...MARKETING PLAN BEN & JERRY’S 2012-2015 TABLE OF CONTENTS Page 1. CURENT COMPANY SITUATION……………………………………. 2 2. MISSION STATEMENT………………………………………………….3 3. MARKET SHARE INFORMATION…………………………………….3-6 4. MARKET ANALYSIS……………………………………………………6-8 5. MARKET COMPETITORS……………………………………………. 8-11 6. NEW PRODUCT……………………………………………………….. 11-12 7. FUTURE MARKETING STRATEGY………………………………… 12-15 8. FINANCIAL FORECAST……………………………………………….15-17 9. CONCLUSION…………………………………………………………. 17 10. LIST OF REFERENCES…………………………………………… 18-19 1. CURENT COMPANY SITUATION 1.1 Short History Ben & Jerry’s it’s an American company, producing super-premium ice cream that was founded in 1978 through the collaboration of two friends: Ben Coben and Jerry Greenfield. The two began the business by opening a shop in a renovated gas station in Burlington, Vermont, in 1984 following the first factory to be opened. The company’s product range is plentiful with several flavors including cream, frozen yogurt or sherbet, made with natural ingredients. 1.2. Ben & Jerry’s Today In April 2000, Ben & Jerry's sold the company to British-Dutch multinational food giant Unilever. With superior marketing techniques Ben and Jerry's has positioned themselves to be the leader in manufacturing premium ice cream products. They have successfully targeted their market, and there...
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...S.W.O.T ANALYSIS STRENGTHS Ben & Jerry’s has a long history of with many memorable events that has gained them many followers through out the year. One of the most internationally known day that Ben & Jerry’s promotes every year is “Cone Day.” Free cone day was started to celebrate the anniversary of their fist shop opening and to thank their fans for continuing to purchase Ben & Jerry’s ice cream. Another major contributor to Ben & Jerry’s strong brand image is their diverse flavors and creative names that they offer to the consumer. As you’ll find in the company’s Product Mission Ben & Jerry’s has committed itself to make, distribute, and sell the finest quality products with the use of nothing but natural ingredients. The respect that the company has for society has been the main foundation around which Ben & Jerry’s has built its empire on. They donate a minimum of $1.1 million of pretax profits to philanthropic causes yearly. All this has contributed to the acquiring of 36% of the market share since 2008, falling 8% short of their main competitor Haagen- Dazs and their 44% of the market share. WEAKNESSES Even though Ben & Jerry has a large portion of the market share and contributes to society continually the company does not come with out its flaws. Their most obvious weakness was their management as well as their mission statement (which they have amended). Some poor management decisions include such events as reinvesting in huge amounts...
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...Strategic Analysis of Ben & Jerry’s Homemade, Inc. Can B&J Serve a Double Scoop of Being Green and Making Green? ESM 210 Professor Delmas Final Paper November 21, 2000 Alex Tuttle Vicky Krikelas 1 BEN & JERRY’S ICE CREAM Table of Contents INTRODUCTION……………………………………………………………………………. MARKET DESCRIPTION………………………………………………………………….. FIRM DESCRIPTION………………………………………………………………………. THE MISSION STATEMENT……………………………………………………………… 1 1 1 2 GENERAL CORPORATE STRATEGY…………………………………………………… 2 CORPORATE ENVIRONMENTAL STRATEGY………………………………………… 4 STRATEGY ANALYSIS……………………………………………………………………... 8 Five Forces Model of Competition…………………………………………………….…8 SWOT Analysis…………………………………………………………………………..11 Key Success Factors……………………………………………………………………..11 STRATEGIC CONSISTENCIES……………………………………………………………..12 STRATEGIC DISCONNECTS……………………………………………………………….13 UNILEVER ACQUISITION………………………………………………………………….14 RECOMMENDATIONS & CONCLUSION………………………………………………...15 BIBLIOGRAPHY……………………………………………………………………………...17 Figures FIGURE 1. FIGURE 2. FIGURE 3. FIGURE 4. FIGURE 5. ANNUAL REVENUES…………………………………………………………..4 ANNUAL RECYCLING………………………………………………………...7 PORTER’S 5 FORCES MODEL ………………………………………………9 SWOT ANALYSIS………………………………………………………………11 KEY FACTORS OF SUCCESS………………………………………………..12 2 3 INTRODUCTION Ben & Jerry’s is an innovative leader in the super premium ice cream industry. The company blends a commitment to provide all natural, high quality ice cream with a commitment towards social activism and environmental...
