Price

"Price is the only element in the marketing mix that produces revenue; all other elements represent costs. Price is also one of the most flexible marketing mix elements. Unlike product features and channel commitments, prices can be changed quickly. At the same time, pricing is the number-one problem facing many marketing executives, and many companies do not handle pricing well. "

(Kotler 275) Price is really the most essential part of selling this product. We have to make sure that we don't make it to cheap or it will take value away from our product and make it seem like its not worth the money. Also we cant make it to expensive because its a new product and people aren't going to spend alot of money on a product that they are not even sure they will like. I'm going to base my pricing on other pita chips that are being sold just to create a guideline on where i need to be. a normal 8 oz. bag of pita chips by brands like Stacys and Atheno are $30 to $35. i plan on trying to jeep in range with those and start my pricing at $25 and see how it does. "A small percentage improvement in price can generate a large percentage in profitability. More importantly, as a part of a company’s overall value proposition, price plays a key role in creating customer value and building customer relationships."

 (Kotler 275)