Question

Negotiation of the purchase of toothpaste from buyers side

Regardless of what product it is they want you to buy, you will want a discount of at least 20% for a 6 month period and have the right to break the product in all of your areas, a slotting allowance for shelf space for all stores, a digital marketing allowance of $60,000 over a 12 month period and a coupon drop for 15% off coordinated with Edge's January and February Sales.

Known to Both Parties

• Health Systems and Edge Health and Beauty Aids have been doing business for several years.
• The relationship between you and your partner Sam and Health Systems Pat and Chris is a good one.
• Health Systems currently makes a specialized toothpaste - Dento
• Dento is both effective and expensive
• Health Systems has not marketed heavily.

Please negotiate the buying of Health Systems new product for monthly quantities over the next 12 months.

1. What are the issues to be negotiated?
2. What are the priorities among the issues in the bargaining mix?
3. What are the primary underlying interests?
4. What are my limits on each issues - walkaway points and BATNAs? What are my target points and opening requests on each issues.
5. Who are the important constituencies to whom I am accountable?
6. What do I know about the other negotiator's interests, negotiating style, and personal reputation?
7. What overall strategy do I want to pursue?