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Ben And Jerry’S
 

Ben And Jerry’S

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    Ben And Jerry’S Ben And Jerry’S Presentation Transcript

    • Ben and Jerry’s "Ben & Jerry's, to know it is to love it". “I scream, you scream, we all scream, for ice cream” By Laura Teather, Sara Matharu, Sarah Butler and Aman Johal
    • Who are Ben and Jerry’s
      • Ben Cohen and Jerry Greenfield
      • 1978, founded the ice cream in Burlington, Vermont, USA
      • 1999, sold more than $208 million worth of ice cream, frozen yogurt & sorbet products
      • 2000, acquired by Unilever
      • 23 countries worldwide
      • Environment
    • Development of Ben and Jerry’s
    • Advertisement in the USA & UK
      • UK
      • Newspapers
      • Cinema
      • Word of mouth
      • 1996 – Cool Britannia
      • USA
      • TV commercials
      • Free Cone Day
      • TV shows
      • 2008 – Launch new flavour.
    • 2008 2006 2004 Example advertisements
    • Marketing mix
      • The Marketing Mix consists of 4 P’s, which are used to “describe the combination of marketing tactics used by a business to reach their objectives” (Chartered Institute of Marketing, P.1).
      • Product
      • Price
      • Place
      • Promotion
    • Pricing strategies
      • Luxury ice cream
      • Prices in supermarkets
      • Comparison with Haagen-Dazs
      • Pricing strategy used – Premium pricing
    • The ice cream market
      • “ The total West European Deserts Market was worth Euros 112.4 billion in 2007 (Including UK) and the Top-10 West European companies supplied 39.1% of this market” (Just-food, 2008).
      • Going green in the next 12 months (Lewis, 2006, Just-Food)
      • “ Ben and Jerry’s ice cream has the largest share of the luxury ice cream market and is experiencing the fastest growth in the UK” (IRI convenience sales, Nov 2007-March 2008)
    • Ansoff Matrix The Ansoff Matrix (Taken from: Meldrum and McDonald 2007, P.126)
      • What is the Ansoff Matrix?
      • Ben and Jerry’s – Market penetration
      • Ben and Jerry’s product extension
      Market Penetration Product extension Market Development Diversification Products Market New New Existing Existing
    • Boston Matrix Taken from: GT Web Marque (2008) Stars: High Growth, High Market Share Cash cows: Low growth, high market share Dogs: Low growth, low market share Question Marks: high growth, low market share
      • Ben and Jerry’s: Cash cows/Question marks
    • Defining segmentation
      • “Segmentation is the process of splitting customers in market, into different groups or segments, within which customers share a similar level of interest in the same or comparable set of needs”. (Market Segmentation, 2008)
    • Ben and Jerry’s segmentation Products available
    • Sales value
    • Positioning
      • Hippy image
      • Competitive advantage
      • Porter’s five forces
      • Ice cream industry
    • Volume
      • Large segment in the ice cream industry
      • Ben and Jerry’s premises
      • Growth of Ben and Jerry’s
      • Increased sales
    • Questionnaire
    • References
      • Ben and Jerry’s.,(2008). Our story. [Online]. Ben and Jerry’s. Available at: http:// www.benjerry.co.uk/ourstory / [Accessed 11 November 2008].
      • Ben and Jerry’s.,(2002). Support Home Page: Cost of Ben and Jerry’s. [Online]. Ben and Jerry’s. 15 December 2002. Available at: http://benjerry.custhelp.com/cgi-bin/benjerry.cfg/php/enduser/std_adp.php?p_faqid =22&p_created=919122479&p_sid=DqEWx1jj&p_accessibility=0&p_redirect=& p_lva =& p_sp =cF9zcmNoPSZwX3NvcnRfYnk9JnBfZ3JpZHNvcnQ9JnBfcm93X2NudD0yMjcsMjI3JnBfcHJvZHM9JnBfY2F0cz0mcF9wdj0mcF9jdj0mcF9zZWFyY2hfdHlwZT1hbnN3ZXJzLnNlYXJjaF9ubCZwX3BhZ2U9MQ**& p_li =& p_topview =1 [Accessed 22 November 2008].
      • Dibb, S., et al., (2006). Marketing concepts and strategies. Fifth European edition. Boston: Houghton Mifflin Company. P.46-47, 662
      • Gilbert, S.,(2007). Haagen-Dazs vs. Ben & Jerry’s: Battle of the Brands. [Online]. Blogging Stocks. 13 April 2007. Available at: http://www.bloggingstocks.com/2007/04/13/haagen-dazs-vs-ben-and-jerrys-battle-of-the-brands/ [Accessed 22 November 2008].