Implementation and Evaluation Control

In order to implement this marketing plan Terro Da’ Oro will utilize a 6-month schedule.  During the first two months we will finish producing the beer while slowly the starting promotions in the magazines GQ, Vogue, Robb Report and Forbes.  In months three and four we will ship the beer to the stores and clubs in preparation for the launch.  In the fifth month we will begin a more aggressive advertising campaign in the magazines listed above as well as in stores and clubs, and start sending out promotion material to the select club locations.  Finally, in the sixth month, the rest of the product will be shipped to stores and clubs.  Introductory stage of the product life cycle represents the full scale launch of a new product into the marketplace. (MKTG;Lamb, Hair, McDaniels;155)

In order to be sure that this plan has been effective we will look at the sales figures for the first six months after the product launch to ensure that sales are where they need to be in order for us to reach our goals.  If changes may need to be made we will then know before it is too late in the fiscal year to make changes.  Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes. (MKTG;Lamb, Hair, McDaniels;114)

Marketing Mix:Price

Terro Da’ Oro will sell for $19.95 for a twelve pack, which is very much the price of our main competitors beer.  Pricing is always an important aspect of marketing but is especially crucial in terms of inflation and recession. (MKTG;Lamb, Hair, McDaniels;289)

Marketing Mix:Promotion

Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response. (MKTG;Lamb, Hair, McDaniels;211) Terro Da’ Oro will be advertised selectively in publications that our target market may read, magazines such as GQ, Vogue, Robb Report and Forbes.  We will always keep in mind that to sell the sizzle, not the steak-that is, in advertising the goal is to sell the benefits of the product, not its attributes. (MKTG;Lamb, Hair, McDaniels;230)

Marketing Mix:Distribution

As stated, Terro Da’ Oro will be exclusively available at certain stores and high end nightclubs across the country.  Exclusive distribution is distribution which entails only one or few dealers within a given area. (MKTG;Lamb, Hair, McDaniels;181)

Marketing Mix:Product

The product that we will be marketing is our newest beer, Terro Da’ Oro.  

Marketing Strategy:Target Market Strategy

A target market is a defined group that managers feel is most likely to buy a firms product. (MKTG;Lamb, Hair, McDaniels;32) The target market for Terro Da’ Oro would more than likely be considered a niche market.  Concentrated targeting strategy, a firm selects a market niche (one segment of the market) for targeting its marketing efforts...to concentrate on understanding the needs, motives, and satisfaction. (MKTG;Lamb, Hair, McDaniels;107)  We are aiming for men and women between the ages of 22 and 50 who earn $100,000+ annually, or aspire to one day earn such a salary.  These men and women will likely drink other beer such as Stella Artois and Peroni and will attend high-end bars and clubs.  Customers can also be segmented into frequent users, moderate users, and heavy users. (MKTG;Lamb, Hair, McDaniels;303)  Fortunately this niche market are very loyal consumers who once they find a product will continue to make frequent purchases throughout the rest of their lives.  

SWOT Analysis

Strengths:

Our consumer product [a consumer product is a product that is bought to satisfy an individual's wants. (MKTG; Lamb, Hair, McDaniels;131)]  offers a sense of uniqueness by those who choose to drink it.  It will be produced in limited quantities that are sold only at select stores, and high-end clubs only. Terro Da’ Oro Brewery and through the strategic alliance [strategic alliance...is a cooperative agreement between business firms-these may take the form of licensing, distribution agreements...and partnerships. (MKTG; Lamb, Hair, McDaniels;86)] that we have set up with select distributers and night clubs.  Our product also offers this uniqueness by being created with all natural ingredients, naturally harvested taste procured by hand by our brew masters. Lifestyle is a mode of living, as identified by a persons activities, interests, and opinions. (MKTG; Lamb, Hair, McDaniels;76)

Weaknesses:

The weakness of our new product may be the fact that it is in fact a new product.  In the economy that we are in consumers are less willing to spend frivolously on new products that they have not tried. 

Opportunities:

We also have an opportunity in the fact that our product is new.  We can begin a new marketing approach with this product; we will produce only 12oz bottles of that will allow the consumer to taste our product, and to get a feel of what our product really it and does. Sampling can increase sales by as much as 40%, so its no surprise that sampling has increased more than 20% annually in recent years. (MKTG; Lamb, Hair, McDaniels;249)  Also, if the beer is successful in the US market we may considering taking it overseas to the European market. When a company decides to enter the global market, exporting is usually the least complicated and least risky alternative. (MKTG; Lamb, Hair, McDaniels;55)

Threats:

Our biggest threats come from competitors, of high-end beer. Stella Artois and Peroni. Stella Artois is offered in similar stores and nightclubs. Like Terro Da’ Oro that is created using all natural ingredients and create an exclusive taste.    Stella Artois is a competitor because they hand mix their beer.  

