...Ben & Jerry Opportunities Growing demand for quality ice cream in overseas markets, this will allow Ben & Jerry to take advance of the opportunity to expand their company overseas to bring in more profit and marketing for the company. It will also let them share their famous ice cream which Ben & Jerry was founded on and open up some ice cream shop overseas trying to get a wider customer base like McDonald have overseas. Ben & Jerry will have a much more diversion customer base and new flavor that they can bring back to the states. (Ben jerry .com (2010)) Increasing U.S. demand for frozen yogurt and other low-fat desserts, if Ben & Jerry make their flavor in low-fat to it will open the door for a lot of money to be made. Ben & Jerry team up with Subway and that way you will be able to get low-fat food and dessert in the same place. You will have the sub line on one side and the other will be the great low-fat dessert of Ben & Jerry ice cream. This way Ben & Jerry will be known for caring about the environment as well as the people in it with the low-fat dessert team up with Subway. (Mariotti, S. (1996-2000)) Success of many U.S. firms in extending successful brand in one product category to other, Ben & Jerry have made the way in the business world with their famous ice cream and numbs flavors. Now can branch off into food or a weight loss dessert which will open up other market for them and customer base because of the things Ben & Jerry have done in the future. So look...
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...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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...Introduction Current Market size and growth Ice creams are available in various forms such as cone, cups, bar (candy), party pack etc. Candy sticks account for about 25-30% of volumes, whereas cups and other novelties contribute the rest. Frozen desserts market in India is very small and refers to oil fat (instead of milk fat) based ice creams. Besides, a wider range of frozen desserts is also made in-house and served in 5 star hotels. The ice cream market in India is currently estimated to be 210mn liter valued at Rs 450 crores (MRP Rs9bn). The market growth during the late '80s and in the early '90s was very low at around 2-3% pa. Since the last two years, the market has been witnessing a much faster growth at around 10-12%pa. The growth rate could have been even higher but for poor infrastructure, (still) high excise duty/ sales tax etc. Excise on ice cream was increased from 13% to 16% in the 1999-2000 budget. Market growth historically was stunted by Government policies. Till 1997, ice cream manufacture was reserved for small-scale sector. The leading players were unable to invest adequately to develop an infrastructure of cold chain for storage and distribution. Erratic supply and shortage of power in most parts of the country have been the major factors limiting growth of a cold chain. As a result, there was a dearth of good quality products in the market and also lack of adequate infrastructure to distribute the same. Cadbury had entered the market in 1992 with...
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...BASKIN ROBBINS INNOVATIVE MARKETING Baskin-Robbins was a manufacturer and seller of premium quality ice cream in a variety of unique flavours. The first Baskin-Robbins store was first set up in California in the 1940s soon after the Second World War. The company quickly expanded to other states in the US and various countries around the world. Over the years, Baskin-Robbins developed over 1000 ice cream flavours along with other novelties like milk shakes, smoothies, cakes, etc. In the summer of 2003, Dream Works Pictures Ltd. released their animated children's movie; Sinbad: The Legend of the Seven Seas. To promote the release in an innovative way, the studio tied up with Baskin-Robbins, a well known ice cream chain in the US. As part of the promotion campaign Baskin-Robbins developed a range of ice creams and novelties based on the theme of the movie. Ice cream flavors like Sinbad's Triple Punch Sherbet, Deep Blue Menace Sundae, and a Sinbad themed freeze frame cake were brought out by the company. The flavors effectively captured the ethos of the movie and generated immense publicity for both partners. The summer of 2003 was the third summer in which Baskin-Robbins had taken up the promotion of a Hollywood movie. "We've translated Sinbad's courageous spirit into a bold new line-up of flavors and desserts," said Joe Adney, (Adney) senior director of marketing at Baskin-Robbins. Analysts felt that Baskin-Robbins had hit upon a novel way of partnering for mutual benefit as the...
