The document discusses Ben & Jerry's marketing strategy and social mission. It notes that Ben & Jerry's emphasizes social and environmental issues while also marketing itself as a traditional homemade brand. The reviewer found the social agenda emphasis to be a turnoff. Ben & Jerry's mission focuses on product quality, economic sustainability, and social issues. Their marketing strategy is consistent with this mission through an emphasis on social causes, quality ingredients, and environmental friendliness.
Ben & Jerry's aligns its supply chain with its social and environmental missions. It sources dairy from a Vermont cooperative of family farms and uses Fair Trade certified and cage-free ingredients. Ben & Jerry's also supports social programs through suppliers like Greyston Bakery, which employs formerly homeless individuals. The company frequently innovates new ice cream flavors while maintaining commitments to sustainability, humane treatment of animals, and social responsibility. Its supply chain utilizes agile, adaptive, and aligned approaches to meet the demands of its mission-driven business model.
This document discusses the challenges faced by Ben & Jerry's after being acquired by Unilever in 2000. It identifies problems such as low employee morale due to layoffs and uncertainty, losing brand loyalty as Unilever's policies restricted political involvement, and declining support for the Ben & Jerry's Foundation. Potential solutions include improving internal communications, allowing employee volunteerism, and formalizing guidelines for political and social cause support. The document also outlines Unilever and Ben & Jerry's action plans to address these issues through surveys, PR campaigns, and researching environmentally friendly options to remain true to their mission while meeting market demands.
This document provides a brand audit for Ben & Jerry's ice cream. It includes sections on the brand's history, products/flavors, identity elements like name, logo and characters, distribution channels including scoop shops and catering, communication strategies like social media and corporate social responsibility efforts, and competitors. The document also summarizes qualitative and quantitative research conducted, including focus groups and surveys, to understand customer perceptions and consumption habits regarding Ben & Jerry's and premium ice cream brands.
Ben Cohen and Jerry Greenfield founded Ben & Jerry's ice cream in 1978 after taking an ice cream making course. They started with one scoop shop in Vermont. Ben & Jerry's now has over 580 franchised scoop shops worldwide serving unique ice cream flavors. The company is known for its fun marketing promotions and socially conscious management style that empowers employees.
Ben and Jerry's was founded in 1978 by Ben Cohen and Jerry Greenfield who took a $5 ice cream making course. They opened their first shop in Vermont and expanded across the US. By 1987, their sales reached $32 million. They were known for innovative ice cream flavors and a social mission. In 2000, they sold the company to Unilever but retained an independent board to protect the brand. Ben and Jerry's is committed to fair trade, supporting local communities, and operating sustainably. Their success is attributed to their strong mission statement, calculated risks, and effective branding.
The document discusses the founding and mission of Ben & Jerry's ice cream. It describes how Ben Cohen and Jerry Greenfield started the company in 1978 with $12,000 in investment after taking an ice cream making course. Their mission centered around producing high-quality all-natural ice cream while also focusing on economic, social, and environmental goals. However, the company struggled financially in the mid-1990s before being acquired by Unilever in 2000.
Ben and Jerry's was founded in 1978 in Burlington, Vermont by Ben Cohen and Jerry Greenfield. They started by making ice cream and selling it from a renovated gas station. The ice cream became popular for its large chunks of ingredients and unusual flavors. While the business struggled initially, it grew successfully and now has over 750 stores worldwide, employing around 153,000 people. The company remains committed to its values of environmentalism and social justice.
Ben Cohen and Jerry Greenfield started Ben & Jerry's ice cream in 1978 with $12,000. Their ice cream shop in Burlington, Vermont became incredibly popular within its first year. They later expanded to grocery stores throughout New England in the early 1980s. Some of their most popular ice cream flavors included Cherry Garcia, Chunky Monkey, and Half Baked. Cohen and Greenfield emphasized social responsibility, worker happiness through fun activities, and creative marketing strategies like their "Cow Mobile" ice cream truck to promote the business. Their success was measured by positive community impact rather than profits.
Ben & Jerry's aligns its supply chain with its social and environmental missions. It sources dairy from a Vermont cooperative of family farms and uses Fair Trade certified and cage-free ingredients. Ben & Jerry's also supports social programs through suppliers like Greyston Bakery, which employs formerly homeless individuals. The company frequently innovates new ice cream flavors while maintaining commitments to sustainability, humane treatment of animals, and social responsibility. Its supply chain utilizes agile, adaptive, and aligned approaches to meet the demands of its mission-driven business model.
This document discusses the challenges faced by Ben & Jerry's after being acquired by Unilever in 2000. It identifies problems such as low employee morale due to layoffs and uncertainty, losing brand loyalty as Unilever's policies restricted political involvement, and declining support for the Ben & Jerry's Foundation. Potential solutions include improving internal communications, allowing employee volunteerism, and formalizing guidelines for political and social cause support. The document also outlines Unilever and Ben & Jerry's action plans to address these issues through surveys, PR campaigns, and researching environmentally friendly options to remain true to their mission while meeting market demands.
This document provides a brand audit for Ben & Jerry's ice cream. It includes sections on the brand's history, products/flavors, identity elements like name, logo and characters, distribution channels including scoop shops and catering, communication strategies like social media and corporate social responsibility efforts, and competitors. The document also summarizes qualitative and quantitative research conducted, including focus groups and surveys, to understand customer perceptions and consumption habits regarding Ben & Jerry's and premium ice cream brands.
Ben Cohen and Jerry Greenfield founded Ben & Jerry's ice cream in 1978 after taking an ice cream making course. They started with one scoop shop in Vermont. Ben & Jerry's now has over 580 franchised scoop shops worldwide serving unique ice cream flavors. The company is known for its fun marketing promotions and socially conscious management style that empowers employees.
Ben and Jerry's was founded in 1978 by Ben Cohen and Jerry Greenfield who took a $5 ice cream making course. They opened their first shop in Vermont and expanded across the US. By 1987, their sales reached $32 million. They were known for innovative ice cream flavors and a social mission. In 2000, they sold the company to Unilever but retained an independent board to protect the brand. Ben and Jerry's is committed to fair trade, supporting local communities, and operating sustainably. Their success is attributed to their strong mission statement, calculated risks, and effective branding.
The document discusses the founding and mission of Ben & Jerry's ice cream. It describes how Ben Cohen and Jerry Greenfield started the company in 1978 with $12,000 in investment after taking an ice cream making course. Their mission centered around producing high-quality all-natural ice cream while also focusing on economic, social, and environmental goals. However, the company struggled financially in the mid-1990s before being acquired by Unilever in 2000.
