Promotion

Promotion is a very important step when you're developing or launching a new product. How you promote depends on your sales and getting the word out about your product.

"Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. They are targeted toward final buyers (consumer promotions), retailers and wholesalers (trade promotions), business customers (business promotions), and members of the sales force (sales force promotions)."

You must take into consideration several factors when deciding how you're going to promote. You need to think about what your consumers want to see/hear, and what will ultimately help your product become known, popular and successful.


( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 432).


"Several factors have contributed to the rapid growth of sales promotion, particularly in consumer markets. First, inside the company, product managers face greater pressures to increase their current sales, and promotion is viewed as an effective short-run sales tool."


( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 432).

Blüme will be promoted through a magazine ad. I would like the ad to appear in more fashionable magazines, such as: Vogue, Lucky, Glamour, Elle, and Cosmopolitan. I want the ad to be a bed of flower petals with the bottle laying on top of it. Blüme Premium Vodka will be on the label, and it is 40%/80 Proof.

If I could, I would also create a billboard for Blüme using the same concept as the magazine advertisement. Have either a bed of flower petals or just a field of flowers, and then the bottle in the middle of it.

Promotion can also be achieved through social events, parties or mixers. You can throw a party in honor of your product and have the attendees actually test out the product during the event. For example, to promote Blüme, I would throw a party and serve multiple types of bar drinks using the product. The only vodka/alcohol that would be there at the bar in general would be strictly Blüme.

"Sales promotion objectives vary widely. Sellers may use consumer promotions to urge short-term customer buying or to enhance customer brand involvement. Objectives for trade promotions include getting retailers to carry new items and more inventory, buy ahead, or promote the company’s products and give them more shelf space."


( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 432).