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Pricing Strategy

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Pricing Strategy and Channel Distribution

Pricing Strategy and Channel Distribution

Determine and discuss a pricing strategy (Penetration or Skimming).

The pricing strategy for Crystal Light Kicks will eventually be in line with current pricing of other Crystal Light products as the Crystal Light brand is already in existence. Current Crystal Light pricing is at a suggested retail price of $2.56 oz for a 1.4 oz package ($3.54) that includes 10 on the go packets and $1.25 oz for a 3.2 oz canister which can make a 12 quart pitcher ($4.00) according to Pea Pod by Giant supermarket (Peapod.com). The initial pricing strategy for Crystal Light Kicks will take a penetration pricing strategy to introduce the product to assist in …show more content…

The manufacturer is Crystal Light and the process will begin with them. The manufacturer is the first step in the marketing distribution channel analysis. They are responsible for making the product, promoting, pricing and any other financial related duties related to getting the product to the retailer/wholesale chain. The manufacturer will also take care of the primary marketing and advertising responsibilities to make consumers aware that the product exists through the existing Crystal Light website, television and paper advertisements. The product is shipped directly to the wholesale or retail chain that will display and store the products. The retail and wholesale shops will also participate in some level of advertising for the product. Individual supermarkets and wholesale chains such as BJ’s and Costco have weekly circulars that feature certain products and Crystal Light Kicks will be advertised in these circulars in line with the promotions available for the product. The last step is getting the product out to the consumers. The retail and wholesale chains will stock the marketplace with our goods and provide consumers with a means to purchase Crystal Light Kicks. The distribution strategy is a basic strategy to provide Crystal Light Kicks to our target market segment. Crystal Light Kicks is considered consumer package goods and will be distributed intensively as opposed to

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