...including: Finish by the Wednesday before class Kary A. Company analysis. Write a brief history of Ben and Jerry's, especially in their efforts to expand internationally. Mika B. Customer analysis. Write a customer analysis for Japan. Included in this should be a segmentation analysis. Identify possible segments that Ben and Jerry's should target. Kary C. Competitor analysis. mika D. Marketing environment. Discuss anything else in the Japanese environment that may impact Ben and Jerry's marketing efforts in Japan, including the supply chain for ice cream. Lehi E. SWOT analysis. Finish the situation analysis with a SWOT analysis. II. Overall Marketing Strategy. A. Targeting strategy. In the customer analysis, you identified segments that Ben and Jerry's may consider targeting. In this section, give a final recommendation on which segment(s) they should target, then write a vivid profile of their target segment(s). B. Positioning strategy. How should Ben and Jerry's position its brand relative to competing brands? What should the Ben and Jerry's brand stand for in the minds of Japanese customers? C. Value Proposition. Write a powerful, one-sentence value proposition targeted at Ben and Jerry's target customers. D. Goals and Objectives for the first three years of Ben and Jerry's entry into Japan. III. Marketing Mix Strategy. A. Product. What products should Ben and Jerry's offer in Japan? How should they package their product...
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...Ben & Jerry’s Homemade Inc. – B: Facing Acquisition Abstract In December 1999 Ben Cohen and Jerry Greenberg confronted three offers for their 17-year-old firm. Ben & Jerry’s Homemade, Inc. had grown from $2M in 1983 to $237M as the year ended. Growth rates had significantly dampened, however, a result of changing U.S. consumer preferences for lower cholesterol foods and competition. Jerry Greenberg had stepped out of day-to-day management of the firm some years before. Ben Cohen stepped back in 1994 when the firm incurred its first ever loss. He turned the helm over to Robert Holland, the first African-American to head a major U.S. firm. Holland came to the Ben & Jerry’s CEO position after a national search. His background as a McKinsey consultant and turnaround artist stood the firm in good stead. His moves concentrated on improving profitability, turning around a new plant that more than doubled the company’s manufacturing capacity, strengthening the depth of management experience in the top team, and responding to the demand for low-cholesterol with the introduction of a sorbet line. However Holland stepped out of the firm after almost 18 months with observers suggesting that he had felt uncomfortable with the founders’ “clowning and campaigning.” Perry Odak, Ben & Jerry’s next CEO, came with extensive consumer marketing experience in companies such as Armour-Dial. However, he had also been COO of U.S. Repeating Arms. Given the founder’s strong emphasis...
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...Ben and Jerry’s is popular ice cream company. They manufacture ice cream, sorbet, and frozen yogurt world wide. Ben and Jerry’s started in 1978 as a small ice cream scoop shop in a renovated gas station in Burlington, Vermont. The company has now expanded to a headquarters in Burlington, a factory in Waterbury, VT, and many scoop shops around the globe. Ben and Jerry’s is well known, not just for their tasty, chunky, ice cream but because of their support of many political issues and promotion of sustainability. The mission statement of Ben and Jerry’s has three parts: product, economic, and social. Product: “To make, distribute, and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the earth and the environment.” Economic: “To operate the company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees.” Social: “To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally, and internationally.” Ben and Jerry’s also values many economical, social justice, and environmental issues. Some of the many issues they support include: GMO labeling, Fairtrade, and LGBT equality. Being honest about being...
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...Ben & Jerry’s Market Research Table of Contents TABLE OF CONTENTS Opening Page ................................................................................................................................................... i Table of Contents............................................................................................................................................ 1 Introduction .................................................................................................................................................... 2 Background..................................................................................................................................................... 3 4.1 Market and Brand of Choice.................................................................................................................... 3 4.2 Ice Cream Market Issues ......................................................................................................................... 3 4.3 Important Issues about the Brand ............................................................................................................ 4 4.4 Pricing in Ben & Jerry's........................................................................................................................... 5 4.5 Market Segmentation............................................................................................................................... 6 4.6 Market Demand .....
