy. Because of the complex
and critical nature of the pricing decision, it is actively involves several other functions namely the finance
function.
Promotion (communication) strategies
The goal of a firms promotional strategy is to inform, educate, persuade and remind the target customers about
the benefits of the organization’s products. There are several ways of communicating with target markets using
different media options. The different elements of communication like advertising, sales promotion, public
relations, publicity and personal selling must be coordinated together to create an effective communication
strategy.
Implementation, evaluation and control of the marketing plan

2. Implementation
Implementation is the process that turns into action plans and ensures that the plans are executed in the way
that accomplishes the objectives. Implementation activities involve creating detailed job assignments, activity and
process descriptions, timelines, budgets and extensive internal communications within organization. Although
implementation of plans sounds very simple, many organizations fail to implement plans effectively. The best
marketing plans are doomed to fail if not properly executed. To ensure effective implementation, regular reviews
and evaluation is necessary.
Evaluation and control
Evaluation of the plan is done by conducting reviews at regular intervals specified time period. The most common
reasons why plans fail are:
(i) Unrealistic objectives
(ii) Lack of resources or inefficient use of resources
(iii) Inappropriate marketing strategies
(iv) Poor implementation
(v) Failure to adapt to changes in the environment
Some firms employ external agencies to conduct a marketing media which much like the financial audit is a
thorough, systematic of the goals, structure and performance of the marketing organizations.
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