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...Company Description Ben & Jerry's is an American ice cream company owned by Unilever that manufactures ice cream, frozen yogurt, sorbet and ice cream novelty products. Ben & Jerry's Homemade Inc. was founded in 1978 and is currently based in South Burlington, Vermont. From the company’s inception more than thirty years ago, their plan was to provide quality ice cream while also creating a company that was socially conscious about the world and its environment. Ben and Jerry’s currently have 346 scoop shops across 25 countries all around the world, with countries like the UK, US and India some of the countries they operate in. Apart from these establishments, products are also distributed to supermarkets and convenience stores globally. Ben and Jerry’s benefited heavily from the merger with Unilever by leveraging on Unilever’s global reach. Operating in the highly competitive premium ice cream industry, product innovation is crucial to satisfy changing consumer needs. Ben and Jerry’s integrate product quality with social and environmental responsibility whilst still enjoying economic success. It donates 7.5% of pretax profits to the Ben and Jerry’s foundation for philanthropic causes and uses only Free trade certified ingredients in an effort to give back to the community. In 2000, Ben and Jerry’s was purchased by Unilever. Despite the merger, Ben & Jerry’s continues with its commitment towards sustainability. The Caring Dairy programme was recognized with Good...
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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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...There is nothing better than treating yourself to your favorite Breyers ice cream on a warm summer day. Loosing yourself in the sweet creamy taste of real ice cream made with all natural ingredients. Whether you are enjoying Breyers all natural vanilla ice cream with birthday cake, having your favorite pie al a mode or just having your favorite flavor in a cup or cone it is undeniable that nothing is better than indulging into a sweet craving with Breyers. Breyers has been creating smiles and fulfilling family traditions for over 140 years. They continue to pride themselves on having a traditional ice cream recipe made with quality all natural ingredients such as real milk, cream, sugar, chocolate and fruit. Breyers is the oldest ice cream producer in the United States (http://www.answers.com/topic/good-humor-breyers-ice-cream-company ). In 1866 William A. Breyers from Philadelphia made homemade ice cream and sold it to his friends. His ice cream soon became so popular that it was known as Philadelphia’s best ice cream. Breyers ice cream business outgrew his home and he and his family opened their first retail store in 1882 then opened four more shortly after. Breyer promised all of his customers that his ice cream was made with the finest all natural ingredience. Breyer hand cranked all of the ice cream himself in the back of one of his stores then delivered it to the other stores by a horse drawn wagon. In 1896 Breyer and his family opened their first wholesale manufacturing...
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...1. INTRODUCTION 1.1 Company Brief History Ben & Jerry’s (B&J) Ice Cream first started in 1978, where their very first scoop shop opened in a renovated gas station in Burlington, Vermont. It was founded by two friends, Ben Cohen and Jerry Greenfield, who started the business out of their passion for eating. It has slowly expanded its scoop shops to other states and started distributing its ice-creams in pints. In 1988, B&J introduced its 3-part mission statement which shows their desire and dedication to being socially and environmentally responsible in running its business. B&J also produces its ice-creams from fresh Vermont milk and cream. With its funky and interesting themes and its high quality ice-cream at affordable prices, it quickly gained popularity and have succeeded in expanding internationally, including countries like Singapore. 1.2 Mission Statement B&J’s mission statement is made up of 3 components; social, product and economic mission.[pic] Figure 1.2a: Ben & Jerry’s Mission Statement The factor that sets B&J apart from its competitors is its strong emphasize on its social mission. It did not just make an empty claim but has delivered its social mission through its development of a more recyclable packaging and entering a partnership with Nature Energy which provides clean energy alternatives. 1.3 Company Business Portfolio [pic] Figure 1.3a: Ben & Jerry’s Business Portfolio B&J is in a highly...
