Promotion

To promote this product, the company will do several things. First, free samples of Bold Soda will be offered at the nightclubs as well as a limited amount through Facebook or Twitter. Small surveys will be conducted to test which flavors are most popular and what things could be changed, etc. Once the product reaches a bit more popularity, a YouTube video contest for a one-moth supply of the soda as well as a spot in a TV commercial will commence. Customers will have a chance to be involved with the product and show their own creativity and loyalty. Instructional videos on the non-alcoholic versions of the mixed drinks will also be offered.

"Marketers can choose from two basic promotion mix strategies—push promotion or pull promotion... A push strategy involves “pushing” the product through marketing channels to final consumers. The producer directs its marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumers...Using a pull strategy, the producer directs its marketing activities (primarily advertising and consumer promotion) toward final consumers to induce them to buy the product."
Gary Armstrong and Philip Kotler. Marketing: An Introduction for Education Management Corporation, 10th Edition.

"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. Dealership salespeople assist potential buyers and persuade them that Ford is the best car for them. Ford and its dealers offer special promotions—sales, cash rebates, low-financing rates—as added purchase incentives." Gary Armstrong and Philip Kotler. Marketing: An Introduction for Education Management Corporation, 10th Edition.