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.