...a new company dedicated to producing his new super-premium ice cream. He called this new brand “Häagen-Dazs” – a name that conveys an aura of old world tradition and premium quality. The original product line included just three flavors: vanilla, chocolate and coffee. Mr. Mattus then passionately spent six years searching for strawberries sweet and full-flavored enough to meet the brand’s impeccable standard of quality for his premium strawberry ice cream. The Häagen-Dazs brand quickly developed a loyal following. Its early success and praise was created by word of mouth. As passionate enthusiasm grew for this rich and creamy treat, the brand also grew. When the first Häagen-Dazs shop opened in 1976, it was an immediate success, and the brand’s popularity continued. By the mid-1980s, the taste of Häagen-Dazs ice cream was introduced internationally. In 1983 Mr. Mattus agreed to sell the Häagen-Dazs brand to The Pillsbury Company, which remained committed to the tradition of superior quality and innovation on which Häagen-Dazs ice cream was founded. Since then, it has become a global phenomenon, available in 50 countries. The same careful attention to quality that Reuben Mattus built into every Häagen-Dazs product remains today. Ice cream lovers the world over now recognize the unique Häagen-Dazs logo as synonymous with the ultimate super-premium ice cream. In Japan, Häagen-Dazs unveils Dolce™, a multi-layered sensation inspired by desserts of the world. It’s the most successful...
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...1. Assume that Ben & Jerry's committed to entering the Japanese market. Answer the following questions: a. Should they join with Seven-Eleven or Mr. Yamada? Why? Giving the facts presented in the Ben & Jerry’s Japan Case study and assuming that Ben and Jerry’s did decide to ultimately enter the Japanese Market, I suggest that they do so with Yamada. After reading and evaluating the case study and learning some back ground information about Ben & Jerry’s Homemade Inc., the reasons that I would suggest that Ben & Jerry’s enter the market with Yamada are because Yamada provides Ben and Jerry with the expertise needed to penetrate foreign markets. Also, by giving Yamada full control of Ben & Jerry’s Homemade Inc., the company would no longer have to address issues involved in putting together an entry strategy. Yamada understands the frozen food market and possesses the entrepreneurial spirit and the marketing expertise, as seen with the development of Domino’s Pizza brand in Japan. These qualities all bode well for Ben and Jerry’s because after several unsuccessful attempts to penetrate markets in Canada, Israel, Russia, United Kingdom, France and Benelux I feel that Ben & Jerry’s lacks the managerial skill to put together marketing campaign for entering foreign markets. The down side of deciding to move forward with Yamada is that they would have to relinquish full control of marketing and sales and Yamada would have exclusive rights to sell Ben & Jerry’s Ice Cream in...
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...000 in 1994, it went in losses in 1994 due to increase in its cost of production, inefficient production planning, doubling its production and improper inventory management. So, according to me, this strategy does not seem well matched with their external environment. Their strategy led to competitive advantage till 1993. In 1990, completion became extremely intense. Leading brand entered the market. Consumers also shifted from super premium to less expensive premium brands. Dreyer’s Grand used extensive distribution network and it also manufactured for other firms. Ben and Jerry’s was also making 40% ice creams for Dreyer’s Grand which gave competitive advantage to Dreyer’s Grand as it was key competitor of Ben and Jeff’s. In 1992, Haagen Dazs was also the competition of...
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...Research 1. History ice cream has an established place in British food culture http://store.mintel.com/ice-cream-uk-june-2013 http://www.marketingmagazine.co.uk/article/985657/ben---jerrys-plots-first-tv-drive-uk hings are looking sweet for sales of ice cream and despite economic uncertainty, ice cream sales hit the £1 billion mark in 2011, up from £998 million in 2010. http://www.mintel.com/press-centre/food-and-drink/britains-big-scoop-ice-cream-sales-hit-the-billion-mark-in-2011 2. What is positioning Although there is no agreed definition for position I respect Ries and Trout’s (1981) definition which is “ An organised system for finding a window in the mind . Its is based on the concept that communication ncan only take plkace at the right time and under the right circumstances”. Ries, A. and Trout, J. (1981) Positioning, The battle for your mind, Warner Books - McGraw-Hill Inc., New York, 1981, ISBN 0-446-34794-9 1. evaluate the positioning of your chosen brand in its market and relative to its competitors. USP – Environmentally and socially conscious , values , premium quality icecream, flavours and slogan, product innovative names pricing luxury http://www.slideshare.net/connectshivak/ben-n-jerry-gnims he concentrated targeting strat Attempts to produce the ideal product for a single segment of the market • The concentrated approach is the most focused and...
