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
Development of Ben and Jerry’s
Advertisement in the USA & UK
Word of mouth
1996 – Cool Britannia
Free Cone Day
2008 – Launch new flavour.
2008 2006 2004 Example advertisements
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).
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
“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
Porter’s five forces
Ice cream industry
Large segment in the ice cream industry
Ben and Jerry’s premises
Growth of Ben and Jerry’s
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].