Implementation and Control

Question 1

Resources required

Answer 1

3Ms:

• Men: who is responsible for what?
• Minute: chronograms establishing resource allocation along the plan’s duration
• Money: costs associated with the implementation of each task

Question 2

Optimising marketing activities

Answer 2

• Lauch campaigns as experiments
• Continuously optimise campaigngs, raising and validating hypothesis
• Scale up as results improve

Question 3

Financial projections

Answer 3

• Financial statements: P&L, cashflow…
• KPIs: sales, margins, profits, NPV, ROI…
• Relevant breakdowns: brand/campaing, product/categore, area/market/country, segment, channel/key accounts