Assume you are the brand manager of Mountain State Bottled Water. This new brand competes in a product category with several well-known brands. Your marketing communications objective is to generate trial purchases among predominantly younger and better-educated consumers. Propose a promotion that would accomplish this objective. Assume that your promotion is purely experimental and that it will be undertaken in a small city of only 250,000 people. Also assume that (1) you cannot afford product sampling, (2) you will not advertise the promotion, and (3) your budget for this experimental promotion is $5,000. What would you do?

  • CreatedAugust 08, 2015
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