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...Global Branding of Unilever and Nestle | Report Analysis | ] | Global Branding of Unilever and Nestle | Report Analysis | | 1. Executive summary 4 2. Introduction 4 3. Overview of Unilever and Nestle 4 3.1. Company Facts-Vision and Mission 5 3.2. Company Facts-Core Business Sectors 5 3.3. Company Facts- Business Strategy 5 4. Global branding 6 4.1. Standardization vs. regional adaptation 6 4.1.1. Language 6 4.1.2. Cultural differences 7 4.2. Advertisement 8 4.2.1. Religious issues ...
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...Wall’s 1.0 Introduction Source: Www.pycomall.com Source: Www.pycomall.com Wall’s is an ice cream brand operating under the food and beverage section of Unilever and it the world’s biggest ice cream manufacturer, operating under the heart brand since 1995. Furthermore, the heart brand has grown into world most recognize ice creams brand. Wall’s sell millions of ice cream everyday consistently in more than 40 countries such as Singapore, Thailand and United States of America with 50 percent market penetration and 80 percent brand awareness. (Adding vitality to ,2014) Wall’s has fabricated a brand name that implies quality ingredients, satisfaction and services. They make and offer their products as indicated by the geological setting, local preference and standard of living. They generally take after the client's need, and interest to make their products more compelling and dependable in the client's psyche. Wall’s include product includes Cornetto, Paddle Pop and Magnum and a price range from low to high take in the context of premium ice cream. (Adding vitality to ,2014) Wall’s is currently under maturity product life cycle. In order to stay as a strong competitor in the market, Wall’s continue to launch new products to compete with their competitors. Therefore Wall’s is consistently the star brand, conveying the picture of premium ice creams that have been secured over many years. With solid on-ground initiation and fruitful purchaser advancements the brand had...
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...Midterm Case Analysis — Document Transcript 1. Paige Rudolph MKT 463 Midterm April 30, 2003 Augustine Medical, Inc. Case Analysis Company Background In July 1987, Dr. Scott Augustine, an anesthesiologist, founded Augustine Medical, Inc. (AM) in Minnesota. Their goal was to develop and market products for hospital operating rooms and postoperative recovery rooms. Through experience, he discovered that hospitals needed an innovative approach to warming post-surgery patients. Dr. Augustine developed the Bair Hugger® Patient Warming System. Company executives were occupied with finalizing the Bair Hugger® Patient Warming System in early 1988. Original two products: (1) produce and sell patented warming system used to treat hypothermia and postoperative patents, (2) tracheal intubation guide for crisis situations and in the surgical room. Core Competencies Providing the most innovative and safe way to warm postoperative patients and those with hypothermia. Augustine Medical, Inc.’s products are also more effective, less likely to leak water onto expensive equipment, and easier to operate than other competitors methods of hearing patients. The Hospital Market Approximately 21 million surgical operations are performed annually in the US. That’s 84,000 operations per average 8-hour workday. Approximately 5,500 hospitals have operating rooms and postoperative recovery rooms. Research commissioned by AM indicated that there are 31,365 postoperative recovery beds and...
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...SECTION A (4X5) Ques. 1. Write Short Notes on a) Market Development MARKET DEVELOPMENT a process for developing sales - new business and new markets This process is effective for developing all types of business, and delivers business growth via: * new products or services to existing customers, * existing products or services to new customers, or * new products or services to new customers. Market development process: 1. Establish market development aims and targets. 2. Identify target market(s), sectors and niches. 3. Assess your existing sales organisation and develop it as necessary. 4. Source/utilise a suitable prospect database - ensure data is clean and up to date, and strategic decision-makers are identified. 5. Develop and agree your strategic proposition(s) - with reference to USP's, UPB's, competitors, positioning, product mix, margins, etc. 6. Design your communication(s) and method(s) to generate enquiries. 7. Design your response and sales processes and establish or provide required capabilities. 8. Design and provide your required monitoring, measurement and reporting systems. 9. Implement your sales development activity and reinforce it through coaching, training, meetings, executive endorsement, etc. 10. Follow-up the activity: coach as required, review, monitor, seek customer and prospect feedback (successful and unsuccessful) and report on performance. 11. Make...
