Value Drugs has planned several promotional efforts for establishing it’s presence in the market.  The company strongly believes that promotional selling is extremely important as a means to distinguish the product from the field of competitors, reinforce it’s image of reliability, and lend credibility to the marketing efforts of it’s direct sales force.  

First, the company has budgeted for the use of in-store promotional displays which stress the reliability and effectiveness of both it’s stomach-relief and it’s cough syrup products. The company plans to produce cardboard cutouts picturing male and female models standing back-to-back, one touching his stomach and smiling, and the other touching her throat and smiling.  The cutout will have the words “Value Drugs” emblazoned stylishly across it, along with the name of each product.

Second, Value Drugs will offer a promotional sales incentive to the manufacturers representatives designed to give the company’s products priority over others in their efforts to sell to retailers.  Over the last ten years Joe Formulary has acquired enough frequent flyer miles on a major airline, whose miles do not expire, for two free round trip first class tickets to the Caribbean.  These tickets are fully transferable, and he will offer them, along with one week lodging accommodations, to the representative with the best sales performance within one year of startup.

Finally, the company plans to make substantial use of the availability of free samples to it’s prospective retail customers.  Those prospects showing interest in the product line will receive free samples for their evaluation as a means of persuading the retailer to carry the Value Drugs line of products on it’s shelves.