Ass 2

Implementation Plan for Marketing Team

Overview:
The marketing team plays a vital role in launching and promoting the new product range, specifically
the new handrolls. This implementation plan outlines the allocation of responsibilities, expectations,
risks, resources, budget, and the steps necessary to achieve the Key Performance Indicators (KPIs)
associated with the new product launch. The aim is to ensure an organized, effective, and risk-
managed approach to the marketing campaign.

1. Allocation of Responsibilities

The marketing team is diverse, with different roles assigned to various members. Here’s how
responsibilities will be allocated:

 Product Photography & Design Team:

o Responsibility: Design and capture high-quality images for the new handroll
products. This includes creating lifestyle photos, product close-ups, and promotional
banners for both print and online advertising.

o Personnel: The design team will be led by the Senior Graphic Designer, who will
work closely with the photographer and the content creator to ensure visuals align
with the brand’s aesthetic and the product's appeal.

 Content Creators & Copywriters:

o Responsibility: Write promotional copy, including product descriptions, social media

captions, blog posts, and email campaigns. They will also create content for the
website to promote the new handrolls.

o Personnel: Two content creators will collaborate to write and ensure a consistent
voice across all marketing materials.

 Promotions Team:

o Responsibility: Coordinate promotions, such as free samples, limited-time discounts,

or bundled offers. Ensure these are executed in all targeted stores and online
platforms.

o Personnel: A promotions coordinator will oversee the execution, working closely

with the store management teams to ensure smooth rollouts.

 Social Media & Community Manager:

o Responsibility: Lead the campaign’s online presence, including social media

platforms (Instagram, Facebook, TikTok, etc.). The manager will engage with
customers, respond to queries, and monitor sentiment about the new handrolls.

o Personnel: Social Media Manager will lead, with support from two assistants to
ensure continuous engagement and content posting.
  Market Analysts:

o Responsibility: Track performance metrics and customer feedback to ensure

marketing efforts are aligned with KPIs. They will gather data on sales, customer
reach, engagement, and return on investment (ROI).

o Personnel: Two market analysts will work with the Promotions Team and Social
Media Manager to monitor real-time data and adjust strategies if needed.

2. Responsibility Requirements/Expectations

 Design Team: Expected to deliver high-quality images that showcase the new handrolls in
various settings, capturing textures and colors in a way that entices customers.

o Timely delivery is critical to align with advertising schedules.

 Content Creators: Expected to produce compelling, error-free copy for various platforms that
reflects the brand’s voice and drives action.

o Tight deadlines for posting to sync with promotions, requiring quick turnarounds.

 Promotions Coordinator: Ensure that samples, promotional offers, and event details are
communicated clearly to all stores and adhered to without delays.

 Social Media Manager: Expected to create and execute a strategic content calendar,
ensuring brand consistency and engaging customer interaction.

 Market Analysts: Expected to report on key data such as engagement, conversion rates, and
store-specific sales increases, which will help inform the next steps.

3. Risks and Risk Control Measures

The marketing team will face several common risks:

 Delayed Deliverables: Delays in photography, design, or content production can disrupt

timelines.

o Risk Control Measure: Implement a detailed project timeline with clear milestones
and a buffer period. Regular team check-ins will ensure adherence to deadlines.

 Poor Customer Engagement: Low engagement or interest in the product can reduce the
campaign’s impact.

o Risk Control Measure: The team will monitor performance metrics closely and
adjust strategies, such as increasing influencer partnerships or running targeted paid
ads to boost visibility.

 Negative Customer Feedback: Negative sentiment about the product or promotion could
damage the brand’s reputation.

o Risk Control Measure: Active monitoring of social media and customer feedback will
allow for quick responses to negative comments. Engaging in positive interactions
 with customers and addressing their concerns immediately will help mitigate this
risk.

 Logistical Challenges: Issues with stock, promotional items, or in-store execution could lead
to an incomplete rollout.

o Risk Control Measure: Clear communication with store managers and regular checks
to ensure inventory and promotional materials are correctly distributed.

