Hydracaí Vodka
Sales Promotion
Prepared By:
Brittany Alexanderson
Ashley Campise
Lorena Guerrero Espinoza
Sharon Hawley
Tayna LaPierre
Prepared For:
Professor Ceresino
MKTG 433
April23, 2012
Consumer Oriented Sales Promotion Objectives
Our consumer oriented sales promotion objectives will be to:

Increase word of mouth

Increase awareness of outstanding flavor and benefits of Hydracaí vodka

Get consumers to interact with the product

Encourage customers to buy our brand of vodka over the competition
We will be able to use these objectives in order to persuade the consumers to purchase Hydracaí
vodka.
Consumer Oriented Sales Promotions
We will use two various forms of consumer oriented sales promotions; sampling and hosting a
promotional contest. These two choices are best for our product since we are trying to give it a
higher end image.
Sampling
Sampling is a very important part of promoting our product because it is so new. Getting
consumers to experience the Hydracaí brand directly will help the consumer understand the
products features directly.
In grocery stores and liquor stores we will be doing in-store sampling. We will have free
sampling in these locations; however these would only be taste samplings, and non-alcoholic.
Consumers would be able to taste the great flavor of Hydracaí vodka.
Sampling events will take place in bars and clubs and we will host “Free Hydracaí Nights.”
Certain bars will be selected based on our target demographic audience and all Hydracaí drinks
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will be free to everyone who comes in on these nights. This way, consumers can gain
appreciation during their night out and the next day when they wake up without a hang over.
They would spread word of mouth and entice other consumers to go out and buy it to try it.
Contest
Hydracaí is new and unique and we want to get everyone in our target market involved in a
contest. We will be hosting a contest to have people to make a video of why they prefer
Hydracaí vodka and showcase it on YouTube. Participants will need to show a proof of
purchase to confirm that they actually have bought the product with a receipt. Not only will this
help increase sales of the product but the ‘buzz’ will help others to see what people are saying
about our product. People who have not tried the product might now do so to participate, or will
watch the videos to see what others are saying.
The grand prize winner will win a lavish prize that corresponds to the image we are promoting
with our product. An example prize would be a flight to California to have a social night out with
the Housewives of Orange County.
Trade Oriented Sales Promotion Objectives
Our trade oriented sales promotion objective include:

Allowing consumers to try Hydracaí vodka for the first time and not feel like they will
lose out if they do not like it

Maximizing our promotional program

Increasing relationships with distributors and retailers
We will be able to use these objectives to motivate distributors and retailers to carry our product
and make that extra effort to push our product into the hands of consumers.
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Trade Oriented Sales Promotions
We will use two various forms of trade oriented sales promotions; incentives, and point of
purchase displays, and having a promotional contest. These two choices are best for our
Hydracaí vodka since this is a new product and we need the support of the retailers.
Incentives
Special incentives will be used and targeted at the salespeople. We can give cash incentives for
the salespeople to promote our brand. These incentives will be used in the bar setting. The
bartenders and waitresses are more frequently in touch with our consumers, and many consumers
ask for advice on picking drinks. If we give incentives for those staff to recommend Hydracaí
vodka, people will be more likely to try it.
Point of Purchase Displays (POP)
Point-of Purchase Displays (POP) are very beneficial to selling products. Since consumers
primarily make their buying choices while in the store, we want Hydracaí vodka to be set apart
from the rest and gain the attention of consumers.
Since grocery stores are trying to reduce the amount of signage and displays they will accept, we
will need to build strong bonds with them. We need to create new and innovative POP displays
to give the retailer a reason they want to display them.
Coordinating Sales Promotions with Advertising Campaign
Budgeting Ad
As a new product on the market competing with other brands of vodka, our product will be most
easily recognized in comparison to others by first using sales promotions. With our budget, we
will mostly be advertising through television commercials and other forms of media, but sales
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promotion will be necessary in the beginning stages. Sales promotions are shown to be the
reason for a large amount of sales, especially in the mature phase during the life cycle of a
product. Sales promotion will be coordinated along with our advertising campaign pretty
seamlessly since alcohol is mainly consumed during parties or when going out to have a good
time and our ad is meant to portray people having a good time. Our promotional strategy and
budget allocation will be geared toward bars and clubs when giving out samples and when
creating sales competitions for the bar/restaurant staff. Also, as part of the sales promotion,
allowing people to video tape how they used Hydracaí in a contest will relate to our advertising
campaign that instead uses reality stars. The consumers will have a chance to make their own
form of advertisement by demonstrating how they used the product and how it affected them.
Promotional Theme Coordination
To integrate the advertising and sales promotion programs, the theme of our promotion activities
will be tied in wherever possible with our integrated marketing campaign positioning our product
as a healthy alternative that ends hangovers. As an example, in the video contest, to qualify
applicants must include how they feel the next day reinforcing our unique quality of relieving
hangover affects by purchasing and consuming our brand of products.
Media Support and Timing
In addition to budget allocation and promotional theme, we will also use media support for the
sales promotion of Hydracaí vodka. We will utilize media advertising to deliver our sales
promotion materials. To achieve this, we will encourage bartenders at nightclubs and bars to
explain to consumers the benefits of our vodka. During this phase, they will hand coupons such
as buy one get one half off; they will also pass out free samples at these locations. This will
create awareness, interest, and will get people to notice Hydracaí vodka in its introductory stage.
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This becomes important since timing will be crucial when we launch our product. This in return
will hopefully result in consumers redeeming the coupons and consuming Hydracaí vodka. As a
result, customers are most likely to result in being long-term users of Hydracaí vodka.
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