...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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...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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...a brand of ice cream and milk sold in the Philippines and also in Australia by Mead Johnson Company, who also made Sustagen and Enfamil. The ice cream brand is co-owned by the Philippines' RFM Corporation and the food giant Unilever under the subsidiary Unilever RFM Ice Cream, Inc.[1] The company's beginnings can be traced back to Selecta Ice Cream and Refreshment Parlor, owned by Ramon Arce, Sr. and family, and founded in the 1930s. It later expanded its business by selling its ice cream and milk with Mead Johnson nationwide. In 1990, RFM Corporation bought Selecta from the Arce family, and formed Selecta Dairy Products, Inc.. In 1999, RFM entered a partnership with Unilever to produce and market Wall's Ice Cream in the Philippines, under the joint venture Selecta Walls, Inc., which later became Unilever RFM Ice Cream, Inc. Selecta's market share in the region has since increased. Selecta markets its ice cream products under Unilever's Heartbrand brand umbrella, while marketing its milk products under the original Selecta logo. Under their name Selecta Moo, they make milk with special flavors, such as melon and ube (sweet purple yam). Selecta adds vitality to life by using only the best ingredients and the freshest inclusions in its ice cream. A company with a heart - carefully crafting and dedicating its products for the enjoyment of its consumers. Selecta’s humble beginnings can be traced to the Arce family’s ice cream parlor in Manila in 1948. Its ice cream was well-known...
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...EXECUTIVE SUMMARY Heaven is a type of indulgent ice cream which target market is women in the age of 30-45 years old. This segment of Australian population is 2.35 million people, what is meant is that this is still a potential market for Nestlé Australia Ltd to gain more market share. In addition, the percentage of growth of impulse ice cream increased by 14.4% over a period of 5 years from 2003 to 2008 and is expected to go up to 15.1% in 2011. This proportion will contribute to an incline of 1.5% of total volume growth of ice cream market. Based on data about market share, market growth rate and BCG matrix, current position of Heaven‟s ice cream is question mark. To move its position to star, market penetration strategy has been applied. Marketing objectives of Heaven from 2009 – 2011 are defined below: To increase unprompted awareness of consumers about Heaven brand name from 12% in 2006 (The Media Federation of Australia, 2009) to 30% in 2011. To grow market share from 4.0% in 2008 to 4.8% in 2011 To increase sales revenue from A$ 43.8 million in 2008 to A$ 62.9 million in 2011 To achieve these objectives, marketing strategies has been suggested. Heaven is positioned as a kind of indulgent and luxurious ice cream with an affordable price – A$ 8.39 for each multipacks. In 2009 – 2010, there is an increase in communicating in order to attract more customers as well as gaining unprompted awareness of them through advertising campaigns, sponsorship, in-store communications...
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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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...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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...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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...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 responsibility. This report will analyze both the company’s environmental strategy...
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...dollar company operational in 50 states and world-wide. Continuing this momentous progress, they began to make way in ice cream industry in 2000. Dippin’ Dots sustained success from 2000-2005 yet began to fall in the years following its path to accomplishment. It established its first franchise in 2000 and soared to be named number one Franchise Times magazine’s Fast 55 list of fastest-growing young franchises in the nation. In 2006 the company reformed its leadership in the organization. Tom Leonard was named President with the addition of a new Vice President Dominic Fontana. After three years of a declining drought in finance sales, Curt Jones returned in 2009 to operations and fired both Leonard and Fontana from their previous positions. Strategic Posture: Dippin’ Dots mission was to create a new way to make and eat ice cream using method of microencapsulation (freezing with cold temperatures with substances like liqiud CO2 and N). With this mission their objective was to seduce consumers away from customers and maintain a loyal customer base by innovation. So they chose to target the ages of 8-18 years old. Thus Dippin’ Dots has a competitive advantage by choosing to establish and maintain a differentiation strategy with their ice cream. Strategic Managers: Curt Jones the founder of Dippin’ Dots was a microbiologist which led to the idea of ice cream being served in the form of BB pellets. His scientific background helped the company strive in the technology division...