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...Arce Dairy Ice Cream i) Background of the company The manufacture of ice cream from fresh carabao’s milk and fruits was originally conceptualized by Don Ramon Arce, Sr. and Doña Carmen Arce in 1930. Its first plant, established in 1935, was situated in Novaliches, Quezon City. In 1938, demand for the ice cream was so high that the plant had to be moved to Lepanto St. in Manila, making it more accessible to the consumers. The existing plant at Selecta Drive in Balintawak, Quezon City under the stewardship of Mauro C. Arce, Sr. was established in 1952. In January 1990, the third generation of Arces outvoted the family of Mauro C. Arce, Sr., and the brand name Selecta Dairy Product was sold to RFM Corp.. However, the ice cream business and the dairy plant were retained by the family of Mauro C. Arce, Sr. lock, stock, and barrel. The Arce type of ice cream, the “all-natural” ice cream, has captured the hearts of Manilanians through the decades of its uniqueness and its old fashioned manufacturing process. Tenacious requests from prominent clients, captive loyal followers and food connoisseurs, demand for its return. In January of 1995, the dairy plant resumed operations, and the family of Mauro C. Arce, Sr. renamed the product “ArceDairy Ice Cream”. This name was so chosen because no other company can just call their product “dairy ice cream” unless the butter fat content comes from milk. Only carabao’s milk can pass the butter fat content requirement for ice cream naturally...
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...Case Study 34: Dippin’ Dots Dippin’ Dots, “Ice Cream of the Future,” has been around for nearly 25 years. The company has had some major obstacles to overcome throughout the years. When Dippin’ Dots first launched, it truly stood behind its name, “Ice Cream of the Future.” The founder of Dippin’ Dots came up with a process known as flash freeze liquid cream. He was able to reinvent a product that people of all ages had either heard of or tried. The strategies used were, developing “futuristic” ice cream, targeting people ages 8 to 18, continuing to grow the company by use of franchises and selling the product through amusement parks, fairs, malls and the use of vending machines. He used celebrities to promote product, tried a joint venture with McDonald’s, and introduced healthier options to be able to target selling product in schools. The threat of new entrants is high due to loss of patent; competition along with disenfranchised former employees can copy the product. Power of suppliers is high due to special equipment needed to store product in addition to storing with dry ice. International shipping was also difficult due to equipment needed to store and ship product. The buyer power is low due to locations where Dippin’ Dots are sold are places in where consumers typically spend more money. Therefore the 5 oz cup for $5.00 is not an over-priced product. Consumers realize in these environments...
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...Facts History of Ice Cream The first frozen dessert is credited to Emperor Nero of Rome. It was a mixture of snow (which he sent his slaves into the mountains to retrieve) and nectar, fruit pulp and honey. Another theory is Marco Polo, 13th century bard and adventurer, brought with him to Europe from the Far East recipes for water ices....said to be used in Asia for thousands of years. The first ice cream parlor in America opened in New York City in 1776. Dolly Madison created a sensation when she served ice cream as a dessert in the White House at the second inaugural ball in 1812. Italo Marchiony sold his homemade ice cream from a pushcart on Wall Street. He reduced his overhead caused by customers breaking or wandering off with his serving glasses by baking edible waffle cups with sloping sides and a flat bottom. He patented his idea in 1903. During the stuffy Victorian period, drinking soda water was considered improper, so some towns banned its sale on Sundays. An enterprising druggist in Evanston, IN, reportedly concocted a legal Sunday alternative containing ice cream and syrup, but no soda. To show respect for the Sabbath, he later changed the spelling to "sundae." In 1983, Cookies 'N Cream, made with real Oreo cookies, became an instant hit, climbing to number five on the list of best-selling ice cream flavors. It also holds the distinction of being the fastest growing new flavor in the history of the ice cream industry. Top 10 Ice Cream Consuming Countries...
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...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 by achieved a strong customer base. This company is known to be a monopolistically competitive, because there are still many firms and consumers, just as in perfect competition, but they still have control over what price they charge in their company, because Ben and Jerry's ice cream is differentiated from the other ice cream companies and they provide a lot of non price competition. Ben and...