Ben and Jerry's was founded in 1978 in Burlington, Vermont by Ben Cohen and Jerry Greenfield. They started by making ice cream and selling it from a renovated gas station. The ice cream became popular for its large chunks of ingredients and unusual flavors. While the business struggled initially, it grew successfully and now has over 750 stores worldwide, employing around 153,000 people. The company remains committed to its values of environmentalism and social justice.
Ben Cohen and Jerry Greenfield started Ben & Jerry's ice cream in 1978 with $12,000. Their ice cream shop in Burlington, Vermont became incredibly popular within its first year. They later expanded to grocery stores throughout New England in the early 1980s. Some of their most popular ice cream flavors included Cherry Garcia, Chunky Monkey, and Half Baked. Cohen and Greenfield emphasized social responsibility, worker happiness through fun activities, and creative marketing strategies like their "Cow Mobile" ice cream truck to promote the business. Their success was measured by positive community impact rather than profits.
This document discusses Ben and Jerry's and how they balance social responsibility and profits. It outlines the main issue and sub-issues around when economic responsibility may override social responsibility in regards to suppliers and management. It also discusses their relationship with the media and provides a timeline of key events in Ben and Jerry's history from 1977 to 1992.
Ben & Jerry's ice cream was founded in 1978 in Burlington, Vermont by Ben Cohen and Jerry Greenfield. They started their business in a gas station with a $12,000 investment. Their unique ice cream flavors became popular fast and their small shop grew over time. Today they produce ice cream, frozen yogurt, sorbet and more unusual flavors. Ben & Jerry's is committed to social and environmental missions in addition to its product mission of making natural ice cream. It supports causes like economic and social justice through its business practices.
Ben & Jerry's aims to make the best ice cream possible while respecting customers, suppliers, community, and environment. Their target market is environmentally conscious and socially aware 25-40 year olds with disposable income. Ben & Jerry's differentiates itself by having a strong social mission along with product and economic missions. They strive for 100% fair trade, donate to philanthropy annually, and raise awareness of issues like global warming and child labor. When acquired by Unilever in 2000, both companies benefited - Unilever gained a more socially responsible image while Ben & Jerry's gained distribution. Ben & Jerry's focuses on customer interaction, satisfaction, loyalty and consistency across channels and communities.
Ben & Jerry's began in 1978 in Vermont and has grown to be a popular ice cream brand. They focus on unique flavors and supporting social causes. On social media, Ben & Jerry's has many followers and posts about new flavors, promotions, and political issues. Celebrity collaborations like flavors for Jimmy Fallon are very successful at gaining attention, while newer initiatives like cookie core ice creams have been less popular. The document analyzes Ben & Jerry's social media presence and recommends they continue celebrity partnerships but also branch out to new audiences.
Case Corporate Excellence
The focus on CSR enables companies to become conscious of the environment but at the same time may lead to problems related to competition and the viability of the model itself.
History has many lessons and conclusions in store: the first lesson is that it is possible to challenge the myths and demonstrate that one can be competitive and socially responsible at the same time. The second lesson is that it is not easy and that the way to success is full of obstacles. In the business world where corporate social responsibility adepts are still trying to convince companies about potential profits, Ben&Jerry’s showed that the answers to many questions are not as difficult as we thought and that it’s not needed to reinvent the wheel. What’s needed is true and genuine commitment.
I) Ben & Jerry's focuses on natural and fair trade ice cream, frozen yogurt, sorbet, and novelty products. It uses a premium pricing strategy for unique flavors sold in recognizable cups. The brand targets health-conscious urban consumers aged 15-50 with busy lifestyles through humor in TV, magazine, and social media advertising. It employs a niche global marketing strategy going for global depth over national breadth.
Two friends, Ben Cohen and Jerry Greenfield, started Ben & Jerry's ice cream in 1978 with $12,000 after learning to make ice cream from a correspondence course. They opened their first shop in Vermont and focused on quality ice cream and customer satisfaction, which led to huge popularity and expansion across the US. Ben & Jerry's became known for innovative flavors and a strong commitment to social causes like paying above-average wages, environmentalism, and buying ingredients from disadvantaged communities. While very successful, the company maintained its social mission after being acquired by Unilever in 2000.
Ben Cohen and Jerry Greenfield met in gym class in middle school in Brooklyn, New York. After graduating from different colleges, they took a course in ice cream making and opened their first ice cream shop in Burlington, Vermont in 1978. Though their low-fat ice cream line was unsuccessful, Ben and Jerry's grew successfully as a business due to their commitment to social causes and the community. They established a foundation that donates 7.5% of annual profits to charity.
The document provides a strategic business plan for a premium ice cream brand called "Crème De La Crème". It includes segmentation and targeting of consumers belonging to socioeconomic classes A and B in Bangladesh. It positions the brand as a premium ice cream with authentic French taste using original recipes. The positioning statement emphasizes high quality and French taste. Brand elements like logo, name, and packaging are designed to create awareness and visual identity. A multi-channel distribution strategy is outlined using both direct and indirect channels. Pricing strategies aim to be above normal brands but below luxury brands. An integrated marketing communications plan includes advertising, sales promotions, public relations and social media to build the brand across all touchpoints.
Using Digital Data To Determine The Next Ice Cream FlavourIPG Mediabrands
Pooling together multiple data sources to determine key trends and preferences in the ice cream category.
Key data sources include:
Brandwatch
Buzzsumo
Topsy
Search data (e.g. Google Keyword Planner)
Facebook ad planner
Google Trends
SEO data
Comparison of Haagen-Dazs, Ben & Jerrys, Baskin Robbins, Cold Stone Creamery ...Unmetric
Take a deep dive into the social media habits of top ice cream brands on Facebook. See how Haagen-Dazs, Cold Stone Creamery and others battle for the hearts of their consumers with engaging content and viral campaigns.
Blue Bell Ice Cream has created a strategic plan to rebrand and modernize itself following a 2010 Listeria outbreak. The plan includes 4 goals: 1) Increase safety standards through facility upgrades and training; 2) Rebrand through a new logo and packaging; 3) Improve social media presence; 4) Expand to the Northeast U.S. through mobile carts, retail partnerships, and a new factory in Pittsburgh within 5 years if revenue increases 20%. The plan aims to regain customer trust while growing the 104-year old company.