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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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...ICE FILI Context: Ice cream became one of consumers’ favorite and inexpensive snacks in Russia as early as the seventeenth century, one of the leading ice cream producers was known as Ice Fili. Although Ice Fili survived many of Russia’s difficult times such as the financial crisis and decrease in the sale of ice cream, there were other challenges and threats that were detrimental to the Ice Fili business. Many competitors such as Nestle, Baskin Robbins, Unilever, and Ben & Jerry’s proposed great threat to Ice Fili. Each of these businesses offered different ideas and products than the other. Ice Fili only offered a total of 170 different flavors, adding 20 new flavors each year. On the other hand Baskin Robbins offered 650 different flavors. Therefore, Baskin Robbins may have a better chance at consumers purchasing their products because more of those products may be on the shelves than the Ice Fili products. Another challenging factor that Ice Fili faced was the way they marketed their products. Since a majority of companies in Russia spent their money on television advertising, Ice Fili decided to do the same. Companies such as Nestle and Unilever accounted for almost three quarters of television advertising, therefore, when Ice Fili produced their own television advertisements, the ads barely mentioned the company name or the products that they were promoting. In order for Ice Fili to successfully promote their products they should have come up with other ways so...
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.......................................................................................................... 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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...Homemade, Inc., the Vermont-based manufacturer of super-premium ice cream, frozen yogurt and sorbet, was founded in 1978 in a renovated gas station in Burlington, Vermont, by childhood friends Ben Cohen and Jerry Greenfield with a modest $12,000 investment. Ben & Jerry's is a founding member of Business for Social Responsibility ("BSR"), an association of some 1400 or so businesses that aims to furnish "members with innovative products and services that help companies be commercially successful in ways that demonstrate respect for ethical values, people, communities and the environment." The company is now a leading ice cream manufacturing company known worldwide for its innovative flavors and all-natural ingredients made from fresh Vermont milk and cream (www.benjerry.com). Ben & Jerry's corporate strategy strives to implement the three integrated missions described as: developing a high-quality product, achieving economic growth and profitability, and incorporating social activism. The general corporate strategy can be characterized as a focused or market niche strategy based primarily on product differentiation and quality production. Although focused differentiation strategies target a narrow buyer segment, this strategy helps Ben & Jerry’s gain a strong competitive advantage as it can offer consumers something they perceive is appealingly different from rival competitors—innovative super-premium ice cream flavors that taste better and consist of all natural, high...
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...STUDY DEVELOPED F OR : COUNCIL OF LOGISTICS MANAGEMENT Walls (China) Co., Ltd. Logistics Operations Startup In mid 1994 the Unilever company Walls (China) Co started manufacturing and selling ice cream in China. Bob Smith, the General Manager of Wall’ outlined some of the s challenges: Operating in China means a number of new concepts for the Chinese managers -profit, selling and customer service. The Chinese manager of the past sat in his office and the customers came to him. It was absolutely a supply driven market. I read in an official report some time ago a list of phrases that should not be used when talking to customers. The list included “Go away and don’ waste my time’ t and ‘ Can’ you hear? Are your ears dirty?’This has now changed and a key to t success is getting our product out to the customers. Distribution costs here are 20 per cent of MPS compared to 5 per cent in Europe. As Loic Courant, Bob Smith’ Commercial Manager in Shanghai, summarized the s situation: He who wins logistics wins China. Unilever in China Unilever is an Anglo-Dutch company that has over 500 operating units in 75 countries. The company markets over 1000 brands, including margarine, soap, food products, cleaning products, personal care products and specialty chemicals, and employs over 300,000 people worldwide. Revenues in 1994 were $US42 billion. In the 1920s Unilever established a soap operation in China which was nationalized in the 1950s. The company returned to...
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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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