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...Ben and Jerry’s Homemade Case Analysis Dean Podvin FIN 450W Professor Paup I. Problem Statement Ben and Jerry’s Homemade, a chief distributor of super-premium ice creams, frozen yogurts and sorbets has had success as a company through its business life, however now faces crossroads and important financial decisions. Despite reporting consistent gains in gross profit and total assets, Ben and Jerry’s struggles to create upward movement in its stock price. Due to the aggressive nature of the ice cream industry, production costs, stringent restriction on corporate control and their loyalty to philanthropy, these factors have pushed Ben and Jerry’s Homemade into a position where they are not free to assertively vie and grow as a business. Also, the fact that Ben and Jerry’s wants to remain loyal and open for business to all of its customers with a reasonable price, made it harder to stay afloat, let alone make a consistent profit. Ben and Jerry’s is surrounded with decisions and management is working on a decision to prevent from becoming stagnant and aide in creating more growth. When searching for the best solution to the problem five options come to pass. II. Alternative Solutions Considered 1. Restructuring from within and making changes to relieve restrictions, create more effective voting rights and to cut costs with vendors and other traditions would be a viable option in this situation. Ben and Jerry’s beneficial ownership structure and board of...
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...Abstract An external analysis has been conducted at Ben & Jerry’s. Our company is a leader in super premium ice cream industry. This report will analyze the company’s profitability margins and what major opportunities and threats that are facing the industry today. In addition, the report will take you through a brief history of Ben & Jerry’s and general information about the ice cream industry itself. The strategic plan is to identify and suggest the optimal solution for Ben & Jerry’s to get an even stronger competitive position. General Description of Industry History: It was 1978 when Ben and Jerry decided to open up their own ice cream shop in Burlington, Vermont with only a $12,000 investment. After one successful year, Ben and Jerry decided to hold free cone day, a tradition that still continues today. Within the next ten years, Ben and Jerry’s took off like wildfire. They started packaging in pints and in 1984 created the first stock for ice cream so that they could raise money for more franchises. By 1988 President Reagan had given Ben and Jerry’s the “US Small Business Persons of the Year” award. Through the 90’s, Ben and Jerry’s focused on using their ice cream as a symbol to raise money for various non-profit organizations and announced their ice cream as rBGH free. In 2000, a board of directors was created to provide leadership focused on expanding their social mission and product quality. Ben and Jerry have...
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...change over time .In order to meet these changes, Baskin Robbins has introduced new products and phased out old ones, and will continue to do so. Baskin Robbins has unique range of flavors and they have variety of products like ice-cream, candy, sundae, shake etc. They have more than thousand flavors in library & thirty one different flavors in every store. • Product Attributes Baskin-Robbins mainly produced different flavors of ice-cream. To full-filled customer’s satisfaction , Baskin-Robbins introduced variety of products. Baskin-Robbins’s products attributes is as a desserts which is bringing joy and surprise with their unique range of flavor to the customers. • Branding 31 Flavours For Every Day Of The Month One of the unique brand elements used by Baskin-Robbins is the number ‘31’. The number refers to 31 flavours for every day of the month, and hence its brand slogan: “what’s your flavour?”. The history behind the number dates back 57 years ago to 1953. In that year, the ice cream company decided to drop its separate brand identities of Snowbird and Burton’s to become Baskin-Robbins. In a branding strategy, an advertising agency Carson/Roberts suggested for a uniform brand identity and brand image under the name Baskin-Robbins 31 Ice Cream. Their suggestion also included incorporation of the number ‘31’ into the brand logo. Since then, the number ‘31’, together with the iconic pink spoon have become a strong...
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...Consumer Behavior towards Ice creams: A perspective on Kwality Walls Contents 1. History of Ice creams 3 2. Stages of Consumption 3 3. Market Analysis 4 3.1. Ice cream industry in India 4 3.2. Challenges 6 3.3. Future growth prospects 6 4. Attitudinal factors: Ice creams 7 5. Company background 8 6. Short-term and Long-term Memory factors in Ice cream 10 7. Maslow’s Hierarchy 10 8. Competitors 11 9. Recent Developments in Ice cream industry 12 9.1. Effect on Kwality Walls 13 10. References 14 1. History of Ice creams Ice cream's origins are known to reach back as far as the second century B.C., although no specific date of origin or inventor has been undisputedly credited with its discovery. We know that Alexander the Great enjoyed snow and ice flavoured with honey and nectar. Biblical references also show that King Solomon was fond of iced drinks during harvesting. During the Roman Empire, Nero Claudius Caesar (A.D. 54-86) frequently sent runners into the mountains for snow, which was then flavoured with fruits and juices. Over a thousand years later, Marco Polo returned to Italy from the Far East with a recipe that closely resembled what is now called sherbet. Historians estimate that this recipe evolved into ice cream sometime in the 16th century. England seems to have discovered ice cream at the same time, or perhaps even earlier than the Italians. "Cream Ice," as it was called, appeared regularly at the table of...
