Promoting a Product

Companies encourage customers to buy their products by using a variety of promotion tools, including advertising, personal selling, sales promotion, and publicity. Your task is to develop a promotion strategy for two products – the Volkswagen Jetta and Red Bolt soda. For each product, answer the following questions:

• What's the purpose of the promotion?
• What's your target market?
• What's the best way to reach that target market?
• What product features should you emphasize?
• How does your product differ from competitors'?

Then describe the elements that go into your promotion mix, and explain why you chose the promotional tools that you did.