Ben And Jerry’S


Published on

Published in: Business, Self Improvement
1 Comment
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Ben And Jerry’S

  1. 1. 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
  2. 2. Who are Ben and Jerry’s <ul><li>Ben Cohen and Jerry Greenfield </li></ul><ul><li>1978, founded the ice cream in Burlington, Vermont, USA </li></ul><ul><li>1999, sold more than $208 million worth of ice cream, frozen yogurt & sorbet products </li></ul><ul><li>2000, acquired by Unilever </li></ul><ul><li>23 countries worldwide </li></ul><ul><li>Environment </li></ul>
  3. 3. Development of Ben and Jerry’s
  4. 4. Advertisement in the USA & UK <ul><li>UK </li></ul><ul><li>Newspapers </li></ul><ul><li>Cinema </li></ul><ul><li>Word of mouth </li></ul><ul><li>1996 – Cool Britannia </li></ul><ul><li>USA </li></ul><ul><li>TV commercials </li></ul><ul><li>Free Cone Day </li></ul><ul><li>TV shows </li></ul><ul><li>2008 – Launch new flavour. </li></ul>
  5. 5. 2008 2006 2004 Example advertisements
  6. 6. Marketing mix <ul><li>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). </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>
  7. 7. Pricing strategies <ul><li>Luxury ice cream </li></ul><ul><li>Prices in supermarkets </li></ul><ul><li>Comparison with Haagen-Dazs </li></ul><ul><li>Pricing strategy used – Premium pricing </li></ul>
  8. 8. The ice cream market <ul><li>“ 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). </li></ul><ul><li>Going green in the next 12 months (Lewis, 2006, Just-Food) </li></ul><ul><li>“ 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) </li></ul>
  9. 9. Ansoff Matrix The Ansoff Matrix (Taken from: Meldrum and McDonald 2007, P.126) <ul><li>What is the Ansoff Matrix? </li></ul><ul><li>Ben and Jerry’s – Market penetration </li></ul><ul><li>Ben and Jerry’s product extension </li></ul>Market Penetration Product extension Market Development Diversification Products Market New New Existing Existing
  10. 10. 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 <ul><li>Ben and Jerry’s: Cash cows/Question marks </li></ul>
  11. 11. Defining segmentation <ul><li>“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) </li></ul>
  12. 12. Ben and Jerry’s segmentation Products available
  13. 13. Sales value
  14. 14. Positioning <ul><li>Hippy image </li></ul><ul><li>Competitive advantage </li></ul><ul><li>Porter’s five forces </li></ul><ul><li>Ice cream industry </li></ul>
  15. 15. Volume <ul><li>Large segment in the ice cream industry </li></ul><ul><li>Ben and Jerry’s premises </li></ul><ul><li>Growth of Ben and Jerry’s </li></ul><ul><li>Increased sales </li></ul>
  16. 16. Questionnaire
  17. 17. References <ul><li>Ben and Jerry’s.,(2008). Our story. [Online]. Ben and Jerry’s. Available at: http:// / [Accessed 11 November 2008]. </li></ul><ul><li>Ben and Jerry’s.,(2002). Support Home Page: Cost of Ben and Jerry’s. [Online]. Ben and Jerry’s. 15 December 2002. Available at: =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]. </li></ul><ul><li>Dibb, S., et al., (2006). Marketing concepts and strategies. Fifth European edition. Boston: Houghton Mifflin Company. P.46-47, 662 </li></ul><ul><li>Gilbert, S.,(2007). Haagen-Dazs vs. Ben & Jerry’s: Battle of the Brands. [Online]. Blogging Stocks. 13 April 2007. Available at: [Accessed 22 November 2008]. </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.