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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• Environment
Development of Ben and Jerry’s
Advertisement in the USA & UK
UK
• Newspapers• Cinema• Word of mouth• 1996 – Cool Britannia
USA
• TV commercials
• Free Cone Day
• TV shows
• 2008 – Launch new flavour.
20062004
Example advertisements
2008
Marketing mix
• 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).
• Product • Price• Place• Promotion
Pricing strategies
• 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
Market Penetration
Product extension
Market Development
Diversification
Products
Market
New
New
Existing
Existing
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
Boston MatrixTaken 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
Defining segmentation
• “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
Sales value
Positioning
• Hippy image
• Competitive advantage
• Porter’s five forces
• Ice cream industry
Volume
• Large segment in the ice cream industry
• Ben and Jerry’s premises
• Growth of Ben and Jerry’s
• Increased sales
Questionnaire
References
• 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].