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.