Publications
Publications
- May 2018
- HBS Case Collection
Sagacity Tea: What Direction for Growth?
By: John A. Quelch and Amy Handlin
Abstract
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 other expansion options such as online sales and a pop-up store.
Keywords
Product Launch; Marketing; Distribution; Growth Management; Marketing Channels; Decision Choices and Conditions
Citation
Quelch, John A., and Amy Handlin. "Sagacity Tea: What Direction for Growth?" Harvard Business School Brief Case 918-527, May 2018.