Objectives

"In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives."
(Marketing: An Introduction pg. 37)

"Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget."
(Marketing: An Introduction pg. 389)

Objectives:
-To provide an alternative to traditional vodkas by introducing the first carbonated vodka
-To provide a new American made affordable vodka
-To become the preferred vodka in the American market