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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” ...
Who are Ben and Jerry’s <ul><li>Ben Cohen and Jerry Greenfield </li></ul><ul><li>1978, founded the ice cream in Burlington...
Development of Ben and Jerry’s
Advertisement in the USA & UK <ul><li>UK   </li></ul><ul><li>Newspapers </li></ul><ul><li>Cinema </li></ul><ul><li>Word of...
2008 2006 2004 Example advertisements
Marketing mix <ul><li>The Marketing Mix consists of 4 P’s, which are used to “describe the combination of marketing tactic...
Pricing strategies <ul><li>Luxury ice cream </li></ul><ul><li>Prices in supermarkets </li></ul><ul><li>Comparison with Haa...
The ice cream market <ul><li>“ The total West European Deserts Market was worth Euros 112.4 billion in 2007 (Including UK)...
Ansoff Matrix The Ansoff Matrix (Taken from: Meldrum and McDonald 2007, P.126) <ul><li>What is the Ansoff Matrix? </li></u...
Boston Matrix Taken from: GT Web Marque (2008) Stars: High Growth, High Market Share Cash cows: Low growth, high market sh...
Defining segmentation   <ul><li>“Segmentation is the process of splitting customers in market, into different groups or se...
Ben and Jerry’s segmentation Products available
Sales value
Positioning <ul><li>Hippy image </li></ul><ul><li>Competitive advantage </li></ul><ul><li>Porter’s five forces </li></ul><...
Volume <ul><li>Large segment in the ice cream industry </li></ul><ul><li>Ben and Jerry’s premises </li></ul><ul><li>Growth...
Questionnaire
References <ul><li>Ben and Jerry’s.,(2008).  Our story.  [Online]. Ben and Jerry’s. Available at:  http:// www.benjerry.co...
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Ben And Jerry’S

  1. 1. Ben and Jerry’s &quot;Ben & Jerry's, to know it is to love it&quot;. “I scream, you scream, we all scream, for ice cream” By Laura Teather, Sara Matharu, Sarah Butler and Aman Johal
  2. 2. Who are Ben and Jerry’s <ul><li>Ben Cohen and Jerry Greenfield </li></ul><ul><li>1978, founded the ice cream in Burlington, Vermont, USA </li></ul><ul><li>1999, sold more than $208 million worth of ice cream, frozen yogurt & sorbet products </li></ul><ul><li>2000, acquired by Unilever </li></ul><ul><li>23 countries worldwide </li></ul><ul><li>Environment </li></ul>
  3. 3. Development of Ben and Jerry’s
  4. 4. Advertisement in the USA & UK <ul><li>UK </li></ul><ul><li>Newspapers </li></ul><ul><li>Cinema </li></ul><ul><li>Word of mouth </li></ul><ul><li>1996 – Cool Britannia </li></ul><ul><li>USA </li></ul><ul><li>TV commercials </li></ul><ul><li>Free Cone Day </li></ul><ul><li>TV shows </li></ul><ul><li>2008 – Launch new flavour. </li></ul>
  5. 5. 2008 2006 2004 Example advertisements
  6. 6. Marketing mix <ul><li>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). </li></ul><ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>
  7. 7. Pricing strategies <ul><li>Luxury ice cream </li></ul><ul><li>Prices in supermarkets </li></ul><ul><li>Comparison with Haagen-Dazs </li></ul><ul><li>Pricing strategy used – Premium pricing </li></ul>
  8. 8. The ice cream market <ul><li>“ 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). </li></ul><ul><li>Going green in the next 12 months (Lewis, 2006, Just-Food) </li></ul><ul><li>“ 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) </li></ul>
  9. 9. Ansoff Matrix The Ansoff Matrix (Taken from: Meldrum and McDonald 2007, P.126) <ul><li>What is the Ansoff Matrix? </li></ul><ul><li>Ben and Jerry’s – Market penetration </li></ul><ul><li>Ben and Jerry’s product extension </li></ul>Market Penetration Product extension Market Development Diversification Products Market New New Existing Existing
  10. 10. 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 <ul><li>Ben and Jerry’s: Cash cows/Question marks </li></ul>
  11. 11. Defining segmentation <ul><li>“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) </li></ul>
  12. 12. Ben and Jerry’s segmentation Products available
  13. 13. Sales value
  14. 14. Positioning <ul><li>Hippy image </li></ul><ul><li>Competitive advantage </li></ul><ul><li>Porter’s five forces </li></ul><ul><li>Ice cream industry </li></ul>
  15. 15. Volume <ul><li>Large segment in the ice cream industry </li></ul><ul><li>Ben and Jerry’s premises </li></ul><ul><li>Growth of Ben and Jerry’s </li></ul><ul><li>Increased sales </li></ul>
  16. 16. Questionnaire
  17. 17. References <ul><li>Ben and Jerry’s.,(2008). Our story. [Online]. Ben and Jerry’s. Available at: http:// www.benjerry.co.uk/ourstory / [Accessed 11 November 2008]. </li></ul><ul><li>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]. </li></ul><ul><li>Dibb, S., et al., (2006). Marketing concepts and strategies. Fifth European edition. Boston: Houghton Mifflin Company. P.46-47, 662 </li></ul><ul><li>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]. </li></ul>

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