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...[pic] INTRODUCTION TO BUSINESS PROCESSES (BUSI 1333) [pic] ASSESSMENT GUIDE 2012-13 NB The assessment details contained in this document are the definitive details of your assessment for this course 2012-13. Please follow this guide and disregard information on assessment from any other document. Contents Page |Recommended texts |2 | |Course schedule |3-4 | |Assessment 1 |5-6 | |Assessment 2 |7-14 | |Generic Assessment criteria level 1 |15-16 | Recommended Course Texts: |Blythe, J. |2009 |Essentials of Marketing / 4E (4th Ed) |Pearson Education ltd | | | |E BOOK |978-0-273-7173-2 | |Slack, Johnson & |2011 |Essentials of Operations Management |Pearson Education ltd | |Brandon-Jones | |E BOOK |978-0-273-75242-4 | Course Schedule ...
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...A RESEARCH BASED PROJECT NEW PRODUCT LAUNCH IN THE MARKET DONE BY MONU JAIN COMPANY PROFILE: * Type: Public (BSE:ITC) * Founded: 24 August 1910a Radha Bazaar Lane, Kolkata, India * Headquarters: Kolkata, India * Key people: Yogesh Chander Deveshwar, Chairman K. Vaidyanath, Director, Partho Chatterjee, CFO * Industry: Tobacco, foods, hotels, stationery, greeting cards Products: Cigarettes, packaged food, hotels, apparel Employees: over 25,000 (2009) Website: http://www.i tcp ortal.com/ Forbes Global 2000 List: 987 rank (2009) * Sales ($ billion):3. 65 Profits($ billion):0.79 Assets($ billion):4.43 Market Value($ billion):13.48 * ITC S VISION | | Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Company’s stakeholders. * ITC S MISSIONTo enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value | | ITC is one of India's foremost private sector companies with a market capitalization of over US $ 30 billion and a turnover of US $ 6 billion. ITC is rated among the World's Best Big Companies. ITC ranks among India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week. ITC has...
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...1. COMPANY DESCRIPTION Starbucks is the largest coffeehouse company in the world. It was founded by three very unusual entrepreneurs, an English teacher Jerry Baldwin, History teacher Zev Siegel and a Writer Gordon Bawker. They came with this brilliant idea of getting into the coffee business inspired by an entrepreneur who sold high quality coffee beans and equipments, named Alfred Peet. The first Starbucks store was opened in Pike Market Place in Seattle on March 30, 1971. It is a for profit company. In the 1990’s the company grew at a very fast pace. Studies show that Starbucks opened a new store every working day. From one store by its founders Starbucks grew to more than 8,000 stores in the United States itself and over 4000 stores around the world today. All this was due to the marketing strategies after Howard Schultz took over the company in 1982 as a marketing executive. His experiment to open a coffee bar in downtown Seattle made the mark for the company. First the espresso coffee bars were named Il Giornale used Starbucks high-quality coffee beans to make their coffee. The espresso coffee bars didn’t take time to gain popularity, with backing of local investors; Il Giornal acquired Starbucks assets and changed its name to Starbucks. It offers a very wide variety of products other than coffee beans and coffee beverages. The varieties include handicraft beverages, merchandise, fresh food, Starbucks entertainment, Starbucks card and Global...
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...Monitoring and Control-Balance Score Card 26 Bibliography 28 EXECUTIVE SUMMARY We are the XYZ Group and our aim is to develop a Global Strategic Marketing Plan for three years for Unilever Company.Unilever is the British/Dutch jointly owned multinational consumer goods manufacturer. The Mission statement is deduced from the case study and stated to give a clear picture and guide to the global marketing plan for Unilever. The paper will assess the changes taking place in the company’s environment and how these changes will affect Company. To do this we will examine the Macro-environment, Microenvironment. SWOT analysis and financial analysis will be carried out on the company’s external and internal environment. Corporate Objectives will also be stated to indicate the future of Unilever Company. Marketing Audit, Internal analysis, Critical success factors, Segmentation, Targeting will be...
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