IMPLEMENTATION, EVALUATION, AND CONTROL

Implementation
We will do research on Mahal to see what feedback we will receive. One way we will research is to perform focus groups. “Focus groups can be used to gauge consumer response to a product or promotion and are occasionally used to brainstorm new product ideas or to screen concepts for new products” (MKTG3, McDaniel Lamb Hair, Ch 8, pg 119). The focus groups can aide Mahal on how to promote the perfume, and also understand what new products our customers would want.

All of our employees will perform with great customer service. Mahal will provide training on how to solve problems quickly, and how to interact with customers and co-workers. “By thanking customers for their purchases and telling them they are important, marketers can help cement a long-term, profitable relationship” (MKTG3, McDaniel Lamb Hair, Ch 19, pg 303). Plus, being pleasant with fellow co-workers will actually assist employees on their customer service skills.

As tedious as it sounds, paper work is a must. We will keep track of all information, especially if it involves our objections.

Evaluation
The Mahal company will have monthly meetings to converse about what is new, what gets to be improved, and if our objectives are being met.

Control
We will also have a marketing audit every five months. This will not only “develop a full profile of the organization’s marketing effort and to provide a basis for developing and revising the market plan, it is also an excellent way to improve communication and raise level of marketing consciousness within the organization.” (MKTG3, McDaniel Lamb Hair, Ch 2, pg 27).