1. UNIT 4 DB
Pricing And Creating a Plan for Dark Chocolate Bar
Victoria Rock
There are many factors that affect pricing strategy such as marketing and manufacturing cost,
competitions price, as well as consumer perception of the product, to name a few. (Kerin,
Hartley & Rudelius. (2011))
When it comes to chocolate bars however, they have always pretty much sold themselves for
many years no matter what the price was. If you think about it, chocolate bars were first sold for
10 cents in the early 1900's and now sell for over a dollar in many areas.
Being that I am marketing a new healthy dark chocolate bar for adults, I will need to adopt a
pricing strategy that will allow me to penetrate the market in order to attract consumers to at least
try the product at least one time. Once the initial launch period is over and hopefully successful,
I would then adopt a competitive pricing strategy that will price my product in-line with other
competitor's, to ensure that no customers are lost due to higher pricing.
Reference
Kerin, Hartley & Rudelius. (2011). Marketing. Tenth Edition. McGraw-Hill