Krispy Kreme opened its first store in 1937 and spent the 1940s-1950s innovating its doughnut making process. In the 1960s-1970s, its stores became popular gathering places for friends. The 1980s-1990s saw the company expand its "hot doughnut experience" which generated significant buzz. Today Krispy Kreme continues to expand, innovate, and extend its brand experience through new products while maintaining its strengths in customer passion and word-of-mouth advertising, though some weaknesses include limited nutritional value and competition from healthier options.
Krispy Natural is Pemberton's new cracker product line acquired through the purchase of Krispy Inc. It aims to enter the growing salty snacks market dominated by Kraft, Kellogg and Pepperidge Farm. Initial test marketing in Columbus, Ohio showed positive purchase intent and taste preference. The document analyzes the cracker industry, Krispy Natural's competitors and marketing strategy, and identifies issues around realizing national rollout goals and eliminating competition from established brands like Frito-Lay entering the market. Potential solutions discussed include tailoring regional strategies, strengthening brand equity, expanding distribution and innovation.
1. Krispy Kreme was founded in 1937 in North Carolina and is known for its signature glazed doughnuts and other bakery products, growing steadily until becoming a public company in 2000 with over 3,700 employees worldwide.
2. The company traces its origins to a secret doughnut recipe acquired in the 1930s and has since expanded globally with stores across the US, Canada, Australia, Asia, Mexico, and the Middle East.
3. Krispy Kreme saw slow growth after the death of its founder in 1973 but was later acquired and has focused on international expansion, new product lines including coffee, and maintaining its brand
Baskin Robbins wants to enhance its brand visibility and promote its ice cream experiences through strategic PR. It aims to position itself as a neighborhood gathering place and increase consumption at stores. The PR plan includes factory tours, ice cream master classes, collaborating with celebrity chefs on cooking shows, an Instagram photo contest, a Candy Crush-style app, bylined articles in publications, and selective advertising. Success will be evaluated based on social media engagement, app downloads, TV show viewership, event attendance, and sales increases. The budget is Rs. 1 Cr over 6 months.
Krispy Kreme operates doughnut shops and franchises globally. It faces strategic challenges including declining consumer confidence, high unemployment, and changing consumer trends towards healthier options. Competitors in the quick service restaurant industry pose threats through their scale, resources, and ability to offer substitutes. However, Krispy Kreme maintains low costs through secret recipes and specialized equipment. It aims to strengthen operations, develop new products, and expand its international presence to drive future growth.
This document outlines a business plan to open a franchise location of Baskin Robbins ice cream in Guayaquil, Ecuador. It discusses Baskin Robbins' mission to delight customers with high-quality frozen treats. It also presents a SWOT analysis, financial plan, and advertising campaign targeted at children and families. The overall goal is to bring the American ice cream brand to Ecuador while competing with local establishments, with an initial focus on opening one location in Guayaquil and potentially expanding across the city over the long term.
Krispy Kreme's mission is to enhance lives through the joy of their doughnuts and coffee. Their vision is to be the worldwide leader in sharing delicious tastes and creating memories. A SWOT analysis identifies their strengths as a global brand with a consistent product and loyal customer base, vertically integrated operations, and signature doughnut. Weaknesses include having fewer stores than competitors and limited healthy/non-breakfast options. Their revised vision and mission focus on quality service, putting customers first, and becoming the number one worldwide seller of doughnuts and coffee.
This document provides an overview of Krispy Kreme's business operations. It discusses the company's history starting in 1937, periods of growth and expansion throughout the US and internationally, and challenges it faced such as accounting scandals and store closures in various markets. The document also describes Krispy Kreme's main business segments including company-operated stores, franchise fees and royalties, and its vertically integrated supply chain.
Ben & Jerry's was founded in 1978 in Vermont and has since expanded internationally. They target two main consumer groups: women ages 35-55 with families, and women ages 21-30 who are unmarried. Their marketing mix includes unique ice cream flavors with fun names, fair trade ingredients, and colorful packaging. They price their ice cream at a slight premium compared to competitors but as a convenient treat. Promotion focuses on their values through terminology like "Swirlfire" and web content showing production. Distribution is through stores that can hold their full flavor variety at eye level and their own scoop shops.
Marketing strategy for ice-cream companyShamim Hasan
Cold Berg is an Irish ice cream company that has acquired a license to operate in Bangladesh. It aims to grab market share and satisfy customers through high quality products while earning maximum profits. A S.W.A.T. analysis identified strengths in Irish equipment/technology and product variety, while weaknesses included high costs and seasonal demand fluctuations. Existing research found high competition targeting premium customers, so Cold Berg plans to promote new flavors, family packages, and advertise to attract upper middle class customers through retail channels, events, and ice cream parlors.
This document discusses Ben and Jerry's and how they balance social responsibility and profits. It outlines the main issue and sub-issues around when economic responsibility may override social responsibility in regards to suppliers and management. It also discusses their relationship with the media and provides a timeline of key events in Ben and Jerry's history from 1977 to 1992.
Ben & Jerry's ice cream was founded in 1978 in Burlington, Vermont by Ben Cohen and Jerry Greenfield. They started their business in a gas station with a $12,000 investment. Their unique ice cream flavors became popular fast and their small shop grew over time. Today they produce ice cream, frozen yogurt, sorbet and more unusual flavors. Ben & Jerry's is committed to social and environmental missions in addition to its product mission of making natural ice cream. It supports causes like economic and social justice through its business practices.
Ben & Jerry's aims to make the best ice cream possible while respecting customers, suppliers, community, and environment. Their target market is environmentally conscious and socially aware 25-40 year olds with disposable income. Ben & Jerry's differentiates itself by having a strong social mission along with product and economic missions. They strive for 100% fair trade, donate to philanthropy annually, and raise awareness of issues like global warming and child labor. When acquired by Unilever in 2000, both companies benefited - Unilever gained a more socially responsible image while Ben & Jerry's gained distribution. Ben & Jerry's focuses on customer interaction, satisfaction, loyalty and consistency across channels and communities.
Ben & Jerry's began in 1978 in Vermont and has grown to be a popular ice cream brand. They focus on unique flavors and supporting social causes. On social media, Ben & Jerry's has many followers and posts about new flavors, promotions, and political issues. Celebrity collaborations like flavors for Jimmy Fallon are very successful at gaining attention, while newer initiatives like cookie core ice creams have been less popular. The document analyzes Ben & Jerry's social media presence and recommends they continue celebrity partnerships but also branch out to new audiences.
