Promotion

“The development of any marketing mix depends on positioning, a process that influences potential customers’ overall perception of a brand, product line, or organization in general. Position is the place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings.” (Lamb, Hair, McDaniel, MKTG, pg 109) This is something that we plan to keep in mind as we start promoting our vodka. We would like to create print advertisements, as well as commercials to introduce our new product. We do not want to start with a sales promotion yet because we are afraid that people may see our product differently if we introduce it as a sale item. “Sales promotion is marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering the price or by adding value.” (Lamb, Hair, McDaniel, MKTG, pg245)