4. Steps to Achieve KPIs

The marketing team needs to focus on the following steps to achieve KPIs:

 Content Creation & Distribution: Launch creative content on social media platforms,
website, and email newsletters. Ensure the messaging is clear and actionable, with call-to-
action (CTA) buttons directing customers to purchase or visit stores.

 Sampling Program: Roll out a minimum of 8 handrolls per store per day, each cut into 8
pieces to encourage tasting and sharing. Distribute these through store staff to engage
customers in-store.

 Incentives & Promotions: Promote limited-time offers like "Buy One, Get One Free" or
discounts for first-time customers, ensuring these are effectively communicated both online
and in-store.

 Monitor & Adjust: Track the progress of KPIs such as sales increase, customer reach, and
engagement. Adjust campaigns as needed to optimize performance and reach targets.

5. Budget

The marketing budget will be allocated as follows:

 Advertising & Promotions: 40% of the budget will go to social media ads, Google ads, and in-
store promotional displays.

 Photography & Content Creation: 20% for professional photography, design software, and
content creation.

 Sampling Costs: 30% to cover the cost of samples for at least 130 stores, ensuring 8
handrolls per store per day (1040 handrolls total daily across all stores).

 Market Research & Analytics: 10% for tools and software needed to track campaign
performance and adjust strategies in real-time.

6. Required Resources

 Handroll Samples: At least 8 handrolls per store, with 130 stores in total, which means
preparing 1,040 handrolls daily. Each handroll will be cut into 8 pieces, resulting in a
minimum of 8,320 sample pieces across all stores.
  Trays for Display: One tray per store, requiring 130 trays to present the new handrolls in
each location.

 Promotional Materials: Posters, flyers, and digital assets for social media, requiring an initial
batch of materials to cover all stores and campaigns.

7. Implementation Plan

The plan includes:

1. Pre-launch Preparation (Week 1-2): Finalize all creative assets, write promotional copy,
arrange photography sessions, and develop the social media strategy.

2. Launch Phase (Week 3): Distribute product samples to 130 stores, set up advertising
campaigns, and roll out the promotional offers.

3. Ongoing Promotion (Weeks 4-8): Continue sampling and promotions, monitor engagement,
and adjust the campaigns as necessary.

4. Post-launch (Week 9): Review results, gather feedback, and prepare the final performance
report for the campaign.

8. Monitoring Arrangements

 Weekly Progress Reports: Regular updates on sales, customer engagement, and campaign
effectiveness.

 Monthly Performance Review: A deep-dive into KPIs, including social media metrics, sales
figures, and ROI analysis. Any adjustments needed will be made to ensure targets are met.
Implementation Plan for the Marketing Team

Allocate Responsibilities to Personnel

1. Content Creation Team

o Task: Design and take professional photos of the new Spicy Beef with Cucumber and
Donkatsu Sauce handroll for use in advertisements.

o Responsibility: Develop high-quality visuals and ensure consistent branding across all
marketing platforms.

2. Social Media and Digital Marketing Team

o Task: Plan, execute, and monitor social media campaigns on platforms such as
Instagram, Facebook, and TikTok.

o Responsibility: Create engaging posts, manage online interactions, and analyze

campaign performance.

3. In-Store Promotion Team

o Task: Coordinate and execute in-store sampling events and promotional offers.

o Responsibility: Ensure adequate preparation of samples, maintain customer

engagement, and collect feedback.

4. Market Research and Analysis Team

o Task: Conduct customer surveys and monitor sales data.

o Responsibility: Provide actionable insights based on consumer feedback and sales

trends.

5. Distribution and Logistics Team

o Task: Manage inventory, ensure timely delivery, and maintain quality control of
ingredients and promotional materials.

o Responsibility: Streamline operations to avoid supply chain disruptions.

Responsibility Requirements/Expectations

 Timeliness: Each team member must adhere to deadlines and ensure all deliverables are
completed as scheduled.

 Quality Assurance: All marketing content, promotional materials, and handroll samples must
meet Sushi Sushi’s quality standards.

