Implementation and Evaluation Control

In order to implement this marketing plan Haute Fragrances will utilize a 6-month schedule. During the first two months we will finish producing the fragrance while slowly the starting promotions in the magazines GQ, Conde Nast Traveler, and Forbes. In months three and four we will ship the fragrance to our flagships stores in preparation for the launch. This shipment will include some of the sample fragrances that may be given out to our most loyal consumers. In the fifth month we will begin a more aggressive advertising campaign in the magazines listed above as well as in our flagship stores and start sending out promotion material to the select Bloomindales locations. Finally, in the sixth month, the rest of the product will be shipped to Bloomindales stores and will officially launch in our Haute flagship stores with special events in each store for our loyal customers. 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)