Price

Pricing to Phileas Fogg's snacks means understanding & capturing customer Value by first considering reseller margins before setting our pricing.

“In the narrowest sense, price is the amount of money charged for a product or service. More broadly, price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service.” (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg 275)
Price is the only element in marketing that produces revenue. Ultimately the price is the amount customers pay to obtain a product. Customer value-based pricing is important, as it uses buyers’ perceptions of value, not the seller’s cost, as the key to pricing. It’s interesting to know that good value is not the same as low price.
“In other cases, good-value pricing has involved redesigning existing brands to offer more quality for a given price or the same quality for less. Some companies even succeed by offering less value but at rock-bottom prices.” (Kotler, Gary Armstrong and Philip. An Introduction for Education Management Corporation,Pg 277)
I have found 3 major pricing strategies that would include customer value-based, cost-based, and competition-based pricing. Also there are strategies for new-product pricing, product mix pricing, and dealing with price changes.
“Costs set the floor for price but the goal isn’t always to minimize costs. In fact, many firms invest in higher costs so that they can claim higher prices and margins (think about Steinway pianos). The key is to manage the spread between costs and prices—how much the company makes for the customer value it delivers.” (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg 278)

In conclusion retailers have the final say concerning price.