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Ben & Jerry's case study

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martina vitulli

on 7 November 2012

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Transcript of Ben & Jerry's case study

Power & Conflict characteristics History External environment analysis - Ben and Jerry's history
- Channel structure & it members
- Channel functions & flows
- External environmental analysis
- Power & conflict characteristics
- Customer segment demands
- Suggested improvements & recommendations Presentation Overview 1978 Ben Cohen & Jerry Greenfield opened their first scoop shop in Vermont 1981 The first franchise
opened in Vermont 1985 Ben & Jerry's foundation is established, 7.5% of profits fund community orientated projects 1994 Ben & Jerry's enter the UK market 1997 Ben & Jerry's enter the Japanese market 2000 Presented by Martina Vitulli, Chakyl Camal,
Alison Sheedy & Michael Reece Channel Structure with Members functions and flows Different countries of operation economic cycle
Demand shift to lower priced products
Value of varying currencies
Varying tax levels Economic Cultural adjustments
Adjusting marketing material
Increasing health conscious societies
Increased cones and stick ice-cream purchases Sociocultural Strong bargaining power of suppliers
Strong power of customers
New entrants into the premium ice-cream market
Substitute products available
Strong competitive rivalry Competitive Lower barrier to innovation
New freezer technology
New flavours & improved production
Phone Apps Technological Retailing laws varying per country
Labeling requirements
Import and export policies Legal Referent Expert Unilever acquisition in 2000

Unilever controlled the financial & operational aspects

Product distribution issues were solved Highly involved in social responsibility

Recognized as a role model by customers and Unilever

Corporate culture & values taught to members as the right way to do business. Conflict The involvement that their main competitor Haagen Dasz had with keeping Ben & Jerry off supermarket shelves

The acquisition with Unilever in 2000 and corporate culture differences Customer segment demands Premium ice-cream
Frozen Yoghurt

Product Size:
Pint, mini-cup, quart, bulk and bar

External Catering Product Range Young and affluent adults/parents
Aged between 20-35
Health conscious
Young mothers
Innovative customers Ben and Jerry’s target market Globally recognised
Diverse product
Promote customers to vote for their favourite new flavour
Scoop Shops
Supermarkets Ability to meet target market demand Chakyl Camal, Alison Sheedy, Martina Vitulli and Michael Reece 2012 30 countries
500+ scoop shops Potential market leader Acquisition worth $324m 2010 Global responsibility Growth Suppliers Greystone brownies La Trinidade Cooperative - (Non-Profit foundation, New York) - (Fair trade coffee traders, Mexico) Cia Agricola - (Vanilla bean extract, Costa Rica) Sensient flavors Inc. - (Organic banana puree, Ecuador) Manufacturer Ben and Jerry's 2 in USA are exporting globally Factories UK Distributor - Contracted by Unilever for UK market - Economies of scale for Ben and Jerry's - Efficient movement of goods in UK - Environmentally conscious distributors Retailers End User Families Couples Children "Food lovers" Expanding into Emerging markets
Indonesia  emerging market with 70% growth in ice-cream industry

Restaurant agreements
Increase brand awareness and sales figures
Ben and Jerry’s on the dessert menu! Recommendations Suppliers functions and flows - Provide quality products - Improve farming systems - Ensure that ingredients reach Ben and Jerry's factories Manufacturer and Distributor Function & Flows - Preserve the recipe integrity of the flavors - Integrate consumers to brand (factory tours) - Provide setup expertise for future factories - Cost efficiency - Environmental respect Retailer and End user function & flows - Marketing (Free cone day, shelf presentation) - Local distribution (Large supermarket), - Educate consumers on brand "motivation"
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