Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Florence PERNET & David RODRIGUEZ
I/ HISTORIC OF THE BRANDThe founders: Bennett Cohen & Jerry Greenfield« Our history is as legendary as our ice cream is eu...
I/ HISTORIC OF THE BRANDImportant Dates:    1978: Openning of the first ice cream parlor    1996: Ben & Jerry’s in France ...
Source: entreprise-business.com
II/ Ben & Jerry’s activities 1) A simple aim : create the best ice-cream with     natural ingredients and delicious recipe...
II/ Ben & Jerry’s activitiesTheir comitment: “Make ice cream out of this world”.Being fair trade   Adopting new farming   ...
II/ Ben & Jerry’s activities2) The ice cream market :
II/ Ben & Jerry’s activities               The ice cream premium american market                             OTHERSSource:...
II/ Ben & Jerry’s activities3) The Marketing Strategy                            Targeting :                             ...
II/ Ben & Jerry’s activities4) The MIX Marketing   Product• Tens of flavors• Various forms: frozen yogurt, sorbet ...• Pac...
II/ Ben & Jerry’s activities 4) The MIX Marketing       Price                                Place                      A ...
II/ Ben & Jerry’s activities4) The MIX Marketing  Promotion                   Few TV and radio campaigns                  ...
III/ THE PARTICULAR AURA OF THE COMPANY1) The brand image    A 3 points mission statement…
III/ THE PARTICULAR AURA OF THE COMPANY2) The Fair Trade’s dimension in Ben & Jerry’s strategy   More than a simple ice-cr...
III/ THE PARTICULAR AURA OF THE COMPANY“The fair trade allows the producers to receive their slice of thecake. This concep...
III/ THE PARTICULAR AURA OF THE COMPANY3) Original product, reflection of remarkable commitment                       Rain...
III/ THE PARTICULAR AURA OF THE COMPANYSupports     the  War    10 p (or 15 cents €) of    Supports Ben & Jerry’sChild    ...
III/ THE PARTICULAR AURA OF THE COMPANYFor a European Directive on   Toward environmental efforts indairy cow welfare     ...
III/ THE PARTICULAR AURA OF THE COMPANY
III/ THE PARTICULAR AURA OF THE COMPANY A perpetual brand visibility…
III/ THE PARTICULAR AURA OF THE COMPANY                        All of the ice-cream flavours,                        free ...
III/ THE PARTICULAR AURA OF THE COMPANY                         « The best way to thank                         all our cu...
III/ THE PARTICULAR AURA OF THE COMPANY A lot of tie-in products
CONCLUSIONTwo charismatic foundersA successful marketing strategy, relieved bythe internet support and community eventsA c...
THANKS A LOT   « Fair »          End !
Ben & Jerry's
Ben & Jerry's
Ben & Jerry's
Upcoming SlideShare
Loading in …5
×

Ben & Jerry's

13,578 views

Published on

History, products, market and marketing analysis of Ben & Jerry's, the incredible "fair company"

Published in: Business
  • 7 Sacred Signs from the Universe, learn more... ■■■ http://ishbv.com/manifmagic/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • accessibility Books Library allowing access to top content, including thousands of title from favorite author, plus the ability to read or download a huge selection of books for your pc or smartphone within minutes ,Download or read Ebooks here ... ......................................................................................................................... Download FULL PDF EBOOK here { http://bit.ly/2m6jJ5M }
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Ben & Jerry's

