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].