We explained how Joe has just bought into a small craft brewery that closed its doors during COVID. He had just hired you as the new brand manager to help get his business going and build a full marketing plan, which important as he needs to go to the bank to get a loan to so his has the proper cash flow to run the business.

Again he has asked for your help in rebranding the company and the beers that they sell. The plan is to also launch a new brand called The Sour Seed into the Ontario market. It is a crowded field in the craft beer category, but it this beer made with Crabapples and there is no other product like it in the market, with its tart (sour) but sweeter taste profile. He is launching this product in a 473ml sized can into this market segment where prices range from $2.25 to $3.50.

So in completing the business plan Joe, needs your help in answering the following questions.

Promotional Mix In determining where he should place his money to support his product launch, Joe wants to understand his marketing choices.	/12
List 5 of the Promotional Mix tools he could use	/2
He only has $25,000 to invest behind this brand. What two promotional tools should he select, and for each tool what are the advantages and Disadvantages of each tool?	/10