Implementation

It is essential to launch the product in the beginning of May (thick black line in the schedule). There are a few reasons for that:

• Late spring and summer is the period of much more active soft drinks consumption;
  
• It is also the period when people are most active during the night, thanks to night clubs,
  open beaches, etc. – and those are a big stake in our target audience;
  
• In the summer, there are a number of festivals going on in St. Petersburg – these are an
  important part of our marketing campaign.
  The following table is the detailed schedule of both the product launch and the marketing campaign. The thick line indicates active start of the product sales. 

Legend:

• M --- Marketing department’s responsibility;
  
• S --- Sales department’s responsibility;
  
• G --- General Management’s responsibility. 
  

Stage	Sep	Nov	Dec	Feb	Mar	Apr	May	Jun	Jul
Market Analysis	M	M
Establishing legal entity in St. Petersburg, Russia		G	G
Staffing local office			G	G
Translating product contents, etc. To follow local laws				G
Negotiations with retailers			S	S	S
Looking for fitting bars/clubs			M	M
Signing contracts with bars, etc.				S	S
Starting importing (+Customs Clearance)				S	S
Billboards -- Negotiations with advertisers, printing					M	M
Billboards -- ‘Tease’						M
Billboards -- ‘Reveal’							M
Radio -- Negotiations			M	M
Radio -- Recording				M	M
Radio – On Air							M
App + Video – general cam- paign scenario			M	M
App + Video – video scenario				M
App + Video – shooting video					M
App + Video – creating app					M
App + Video – release						M
Coolers – creating look			M
Coolers - producing				M
Coolers – importing					M
Festivals -- Looking for fit- ting festivals, negotiations					M	M
Festivals – Supporting								M	M
Free Drinks stimulation							M	M	M