Objectives

In order to successfully launch our new beer, Terro Da’ Oro, we will come up with a marketing plan to help organize the launch of the product. The creation and implementation of a complete marketing plan will allow the organization to succeed. (MKTG; Lamb, Hair, McDaniels;16)

Our objectives are to retain at least 90% of purchasers of our products in 2010 as return customers in 2011. We hope that this customer loyalty will enable us to reach a return on investment of at least 10% that we can reinvest in research and development for future products. We hope to gain at least 2% market share with the addition of our new beer, Terro Da’ Oro. Market share is a company's product sales as a percentage of total sales for that industry. (MKTG;Lamb, Hair, McDaniels;263) We will also strive for ethical responsibility with this particular product line by donating 3% of profits to a charitable non-profit organization like Alcoholics Anonymous (AA). A non-profit organization is an organization that exists to achieve some goal other than the usual business goals of profit, market share, and return on investment. (MKTG; Lamb, Hair, McDaniels;161)

Mission Statement

Terro Da’ Oro, aims to provide high quality beer that will enhance the enjoyment by both men and women in way that they didn’t even think possible. We will provide our customers with great tasting brew that will help them express their individuality and stand out in a group. Some retailers, such as exclusive clothing stores, offer huge levels of surface by providing services such as alterations, gift wrapping, and personal shopping. (MKTG;Lamb, Hair, McDaniels;194) This will give meaning to our business and help to inspire the working lives of our employees. When an organization creates a high level of employee satisfaction, this leads to greater effort, which leads to higher quality goods, which leads to higher growth and profits, which leads to higher stockholder satisfaction, which leads to more investment and so on. (MKTG; Lamb, Hair, McDaniel; 3)

Week Ten EOC:What Channels are you going to do to get your product noticed?

Since my product is a very high end beer, I am going to have to think of very interesting ways to get my product out in the world.  I think the best way to advertise a product is that sex sales.  If you have these amazing women that is pouring your product and making it look like a very high end product.  The best place that would make my beer even more high end would be to just show it off at a high end club.  Especially if I were to have sings all over clubs all over Las Vegas even a bill board just saying.  Terro Da’ Oro the experience is going to you soon.  Cause that is what my beer is, it is not just something that you sit and drink while watching a football game it is a beer that makes you look like you know what you are doing and you have the money to buy it.  The channel for my beer would be very different from most beer channels, because most beers out there are not considered to be something high-end.  You would never find a beer on a VIP menu at TAO, but my beer you would.  This is a market that has not been toughed yet and soon my beer and Terro Da’ Oro is going to own it.   (Distribution channels are more than simple collections of firms tied together by various flows. They are complex behavioral systems in which people and companies interact to accomplish individual, company, and channel goals.)

BOC Week Ten: Famous VW AD

The hard thing about this ad was also the amazing thing about this ad.  Everyone at that time was talking about bigger and bigger cars because of the baby bommers that were coming into the world.  There was no need for a small car from Germany that was made by the Nazis.  WW2 just being over this was going to be a really hard car to sell.  They marketed this car just how they should have done it.  They said what it was and the things that are wrong with it.  They went through how it was made and what was done to the car and what the things that could go wrong and they told you what they were.  There was no other car company that told you what could go wrong with the car and what they would do to fix it.  VW was doing something that would be un heard of and it worked.

Week Nine EOC: Mission Statement

Last week being in class there was not that many mission statements that were already up.  What I did was went around and talked about what they were going to put in their mission statement.  Most of the people in class had a lot of the same idea.  It was all talk what was going to be put in the beer and how they might sell it.  I think the best mission statement that I have read had to be Bowmans.  The reason that I liked his so much was because his actually felt like he was making this beer and make it seem really real.  The other ones that I read I compared them to mine.  I think that mine just really talks about what I am going to do as a business.  I really need to add more about what I want to do with my beer and not just talk about the business.  I have read a lot of different types of mission statements, most of them talk about beer especially the small breweries where the big guys talk more about business.

