Promotion

Promotion: As the preeminent summer beverage of choice, our product will be recognized in conjunction with the free and fun times of summer. This will be accomplished by providing the appropriate types of information via advertising and public relations. “A consumer will use the information stored in memory and obtained from outside sources to develop a set of criteria. These standards help the consumer evaluate and compare alternatives.” (Lamb, Hair, McDaniel, p. 56) Consumers will become aware of Sweet Breeze’s summer advantage through our careful use of summer themed ad campaigns featuring beach imagery in conjunction with domestic imagery to emphasize its usefulness as a refreshing summer beverage and an escape from the mundane without having to go anywhere. “The main function of a marketer’s promotional strategy is to convince target customers that the goods and services offered provide a competitive advantage over the competition.” (Lamb, Hair, McDaniel, p. 211) This product provides that distinction two fold. First, as a sparkling beverage it sets itself apart from other vodkas as the norm to be flat or “neat” as the industry refers to it. Second, this particular brand is time of year and climate specific, lending itself directly to summer time and related activities, in effect bringing with it the essence of summer. Sweet Breeze will also be offered with a long list of diverse and tasty summer beverages and different suggestions for how to make your favorite cocktails even better through the use of Sweet Breeze brand vodka.