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...Ben & Jerry’s Market Research Table of Contents TABLE OF CONTENTS Opening Page ................................................................................................................................................... i Table of Contents............................................................................................................................................ 1 Introduction .................................................................................................................................................... 2 Background..................................................................................................................................................... 3 4.1 Market and Brand of Choice.................................................................................................................... 3 4.2 Ice Cream Market Issues ......................................................................................................................... 3 4.3 Important Issues about the Brand ............................................................................................................ 4 4.4 Pricing in Ben & Jerry's........................................................................................................................... 5 4.5 Market Segmentation............................................................................................................................... 6 4.6 Market Demand .....
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...1Top of Form Visit Ben & Jerry's Homemade Ice Cream website. After studying the information contained within this website, assess Ben & Jerry's record on meeting social responsibility goals? How does this company meet its discretionary responsibilities? Give examples of social responsibility actions taken by Ben & Jerry's, and outline them in a brief synopsis. Do you think that more businesses should adopt their strategy? Why, or why not? Please include the name of the person or question to which you are replying in the subject line. For example, "Tom's response to Susan's comment." Reply Quote Bottom of Form Message Unread Mark as Unread Message Not Flagged Set Flag 5 days ago Avery Coleman Email Author Avery's response to the Unit III Discussion Board COLLAPSE Top of Form Parent Post Ben & Jerry use Archie Carroll’s theory on business regarding being socially responsible. The company has an excellent record on being socially responsible. The company has several organizations and programs they contribute and donate to. The company meets its discretionary responsibilities by supporting same sex marriages, the growing peace-building movement, and supporting holding elected leaders more accountable to the people. They also support fair trade. This ensures small farmers in developing countries can compete and thrive in the global economy ("Ben & Jerry's", 2014). Ben & Jerry’s is also social responsible. They support mandatory genetically...
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...FREEZING OUT BEN & JERRY: CORPORATE LAW AND THE SALE OF A SOCIAL ENTERPRISE ICON Antony Page* & Robert A. Katz**† INTRODUCTION The perfect duo. Ice cream and chunks. Business and social change. Ben and Jerry.1 Nobody wants to end up like Ben and Jerry’s, where soon after a multinational acquired it, key facets of its social mission were cut from the company.2 Ben & Jerry’s Homemade, Inc. was once the darling of proponents of social enterprise and social entrepreneurship.3 It was a for-profit corporation that seemingly did not put profits first. Rather, it pursued, in the parlance, a “double bottom” line, seeking to advance progressive social goals, while still yielding an acceptable financial return for investors. It advanced its social mission in many ways, such as by committing 7.5% of its profits to a charitable foundation; conducting in-store voter registration; and buying ingredients from suppliers who employed disadvantaged populations.4 Ben & Jerry’s founders, Ben Cohen and Jerry Greenfield, held out their double bottom line approach (they called it the “double-dip”) as a model for others who wished to “Lead With [their] Values and Make Money, Too.”5 * Professor of Law at Indiana University School of Law—Indianapolis. ** Professor of Law at Indiana University School of Law—Indianapolis and Professor of Philanthropic Studies at the Indiana University Center on Philanthropy. † Thanks to the organizers of the symposium “Corporate Creativity: The Vermont L3C & Other...
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...Marketing at Ice Cream Shops: Baskin-Robbins, Ben & Jerry’s and Cold Stone Creamery Introduction This purpose of this paper is to compare and contrast services marketing at three ice cream scoop shop companies: Baskin-Robbins, Ben & Jerry’s, and Cold Stone Creamery. In a Mintel report on ice cream shops published in 2009, “roughly seven out of 10 respondents say that ice cream is the first thing that they think about when wanting a tasty treat” (Ice Cream). Given that consumers are easily drawn to ice cream as a product, ice cream shops are not necessarily challenged at attracting customers to eat ice cream, but instead must focus their marketing efforts on selling the experience and service that comes with a customer’s visit to an ice cream shop. Some focus is also placed on marketing the quality of the product as an extension of the service experience. As described throughout this paper, all of the companies use both similar and differing tactics to market their service experience to their customers. Company Overviews Baskin-Robbins is a subsidiary of Dunkin’ Brands, Inc., based out of Canton, MA. It was founded in 1945 in Glendale, CA by Burt Baskin and Irvine Robbins. At the end of 2009, the company consisted of 6,207 franchised locations worldwide, in 33 countries and 46 states (Dunkin’ (a)). It has created over 1,000 flavors of ice cream in its lifetime, and serves over 300 million customers each year (Dunkin’ (b)). Ben & Jerry’s is a wholly owned subsidiary of Unilever Plc...
