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Lynn Chen

on 5 May 2013

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Ben and Jerry's Strategic Alliance
for Profit and Social Good Presentation Outline Any Question? - History
- Product Line
- Marketing strategy
- Discussion Questions
- Question Mission History & Background Channel structure Product Question 1 Do you think Ben & Jerry’s strategic alliance with wholesales, franchisees and international licensees are viable in the long run, given that Ben & Jerry expects more from its partner than simply earning points? Question 2 Answer 1 Given the multichannel arrangements used to distributed Ben & Jerry’s products, do you see a potential for channel conflict developing despite Ben & Jerry’s noble intentions? Marketing strategy - Circus mobile
- Free Cone Day Question 3 Do you think Ben&Jerry’s existing channel structure is an ideal one, given the kinds of social objectives the company is pursuing? Explain. - Cut out the middle man >> Less gas and suppliers >> Help them promote the company going green

-Ship directly to the wholesalers >> Less cost and less traveling >> Save money and time

-Use a selective distribution intensity >> Make the distribution much faster and cheaper >> Connects with the consumers

-Minimum storage and assortment >> have to freshest ice cream
Channel structure Advantages: Vivian GU
Lynn CHEN Disadvantages
for multichannel - Use a multichannel strategy for a niche product
- More stakeholders = more pressure on the profit
- Requires specialist equipment to every channel distribution, the cost is high. 
-Online and mail order may not be appropriate idea for selling ice cream.
-Most of their suppliers are scattered around the world

Potential Conflicts: External issues:
1.Different cultural views

2.Foreign government procedures

3.A major competitor, Dreyer’s, is producing 40% of Ben & Jerry’s ice cream.

Internal issues:
4.more stakeholders = more pressure on the profit

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