Case Corporate Excellence
The focus on CSR enables companies to become conscious of the environment but at the same time may lead to problems related to competition and the viability of the model itself.
History has many lessons and conclusions in store: the first lesson is that it is possible to challenge the myths and demonstrate that one can be competitive and socially responsible at the same time. The second lesson is that it is not easy and that the way to success is full of obstacles. In the business world where corporate social responsibility adepts are still trying to convince companies about potential profits, Ben&Jerry’s showed that the answers to many questions are not as difficult as we thought and that it’s not needed to reinvent the wheel. What’s needed is true and genuine commitment.
I) Ben & Jerry's focuses on natural and fair trade ice cream, frozen yogurt, sorbet, and novelty products. It uses a premium pricing strategy for unique flavors sold in recognizable cups. The brand targets health-conscious urban consumers aged 15-50 with busy lifestyles through humor in TV, magazine, and social media advertising. It employs a niche global marketing strategy going for global depth over national breadth.
Two friends, Ben Cohen and Jerry Greenfield, started Ben & Jerry's ice cream in 1978 with $12,000 after learning to make ice cream from a correspondence course. They opened their first shop in Vermont and focused on quality ice cream and customer satisfaction, which led to huge popularity and expansion across the US. Ben & Jerry's became known for innovative flavors and a strong commitment to social causes like paying above-average wages, environmentalism, and buying ingredients from disadvantaged communities. While very successful, the company maintained its social mission after being acquired by Unilever in 2000.
Ben Cohen and Jerry Greenfield met in gym class in middle school in Brooklyn, New York. After graduating from different colleges, they took a course in ice cream making and opened their first ice cream shop in Burlington, Vermont in 1978. Though their low-fat ice cream line was unsuccessful, Ben and Jerry's grew successfully as a business due to their commitment to social causes and the community. They established a foundation that donates 7.5% of annual profits to charity.
The document provides a strategic business plan for a premium ice cream brand called "Crème De La Crème". It includes segmentation and targeting of consumers belonging to socioeconomic classes A and B in Bangladesh. It positions the brand as a premium ice cream with authentic French taste using original recipes. The positioning statement emphasizes high quality and French taste. Brand elements like logo, name, and packaging are designed to create awareness and visual identity. A multi-channel distribution strategy is outlined using both direct and indirect channels. Pricing strategies aim to be above normal brands but below luxury brands. An integrated marketing communications plan includes advertising, sales promotions, public relations and social media to build the brand across all touchpoints.
Using Digital Data To Determine The Next Ice Cream FlavourIPG Mediabrands
Pooling together multiple data sources to determine key trends and preferences in the ice cream category.
Key data sources include:
Brandwatch
Buzzsumo
Topsy
Search data (e.g. Google Keyword Planner)
Facebook ad planner
Google Trends
SEO data
Comparison of Haagen-Dazs, Ben & Jerrys, Baskin Robbins, Cold Stone Creamery ...Unmetric
Take a deep dive into the social media habits of top ice cream brands on Facebook. See how Haagen-Dazs, Cold Stone Creamery and others battle for the hearts of their consumers with engaging content and viral campaigns.
Blue Bell Ice Cream has created a strategic plan to rebrand and modernize itself following a 2010 Listeria outbreak. The plan includes 4 goals: 1) Increase safety standards through facility upgrades and training; 2) Rebrand through a new logo and packaging; 3) Improve social media presence; 4) Expand to the Northeast U.S. through mobile carts, retail partnerships, and a new factory in Pittsburgh within 5 years if revenue increases 20%. The plan aims to regain customer trust while growing the 104-year old company.
Krispy Kreme opened its first store in 1937 and spent the 1940s-1950s innovating its doughnut making process. In the 1960s-1970s, its stores became popular gathering places for friends. The 1980s-1990s saw the company expand its "hot doughnut experience" which generated significant buzz. Today Krispy Kreme continues to expand, innovate, and extend its brand experience through new products while maintaining its strengths in customer passion and word-of-mouth advertising, though some weaknesses include limited nutritional value and competition from healthier options.
Krispy Natural is Pemberton's new cracker product line acquired through the purchase of Krispy Inc. It aims to enter the growing salty snacks market dominated by Kraft, Kellogg and Pepperidge Farm. Initial test marketing in Columbus, Ohio showed positive purchase intent and taste preference. The document analyzes the cracker industry, Krispy Natural's competitors and marketing strategy, and identifies issues around realizing national rollout goals and eliminating competition from established brands like Frito-Lay entering the market. Potential solutions discussed include tailoring regional strategies, strengthening brand equity, expanding distribution and innovation.
1. Krispy Kreme was founded in 1937 in North Carolina and is known for its signature glazed doughnuts and other bakery products, growing steadily until becoming a public company in 2000 with over 3,700 employees worldwide.
2. The company traces its origins to a secret doughnut recipe acquired in the 1930s and has since expanded globally with stores across the US, Canada, Australia, Asia, Mexico, and the Middle East.
3. Krispy Kreme saw slow growth after the death of its founder in 1973 but was later acquired and has focused on international expansion, new product lines including coffee, and maintaining its brand
Baskin Robbins wants to enhance its brand visibility and promote its ice cream experiences through strategic PR. It aims to position itself as a neighborhood gathering place and increase consumption at stores. The PR plan includes factory tours, ice cream master classes, collaborating with celebrity chefs on cooking shows, an Instagram photo contest, a Candy Crush-style app, bylined articles in publications, and selective advertising. Success will be evaluated based on social media engagement, app downloads, TV show viewership, event attendance, and sales increases. The budget is Rs. 1 Cr over 6 months.
Krispy Kreme operates doughnut shops and franchises globally. It faces strategic challenges including declining consumer confidence, high unemployment, and changing consumer trends towards healthier options. Competitors in the quick service restaurant industry pose threats through their scale, resources, and ability to offer substitutes. However, Krispy Kreme maintains low costs through secret recipes and specialized equipment. It aims to strengthen operations, develop new products, and expand its international presence to drive future growth.
This document outlines a business plan to open a franchise location of Baskin Robbins ice cream in Guayaquil, Ecuador. It discusses Baskin Robbins' mission to delight customers with high-quality frozen treats. It also presents a SWOT analysis, financial plan, and advertising campaign targeted at children and families. The overall goal is to bring the American ice cream brand to Ecuador while competing with local establishments, with an initial focus on opening one location in Guayaquil and potentially expanding across the city over the long term.
