Given my straightforward business objective (increasing share for glass in the US non-alcoholic beverage (NAB) market by 3% by 2013), the evaluation of the marketing plan can be measured against that business objective.
Hence, here is an attempt at the evaluation metric:
"Every year, for the next 3 years, glass share of the US NAB market should increase by 1%"
Stating it year-by-year let's us measure the effectiveness of the plan on an ongoing basis, and make any adjustments if needed, rather than wait till the end of the 3 years.
Maybe this metric is too simple, but that is what the purpose of this marketing plan is in the end...
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Had put some more thought into the strategy-intergrated metrics (SIMs), based on the path-to-purchase steps. Here are some highlights:
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Aim here is to build awareness for the customer, so metrics would be such as no. of glass ads run per month, PR articles published, etc.
2. Research
Here the customer needs availability of beverage in glass bottles, so appropriate measure would be average retail shelf space
3. Purchase
While making a purchase, customer would want to know the facts about benefits of glass, so the metric would be labels with benefit info on them
4. Use
After customer has had a beverage in a glass bottle, a key metric to would be the satisfaction with the product
5. Post-purchase
Here the customer would like to recycle the glass bottle, so a metric would be to measure no. of glass recylcing stations per 1000 people.
More to be expanded in the final report...