Case Detail

Case Summary

Carolina Lunker Sauce

Case Number: 5-106-001, Year Published: 2006

HBS Number: KEL215

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Authors: Timothy Calkins; Matt Cobb

Key Concepts

New Product Development, Pricing Strategy, Marketing


Carolina Lunker Sauce is a new product attempting to break into the fishing attractants category. At the time of the case, the company founders are evaluating cutting the retail price of the product in order to secure distribution. Analyzing this decision forces the leaders of this struggling company to evaluate their overall new product strategy and the product’s positioning in the market. The case is ideal for classes focused on new product strategy, positioning and pricing.

Number of Pages: 7

Extended Case Information

Teaching Areas: Marketing, Strategy

Teaching Note Available: Yes

Geographic: United States

Industry: Sport Fishing

Organization Name: Carolina Lunker Sauce

Organization Department: Marketing, General Management

Organization Size: Small

Decision Maker Position: Founder

Decision Maker Gender: Male

Year of Case: 2005