The Importance of Execution

Throughout all the steps in a marketing plans it come down to one of the most important pieces, the execution. The section of a marketing plan is about taking the marketing strategy and putting it into action. This is the section where action will begin to take place rather than idea generating and formulating. There are a total of 5 steps to ensure a proper marketing plan execution. In my experiences within the beverage industry at Banks DIH, have I gained insight and witnessed each of these steps.

            The step that I gained the most insight on was step one; organizing all the tactics by marketing category. Whether that be advertising, promotion, in store, website, direct etc.…In my instance with Banks DIH they focused on advertising, promotions and in-store methods of marketing. In this step of execution, they physically prepared the in-store promotions the week of the product launch. The stores in which they had the best relations with, were they able to have store front booths to present the new product. In the other stores with not as good relations, where the booth was not directly store front, they created touch points throughout the store of the company’s products that hinted at and lead you towards the booth. Still directing you towards their in-store booth to generate sales. These touch points included advertisements on the heading of the shelves, which were also Banks DIH products. Other Advertisements included billboards and posters across the country. This is a popular tactic in Guyana to market their products, they tend to be on the side of trucks, buildings, on the side of roads etc. This is exactly how Banks DIH advertises all their products. They organized and implemented the in-store promotion booths across their store chains with good relations, while organizing and implementing the touch points and promotion booth in the other stores.

            Organizing the tactic of advertising, in-store and promotions is essential to properly executing your marketing strategy. Nonetheless, it’s the first step in the execution making it that much more fundamentally important.