EOC Week 8: Creative Content Project

For my creative content I am going to design a label for my beer Terro da’ Oro.  It is going to be something very rich looking.  Since my beer is a very high end beer my label is going to have to fit the bottle very well.  I want to take a lot of pictures because I want it to look very classy at the same time.  My label is going to be great and is going to say a thousand words.  Everyone is going to want to drink my beer and love it when they drink it.

Week Seven EOC: The Pitch

Terro da’ Oro (land of gold)

It’s time that a beer can consider you of being high class.  Put down the Grey Goose and the Crystal.  Grab a beer that has a gold foil around the top and screams greatness.  Terro da’ Oro is the beer that you grab in a club or a really nice bar because you are in a nice outfit.  You don’t want people to look at you weird because you have a cheap beer in your hand.  Terro da’ Oro is a true made American product with only the best bar lie and hops selected from around the world.  Even though you can drink Terro da’ Oro with the boys it is not a beer that you normally drink on Sunday watching the game.  This is a beer that you drink when you want to make a statement.  Every time you put Terro da’ Oro to your mouth everyone can see the gold flaks floating around the great gold color of our pilsner.  Terro da Oro is a beer that you order at a club for bottle service because of the great taste and the statement that you are making. Every Terro da’ Oro beer is brewed with gold flaks and cinnamon.  The gold flaks make it look great the cinnamon makes it taste great.  It’s time to put down the wallet and not care about price, but give your mouth and taste buds what it wants!

Week Six EOC: Me times three

My favorite product that I never leave the house with is for sure my Oakley sunglasses.  Ever since I was six years old and my parents got me my first pair I have never owned another pair of glasses.  It has always been about a great product that I have always loved to wear so that people can see that amazing O on the side of my face.  I think that they blow away the competition there is nothing else like it.  I think that their target market is men from 10-30, but I will buy them for the rest of my life.  The second thing that I love and use all the time is my new Shick hydro razor.  It is the new buzz.  For the last ten years if not more everyone has loved the mach three razors, but I was really never a fan of it.  I bought it because everyone had it, but it was never good on my skin.   The new razor the hydro is really good on my skin because it has this special coated strip on it that hydrates your skin as you shave.  For people that have really sensitive skin like me this is the best thing that ever happen and a way to get away from the mach three.  The last thing that is in my life that I use and love all the time is, my bod spray.  A lot of people these days are all about paying big dollar for high price cologne.  I know because I use to be that same person.  Until one day my best friend introduced me to this wonderful thing that I never wanted to believe him about.  It’s a seven dollar bottle of spay that I have had so many women say it is the best thing that they have ever smelt!  The thing that is great is only eight dollars.  For all the people that want to smell good and pay a lot less Bod spray is the thing for you.

Week 5 EOC: Health Care Reform

I have a very strong opinion on health care reform.  I am going to show you some evidence on some reason why I feel this way.  In the survey that I saw they talked to about 297,000 people to which only 48,000 of those people are not covered by health care.  I totally understand that most countries that we are compared to have health care.  My major concern with that is that it cant work for us.  We have to many illegal immigrants that we already give health care to that should not deserve it.  Not trying to put down my fellow Americans, but I work for everything that I have today and I do so really hard.  I don’t understand why my tax dollars should have to pay for people that don’t work as hard as me.  Especially if those people are not even American citizens.  I go back to the survey and it show that only 48,000 out of 297,000 don’t have health care.  I would like to see what those people are doing to try to get it.  I am tired of seeing people sit on their ass and collect unemployment for doing nothing.  Cause hello where do they think that money comes from.  I go to school work full time and support my self.  I understand that some people have it harder then others, but there are plenty of people in this county that started form nothing and are now doing something with themselves.  I just have no patience for lazy people.  Its not out job as Americans to care of people that do nothing grow up and do it for yourself.

Week Four EOC: Advertizing is Based in Happiness

When I was looking for a new flat screen T.V I had no idea what brand to buy.  What size did I want how much did I want to spend, and most of all what makes one better than the other.  I looked around for about two months.  I went to Best Buy about fifteen times.  The last time I was there one of the sales men asked me are you loyal to any brand.  I told me I have a Sony PS3 and a Sony blur ray player.  He just looked at me and said then what is making your decision so hard.  I ended up buying a 47’ Sony Bravia T.V.  Ever since I have taken it home and taken it out of the box I have loved every moment with it.  It is so compatible with my PS3 and my blue ray player, it’s like they were meant to be.  I am really happy with the size and how amazing the color of it is.  To me it was worth spending the extra $500 for the Sony instead of buying something cheaper that I don’t think I would have liked as much.  I have had the same kind of experience but it did not turn out as well this time.  I was looking to buy a new computer for my freshman year at UOP and I did not have that much money so I ended up buying a Dell.  I can only say bad things about this computer, but when I first got it I was really happy because it was my first notebook.  After six months the hard drive went out on me and Dell was on back order for six to eight weeks before I could get a new one.  I told them to whatever went out and bought an Apple have not looked back since.   

