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)