Case | HBS Case Collection | October 1976 (Revised June 1993)

Sunkist Growers, Inc.

by Stephen A. Greyser and John A. Quelch

Abstract

A new media strategy for lemon advertising involving the concentration of the entire budget in a single-print vehicle, is under consideration.

Keywords: Marketing Strategy; Marketing Communications; Advertising;

Citation:

Greyser, Stephen A., and John A. Quelch. "Sunkist Growers, Inc." Harvard Business School Case 577-051, October 1976. (Revised June 1993.)