Krispy Kreme's mission is to enhance lives through the joy of their doughnuts and coffee. Their vision is to be the worldwide leader in sharing delicious tastes and creating memories. A SWOT analysis identifies their strengths as a global brand with a consistent product and loyal customer base, vertically integrated operations, and signature doughnut. Weaknesses include having fewer stores than competitors and limited healthy/non-breakfast options. Their revised vision and mission focus on quality service, putting customers first, and becoming the number one worldwide seller of doughnuts and coffee.
This document provides an overview of Krispy Kreme's business operations. It discusses the company's history starting in 1937, periods of growth and expansion throughout the US and internationally, and challenges it faced such as accounting scandals and store closures in various markets. The document also describes Krispy Kreme's main business segments including company-operated stores, franchise fees and royalties, and its vertically integrated supply chain.
Ben & Jerry's was founded in 1978 in Vermont and has since expanded internationally. They target two main consumer groups: women ages 35-55 with families, and women ages 21-30 who are unmarried. Their marketing mix includes unique ice cream flavors with fun names, fair trade ingredients, and colorful packaging. They price their ice cream at a slight premium compared to competitors but as a convenient treat. Promotion focuses on their values through terminology like "Swirlfire" and web content showing production. Distribution is through stores that can hold their full flavor variety at eye level and their own scoop shops.
Marketing strategy for ice-cream companyShamim Hasan
Cold Berg is an Irish ice cream company that has acquired a license to operate in Bangladesh. It aims to grab market share and satisfy customers through high quality products while earning maximum profits. A S.W.A.T. analysis identified strengths in Irish equipment/technology and product variety, while weaknesses included high costs and seasonal demand fluctuations. Existing research found high competition targeting premium customers, so Cold Berg plans to promote new flavors, family packages, and advertise to attract upper middle class customers through retail channels, events, and ice cream parlors.
Ben and Jerry's was founded in 1978 in Burlington, Vermont by Ben Cohen and Jerry Greenfield. They grew the business significantly over the years and sold the company to Unilever in 2000 for over $208 million. Ben and Jerry's uses a premium pricing strategy for its luxury ice cream and focuses on market penetration and product extensions for growth. It has a large share of the high-end ice cream market in the UK and is experiencing fast growth.
Scoops Ice Cream Parlor proposes to open an ice cream shop as a sole proprietorship. The proposal outlines goals to gain 50% market share in the first year, recover 50% of the initial investment in six months, and build long-term customer relationships. It provides details on the management structure, estimated salaries, startup costs, and financial projections. The marketing plan discusses competitors and includes strategies for public relations, sales promotions, and direct marketing to create awareness and capture 60% of the target market within the first year.
Product life cycle & marketing strategiesAmar Ingale
The document discusses the product life cycle and marketing strategies at different stages. It defines the product life cycle as having 5 stages: development, introduction, growth, maturity, and decline. Each stage poses different challenges and opportunities for sellers. The strategies discussed include penetrating pricing in introduction, expanding distribution in growth, modifying products/markets/marketing in maturity, and harvesting/divesting in decline.
The document summarizes the business plan of an ice cream company. The company aims to become the leading brand in the dairy industry in Singapore. Its goals are to achieve a 30% market share by 2011 and to produce healthier alternative ice cream products. The strategic plan involves hiring professionals and the financial plan outlines funding for research and development, new product launches, operating expenses, and potential sources of funds. The long term goals are to use the business to further peace and justice efforts and to promote global sustainable dairy practices.
Ben & Jerry's is an American ice cream company founded in 1978 in Vermont. It manufactures ice cream, frozen yogurt, and sorbet. The document provides details about Ben & Jerry's history, mission, market segmentation, unique selling proposition, marketing mix, SWOT analysis, and plans for launching in India. It summarizes the company's founding in 1978, growth over the decades, acquisition by Unilever in 2000, and current operations in over 20 countries worldwide.
This document provides a campaign book for Ben & Jerry's ice cream. It includes sections on the history of Ben & Jerry's, a situational analysis of their product, consumers, competitors and market, a SWOT analysis, objectives for increasing sales and social media followers, media objectives for online, print, television, radio and public advertising, a proposed budget, description of their target audiences, and tactics for social media engagement and publicity. The overall goal is to improve Ben & Jerry's standing against competitors by increasing sales, awareness of their social causes, and spending on press advertisements.
This document discusses Ben & Jerry's considerations for entering the Japanese ice cream market. It outlines CEO Perry Odak's concerns, Ben & Jerry's mission and culture, key resources in Vermont, strategic options in Japan, and what Ben & Jerry's would need to do to execute their chosen strategy well. The options under consideration are franchising with 7-Eleven's 7,000 stores, partnering with a Japanese-American entrepreneur, or opening scoop shops at Tokyo Disneyland. Analyzing resources and capabilities, partnering with 7-Eleven could leverage its large retail presence but may restrict branding. Direct entry through scoop shops allows more control but carries higher risks. A decision is needed to capitalize on excess US
This document provides details about Ben & Jerry's ice cream company in a presentation by Shiva Kottary. It discusses Ben & Jerry's history since being founded in 1978, their mission and values, market segmentation, unique selling proposition, marketing mix, SWOT analysis, and current status. It also outlines plans for launching Ben & Jerry's in India, including market research, target audiences, product offerings, and promotional strategies.
PJ's Smoothies was once the number one smoothie brand in the UK market but ultimately failed and was discontinued by 2008. The document analyzes what went wrong with PJ's strategic design management and brand identity. While PJ's was initially successful due to being first to market, its brand identity became obscured over time. Competitors like Innocent Drinks surpassed PJ's with stronger branding and marketing. PJ's rebranding efforts did not fully address issues like its identity not being health-focused enough or connecting with consumers. Declining sales led parent company PepsiCo to scrap the brand despite redesigns and price cuts that briefly boosted performance.
Haagen dazs social media project (Facebook)Chi Max
The document analyzes Häagen-Dazs' social media strategy and provides recommendations. It begins with an introduction of Häagen-Dazs and its competitors. It then analyzes Häagen-Dazs' Facebook page, finding that posts lack uniqueness and engagement. Competitors Ben & Jerry's and Baskin Robbins are shown to engage users better through multimedia and interaction. A SWOT analysis identifies strengths in brand recognition but weaknesses in campaigns. Recommendations include using more engaging images and interactive content like quizzes on the Facebook page.
