Objectives and issues (Trang)

1. Objectives
- With 100,000 retailers, the average number of sales of products sold in one
day at a point of sale is 5, from which the first year after the product's launch, the number
of products sold was 50 million products across all distribution channels of Lipton.
- In the first quarter of 2022: Increase the number of new customers to
distribution channels and reach 5 million products.
- Increase repeat customers by 7% per quarter.
- Maintain positive and strong growth each quarter. Achieve asteady increase in market
penetration.
- The new product quickly reached target customers and becameone of the best-selling
products of the year.
2. Issues
- The problem of inaccuracy:

Perhaps the greatest problem is the degree of accuracy of surveys, customers may not be able to
accurately describe their needs for new products. The plans do not present an exact blue print for
the future.

-Inbuilt inflexibilities:

Corporate inflexibilities pose another serious threat to the working of firms let alone the firm’s
plans. These corporate inflexibilities are the manifestations of rigidities, frigidities and resistance
of personnel and the systems operating against the changes contemplated by the marketing plan.
Thing is needed is the connection between the company and the customers to generate bottled
artichoke tea that can meet the market demand and earn profits for the company.

-The cost of planning:

To derive the benefits of planning in marketing area, it should be systematic or sound one; to
have an effective and sound marketing planning, the firm is to spend in terms of treasure, time
and talent.
The specific and logical steps involved in marketing planning like development of planning
premises scanning the environment evaluating the possible alternatives design of derivative plans
integration into master plan all consume good deal of money, time and talented efforts much
beyond the reach and imagination of Lipton.