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Ben and Jerry's BUS 365

Marketing
by

Christopher Rueb

on 9 December 2013

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Transcript of Ben and Jerry's BUS 365

Presented By:
Samuel Chomet
Julia Horenstein
Michael Rose
Christopher Rueb

MISSION STATEMENTS
Ben & Jerry’s is founded on and dedicated to a sustainable corporate concept of linked prosperity. Our mission consists of 3 interrelated parts:
S.W.O.T Analysis
STP
SOCIAL
ECONOMIC
PRODUCT
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 and internationally.
To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.
To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees.
Sustainable Competitive Advantage
Strengths
Weaknesses
S.W.O.T Analysis
Opportunities
Threats
Marketing Mix
Product
Price
Place
Promotion
Pints: $4 to $5
Ice Cream Bars: $2 to $3.50
Mini Cups: $1 to $2.50
Unique flavors
Limited ingredients
Triple Bottom Line
People
Planet
Profit
Brand Awareness
Unique Flavors
Strong customer loyalty
Fantastic reputation
Promotional Events

Short Life-Cycle on certain flavors
Minimal Advertising efforts & budget
High Prices
Global Expansion
New Franchise Locations
Promotions
Health Trends
Rising costs for frozen products
Competitors i.e. Haagen Dazs
Flavors often Follow Political Movements or Popular Culture
Get back what you give out
Segmentation
Geographic
34 countries distributed in the Americas, Europe, Asia, Australia
Demographic
Income, Gender, Age
Behavioral
Occasion
Loyalty
Psychographic
Environmentalists
"Hippy" state of mind
Targeting
Differentiated
Children and families
School and College students
Middle age
Positioning
Strong Customer Loyalty
Widely Known Image
Marketing Metrics
Subsidiary of Unilever
Suspected Revenue of $300-500 Million
Haagen Dazs $750 million revenue
Full transcript