This document provides a summary of David Andrew Larsen's experience and qualifications as a senior art director and designer. It includes a career summary highlighting his freelance and full-time positions since 1998 working on campaigns for various clients. It also lists awards he has received for campaigns including for Ernest & Julio Gallo Wines. Examples are provided of creative work including promotional concepts and TV spots he has developed for clients in industries such as food and beverages, retail, and non-profits. Contact information is provided at the top for David Andrew Larsen.
I hope this will help whoever is preparing for MBA. I wrote this report for my Integrated Business Skills class at Studies in American Language at San Jose State University. I would like to thank Sarah Dreger Fattarsi for being a great teacher. You can also find the presentation at http://www.youtube.com/watch?v=1hz_zvxnqnY. It was my first presentation in English. There is also PowerPoint Slides here.
Childhood friends Ben Cohen and Jerry Greenfield started their ice cream business in 1978 by opening their first ice cream shop in Burlington, Vermont after taking an ice cream making class. Their unique flavors and commitment to community engagement helped the shop become popular. As demand grew, they opened more locations in Vermont and eventually expanded outside the state. By the 1980s, Ben & Jerry's had become a successful national brand known for innovative flavors and social activism. The company faced challenges with distribution rights but continued growing, achieving over $32 million in sales by 1987.
Pepsi is a soft drink produced since the 1890s and is now a large multinational corporation. It is sold worldwide and has numerous brand extensions. PepsiCo was formed through mergers and acquisitions and has over 180,000 employees globally. Pepsi targets younger consumers with hip advertising campaigns featuring popular celebrities and focuses on music, humor and sex appeal. It has had successes and failures expanding internationally and competing against Coca-Cola.
L.L. Bean was founded in 1912 and specializes in outdoor apparel and equipment. It launched an initial website in 1995 that received criticism for lacking features. In response, L.L. Bean revamped their website the following year with more content and online shopping capabilities. They also remodeled stores and opened new retail locations. Today, L.L. Bean has a full-featured website and 36 stores worldwide, with online sales surpassing catalog sales in 2006. The company remains committed to high quality products and exceptional customer service.
PepsiCo is a multinational beverage and snack company headquartered in New York. It produces Pepsi soft drinks and Frito-Lay snacks. The document discusses PepsiCo's history, brands, revenues, locations, CEO, and target demographics. It also analyzes Pepsi's marketing strategies through advertising campaigns and celebrity endorsements aimed at younger consumers. Porter's Five Forces model is applied to examine competitive pressures in PepsiCo's industry.
The document provides a marketing plan for Fourth Wheel Coffee, a small coffee company. The plan includes a market analysis showing growth in the US coffee market, consumer analysis of specialty coffee drinkers, and an overview of Fourth Wheel Coffee's products and sustainable growing practices. The proposed campaign is called "The Bitter Truth vs. The Better Truth" and aims to differentiate Fourth Wheel Coffee by exposing "bitter truths" of competitors while promoting Fourth Wheel Coffee as offering a superior fresh alternative through educational creative strategies across various channels. The plan details target audiences, branding, goals, and an integrated campaign approach across different mediums to raise awareness and sales for Fourth Wheel Coffee.
1. Innocent Smoothies was facing declining sales as its original target audience aged and it struggled to attract younger millennials. It had relied on product-focused advertising but needed a new approach to reconnect with its purpose and values.
2. The company rediscovered that it had been founded with a social mission to leave the world better and had donated 10% of profits to charity since inception. A new campaign was developed to reposition the brand as one that "tastes good and does good" to highlight this deeper purpose.
3. The campaign told stories of real people helped by Innocent's charity partners to bring its mission to life for consumers and help reverse declining brand measures, especially among millennials
Irn bru pro forma oliver keppie updatedOliverKeppie
The document provides information about the animation industry in the UK. It states that there are around 4,642 animators in England who earn an average salary of £35,207 per year, though some earn up to £63,970. About 46% of animators go directly into the field after their education. The animation industry in London employs around 56% of UK animators. Some key skills needed for animators include artistic ability, patience, communication skills, and attention to detail. Getting a bachelor's degree in fields like computer animation or graphic design can help one get a job as an animator. The animation workforce in the UK grew by 53% between 2004 and 2012.
Prom Country Cheese social media assessmentKatLibby1
The document provides a social media analysis and strategy report for Prom Country Cheese, a small family-owned cheese business. It includes an executive summary, situation analysis, target publics, key messages, and recommendations. The situation analysis finds strengths in frequent posting and engagement, but weaknesses in the outdated website and difficulty finding accounts. Opportunities exist in promoting location tags and differentiating content on platforms. The target public is identified as 30-60 year old upper-middle class customers. Key messages focus on establishing the brand as premium, emphasizing the farm experience, and capitalizing on the family business aspect. Recommendations include changing account names for clarity, focusing Instagram on aesthetics, and limiting hashtags.
PepsiCo is one of the world's leading food and beverage companies operating in over 200 countries. It was formed in 1965 through the merger of Pepsi-Cola Company and Frito-Lay and has since expanded its brand portfolio through acquisitions. PepsiCo entered the Indian market in 1989 and has grown to be one of the largest multinational food and beverage businesses in India, guiding its growth with a philosophy of sustainability and empowering local communities. PepsiCo supports Indian farmers through initiatives like assured crop buying and financing assistance. The company is also a global leader in water conservation efforts.
This document provides an analysis of a Ben & Jerry's ice cream advertisement. It summarizes that the ad is promoting a new ice cream with two flavors separated by a sweet sauce core. The primary target audience is teenagers and secondary is university students from working and middle class backgrounds. The ad uses bright colors and animation to attract attention and showcases the new core filling between flavors to make viewers want to try it and share it with others. The upbeat music and cheerful narration are meant to engage the teenage demographic.
This document summarizes information about PepsiCo, its mission and products, with a focus on Mountain Dew. It discusses Mountain Dew's history and introduction in the US and Pakistan. It provides details on Mountain Dew's ingredients, marketing mix including product, promotion, placement and pricing strategies. It also includes a SWOT analysis of Mountain Dew in Pakistan.
The document proposes a new advertising campaign to target children ages 5-11 and revitalize sales of Skippy peanut butter. The campaign would use a circus theme featuring circus character mascots. Advertising would utilize TV, magazines, outdoor displays, grocery store promotions, online games and banners, and an elementary school art curriculum. The goal is to make Skippy a fun brand for children and create lifelong customers as the children grow up.