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...Overview of Financial Management SOURCE: Courtesy BEN & JERRY’S HOMEMADE, INC. www.benjerry.com STRIKING THE RIGHT BALANCE $ BEN & JERRY'S F or many companies, the decision would have been an easy “yes.” However, Ben & Jerry’s Homemade Inc. has always taken pride in doing things make money. For example, in a recent article in Fortune magazine, Alex Taylor III commented that, “Operating a business is tough enough. Once you add social goals to the demands of serving customers, making a profit, and returning value to shareholders, you tie yourself up in knots.” Ben & Jerry’s financial performance has had its ups and downs. While the company’s stock grew by leaps and bounds through the early 1990s, problems began to arise in 1993. These problems included increased competition in the premium ice cream market, along with a leveling off of sales in that market, plus their own inefficiencies and sloppy, haphazard product development strategy. The company lost money for the first time in 1994, and as a result, Ben Cohen stepped down as CEO. Bob Holland, a former consultant for McKinsey & Co. with a reputation as a turnaround specialist, was tapped as Cohen’s replacement. The company’s stock price rebounded in 1995, as the market responded positively to the steps made by Holland to right the company. The stock price, however, floundered toward the end of 1996, following Holland’s resignation. Over the last few years, Ben & Jerry’s has had a new resurgence. Holland’s replacement...
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...Monsanto Company. This drug was produced to increase milk production in cows. The FDA approved BGH in 1993 for use in dairy farming, the usage of BGH began in 1994. After the first batch of milking it was seen that cows began to die (Wade, 1). The BGH was forcing the dairy cows to create milk faster then they could eat. This was causing their milk producing glands to extract calcium from the bones of the cows. This caused the cows to become weakened and fall down. It is also noticed that an increased occurrence of mastitis, which is an infection of the cows utters. (Wade, 1) The infection is cured by a regime of antibiotics, which make it into our milk. It is also seen that there is no legitimate use to BGH. In the United States there is a surplus of dairy products, meaning that with the use of BGH small farmers will be run out of business by the factory farms. They can produce larger quantities of milk and be able to sell them at lower prices. The production of the Bovine Growth Hormone in order to help the dairy industry has become a controversial issue since its usage approval. In today’s world being a socially responsible company is not only a trending fad but also it is almost a requirement by the consumers. Many companies have labels stating things like “dolphin free” or “BGH free.” The merchandisers use these labels to increase their sales with the socially responsible consumers use both of these labels. In the instance with BGH free labels many companies are putting...
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...services, as well as related business intelligence. www.cassinfo.com Improved Process. Real Results. Unilever Profile Look inside the average household’s cabinets, and you’ll surely find Unilever brands. Each day, around the world, more than two billion consumers use Unilever products. Unilever works to create a better future every day by helping people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann’s, Klondike, Knorr, Lipton, Omo, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered Unilever trademarks. Unilever employs nearly 13,000 people across North America – generating nearly $10 billion in sales in 2009. Since its founding more than a century ago, Unilever continues to evolve. While many of its iconic brands have endured for decades, Unilever thrives through strategic acquisitions, divestitures and continuous improvement initiatives. In 2000, Unilever acquired Bestfoods. Other acquisitions include Slim-Fast, Ben & Jerry’s and the Amora-Maille culinary business in France. Through divestiture and brand consolidation, Unilever cut its brands...
