In the marketing world today it is violable to all kinds of changes, there are many steps in the evaluation control on a site (http://www.diplomatictraffic.com/nation_branding.asp?ID=17 VII. Marketing Implementation, Evaluation, and Control
How can a country (region, state, city, municipality, or other polity) judge the efficacy of its attempts to brand or re-brand itself and, consequently, to attract customers (investors, tourism operators, bankers, traders, and so on)?
Marketing is not a controlled process in an insulated lab. It is prone to mishaps, last minute changes, conceptual shifts, political upheavals, the volatility of markets, and, in short, to the vagaries of human nature and natural disasters. Some marketing efforts are known to have backfired. Others have yielded lukewarm results. Marketing requires constant fine tuning and adjustments to reflect and respond to the kaleidoscopic environment of our times.)
When it comes to evaluating this project, there are several steps:
1. When you look at the product as it fits in to the market as a whole you see that there is a massive opening for profit in a new style of customers
2. The over all attitude of the consumer at large when it comes to the product, but you must define the parameters that need to be measured.
3. Define the target values
4. Perform the measuring of the values
5. Then makes changes due to the values that are found
In this case of the product of our beer it is assumed that the open market for this is unique and as such it will take about 2 years to fully understand how the market feels about the product. However in this case, I would have a constant meeting on a month by month base with the suppliers, the distributors, as well as the sales and employees of the company, in doing this I would keep the product fresh, keep the people that are involved with the product excited about the product, as well as make improvements to the product at large in which will keep it fresh and new in the buying publics eye
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