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Ben & jerry strategy
1. Ben & Jerry's marketing strategy seems to commit to social and environmental issues on a local and global scale; and still market's itself as a traditional, homemade style of operation. After pouring through their pages, I found a great deal of emphasis on their social issue agenda, which actually was more of a turn-off to me than if they were to concentrate on the best product and even a top focus on their economic mission.<br />Ben & Jerry's Website Review and How it Applies to Marketing<br />Need Coffee, Yahoo! Contributor NetworkSep 6, 2007 quot;
Contribute content like this. Start Here.quot;
<br />More: <br />cam newton <br />Obama <br />john boehner <br />macbook <br />Brett Favre <br />Print <br />Flag <br />Close <br />Post a comment <br />The organization's mission statement is three-fold: Product, economic, and social. The product mission is to make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment. The economic mission is to operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders & expanding opportunities for development and career growth for our employees. Finally, the social mission is to operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally & internationally. Central to the mission is the belief that all three parts must thrive equally in a manner that commands deep respect for individuals in and outside the company and supports the communities of which they are a part. (Ben & Jerry's Website, 2004). Ben & Jerry's marketing strategy is consistent with its mission. A great deal of effort seems to be put on the Social Issue agenda for this business. The products being the highest-quality and the like was explained in the quot;
From Cow to Conequot;
part of the website and seemed to impress upon the viewer the wholesome way their ice cream is processed. Environmental emphasis was displayed through their discussion of refrigerants and improvements they are studying and making to clean up their operations to be more environmental friendly. <br />Does B & J's appear to be a customer-oriented organization? How is the company using its web site to build relationships with its customers? Ben & Jerry's appear to be a customer-oriented organization because of several features. They are: Quality products appealing to a wide audience, Extensively showing how their products are made, Asking for suggestions of new flavors from the public, Fun flavors that appeal to a range of ages, The Ben & Jerry's Foundation providing funds for various social and environmental improvements, Offering information such as quot;
From Cow to Conequot;
to be viewed so that everyone understands how their product is made, Use of organic products to appeal to organic customers, and Market their company like common people making quality ice cream. <br />This is only some of the ways the organization appears to be customer-oriented. In addition, the organization asks its customers and website visitors for input. This request gives customers quot;
buy-inquot;
or product input that would make the customer feel more a part of Ben & Jerry's business; thus, making the customer more apt to buy the product. The company using its web site to build relationships with its customers by providing interactive pages; create a flavor suggestions; fun craft section; gift shop; ice cream by mail; the way the web site is developed (user friendly, fun, a bit cartoony, informative, bright colors, using real video feeds as a movie inside the Cow to Cone presentation, etc.); an appeals to a wide range of demographics. Also, when a customer makes a flavor suggestion, they receive an email (immediately) from the site letting the customer know that the suggestion has been received. This is what it says: <br />Ben & Jerry's Ice Cream Facts<br />Feed Your Inner Hippie<br />Amy Brantley, Yahoo! Contributor NetworkSep 27, 2007 quot;
Contribute content like this. Start Here.quot;
<br />More: <br />Corporate Giving <br />Ice Cream Flavors <br />Sundaes <br />May 5th <br />Print <br />Flag <br />Close <br />Post a comment <br />AdChoices<br />In 1963, two boys would meet in a 7th grade gym class. But, neither one of them knew that they would go on to create one of the most popular brands of ice cream in the world. Ben Cohen and Jerry Greenfield are the masterminds behind Ben & Jerry's Ice Cream. To many, these two men are culinary geniuses. From their Cherry Garcia to their Chunky Monkey, Ben & Jerry have been able to provide ice cream flavors for every palate imaginable. But, where did is all begin? How did Ben & Jerry's Ice Cream come to be the success it is today? <br />Ben & Jerry's Ice Cream Facts #1: 1977 Ben Cohen and Jerry Greenfield Learn About Ice Cream <br />In 1977, Ben Cohen and Jerry Greenfield wanted to open a business together. But, ice cream wasn't their first choice. In fact, they wanted to make bagels. Unfortunately, making bagels would involve buying expensive equipment that they couldn't afford. So in 1977, they took a correspondence course in ice cream making. The course was cheap enough, costing only $5 and the two men were able to do very well on the exam. In fact, that got a perfect score, but that might have something to do with the exam being open book. <br />Ben & Jerry's Ice Cream Facts #2: On May 5th 1978 the First Ben & Jerry's Ice Cream Shop Opens <br />On May 5th, 1978 Ben & Jerry's Ice Cream was first sold. This actually came as a surprise to the two men, who had meant to open their shop on May 6th. Unfortunately, they had sent the wrong date to the newspapers and were forced to open one day early. But, it was a very successful opening. <br />Ben & Jerry's Ice Cream Facts #3: On May 5th 1979 Free Scoop Day Begins <br />One year after the ice cream shop had opened, Ben & Jerry started Free Scoop Day. All day they served free ice cream to their customers. Another fun fact is that this tradition continues at all of their American locations. <br />Ben & Jerry's Ice Cream Facts #4: In 1980 the Ice Cream Goes Into Pints <br />In 1980, Ben & Jerry's Ice Cream was available in pints. This meant that the product could now be sold in stores across America. This also meant that the company would have to move to a larger location, several times over the next few years. <br />Ben & Jerry's Ice Cream Facts #5: In 1983 Ben & Jerry's Ice Cream Is Used to Make One Big Sundae <br />In 1983, the world's largest sundae was made. The sundae was made using Ben & Jerry's ice cream and weighed in at 27,102 pounds. Talk about a large sundae and a delicious one. <br />Ben & Jerry's Ice Cream Facts #6: The Company Went Head to Head with Haagen Daz in 1984 <br />To be perfectly honest, Haagen Daz is like the child who takes his toys home because he's losing the game. In 1984, Haagen Daz was beginning to lose the game, the ice cream game that is. Stores were beginning to sell Ben & Jerry's Ice Cream and Haagen Daz threatened to pull their ice cream from store shelves if the stores continued to sell Ben & Jerry's Ice Cream. At this time Haagen Daz was owned by Pillsbury. This led Ben & Jerry to start the campaign 'What's the Doughboy Afraid Ofquot;
