Price

Price: As a quality yet affordable product, Sweet Breeze will be sold at $19.99 per unit. This makes it accessible but not cheap. “Consumers are interested in obtaining a ”reasonable price.” “Reasonable price” really means “perceived reasonable value” at the time of the transaction.” (Lamb, Hair, McDaniel, p. 261) This is a light, easily enjoyable during anytime (specifically the summer months) product that is to be consumed and enjoyed over and over again. That being the case accessibility is very important in terms of price. That is why this will be a mid-level price product that will be priced accessible to the summer loving populous, but still retain worth based on its monetary cost relative to other vodka brands. “Retailing affects all of us directly or indirectly” (Lamb, Hair, McDaniel, p. 193) Which is precisely why this particular product is placed and priced the way that it is. Contextual luxury is not always expensive, but it is definitely not cheap. Affordable but respectable and even exotic makes this product both accessible and desirable. “All pricing objectives have trade-offs that managers must weigh.” (Lamb, Hair, McDaniel, p. 277) Despite the set price and the summer orientation of Sweet Breeze a great deal of promotional discounts will be available to help boost summer and spring time sales. This may be necessary due to having to annually overcome the hurdle of Sweet Breeze being a vodka that is directed towards the summer months.