Price

“Building good customer relationships calls for more than just developing a good product, pricing it attractively, and making it available to target customers.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 377.  Setting the price at twenty-four dollars a bottle, IV20 vodka will be a competitor to Absolut and Smirnoff, grabbing Ciroc’s coat tails.  The bottle will be 750ml.  When selling IV20 vodka by the glass, it will be between seven and ten dollars. Depending on how well the IV20 vodka is selling the first year may increase or decrease its price.