  1. 1. Florence PERNET & David RODRIGUEZ
  2. 2. I/ HISTORIC OF THE BRANDThe founders: Bennett Cohen & Jerry Greenfield« Our history is as legendary as our ice cream is euphoric »
  3. 3. I/ HISTORIC OF THE BRANDImportant Dates: 1978: Openning of the first ice cream parlor 1996: Ben & Jerry’s in France 2000: Acquisition of the brand by Unilever 2007: the beginning in Supermarkets
  4. 4. Source: entreprise-business.com
  5. 5. II/ Ben & Jerry’s activities 1) A simple aim : create the best ice-cream with natural ingredients and delicious recipeType of product: Ice Cream“The magic recipe” = Products of quality + Unusual tasty ingredients + A lot of good mood
  6. 6. II/ Ben & Jerry’s activitiesTheir comitment: “Make ice cream out of this world”.Being fair trade Adopting new farming Reducing its wastes ambassador practices more and protect the respectful of animals planet
  7. 7. II/ Ben & Jerry’s activities2) The ice cream market :
  8. 8. II/ Ben & Jerry’s activities The ice cream premium american market OTHERSSource: Nielsen Study 2011
  9. 9. II/ Ben & Jerry’s activities3) The Marketing Strategy Targeting :  Between 18 and 40 years old  Rather « Boho » : Young, urban, eager for culture, natural products lover, eco citizen Positioning :
  10. 10. II/ Ben & Jerry’s activities4) The MIX Marketing Product• Tens of flavors• Various forms: frozen yogurt, sorbet ...• Packaging inspired by the bright 1970′s• Very creative and funny names“Cherry Garcia”, “Peace pops”, “Chunky Monkey” Woody, the mascot
  11. 11. II/ Ben & Jerry’s activities 4) The MIX Marketing Price Place A penetration strategy with Hyper market lower prices than the rest of the market. Special scoop shops Price/l: 10,93€ Cafes, local shops, video stores, cinemas… Price/l: 15,23 € Price/l: 13,57 €*** Carrefour prices
  12. 12. II/ Ben & Jerry’s activities4) The MIX Marketing Promotion Few TV and radio campaigns Product placement in movies and TV shows Website, blog and social networks A communication very collaborative and interactive with consumers
  13. 13. III/ THE PARTICULAR AURA OF THE COMPANY1) The brand image  A 3 points mission statement…
  14. 14. III/ THE PARTICULAR AURA OF THE COMPANY2) The Fair Trade’s dimension in Ben & Jerry’s strategy More than a simple ice-cream…it’s a comitted ice-cream
  15. 15. III/ THE PARTICULAR AURA OF THE COMPANY“The fair trade allows the producers to receive their slice of thecake. This concept tallies with the values which are the mostimportant for us. Nobody wants to buy what is stemming from theother one exploitation…” Jerry Greenfield, Ben & Jerry’s cofounder
  16. 16. III/ THE PARTICULAR AURA OF THE COMPANY3) Original product, reflection of remarkable commitment Rainforest Crunch, became famous not only because of its buttery, rich flavors, but also because :  Part of the sales profits were to be reinvested in the preservation of the rainforest in Brazil.  The nuts used in the Rainforest Crunch are harvested from the forest by traditional nut gatherers, who have done this for years without harming the forest environment.
  17. 17. III/ THE PARTICULAR AURA OF THE COMPANYSupports the War 10 p (or 15 cents €) of Supports Ben & Jerry’sChild Foundation, the purchase price Climate Changewhich works to goes to the Mercury College where youngrehabilitate child Phoenix Trust, the people learn how tosoldiers in war-torn charity set up in Freddy become climatecountries Mercury’s memory change activists
  18. 18. III/ THE PARTICULAR AURA OF THE COMPANYFor a European Directive on Toward environmental efforts indairy cow welfare Vermonts Lake Champlain Watershed
  19. 19. III/ THE PARTICULAR AURA OF THE COMPANY
  20. 20. III/ THE PARTICULAR AURA OF THE COMPANY A perpetual brand visibility…
  21. 21. III/ THE PARTICULAR AURA OF THE COMPANY All of the ice-cream flavours, free and served by Jerry himself ! A « climaticaly neutral » festival with public transportation One part of the ticket purchase price goes to the first wind power project in Madagascar Many numbers, entertainment and concert…
  22. 22. III/ THE PARTICULAR AURA OF THE COMPANY « The best way to thank all our customers, neighbours, farmers and partners by offering free ice-cream during one whole day per year »
  23. 23. III/ THE PARTICULAR AURA OF THE COMPANY A lot of tie-in products
  24. 24. CONCLUSIONTwo charismatic foundersA successful marketing strategy, relieved bythe internet support and community eventsA committed, independent and responsiblebrand with simple valuesAn incredible creativity in the productconception In short…Ben & Jerry’s It’s more than a brand, it’s a culture & a real way of life!
  25. 25. THANKS A LOT « Fair » End !

×