The brand and market actions that was a result of the EDMTM for product and service launch, is implemented, monitored and upgraded to ensure that the performance levels are maintained at the highest levels. The customers, competition, environment and the company capabilities changes constantly. The rate of change is slower in steady state economies and rate of changes is rapid in growing economies like India.

The market actions are implemented and checked for effectiveness. Then on an ongoing basis the customers, competitors and environment is monitored to ensure that the health of the brand is sustained. This step is called market pulsing. Various techniques like Mystery Shopping, Surveys and Secondary Research is used. Based on the results of these studies, actions are refined and new corrective actions are captured and executed. This ensures that company is agile in knowing when changes occur and react to it.

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