"The selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort." (Marketing: An Introduction, Armstrong/Kotler - pg. 10)
Candy Striper is more than just a vodka or a simple infused liquor: it is an experience, a comfort, a memory, and even a luxury to those who do not ordinarily indulge themselves. The wrapped bottle is a mystery to those wondering what awaits inside, but the bottle shape (and it's obvious placement with other vodka brands) is made to entice. The most successful promotional ploys for Candy Striper would be on multiple mediums: printed ads in magazines and tabloids, online ads through various social networking sites, as well as thirty second commercial spots that feature the spirit of the holidays; a joy that can be found in every drop of Candy Striper vodka. But what about a pull strategy? "A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that 'pulls' the product through the channel." (Marketing: An Introduction, Armstrong/Kotler - pg. 385) As an added Christmas bonus, during the entire month of December, for every purchase of Candy Striper vodka, there will be a 20% donation to organizations such as MADD (Mothers Against Drunk Driving) -- and don't forget to recycle your bottles!
"Beyond selecting the types of promotions to use, marketers must make several other decisions in designing the full sales promotion program. First, they must decide on the size of the incentive. A certain minimum incentive is necessary if the promotion is to succeed; a larger incentive will produce more sales response. The marketer also must set conditions for participation. Incentives might be offered to everyone or only to select groups." (Marketing: An Introduction, Armstrong/Kotler - pg. 437)
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