. All this publicity only made Ben & Jerry's Ice Cream more popular. Their sales increased 120% that year. Another interesting fact is that the company ended up having to sue Haagen Daz not once, but twice. <br />Ben & Jerry's Ice Cream Facts #7: Cherry Garcia Hits Store Shelves in 1987 <br />In 1987, Ben & Jerry's released Cherry Garcia. To this day, Cherry Garcia continues to be one of their most popular flavors. <br />Ben & Jerry's Ice Cream Facts #8: Received the Corporate Giving Award in 1988 <br />Ben And Jerry’S - Presentation Transcript<br />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 <br />Who are Ben and Jerry’s <br />Ben Cohen and Jerry Greenfield <br />1978, founded the ice cream in Burlington, Vermont, USA <br />1999, sold more than $208 million worth of ice cream, frozen yogurt & sorbet products <br />2000, acquired by Unilever <br />23 countries worldwide <br />Environment <br />Development of Ben and Jerry’s <br />Advertisement in the USA & UK <br />UK <br />Newspapers <br />Cinema <br />Word of mouth <br />1996 – Cool Britannia <br />USA <br />TV commercials <br />Free Cone Day <br />TV shows <br />2008 – Launch new flavour. <br />2008 2006 2004 Example advertisements <br />Marketing mix <br />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). <br />Product <br />Price <br />Place <br />Promotion <br />Pricing strategies <br />Luxury ice cream <br />Prices in supermarkets <br />Comparison with Haagen-Dazs <br />Pricing strategy used – Premium pricing <br />The ice cream market <br />“ 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). <br />Going green in the next 12 months (Lewis, 2006, Just-Food) <br />“ 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) <br />Ansoff Matrix The Ansoff Matrix (Taken from: Meldrum and McDonald 2007, P.126) <br />What is the Ansoff Matrix? <br />Ben and Jerry’s – Market penetration <br />Ben and Jerry’s product extension <br />Market Penetration Product extension Market Development Diversification Products Market New New Existing Existing <br />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 <br />Ben and Jerry’s: Cash cows/Question marks <br />Defining segmentation <br />“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) <br />Ben and Jerry’s segmentation Products available <br />Sales value <br />Positioning <br />Hippy image <br />Competitive advantage <br />Porter’s five forces <br />Ice cream industry <br />Volume <br />Large segment in the ice cream industry <br />Ben and Jerry’s premises <br />Growth of Ben and Jerry’s <br />Increased sales <br />Questionnaire <br />References <br />Ben and Jerry’s.,(2008). Our story. [Online]. Ben and Jerry’s. Available at: http:// www.benjerry.co.uk/ourstory / [Accessed 11 November 2008]. <br />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]. <br />Dibb, S., et al., (2006). Marketing concepts and strategies. Fifth European edition. Boston: Houghton Mifflin Company. P.46-47, 662 <br />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].<br />Remove related content<br />Flagged as inappropriate<br />Top of Form<br />Flag as inappropriate <br />Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.<br />Cancel <br />Bottom of Form<br />Ben And Jerry's<br />Given Ben & Jerry's track record in entering foreign markets, does it make good strategic sense for Ben & Jerry to commit to entering the super premium ice cream market in Japan? Why or why not? What prior quot;
mistakesquot;
will it need to avoid? Ben & Jerry's had been traditionally slow to enter into the foreign market they have lost market share to both Haagen-Dazs and other ice cream suppliers. Ben & Jerry's had begun to inquire about the Japanese market in the mid 1990s. Japan represents the second largest ice cream market in the world, with annual sales of about $4.5 Billion, but there are high barriers to entry. Ben & Jerry's would be a late entrant, more than 10 years behind Haagen-Dazs initial entry, and there are at least 6 Japanese ice cream manufactures selling super premium products. Ben Cohen, one of the founders of Ben & Jerry's, was opposed to growth, so the company had limited adventures overseas therefore had limited opportunities. Haagen-Dazs had no hesitation and by 1997 it was in 28 countries with 850 dipping shops around the world. Haagen-Dazs non-U.S. sales were about $700 million, compared to Ben & Jerry's sales of $6 million. Haagen-Dazs had completely taken over the international market by entering when the barriers to entry were low and now they are high. It makes sense for Ben & Jerry's to enter the market in order to gain whatever market share that is possible, but since barriers to entry are so high they have to find a way to enter the market and get recognized whether it is through Seven-Eleven or by using Mr. Yamada. Entering is also a great idea if they proceed with the Seven-Eleven marketing plan. This plan allows Ben & Jerry's to enter into 7,000 Seven-Eleven store shelve, but still competing with other brands. Also Ben & Jerry's would not have to promote its super premium ice cream is since it is already part of the ice cream market(for example Haagen-Dazs) and Japanese people are aware of it. A plus for this is that convenience stores appeared to account for about 40% of super premium ice cream sales in Japan, and Seven-Eleven was Japan's largest chain. What resource strengths/ competitive assets does Ben & Jerry's have to support entry into Japan? What resources weaknesses/ competitive liabilities does Ben & Jerry's have in trying to successfully enter the Japanese Market? Several factors resulted in reluctance of action by Ben & Jerry's in entering the Japanese market. The company was unsure on whether the company had any business in Japan. They had trouble finding a lead option for an entry, and Ben & Jerry's was struggling with so many changes in the CEO office, and also having no strategic planning. Ben & Jerry's got an offer from Ken Yamada, a Japanese-American entrepreneur who offered to oversea marketing and distribution of Ben & Jerry's products in Japan. He proposed to take charge of all the Japanese market in exchange for a royalty on all Ben & Jerry's products sold in that market. In 1997 Seven-Eleven joined Yamada as a leading contender for the interest in the Japan strategy. Perry Odak was the new president for Ben & Jerry's and met with Mr. Iida, the president of Seven-Eleven Japan. Seven-Eleven Japan is the parent company of Seven-Eleven U.S. Seven-Eleven's more than 7,000 stores represented a major market regardless of all the possible outlets in Japan. One of the problems is if the product were introduced to the Japanese market through the Seven-Eleven convenience stores it would be just one of the many brands there. Ben & Jerry's might not be able to build its brand equity in Japan such as Haagen-Dazs had. Without brand equity it could be difficult to distribute the product beyond the Seven-Eleven chain. Also there is always the possibility that Seven-Eleven could cut off Ben & Jerry's at some future date if it doesn't sell effectively. Is the market for super premium ice cream in Japan a competitive attractive market from Ben & Jerry's perspective? Why or why not? Japan is the second largest ice cream market in the world making it very attractive from Ben & Jerry's perspective. Some of the challenges that Ben & Jerry's will face are the high barriers of entry for foreign products and dealing with the immense distance for shipping the products over seas. Despite these challenges, there are several......... You must be registered and logged in to access the full text of this essay. Click here to register, or if you are already a member you can login below.<br />