Title

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

Date of Publication

2018

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Adviser

Maria Victoria P. Tibon

Defense Panel Chair

Raymund B. Habaradas

Defense Panel Member

Ma. C. P. Assumpta C. Marasigan
Karen Selina A. Aquino
Maria Victoria P. Tibon
Brian C. Gozun

Abstract/Summary

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.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007566

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Marketing; Wholesale trade; Retail trade; Cosmetics industry--Philippines

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