The R.C. Bigelow Tea Company Case Study

Laurence Weinstein (Sacred Heart University)
Cindi Bigelow (R.C. Bigelow Tea Company)

The CASE Journal

ISSN: 1544-9106

Publication date: 1 December 2005


Ms. Cindi Bigelow, COO and third generation in her family to head the R.C. Bigelow Tea Company, located in Fairfield, CT, believed one strategy to move her business forward would be to attract a younger audience for her product line. Hot tea appeals primarily to women 45+ who typically drink the beverage for its soothing effects. A test market, designed to make hot tea more appealing to a college-age audience, was conducted at a nearby university by a Students in Free Enterprise (SIFE) team drawn from the chapter's membership. Key words: Target audience, market segmentation, demographics, market research, promotion mix, advertising, copy development, media selection.


Weinstein, L. and Bigelow, C. (2005), "The R.C. Bigelow Tea Company Case Study", The CASE Journal, Vol. 2 No. 1, pp. 28-64.

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