Establishing a system of monitoring and control for the pre-event and logistics of a global cosmetics brands marketing activities

• Main Author: Ebrada, Nicola Mari B.
• Format: text
• Language: English
• Published: Animo Repository 2018
• Subjects: Marketing; Wholesale trade; Retail trade; Cosmetics industry > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5484
• Institution: De La Salle University

Brand X is a global cosmetics brand under the Skincare and Cosmetics Division of ABC Corporation, a top well-known Philippine wholesale/retail distribution company. The issue of the team missing to send important items during the brand's marketing activities or events have become recurring, due to the lack of a proper monitoring and control system for its marketing activities' pre-event and logistics. This is an issue as having incomplete items reflect the lack of attention to detail, flawless planning and execution, and internal coordination - which are all necessary in achieving the ultimate effect of a marketing activity or event - and ultimately, the brand. In applying the various action research tools, frameworks, and methods of inquiry, the brand's team members, in collaboration within and outside the team and department, implemented the following solutions: creation of specific checklists per type of marketing activity or event with timelines, ownership, and monitoring of key performance indicators; and calling of a pre-production meeting prior to the marketing activity or event to discuss, align, and recap on the pre-event preparations. The solutions implemented were based on Rutherfords Event Management Process, Soteriades and Dimous Framework for Events Overall Planning, and various event-planning tools.