 Collaboration: Team members are expected to work collaboratively across departments to

ensure a cohesive campaign.

 Feedback Integration: Actively seek and incorporate feedback from customers and
stakeholders to refine strategies.
Risks and Risk Control Measures

Common Risks:

1. Delays in Content Creation: Could result in missed deadlines for campaign launches.

o Control Measures: Set buffer deadlines and have a backup team for emergency
support.

2. Negative Customer Feedback: Risk of unfavorable reviews affecting the product’s reputation.

o Control Measures: Train staff to address concerns promptly and offer compensatory
deals to dissatisfied customers.

3. Supply Chain Disruptions: Delays or shortages in ingredient delivery.

o Control Measures: Establish partnerships with multiple suppliers and maintain a

small safety stock.

4. Budget Overruns: Exceeding the allocated budget due to unforeseen expenses.

o Control Measures: Monitor expenses weekly and have a contingency fund.

5. Low Customer Engagement: Failure to attract sufficient interest in the product.

o Control Measures: Use dynamic promotions and collaborate with influencers to

boost reach.

Steps to Achieve KPIs

1. Product Trials: Conduct in-store sampling to achieve the target of 10,000 trials in the first
month.

o Action: Prepare and distribute 8 handroll samples per store daily (each sample cut
into 8 pieces) across 130 stores, totaling 8,320 pieces daily.

2. Social Media Engagement: Increase social media followers and interactions by 15%.

o Action: Post three times weekly, run targeted ads, and use giveaways to drive traffic.

3. Sales Growth: Reach an average of 50 Spicy Beef handroll sales per store daily during the
first month.

o Action: Offer promotions like “Buy Two, Get One Free” to boost initial sales.

4. Feedback Collection: Gather customer feedback from at least 20% of trials.

o Action: Use in-store surveys and incentivize customers to share their opinions online.

Budget Discussion

 Advertising: Allocate $20,000 for social media campaigns, print ads, and digital banners.

 Sampling Events: Reserve $10,000 for materials and labor costs.

  Staff Training: Dedicate $10,000 to upskill employees on product knowledge and customer
engagement.

 Distribution: Assign $15,000 for logistics and inventory management.

 Contingency Fund: Set aside $5,000 for unforeseen expenses.

Required Resources

1. Trays for Presentation: At least 130 trays (one per store) for showcasing the new handrolls.

2. Handroll Samples: Prepare at least 8 handrolls per store daily for the first month. With 130
stores, this equates to 31,200 handrolls over 30 days.

3. Promotional Materials: Design and print posters, flyers, and digital assets.

4. Ingredient Stock: Maintain a consistent supply of Wagyu beef, cucumber, and Donkatsu
sauce.

5. Sampling Stations: Equip stores with small tables or counters for sampling events.

Implementation Plan

1. Pre-Launch Phase (Week 1-2):

o Finalize content creation and distribute promotional materials.

o Inform store managers as well as franchise owners through Email and Sushi Sushi
Website (Kizuna)

o Train store staff on product details and promotional offers.

o Set up partnerships with delivery platforms.

o Asking all Sushi Sushi stores to take photos of the new product and submitting them
to Kizuna every day during the promotion.

2. Launch Phase (Week 3-6):

o Begin social media campaigns and in-store sampling events.

o Monitor customer feedback and adjust strategies as needed.

3. Post-Launch Phase (Week 7-12):

o Analyze sales data and evaluate campaign performance.

o Introduce minor tweaks to promotions based on feedback.

o Plan for regional expansion based on initial success.

Monitoring Arrangements
1. Weekly Reports: Each team submits progress reports outlining achievements, challenges,
and adjustments.

