Price

"Price is the amount of money customers must pay to obtain the product. Ford calculates suggested retail prices that its dealers might charge for each Escape. But Ford dealers rarely charge the full sticker price. Instead, they negotiate the price with each customer, offering discounts, trade-in allowances, and credit terms. These actions adjust prices for the current competitive and economic situations and bring them into line with the buyer’s perception of the car’s value." (Kohler/Armstrong:  Marketing:  An introduction, pg. 54).

 Northern Lights Distilleries will produce and distribute premium vodka for sale within the United States and Europe  Our premium vodka price will range from $30-$40 a bottle. 

"Thus, whereas marketers see themselves as selling products, customers see themselves as buying value or solutions to their problems. And customers are interested in more than just the price; they are interested in the total costs of obtaining, using, and disposing of a product. Customers want the product and service to be as conveniently available as possible. Finally, they want two-way communication. Marketers would do well to think through the four Cs first and then build the four Ps on that platform." (Armstrong/Kohler:  Marketing:  An Introduction, pg. 55).

Northern Lights Vodka was priced according to the target market of the ages of 25-45.  The target market for Northern Lights will be more interested in the quality of vodka, than about the price that is being paid for the product.  We felt that the product price was comparable to the market level we were researching for.