Wine Distribution (Sep 2008)
1.
State Response to Supreme Court Ruling
1.
More States To Permit Direct Shipping
2.
Made it hard to order
3.
Discrimination against Big, Out-of-State Wineries (from West Coast)
2.
New Players: Amazon.com; WSJ
3.
Efforts to Knock Down Shipping Restrictions
Mixed Success
Indiana case: Cannot bar shipments by out-of-state wineries to retailers.
4. Learning points: Antitrust and Consumer Welfare; (Slow)
Channel Evolution

I.
Major Hindrance for Ice Cream Sales
II.
Major Players: Unilever and Nestle
III. Changes in Competition: Dryer
IV. New Market Segment to Pursue & Why?
V.
Channel Strategy for the new market segment
VI.
Dryer’s competitive advantage
VII.
Dryer: “Our intent is to be the Frito-Lay of Ice Cream”

I.
Major Hindrance for Small Brands
II.
How to overcome the hindrance?
III. Example: Honest Tea + Coke bottlers
IV. What do small brands get?
V.
What do Coke distributors get?
VI. New development: Distributordeveloped brand
VII. Key Takeaway: Brand + Store 
Success!

1. Key Challenges for small guys
2.
Describe Bikoff’s Product Strategy
3.
Describe Bikoff’s Marketing Strategy
* Positioning of vitaminwater
4.
Describe Bikoff’s Marketing Channel
Strategy
1. Structure: types of stores, intensity, level
2. Management: support & relationship

1. Brand Ownership Change
2. What happened to existing distribution network of Vitaminwater?
3. What is the problem here?
4. How would you solve the problem?
5. Learning from the past: Snapple

Ping Golf Club
1. Through what type of channel intermediary are
Ping Clubs being sold?
2.
What are key factors that drive Ping’s channel choice?
3. What is the intensity of their distribution?
4.
How would you describe Ping’s channel
Relationship management?