Final Project - Price

When we talk about the price of any product and who determines the price of any particular good or service, ultimately its the consumer. “The price the company charges will fall somewhere between one that is too high to produce any demand and one that is too low to produce a profit.” (Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/content/14/chapter?page=5&q=price) At “All In” brewing company we can always think that our beer should be slightly above the other craft brews out there but ultimately at the end of the day if the perceived customer value is lower than what we ask then we have done something wrong. But Deficit beer should be viewed as a step above other craft brews. It is not only the quality of the beverage that is slightly better nut it is the experience that it brings when the personification of the beer drinker is transformed into an adventurist. That is what we are selling.“Setting the right price is one of the marketer’s most difficult tasks. A host of factors come into play. But finding and implementing the right price strategy is critical to success.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/content/14/chapter?page=5&q=price) Combined with the cost of certified select organic ingredients the price of a six-pack will be set at $9.99 and $17.99 for a twelve pack.