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...Executive summary: Self branding is the process in which we go through to create a self image that we can be proud of. This is done by deep self examination and analysis to find out who you are; then figure out how to effectively get that across to others. Our readers are individuals that want to learn about self branding. We did not limit our reach to just one demographic. Everyone is welcome because it is all about you when it comes to your personal brand. Projected advertisers were researched and found on the basis of them advocating self branding. We have chosen Facebook Inc., LinkedIn Corporation, and VistaPrint Inc. As for the competition, we simply found websites that were similar to ours in content. “The YOU Brand: It’s all about you!” is the name of our blogging site that we created to convey the message of personal branding. We have three postings on our blogging site: one interview and two articles. The interview that was conducted was with a small business owner. We asked this business owner questions about how he came to successfully create a personal brand as well as a brand for his business. Two articles gave informative steps to differentiate you from others in the workplace. Lastly, there is a creative article on the importance of understanding the concepts of humility and pride. Prospective approved media outlet: Our group, Executive Authority, has chosen to create a Blogging website Called: “The YOU Brand: It’s...
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...'micro-environment' and the 'internal environment'. [pic][pic][pic][pic][pic] The micro-environment This environment influences the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence. The macro-environment This includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and new entrants. The wider environment is also ever changing, and the marketer needs to compensate for changes in culture, politics, economics and technology. [pic][pic][pic] The internal environment. All factors that are internal to the organization are known as the 'internal environment'. They are generally audited by applying the 'Five Ms' which are Men, Money,...
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...As the two leading consumer goods companies in the world, both P&G and Unilever have been extremely successful in building highly recognized brands that meet consumer needs and drive sustainable value to its shareholders. Currently, P&G operates in two unique segments: Beauty/Grooming and Household Care. It has completely exited the foods segment with the latest divestiture of Pringles. In comparison, Unilever operates in three different segments: Personal Care, Foods, and Homecare. In the past five years, Unilever has re-aligned its foods portfolio (with the divestitures of Lawry’s & Bertolli) while making major acquisitions in the Personal Care space (TIGI & Alberto Culver). For both companies, growth is the name of the game. P&G has committed to growing organics sales 1%-2% faster than the market while Unilever set a goal to double the size of its business in 10 years while reducing its environmental impact. To achieve their ambitions, both companies have articulated their corporate strategy within their annual reports (P&G Shareholder Report 2011, Unilever 2010 Annual Report). Today P&G’s strategy revolves around market development through innovation. Their process starts at identifying a consumer need and developing a product that solves the problem. Once the product and design are finalized, they leverage their complimentary assets such as marketing and distribution to launch. (Anthony, Video) Although a CPG’s value chain is more complicated and involved, P&G is extremely...
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...ARYZTA AG Strategic Investment in Picard 31 March 2015 Forward Looking Statement This document contains forward looking statements which reflect management’s current views and estimates. The forward looking statements involve certain risks and uncertainties that could cause actual results to differ materially from those contained in the forward looking statements. Potential risks and uncertainties include such factors as general economic conditions, foreign exchange fluctuations, competitive product and pricing pressures and regulatory developments. 2 © ARYZTA, March 2015 Investment Transaction – ARYZTA in exclusive negotiations to invest in Picard (www.picard.fr), acquiring a 49% stake from Lion Capital, subject to regulatory approvals – Picard to consult with its works council in connection with the investment – Picard Financials: > March Financial Year-end > Revenue of €1.37bn > EBITDA of €192m (March 2015 run-rate) – Transaction Summary: > Enterprise Value of €2,250m > Net Debt of €1,341m1 (Gross Debt of €1,420m, Net Debt to EBITDA of 7.0x, Weighted average cost of interest 6.3%) > Equity of €909m – Base consideration of €446.6m – Largely funded through the disposal of non-core assets, primarily net proceeds from the Origin placement of c. €400m (net of fees and taxes) – Call option to acquire the remaining 51% in FY 2019 - FY 2021 – Picard debt non-recourse to ARYZTA – Net Underlying EPS benefit in...
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