However, this promotion is scheduled to take place in April, a month before Memorial Day. It would also bring the price of A1 back to the same level as Lawry's $4 per bottle price when Lawry launched its product line. During the Memorial Day period, A1 is expected to return to its regular pricing and use other promotional techniques. During the Memorial Day period, Smith is expected to bundle A1 steak sauces with A1 marinades. The package is still expected to retail at $4.99 and the cost of the marinades is expected to be charged against the $15 million advertising budget allocated for the marinades. This ensures that A1 meets its projected profit goals while allowing A1 to use its brand awareness of steak sauces to increase awareness of its line of marinades. Promotional campaigns, both in-store and in advertisements, are expected to reinforce A1's story and the superior quality of its messages. This would strengthen A1's position as a premium, high-quality brand in the minds of its consumers. Additionally, during Memorial Day weekend, an FSI promotion is expected to launch for the marinade line, which offers discount coupons for the marinade line (instead of the originally planned steak sauce line) to encourage consumers to try new products.