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Back 9 Dips

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Submitted By maggieagriffin
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1. How is this product being marketed from the standpoint of the marketing mix (AKA 4 P's)?
2. How would you utilize the promotional mix to introduce this product to the target market?
3. Would you invest in their product?

Back 9 Dips are a corporation that produces flavored chicken dip aimed at Americans looking for snack foods. In their Shark Tank interview, they bring up the fact that the number one Super Bowl snack food is chicken wings, while the second is chip and dips. The company aims to combine these two snack foods into one dip to satisfy the need and wants of consumers. It is a differentiated product, trying to fit a niche in the oversaturated snack market, one that typically dominated by larger corporations with multiple options. The price of one Back 9 Dip sells typically sells around $7.99-$8.99 for a 1-pound tub, depending on the grocery store. The ingredients of the product cost around $2.52, while the wholesale price is at $5.25. Promotion is done through Back 9 Dips catering company as they have built up a loyal following; the founders of the company also promote to a wide-range of customers including college students, and high-level executives. The placing of the product includes at catering events and most recently, in the grocery stores. From one of their stories, it seemed like they were offering taste testing at the grocery stores in order to promote the product. At the price point, it is extremely important to start promoting at more high-end grocery stores; product advertisements at stores like Trader Joe’s and Whole Foods will target a market that are more willing to spend more money for a higher quality product than at other grocery stores. The advertising message should be informative yet persuasive (Kerin, Hartley, & Rudelius,

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