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...Japan 1. Overview of the case * Perry Odak had meeting with Masahiko Iida who is the president of Seven-Eleven Japan to resolve conundrum of whether to introduce Ben & Jerry’s ice cream to the Japan market and, if so, how. Ben & Jerry’s was established by Ben Cohen and Jerry Greenfield, who were school mates before, when they were in mid 20s. They were growing between 1982 and 1990 but they had suffered with their net income from 1993 to 1994 when their sales exceeded $150 million. Haagen-Dazs was the only major competitor in the super-premium ice cream market where Ben & Jerry’s was in. Ben & Jerry’s was very slow with embracing foreign market. The company only had foreign sales of $6 million, with total sales of $174 million. In the super-premium ice cream sales, Haagen-Dazs and Ben & Jerry’s were still the leading brands, but Haagen-Dazs was above Ben & Jerry’s. Now Ben & Jerry’s is trying to focus on market opportunities in Japan where Haagen-Dazs already had managed to capture nearly half the super-premium market in. Ben & Jerry’s is facing some difficulties with requests or changing their strategies by getting into the market in Japan. 2. Identification and Analysis of the Key Issues of the Case. * The reason for the decision of Ben & Jerry’s getting into Japan’s market is because Japan is the second biggest ice cream market with a big possibility. With the fact, Ben & Jerry’s faced to several problems with a joint-venture...
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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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...that the company has declining profits and is losing its market share in both total ice cream market and super premium market……… • Should Ben and Jerry’s enter the Japan market in summer 2008? • If yes, then how should they perform the market entry, through Seven-Eleven Japan or collaboration with Ken Yamada? External Analysis Industry Structure • Ice cream industry is categorized by three segments: Super premium, premium plus and general ice cream. • Total American ice cream market is $ 3.34 billion with no geographic boundaries. • By 1997, almost 10 percent of U.S milk production went into ice cream. • Demand is seasonal to a certain limit. • Super premium market is much less fragmented, with Haagen Dasz getting 44 percent and Ben & Jerry’s 34...
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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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...The marketers of Haagen-Dazs in Malaysia have tried different market segmentation variables to find out the best method to market structure. The characteristics that used are geographic and demographic. 3.1.1 Geographic Segmentation Geographic segmentation divides the market into different geographic units, such as nations, regions, states, countries, cities, or neighborhoods. In Malaysia, it has 13 states and Haagen-Dazs Malaysia has chosen the top three ranking of population states or cities to operate their business which are Penang, Selangor, Melaka and Perak. They are located in high traffic area where customers can be reached through advertisements such as newspaper ads. 3.1.2 Demographic Segmentation Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Haagen-Dazs Malaysia focuses in the age and life-cycle group that are from 6-12 years, 13- 18 years and 19-40 years, from children to teenager and to adult. Besides that, Haagen-Dazs also focus on income bracket of consumers. Haagen-Dazs always provide high-quality ice cream with reasonable price to consumer. For the consumers with higher disposable income, they will buy more compare to lower disposable income’s consumers because of the purchasing power is high. In addition, gender is considers as one of the important factors when marketers of Haagen-Dazs Malaysia target...
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...BEN & JERRY’S HOMEMADE 1. How has Ben & Jerry’s fulfilled its mission statement? What evidence can you provide regarding Ben & Jerry’s performance on each of the three dimensions of the mission statement? Ben & Jerry were able to fulfill their mission statement with the finest quality all-natural ice cream, profitable business and by improving the community. Ben & Jerry stated, they would make and distribute the finest quality all natural ice cream with a wide variety of innovative flavors, which they fulfilled. They created interesting names such as Chubby Hubby, Chunky Monkey and Phish Food with flavors to match. With the great flavors and names produced a profitable business, which was one of the points in their mission statement. When Ben & Jerry decided to start issuing shares exclusively to the Vermont residents, it was both a financial decision as well as a social decision. It allowed the Vermont residents to become successful on the profits of a business right in their own back yard. The shares were sold at a reasonable price to allow for the purchase. In order to offer greater liquidity and capital, the traditional way of selling shares took place as well as being listed on the NASDAQ. Ben & Jerry were also innovative on how they reduced expenses as well as benefit a local business. When they moved to their new plant in Waterbury CT, there was a limit to the amount of liquid waste, therefore incur more expenses. They made a deal with a local pig farmer to feed...
