“Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed.” (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, Printed page 280.) The keys to Sedibeng Breweries success will undoubtedly be effective market segmentation through identification of several niche markets and implementation strategies. Along these lines the company intends to implement advertising, personal selling and direct marketing strategies aimed at the target markets. Our advertising marketing strategies will rotate around: Excellence in Fulfilling the Promise, Effective and Efficient Distribution Network, Assembly Technology, Loyalty and Dedication, Marketing Know-how and Adherence to Stringent Values and Principles. We intend to produce and provide products of uncompromised quality to our customers. This is so as to meet the needs and standards of our customers. To ensure quality brewed beverages it is essential to utilize the latest and most efficient assembly technology. Keeping abreast with technological developments will ensure we gain, and maintain, a competitive advantage utilizing the latest production techniques. In an increasingly competitive market there is need to aggressively market our business so as to be continuously at the top of our prospective and current client's minds. ” Measuring return on marketing investment has become a major marketing emphasis. But it can be difficult. For example, a Super Bowl ad reaches nearly 100 million consumers but may cost as much as $3 million for 30 seconds of airtime alone. How do you measure the specific return on such an investment in terms of sales, profits, and building customer relationships. (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 58.)
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