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Case 17
Ben & Jerry’s Homemade, Inc.
Case Objectives
1) To offer students an illustrative example of effective product, price, promotion, and
distribution strategies employed by a successful manufacturing organization.
Problem Situation
An effective solution does not need to be identified because this case does not present a clearly
defined problem situation. Rather this case provides a detailed description of the unconventional
Teaching Suggestions
An appropriate way to introduce this case is to provide a discussion on the concept, purpose, and
characteristics of strategic alliances. It would be topical to discuss why the formation of strategic
alliances between organizations is becoming so pervasive. In a similar vein, discuss why some
Case Discussion
As a manufacturer of superpremium ice cream products, B&J’s corporate philosophy is that
business can be democratic, compassionate, politically principled, and simultaneously profitable.
B&J’s markets its products to consumers via company owned stores, by mail order, through
franchisees and international licensees and through wholesalers, who in turn, sell to supermarkets
and convenience stores. It, in essence, uses a dual marketing channel strategy, which, as
discussed in the text, is a common distribution practice, but one that has a potential for
stimulating conflict among channel members. This is because franchisees and licensees may