Objectives

As a new product our objectives here at Resonance are:

• Have production and distribution fully up and running by July 2010. Spending about 15% of the budget on advertising, i.e. magazine ads, website, store promotion material.
• By November 2010, Resonance will be sold in every major department stores (Macy's, Nordstrom's, etc.) as well as some select boutique stores such as Metro Park.
• By summer of 2011 Resonance is to achieve 6% of the market share in Men's fragrances.
• Obtain at least 90% in customer satisfaction to build the brand and continue delivering value to the customer.

"Without objectives, there is no basis for measuring the success of marketing plan activities" (Lamb/Hair/McDaniel, 18)