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商品編號： 9-918-527 出版日期： 2018/05/29 作者姓名： Quelch, John A.;Handlin, Amy 商品類別： Marketing 商品規格： 10p 再版日期： 地域： United States 產業： Beverage industry;Retail and consumer goods 個案年度： 2018 -
商品敘述：
Kate Moran, CEO and cofounder of Sagacity Tea, a small, Vermont-based ready-to-drink tea brand, is considering a consumer-product group (CPG) broker''s proposal for the product''s launch in several cities along the East Coast of the United States. The commitments in the proposal include various forms of trade promotion, including discounts, coupons, and slotting fees (SFs), the latter being upfront payments to retailers in the form of free goods in return for shelf space. Moran must decide whether to accept the proposal or to pursue another expansion options such as online sales and a pop-up store.
涵蓋領域：
Digital marketing;Marketing channels;Marketing strategy;Product distribution;Product introduction;Sales promotions;Small and medium-sized enterprises;Strategic planning
相關資料：
HBS Brief Case Teaching Note, (5-918-528), 9p, by John A. Quelch, Amy Handlin;Spreadsheet Supplement, (9-918-529), 0p, by John A. Quelch, Amy Handlin;Spreadsheet Supplement, (9-918-530), 0p, by John A. Quelch, Amy Handlin
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