Ben & Jerry and Iceverks : Marketing strategy in Russia

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Presentation

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20 slides

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.ppt

Published date :

05/16/2009

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Table of Contents Ben & Jerry and Iceverks : Marketing strategy in Russia Table of Contents

 
  1. The main cultural differences
    1. Business environment
    2. Prodction
    3. Competition
    4. Distribution
  2. Management
  3. Finance
  4. Consumer's expectations and B&J's strategy with its product
    1. Ben & Jerry''s strategy on Russia market
    2. How Ben&Jerry attracts Russian consumers?
    3. External analysis on Russia and its Ice Cream market
  5. Distribution chain and delivery
  6. Management and employement issues
  7. Evaluation and conclusion
  8. Strategic alternatives

Abstract

The Russian systems were undeveloped and inefficient and the Russian mafia has gained enormous power. For example, the company had to pay as much as 30% of their monthly profit for mafia protection. Russians in Moscow consume 170 tons of ice-cream per year and 98% of which is vanilla. When the company decided to introduce some of the American favorite flavors (Cherry Garcia, Chunky Monkey and Chocolate Chip Cookie Dough) it was a flop. The distribution was very important and a difficult problem to solve for the company. Russians didn't have refrigerated trucks for their distribution. There was a lack of refrigeration units in Russian stores. Railroads were very expensive and prevented them for providing their products at a reasonable price. Distribution in russia is often controlled by a monopoly, usually links o organized crime.

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