Final Project: Marketing Mix PROMOTION

Promotion for Slender Vodka will be the second most important priority. We want Slender Vodka to be a well-known product and for all women to know the benefits of using it. Distribution will first take place in Las Vegas, print promotion will be purchased to run in Las Vegas Weekly as well as Vegas Magazine. Both are distributed through out Las Vegas for free making it readily available for all residents of Las Vegas. Though a print ad will give women an opportunity to see the product, the biggest promotion will be the one night a month sponsorship with local nightclubs and restaurants. As mentioned in the distribution section of the Marketing mix, the sponsorship will provide Slender Vodka to be served one night a month for use of promoting the product. Flyers will be provided to show the product, the benefits of the product, and a drink pass to try one cocktail using Slender Vodka while out at the event. “Promotion means activities that communicate the merits of the product and persuade target customers to buy it. Ford Motor Company spends more than $2 billion each year on U.S. advertising to tell consumers about the company and its many products.” (Marketing An Introduction, 54) Slender Vodka wants to use promotion as a way to communicate with their potential customers to show this product was made for them to successfully control the number of calories they are consuming while drinking. Mobile promotion will also be used by text message. Any events being sponsored by Slender Vodka will be announce through text message. The information to sign up for text messaging alerts will be provided at the events as well as through the print ads. The benefit of having the text message is it will allow for one free Slender Vodka cocktail at the nightclub or restaurant that is supporting the product. With the increase of sales, promotion will also increase but be aware to not over promote and be lost in the “clutter” of promotion out their on the market. “The growing use of sales promotion has resulted in promotion clutter, similar to advertising clutter. A given promotion runs the risk of being lost in a sea of other promotions, weakening its ability to trigger immediate purchase. Manufacturers are now searching for ways to rise above the clutter, such as offering larger coupon values, creating more dramatic point-of-purchase displays, or delivering promotions through new interactive media, such as the Internet or cell phones.” (Marketing An Introduction, 432)