Marketing Strategy: Promotion

Our promotions for our product in order to “communicate the merits of the product and persuade target customers to buy it.” (Kolter p.54) Include multiple digital media approaches as well as traditional media.  We will be using Search  Engine Optimization (SEO) to help drive potential customers to our site. Also using Facebook to have a product raffle for people who like our product, as well as a cocktail recipe contest.  During our initial marketing push we will be giving away outdoor adventure packages for skiing, backpacking, and fishing at locations in the Rocky Mountains.  “Developing separate marketing plans for the separate segments requires extra marketing research, forecasting, sales analysis, promotion planning, and channel management.” (Kolter p.188) To start we will focus mainly on the North West US  market to  focus our efforts and avoid “ trying to reach different market segments with different advertising campaigns increases promotion costs.” (Kolter p.188) Although many start u p companies use the “ affordable method and set the promotion budget at the level they think the company can afford. “(Kolter p.388) Using this method, although initially it can seem beneficial, can have negative long term impacts. In order to make a significant impact into the vodka market we will be using the full court press method to attempt to win as many custumers as we can.  

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.