Know YoRoll is a producer of high-performance Brazilian Jiu-Jitsu Kimonos and has just received a patent for their sweat-wicking, anti-bacterial technology, called Armorwick. This revolutionary new fabric treatment pulls moisture away from the user's skin while simultaneously protecting them from bacteria. Development of the Armorwick technology took 3 years and cost Know YoRoll $80,000. During the development process, sophisticated market research was conducted at an additional cost of $50,000 and determined that potential KnowYoRoll customers valued the Armorwick treatment at $75.00 per kimono. Know YoRoll is gearing up production of its latest kimono which will be the first to feature the new Armorwick technology. They are excited to see what the sales will be for this version since the previous kimono releases have been very successful. Although the current kimono is more expensive to produce than previous kimonos, the Know YoRoll owners think they have a durable product advantage now. The new kimono cost $135.00 per kimono to manufacture and $15.00 to apply the Armorwick treatment. NoFlow Kimonos is Know YoRoll's fiercest competitor in the high-performance kimono segment. They have fought over customers for years. NoFlow's latest competition kimono is currently selling for $150.00. NoFlow has one significant advantage however with their patented never rip the fabric. Despite significant investment in research and development, Know YoRoll has not been able to produce fabric similar to NoFlow's. At a recent industry conference, consultants reviewed the latest industry research, which estimates that most kimono producers have margins of about 15%. In addition, Know YoRoll's own independent market research estimates that the superior look of high-performance kimonos over regular kimonos at $65.00. For this release, Know YoRoll expects to sell approximately 1,200 kimonos. In its pre-product development, Know YoRoll did a conjoint study of features and found that customers valued never rip fabric at $55.00 per kimono. What price would you charge for Know YoRoll's new kimono?

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