Snibbieâ®: Spit Happens (B)

Abstract

Who hasnâ¬"t had a great idea and believed they could make millions if they moved on it? Greg Heard actually took his idea and developed a bib for adult childcare workersâ¬calling it the â¬SSnibbie Bib.â¬? His strategy was to follow the Diaper Genie model: develop the product, open enough doors in the baby-product market to grow the business, and sell it to a player like Gerber or Procter & Gamble. The A case (UVA-M-0700) describes Heardâ¬"s learning experiences and progress. He gets help from a mentor who steers him through the retailer-distribution process. The news that his biggest buyer has just filed for bankruptcy is unsettling and raises many questions, such as what should he do about an offer from a large, national company to â¬Sprivate labelâ¬? his products? The B case describes the direction he takes regarding private labeling, working with the bankrupt company, and further developing his brand.

Keywords: entrepreneurs, bankruptcy, brand management, new product introduction, private-label, distribution strategy, marketing research, marketing strategy, retail marketing