Marketing, Planning and Implementation
| Failure of Tactics | Contingency options/ plans/ actions |
| Unsuccessful market campaign for FCHM | – Services to be modified to fit customer requirements.
– Diversification of services such as the inclusion of Chinese massages, acupuncture and various other relaxation arts. – Strategy should be evaluated. – The use of the right personnel which is experienced. – Intense research should be undertaken. – The team should be more persuaded that that is the best way to elevate revenue from the work being undertaken. The team should get an understanding of the success and failure. This is what propels to success in marketing. Include each and everyone in the strategy. |
| Low awareness of the existence of FCHM | – Intensify aggressive advertising via the most popular mass media avenues such as TV during the peak time.
– Create a Facebook fan page, Twitter account and YouTube channel – The use of billboards that attract clients. – There is the creation of networks. |
| Low registration of clients at the center | – Reduce cost of services offered at the center.
– It may be useful to give offers and incentives, e.g. free subscription for the first twenty people. – Easy access to the center for the clients hence attracting more clients. |
| Unsuccessful attempt to get people interested in FCHM’s social media sites. | – There should be a clear intention which is effectively hence giving the reader an impression.
– Enabling the users to have access to several areas of the site. This would give them the chance to know that the site is for them. – Lure people through the creation of events online. – Post an interesting campaign (e.g. contest) into the social media page and make it go viral. – Link the company website to the social media sites. – The site should have a human face where people are able to get involved and meet. They should be able to share information. |
| – | |
| Low uptake of the idea due to reduced faith in complimentary medicine. | – Launch large scale free information distribution about complimentary medicine and its advantages.
– Ask the current clients to invite their friends by offering some rewards in return e.g. bonus game money, dog in the farm that help to prevent theft, limited/ rare spice in creating sauces. – There should be complete providence of information. They ought to be clear and modes that they acquire their financial resources. – Making use of a two-way interaction where both parties are involved in communication with each other. This would iron out any hindrances that may be there hence client trust. |
| In the event of budgetary constraints | – Be ready to advertise verbally word of mouth
– Create posters and fliers manually
|
| Unsuccessful fundraisers | – Recruit volunteers to do the work for free from local schools churches etc. |
| Unsuccessful; open day | – Find out reasons why by word of mouth and adjust accordingly |
| Over use and exhaustion of workers | – Recruit volunteers. |
Monitoring and Control
| Tactics for achievement of objective | Performance indicator & strategies for evaluation | Review Frequency | Main Responsibility | |
| Services Offered at FCHM | Review effectiveness of the advertisement campaign | -Regular advertisement on media channels and gaining feedback through comments
(i.e. YouTube comments, viewership) |
weekly | Marketing |
| Review effectiveness of marketing promotions and campaigns:
|
– Surveys: To ask to rate of the number of people those are wiling to join FCHM.
– Also observe the number of people visiting the stand s as well as the attendance of the open days and seminars. – Monitor client numbers as this is important for the objectives – – measure the levels of current clients’ loyalty and formulate strategies to strengthen this loyalty in line with the objectives of the plan.
|
Before and after the campaigns/
Promotions
Daily or every time there is an open day or a seminar. |
Marketing | |
| Review effectiveness of the use of the Internet
– |
-The measuring o f the number of views the website gets.
-establishment of an online poll system. -keeping track of the number of ‘likes’ on face book as well as the number of followers on twitter. – monitor the number of people who register as clients as a result of the internet marketing for future reference. |
Weekly | Information Technology | |
| Review effectiveness of Magazines and newspapers with advertisements | Review the number of people purchasing the magazines. | Weekly | ||
| Review of costs and charges for services offered. | Surveys: to get a response on whether the pricing is reasonable
Feedback by Word of mouth about perceived affordability |
Fortnightly | ||
| Review the effectiveness of open days | –review number of people in attendance.
-get customers’ views through questionnaires at the open days and seminars. |
Every time there is such An event. | Marketing | |
| Review the budget. | Have financial reviews of the accounts to see whether the plan is operating within the budgetary limits | Daily |
References
ABS.(2011). Health Care Services Australia. Retrieved from
Encyclopedia. (2012). Acupuncture. Retrieved from
http://www.encyclopedia.com/topic/acupuncture.aspx
FCHM.(2012). Full Circle Health Management Marketing Plan Project 2012. Melbourne : Monash University.
http://www.ausstats.abs.gov.au/ausstats/subscriber.nsf/0/88F7049A12740BD3CA2578C30015862E/$File/85700_2009-10.pdf
Luther, W.M.(2011). The Marketing Plan: How to Plan and Implement it. New
McMillan Education.
NT pages. (2012). Natural Therapy Directory. Retrieved from
http://www.naturaltherapypages.com.au/
Parker, D. &Craig M.A.(2008).Managing Projects, Managing People. South Yarra Vic:
Parker, W.G. (1995).Achieving Cost-Efficient Quality.Hampshire: Gower Publishing.
York: Amacom.
