Price
The Cluck Wagon will sell
quality and gourmet cuisine, packaged in unassuming
pita wrappers. We want to
appeal to foodies, without scaring away the every day man and woman. When it
comes to price, we will use a philosophy consistent with our product. We will
not attempt to be the ‘cheapest sandwich in town’. Nor, will we try to price-gouge
our customers. "To
some consumers, “value” might mean sensible products at affordable prices,
especially in the aftermath of the recent downward economic spiral. To other
consumers, however, value might mean paying more to get more." (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p.
13). Boston: Prentice Hall.)
Basically, our prices will
be set at a point at which we can be profitable. Research will need to be
undertaken to determine the actual amount of money customers are willing to pay
for a meal/sandwich in town. As a starting point, we will design recipes
targeting that average. "Price decisions must be coordinated with product
design, distribution, and promotion decisions to form a consistent and
effective integrated marketing program.” (Armstrong, G., & Kotler, P. (2013).
Marketing: An introduction (11th ed.,
p. 265). Boston: Prentice Hall.) Once underway, marketing and data mining will
help us to understand the value perceived by our customers, and we can adjust
price accordingly. Altering the recipes will be considered a last resort,
assuming that they are a hit with customers.
Bottled
beverages, and possibly packaged chips, etc. will be made available, and will
be priced consistently with the higher end of local trends. We want our
sandwiches to be the focus. We can adjust price, as necessary. And spoilage
won’t be an issue if these products do not immediately jump off the shelves.
