A fundamental  stage for the success of a marketing plan is the preliminary study of the features and values of the corporation.

POP Consulting has developed specific methods of analysis of the values on which is grounded the good work of every activity, values which have to remain steady during the time and have to give a print for all the communication and marketing policies.

The consultants develop brand placement researches, both with a view which is internal in regard to the corporation (BPS - Brand Positioning Statement) and in regard to the competitive situation.

The activity planning stage will be driven by these precious informations, in order to make the actions and the materials realized, always coherent with the values and the objectives of the activity.

Another fundamental feature is about the analysis of the climate inside the organization, about how it is perceived by the consultants, the employers and the collaborators in general.

POP Consulting is able to realize the satisfaction, the inner image and the effectiveness of the internal communicative flows.

The techniques used are the following:

• The focus group with the internal staff, homogeneous for hierarchical levels, with the utilization of transversal functions and different company branches, using also parallel interviews.
• The creative work sessions (also resident offices out of the company) which are aiming at the increment of solutions for the critical areas sampled.

All these elements will be useful for pointing out solutions which bring a specific improvementin the company organization, which will also influence in a concrete way the final output.

Starting from the analysis of the potential and of the current services on the territory, POP Consulting is able to plan several kinds of actions, which can be part of a structured marketing plan in a concrete way.

For estimating the real value of each marketing initiative the observations and the qualitative surveys about the users satisfaction are not enough. POP Consulting has developed indicators and scientific instruments for measuring the performances of the different activities, like promotions, events, new products and services, and for measuring the collaborations with tour operators, taking particular care on the customer base fidelity and confidence, which must be the most important result of every marketing activity, within the satisfaction of the customer itself.

The most important stages of the monitoring activity and of the initiative analysis are the following:

• The definition of the most critical points and of the most interesting points.
• The definition of the realization and surveys methods.
• The survey of qualitative and quantity data concerning the consumer.
• The building of summarizing indicators of the analysis which has been carryed on.
• The valuation of the results and of the elaboration of future intervention lines.