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...The family pack of Haagen-Dazs ice-cream has a very high price in China which is 5-10 times of other areas. (Contributor, 2012). Many Chinese think Haagen-Dazs not worth that much. Because they believe Haagen-Dazs do not have unique taste which other brands also have comparable flavor. Otherwise, excessively praising for their brand will increase likelihood of obesity for customers. They think Haagen-Dazs is nothing but an ice-cream, ordinarily. Whereas, those people do not realize why Haagen-Dazs have an extensive popularity in China and why they are different. It is not a coincidence that Haagen-Dazs has been well-known. To be accepted by Chinese consumers, Haagen-Dazs company needs to do large amount of data analysis which conclude location positioning, consumer preferences and development direction. Above all, building brand flagship stores in downtown areas, pursuing romantic, elegant style of decoration, and creating fashionable consumption concept make Haagen-Dazs to become a popular brand in China. Building brand flagship stores in downtown areas is the first reason to make Haagen-Dazs very fashionable in China. Haagen-Dazs company is in position to build brand awareness in the hearts of consumers. Joachimsthaler and Aaker (1997) state that there are many ice cream parlors are opened in prominent and luxurious sites with a flow of traffic. People will be attracted by these big advertising effectiveness when they walking or shopping, also start to pay more attentions...
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...1.0 Company Background Haagen-Dazs is the world’s first super-premium ice cream, introduced in 1961. That’s when lifelong ice cream entrepreneur Reuben Mattus (who 40 years earlier helped his mother sell fruit ice pops on the streets of New York City) began selling Häagen-Dazs Chocolate, Coffee and Vanilla ice cream in pint-sized containers throughout New York City. For decades, he experimented, tested and ultimately perfected the world’s finest ice cream. Not surprisingly, word-of-mouth passion for Häagen-Dazs has been strong from the beginning. When the first Häagen-Dazs Shop opened in 1976, it was an immediate success. International expansion followed six years later. Now sold at retail and in more than 900 Häagen-Dazs Shops in 50 countries, Häagen-Dazs ice cream is savored around the world. Decades come and go, but Häagen-Dazs remains true to its passionate commitment to quality, creativity and, above all else, taste. 2.0 Company Success and Achievement In 1961, Reuben Mattus develops the world’s first super-premium ice cream- Haggen-Dazs – free of stabilizers, preservatives, artificial flavors, colorings or additives. In 1960s the sales grow steadily, and the first pure strawberry flavor ice-cream were introduce to the market after a six-year search for the perfect technology to combine flavor with the ice cream itself. In 1980s, the world first sorbet ice cream was also introduced.The ice cream world falls for Haagen-Dazs Dulce de Leche, an argentine taste...
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... 7-8 6. Promotional mix 8 7. Conclusion 9 Reference 1. Introduction 2.1 History Haagen-Dazs was founded in 1961 by Reuben Mattus and his wife, who helped his mum to sell ice-cream from a horse-drawn wagon in the crowded street in New York when he was young. At the very beginning, Haagen-Dazs only had three flavors ---- coffee, vanilla and chocolate, and can only be bought in gourmet shops in New York City. Because of the fantastic creamy and rich taste, Haagen-Dazs became more and more popular in the east coast of the United States. In 1976, after Mattus’ daughter opened the first Haagen-Dazs shop, Haagen-Dazs shops had expanded rapidly across the country. The Pillsbury Company bought Haagen-Dazs brand from Mr. Mattus in 1983, and then the Grand Metropolitan bought Plillsbury Company in 1989 implied Haagen-Dazs was controlled by a European company and began to expand its European market. Nowadays, Haagen-Dazs ice-cream is sold in 50 countries and the logo of Haagen-Dazs even become a symbol of super-premium ice-cream. Through over half-century development, Haagen-Dazs creates various frozen dessert to customers besides ice-cream, and build the Haagen-Dazs brand successfully. 2.2 SWOT analysis strength | weakness | * Long history...
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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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...maintenance cost and importing equipment | |• For health conscious people |• Lower pricing of competitors | |• Ice cream market is growing. |•Non-Governmental Organizations Health campaign | |• New trend in ice creams placement |• More dessert places in shopping mall | |• Ice-cream consumption is an impulse buying |• Threat of substitutes | 3.1 Strengths • Brand fame Haagen Dazs is a unique and distinctive brand has been brought to minds of the customers of its product attributes as "the worlds finest quality premium ice cream made of the highest quality ingredients" (Haagen Dazs, 2015). Haagen Dazs...
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