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...James Short Ice-Fili Case Study ------------------------------------------------- Executive Summary Ice-Fili is the largest domestic ice cream producer in Russia that has been making delicious, traditional Russian ice cream since 1937. This historic Russian company makes its ice cream with all natural ingredients and no preservatives, unlike many other companies. Although Ice-Fili has been able to maintain their market leadership, they have been experiencing increased competition from both international and regional companies. One of the major challenges that Ice-Fili faces while trying to gain a competitive advantage is a weak distribution channel. 80% of their sales volume is sold though kiosks and mini markets. Ice cream is perceived as an “on the go” product and the buying behavior of consumers is impulsive. It is challenging for the ice cream industry to market their products as an in-home dessert. Because of this perception that ice cream has, the industry is also threatened by substitutes. Beer, sodas, yogurts, and other snacks all compete with ice cream. In addition to a weak distribution channel and a number of substitute products, Ice-Fili factories have old, obsolete equipment that produce volumes that are lower than competitors such as Nestle and Baskin Robbins. Although Ice-Fili’s production is lower than its competitors, the quality of the ice cream is very authentic. Ice-Fili uses 15% milk fat compared to 10% that gives a fluffier texture and a...
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...Case Analysis Carvel Ice Cream – Developing the Beijing Market Problem (Monica) How to increase sale in Beijing with limited budget while rivals, such as Haagen-Dazs and Baskin-Robbins, are better known in Beijing? Issues: How to introduce cold dairy products to lactose—intolerance customer base who believes that cold food is bad to consume in general? How to increase primary demand of dairy products especially their flagship product, ice cream cake? How to implement purposeful strategies with limited budget? Marketing Mix (Zehra) Product Carvel Beijing has 3 categories of products; fountain ice cream that includes soft and hard ice cream, ice cream novelties that is single serving size ice cream and ice cream cakes. The manager Wang is thinking to bring 2 new types of ice cream cakes from the US; they are Little Love and Piece of Cake since Chinese people eat small size cakes. Price Carvel ice cream cakes are more expensive than local ice cream but cheaper than the main competitors. Flour-based cake that Chinese people prefer for their special days is cheaper than ice cream cake. In order to decrease the cost, Wang plans to change the level of over-run from 30 to 40 per cent to 45 to 50 per cent so he will be able to lower costs by five per cent. Increasing the percentage means people eat less ice cream and more air and it would reduce the quality, however, Chinese people like the ice cream that has more air. Place (Distribution) Carvel Beijing...
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...players in ice cream in terms of value sales in 2010 – Gujarat Co-operative Milk Marketing Federation and Hindustan Unilever – have well-developed ice cream fast food chains in the consumer foodservice environment in India. Operating under the brands Amul and Swirl’s, the company’s fast food chains helped to propagate their respective brand names, as consumers associated the brand image with the comfortable seating and high-quality service witnessed at these outlets over the review period. Conversely, retail sales of Gujarat Co-operatives brand Amul and Hindustan Unilever’s brands, such as Wall’s and Cornetto, received publicity via in-store promotions. Leveraging on their presence in consumer foodservice, other ice cream fast food brands, such as Baskin-Robbins and Natural, also operate through a range of retail ice cream products in India. COMPETITIVE LANDSCAPE • Gujarat Co-operative Milk Marketing Federation led ice cream in value terms in India in 2010, accounting for a 36% share of retail sales. It has an extremely diverse range of ice cream products, which span economy to premium offerings. The company’s expansive outlet and cold chain network for all its dairy products greatly helped the operations of its ice cream business. Other players, such as Hindustan Unilever and Mother Dairy Fruit & Vegetable also had appreciable brand equity, as the top three players were responsible for a combined 67% share of value sales of ice cream in 2010. PROSPECTS • Impulse ice cream is expected...
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