Implementation, Evaluation, Control

Implementation Evaluation Control: Implementation will take place through a series of informational advertising campaigns including tv, magazine, and internet beginning spring 2010. “Advertising offers the consumer a reason to buy; sales promotion offers an incentive to buy.” (Lamb, Hair, McDaniel, p. 245) As stated before, this is a summer product. Best enjoyed during the hot days of the summer months, although its benefits definitely extend all year round. Promotional pricing applies to the summer months, with special discounts (additional promotions) during specific months nearing the end of the summer to maintain awareness of the product.

The next step is evaluation following the vodka’s release into the market. This evaluation will be determined after looking at how well the advertising penetrates the specified summer markets and if awareness of the product is reaching satisfactory levels. “Only through effective interactions can organizations learn about the expectations of their customers, generate and manage knowledge about them, negotiate mutually satisfying commitments, and build long-term relationships.” (Lamb, Hair, McDaniel, p. 296) Should awareness not reach acceptable levels by mid-summer the marketing strategy will move more quickly into the control phase of the campaign.

The final step is control. Following evaluation of the success of a campaign it moves into adjusting and controlling the market share of the vodka and tweaking the using of different advertising elements to increase awareness and demand. Use of promotional discounts in the control phase will help augment the awareness of the product by providing further incentive to buy. Control phase discounts will occur near the end of the summer months moving into fall to help bump up sale before it falls out of season until the next year when the advertising campaign begins anew.