A strong promotional campaign is crucial to any company. Particularly in the beer industry where the market is very competitive every company has to be creative. The plan must market itself and create a budget that will enable the company to reach its goals. In order for a company to monitor and evaluate its progress, setting goals is required. Every goal should have unique characteristics. This means that the goals need to be quantifiable to set up time lines, directed so they relate to the success of the business, consequential so they have impact upon the company, and feasible so that they stay in bounds of the game plan. When developing the light beer, goals for product development should focus on marketing aspects. For example, goals for development of a light beer might be �Produce recipe for light beer� or �Create packaging for light beer.� For a beer company, just as important as creating a strong marketing plan is following through on the results. There are some proven quantifiable elements that can be used to check the progress and monitor the success of the compan......

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