Hylux Vitamin Enhanced Water: Finding a Distribution System

Hylux Vitamin Enhanced Water: Finding a Distribution System

  • Case
  • Teaching Notes

Lamar Letts, an undergraduate student at Northeastern University in Boston, had developed a vitamin water drink in response to his needs as a high school student athlete in Brooklyn, NY. Due to heart disease, Lamar could not use the vitamin waters that were on the market. On his own, he developed a better tasting, lower calorie alternative. In trying to sell this product commercially, Lamar faced the challenge of how to distribute the product. One of the toughest challenges for an entrepreneur with a new product is trying to reserve retail shelf space. Although Lamar had been successful in placing his product on the shelf in several retail outlets that he could service directly himself, he was having difficulty finding wholesalers to expand his distribution. ...

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