Final Project: Target Marketing Strategy

Now that we have a product, how are we going to market it? Using marketing implementation, of course. Marketing implementation is "the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives" (Marketing: An Introduction, Armstrong/Kotler, pg. 57). We are going to form positive relationships with all those from whom we outsource: the French Alps water company, the organic potato farmers, the organic ginger farmers, the organic ginseng farmers, the stainless steel bottle manufacturer, the local bottlers... everyone. Ergo is going to set itself apart from other companies by having the best relationships with those who help create our product.

Now, as fine and well as our marketing implementation strategy is, how are we going to be able to tell if it's living up to our expectations? That is where marketing control comes in: "The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved" (Marketing: An Introduction, Armstrong/Kotler, pg. 58). There must be a way to evaluate how our product is doing, how the market is responding to our product, etc. We can advertise as much as we would like, but without measuring our ROI, or return on investment, we won't really see if all our efforts are bearing fruit. Though ROI is pretty difficult to measure, Ergo will try to assess our return "in terms of standard marketing performance measures, such as brand awareness, sales, or market share" (Marketing: An Introduction, Armstrong/Kotler, pg. 60). We will consistently survey the market in various ways, including Facebook polls, seeing how the consumers are responding (if they are purchasing it or not; and if they are, if they purchase it repeatedly), etc. We are all about pleasing the customer and giving them the Ergo experience. We want to hear from them. We are going to be very accessible and more than willing to work with them on creating a product they not only want to buy, but that enhances their lives.