2. Sales Data Analysis: Use point-of-sale systems to track handroll sales daily.

3. Feedback Reviews: Compile customer feedback weekly to identify patterns and areas for
improvement.

4. Budget Monitoring: Compare actual spending against the budget weekly to ensure
alignment.

5. Performance Meetings: Hold bi-weekly team meetings to discuss progress toward KPIs and
make necessary adjustments.
Summary of the Implementation Plan for the Marketing Team

Introduction

As a dedicated member of the marketing leadership team, my role is to guide the successful launch
of the new Spicy Beef with Cucumber and Donkatsu Sauce handroll. This summary outlines our
strategic approach, key success factors, responsibilities, and operational details, ensuring all team
members understand their roles and objectives.

Marketing Background

Sushi Sushi aims to remain a leader in the competitive Melbourne sushi market by introducing
innovative products that cater to evolving customer tastes. The Spicy Beef handroll reflects our
commitment to blending traditional Japanese cuisine with modern flavors, targeting young
professionals, students, and food enthusiasts.

Marketing Strategic Plan

Company Vision: To be the preferred sushi brand, known for quality, innovation, and sustainability.

Company Direction: Expand market share by attracting new customers and increasing repeat
purchases.

Company Branding: Reinforce our identity as a modern, premium sushi provider with a focus on
fusion-inspired offerings.

Company Values: Uphold quality, customer satisfaction, and ethical practices in all aspects of the
business.

Critical Success Factors

1. Strong customer engagement through social media and in-store promotions.

2. High-quality product presentation and taste.

3. Efficient distribution and logistics to maintain stock availability.

4. Effective team collaboration and timely execution of tasks.

Marketing Process

 Planning: Identify objectives, target market, and resources required.

 Execution: Implement promotional activities, distribute products, and monitor customer

feedback.

 Evaluation: Analyze sales data and campaign performance to refine strategies.

Responsibilities Allocation

 Content Creation Team: Design visuals and advertisements for all marketing platforms.

 Digital Marketing Team: Execute social media campaigns, manage online engagement, and
track analytics.

 In-Store Team: Organize sampling events and engage with customers to collect feedback.

 Market Research Team: Conduct surveys and analyze customer insights.

 Logistics Team: Ensure smooth inventory management and product delivery.

Responsibility Requirements and Expectations

 Timeliness: Adherence to deadlines and campaign schedules.

 Quality Assurance: Deliver high-standard outputs across all marketing channels.

 Collaboration: Foster teamwork to align efforts and achieve objectives.

 Customer-Centric Approach: Prioritize customer satisfaction in all interactions and

campaigns.

Risks and Risk Control Measures

1. Delayed Content Creation: Mitigated through advanced planning and backup resources.

2. Negative Feedback: Addressed with quick response strategies and compensatory offers.

3. Supply Chain Issues: Reduced by maintaining partnerships with multiple suppliers.

4. Budget Overruns: Managed through weekly expense tracking and a contingency fund.

Key Performance Indicators (KPIs)

 Sales: 50 handrolls per store daily in the first month.

 Product Trials: 10,000 customer trials in the first month.

 Social Media Engagement: 15% increase in followers and interactions.

Achieving KPIs: These targets will be met through promotional campaigns, in-store sampling, and
customer engagement initiatives.

Budget

The total budget is $100,000, allocated across:

 Advertising ($20,000)

 Sampling events ($10,000)

 Staff training ($10,000)

 Distribution ($15,000)

 Contingency fund ($5,000)

Required Resources
  Trays for Presentation: 130 trays, one for each store.

 Handroll Samples: 8 handrolls per store daily, cut into 8 pieces each, for 30 days.

 Promotional Materials: Posters, flyers, and digital assets.

 Logistics Support: Reliable cold chain system for ingredient transport.

Implementation Plan

1. Pre-Launch (Week 1-2): Finalize marketing materials, train staff, and set up partnerships.

2. Launch (Week 3-6): Execute social media campaigns and in-store sampling events.

3. Post-Launch (Week 7-12): Evaluate performance and refine strategies for broader rollouts.

Monitoring Arrangements

 Weekly Reports: Track team progress and resolve challenges.

 Sales Analysis: Use real-time data to evaluate success.

 Feedback Reviews: Compile insights from customer surveys.

 Budget Tracking: Compare actual expenses to allocated funds.