However, this promotion is expected to run in April, a month before Memorial Day. This would also bring the price of A1 on par with the $4 per bottle price of Lawry when Lawry launches its product line. During the Memorial Day period A1 is expected to return to its normal price and employ other promotional techniques. During the Memorial Day period Smith should group the A1 steak sauces with the A1 marinades. The package is still expected to retail for $4.99, and the cost of the marinades is expected to come from the $15 million advertising budget earmarked for the marinades. This ensures that A1 reaches its intended profit goals while allowing A1 to use its steak sauce brand awareness to increase awareness of its line of marinades. Promotional campaigns, both in stores and in advertisements, should reinforce A1's story and premium quality in its messaging. This would strengthen A1's position as a premium, high-quality brand in the minds of its consumers. Additionally, an FSI marinade line promotion is expected to launch over Memorial Day weekend, offering discount coupons for the marinade line (instead of the initially planned steak sauce line) to encourage consumers to try the new products. Feasibility e