Reference no: EM13392018

Suppose you are the main negotiator between your company and retailers carrying your company's line of dairy products. Your company is attempting to introduce a new brand of Greek yogurt, and it is your responsibility to negotiate agreement between your company and retailers to ensure as much support for the launch as possible. The advertising team has designed several in-store displays that your company would like the retailers to use, but those carry a cost to the retailers to set up in terms of employee time and shelf space. The marketing team has developed a strategy that primarily revolves around an introductory price that is significantly lower than existing brands of Greek yogurt. Your company has agreed to give some financial support that you can use in whatever way you see fit or necessary to carry out the goal of a successful product launch. You are tasked to negotiate agreements with the retailers that address the plans of the advertising and marketing teams and to address any other foreseeable issues.

Briefly discuss the contractual clauses that you would offer retailers--and to which the retailers would agree--in order to accomplish your goals.