Big Brewers Are Sidling into Retail

1. Issue: Legal restrictions2. Brewers’ Responses:

1. Brew-pubs2. Licensing

3. Benefits: Marketing, shelf space4. Potential Danger of the strategy

Tokyo Café

I. Who are target customers for this cafe and why?

2. Why is it called “Marketing Café” and how does it work?

3. What is the purpose of using this “marketing channel”?

4. Is this cost effective?

5. What is the limitation of this café for marketing purpose?

Wine Distribution (Circa Sep 2008)

1. State Response to Supreme Court Ruling in 20051. More States To Permit Direct Shipping2. Made it hard to order3. Discrimination against Big, Out-of-State Wineries (from West Coast)

http://www.freethegrapes.org2. New Players: Amazon.com; WSJ; NYT

www.wsjwine.com 1. Efforts to Knock Down Shipping Restrictions

- Mixed Success- Indiana case: State cannot bar shipments by out-of-state wineries to

retailers.

4. Learning points: Antitrust and Consumer Welfare; (Slow) Channel Evolution

Webvan: What went wrong?

1. $8.7B market valuation (Nov 1999)2. Model: Pick-Pack-Deliver (Groceries)3. First angle: Consumer Behavior

Benefits (Unique Values) Provided by Webvan Costs for Using Webvan service Are you willing to pay the cost for that benefit?

4. Second angle: Competition Supermarkets: Business Model; Purchasing

power, EOS, market coverage Webvan: Business Model; Low, small, and

sporadic

Webvan: What went wrong?4. Third Angle: Marketing Channels

1. Functions and Costs (FT article)2. Service Output Issues

5. Major Lessons (Roger Blackwell)

6. Back from the Dead (WSJ article):What are the changes?Lingering problems?

Coke Distribution (circa 2006)

1. Historical Background- Current system- Why current system?- Problems of the current system

2. What is the key issue?

3. Your suggestion

Wine Distribution in Iowa 1. It is a growing industry: 15 (1999) to 325 (2010)

2. Current Law: Sell Out-of-State wines only through distributors Cost $1.75 a gallon in taxes to out-of-state wineries

3. Lawsuit: State Law is Unconstitutional because???

4. Suggested reorganization bill: Equal treatment Everybody pays $1.75 per-gallon tax.

1. Upside 2. Downside

5. Learning points: Gap between law and practice; unawareness

Realtors and Online (May 2008)1. Background Information

- Current system for buying and selling houses- Why current system?- Problems of the current system

2. Emergence of Internet Brokers and Response by Traditional Realtors

3. Lawsuit in 2005 and a Settlement

4. Winners and Losers of the Settlement

5. Implications for Marketing Channels

Direct Selling Flourishes in China1. Background Information

- Banned in China in 1998- Ban Lifted in 2006- Now $8B industry

2. Why is it growing so fast in China?

3. Potential downsides of direct selling

4. Any cross-cultural differences?

Nicole Miller Fashion House

1. Mission of Nicole Miller2. Positioning of the Nicole Miller3. Target market of Nicole Miller4. Marketing Mix5. Product:6. Price: Expectation7. Place: Combo8. Promotion: Combo