Week Two EOC: Boston Consulting Group – Video Games

Before I started to research who the cash cow is, who the dog is, who the question mark is, and who the star is.  I had no idea what the outcome it was going to be.  I have always been a Sony fan so of course I would hope that Sony would be on top.  Since I hate Microsoft I really wanted them to be the dog.  After starting my research it has told me that Nintendo is the Cash Cow.  “Now the Nintendo folks have sold about as many Wii’s as Microsoft and Sony have sold Xbox 360s and PlayStation 3s put together. They are geniuses.” http://www.time.com/time/arts/article/0,8599,1902208,00.html#ixzz12IpdrFwT.  After getting this quote from Time I sat and thought about it.  I have a Wii.  I never play it but I do, so it started to make sense to me.  I started to think about people that did not have a Wii and it was hard for me to think of them. 

“Sony is hoping the $100 Move component, which is due in stores this fall, will help its once dominant PlayStation 3 console get its mojo back.”http://www.time.com/time/business/article/0,8599,1996129,00.html#ixzz12IsGN2eg. 
This quote totally puts PS2 in the star category cause they are still trlying. Sony is starting to realize that they are falling behind, and Wii is the key.  People want to get more family time when they play games.  Sitting on your couch is just not cutting it anymore.  That is why they came out with the new move component to challenge the Wii.  This leaves me with the dog and the question mark.  The dog is for sure the Xbox 360 they have almost not made a profit since they have started them.  The question mark has to be the phones and Ipad’s cause no one know what the market is going to hold for the future of those things. 

EOC Week one: Excellent Customer service

By far the best experiment that I have ever had had been at Nordstrom.  I was living in San Diego at the time and I really wanted to purchases a really nice wallet.  I walk into the men’s department at Nordstrom and told the lady what I wanted.  She took me over to where all the wallets were, and I made my decision on a Burberry wallet for $315.  I was on the beach one day in La Jolla and my wallet was in my pocket when I jumped into the ocean.  It got absolutely ruined.  I walked into Nordstrom that next Monday and walked into the men’s department went over where the wallets were with no receipt and told them that I have had this wallet for one month.  I jumped into the ocean and look what it did.  I wanted to know if there was any kind of refurbish fee or anything that I could do about this.  He looked at me and said no worries at all.  He went in the back and said here you go and gave me a brand new wallet.  I have never had such good customer service in my life.  “The payoff for great customer service might be a year or two down the line. And the payoff for having a great company culture might be three or four years down the line.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, 3) Like it says in the quote above it’s all about customer service.  I have been shopping at Nordstrom for years.  Nordstrom is the only department store that I go to because of this experience.  I share this experience with everyone that I see.  I have never heard of such a thing, but when it happened to me I was not complaining.

Week One EOC: My Voice

I am in the field of fashion retail management.  The reason that I have chose this field is because, if you think about it this is a field that is always going to be around.  We are always going to need cloths.  From when I was a little kid I have always liked to go to church because I knew that I was able to wear my suit that day.  I was never a kid that did not like to dress up or did not like to go shopping.  There is just something about putting on great clothing and the way that it makes you feel.  Some of the best artist of my time are people that design cloths today for example Valetino, Karla Lagerfeld, Tom Ford and Ralph Lauren.  The one main reason that I love working in the retail industry is because it is never the same.  You always run into something different everyday because every person’s style is different, I am her to help them find it.  I currently work in my industry, at Oakley.  Before I got a job at Oakley I have always worked at high-end fashion houses for example Ralph Lauren.  When I moved to Las Vegas it was time for me to get away from the field that I was use to and learn as much as I can about a totally different kind of selling.  I go from selling shirts and pants to selling sunglasses.  After working for Oakley for a year I have totally come to realize that it does not matter where I work at or what I sell, I just love selling a product and making the customer happy when they leave my store.