Marketing metrics and customer satisfaction strategies for Arimount

Arimount Marketing Plan

Marketing Metrics Overview

The marketing metric is a measure a company can employ in measuring its performance level. There are numerous marketing metrics that can be employed by a company to measure the level of its performance. In this particular marketing plan for Arimount, the company will employ the following marketing metrics: sales metrics, customer readiness to purchase by metrics, distribution metrics, communication metrics and customer metrics.

Application to Arimount Company

Consumer Readiness to Purchase Metrics

Customer centricity is delineated as an approach to undertaking business in which the entity focuses on creating a positive and steady experience for the consumer and client at the point of sale. A Customer Centric structure demands connectivity through each network of the business, sanctioning the dependable distribution of the most appropriate level of service, welfares, and consumer care to each division of the customer base. The Customer Readiness to Buy metric that will be employed by Arimount is preference. The company will take into account whether it has all the product packages in addition to services that the consumers have a predilection for. This is owing to the fact that if Arimount has numerous kinds of the product line that the consumers prefer, it implies that the company will generate more revenues from the consumer purchases, in addition to not necessitating to market itself exhaustively. This will permit Arimount to offer a great consumer experience to its customers, which in sequence, will upturn the number of consumers and also the revenues generated (Kobie Marketing, 2015).

3. Communication Metrics

These are metrics that are employed by a company to assess and evaluate the magnitude and level of communication within its different business operations. Making the assumption that Arimount Company will considerably invest in advertisement and marketing, the metric that will be utilized is the gross rating points (GRP). To be specific, this communication metric will be measured by Arimount, with regard to the magnitude to which the services of the company and its brand in general are ranked and rated within the market and industry. This will encompass the extent of communication from the prevailing consumers to other conceivable consumers through word of mouth as well as recommendations. Another way of measuring this will be through the different service rating provided by professional agencies. Reviews provided by not only consumers, but also professionals will be significant to take this metric into account (Mars, 2013).

4. Distribution Metrics

These are metrics that are utilized by a company to assess the efficiency in the distribution done. In the present day, there are numerous different channels of distribution and therefore the presence of various metrics. In the case of Arimount, it is imperative to note that the company has been in operation for twenty years and is not a startup. This means that it has already established its different channels of distribution. The distribution of the company's products is done from different points and not just a focal point. Arimount can make use of the average number of sales per point of sale. This will be measured by the number of sales that the company will make from all of its consumers. The company can measure the amount of sales generated at the end of the second financial year in comparison to the sales revenue generated in the first year (Mars, 2013).

5. Sales Metrics

Sales metrics are a group of individual factors along with organizational ratios and performance pointers. They are used to attain a comprehension of how effective the company's sales and marketing activities are, as well as whether the company's sales practices are effectual or not. The product being unveiled by Arimount is one that is entirely new in the market. Therefore, the company will consider the direct sales generated from retailing this product. Another metric that the company will use is sales growth to ascertain the impact of the new product in the market. The sales growth can be defined as the growth of the average sales and revenue volume of an organization's products and services from one financial period to another. The sales growth of Arimount will be calculated as follows:

Sales growth = (Sales Revenue in T+1 -- Sales Revenue in T) / Sales Revenue in T. x 100

The measurable goals of this metric will be done in percentages. For instance, Arimount will forecast a 20% increase in its sales (Mars, 2013).