TY  - JOUR
AB  - 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.
VL  - 2
IS  - 1
SN  - 1544-9106
DO  - 10.1108/TCJ-02-2005-B004
UR  - https://doi.org/10.1108/TCJ-02-2005-B004
AU  - Weinstein Laurence
AU  - Bigelow Cindi
PY  - 2005
Y1  - 2005/01/01
TI  - The R.C. Bigelow Tea Company Case Study
T2  - The CASE Journal
PB  - Emerald Group Publishing Limited
SP  - 28
EP  - 64
Y2  - 2024/05/08
ER  -