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)