Ben & Jerry’s in Brazil! MK0389ZNN: Global Marketing and Communication Student ID : W13032776 Word count : 2188 Introduction For this assessment‚ we have chosen to focus on Ben & Jerry’s brand. Ben & Jerry ’s is an American ice cream company‚ a division of the Anglo-Dutch Unilever conglomerate‚ that manufactures ice cream‚ frozen yogurt‚ sorbet‚ and ice cream novelty products. These are manufactured by Ben & Jerry ’s Homemade Holdings‚ headquartered in Burlington‚ Vermont‚ United
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Ben & Jerry’s Homemade Inc. Bruner Case Study Case Summary This case examines issues of asset control for Ben & Jerry’s Homemade‚ Inc.‚ in light of the outstanding takeover offers by Chartwell Investments‚ Dreyer‘s Grand‚ Unilever‚ and Meadowbrook Lane Capital in January 2000. The case requires a discussion of fundamental firm objectives and the implications of a non-traditional corporate orientation; one needs to review the development of Ben & Jerry’s strong social consciousness
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History of Ben & Jerry’s Ben & Jerry’s is an American ice cream company‚ a division of the British-Dutch Unilever conglomerate that manufactures ice cream‚ frozen yogurt‚ sorbet‚ and ice cream novelty products‚ manufactured by Ben & Jerry’s Homemade Holdings‚ Inc.‚ headquartered in South Burlington‚ Vermont‚ United States‚ with the main factory in Waterbury. It is best known as an ice cream brand‚ founded in 1978 in Burlington‚ Vermont. In 1977 lifelong friends Ben Cohen and Jerry Greenfield
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Strategic Position Ben & Jerry’s strategic position is to offer an all natural approach in the preparation of their super premium ice cream. Through the use of pure‚ natural‚ and socially conscious products‚ Ben & Jerry’s positions its products as high quality with unique flavors which ultimately differentiates it from the competition. They market their products through cause generated marketing ‚ practicing social consciousness to present the values and goals of the company. Ben and Jerry’s maintains
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Ben & Jerry’s : Marketing case. Helping marginalised people‚ promoting sustainable agriculture‚ economising resources‚ and using organic products… Ben & Jerry’s‚ the American ice-cream maker‚ has‚ since its foundation in 1978‚ included many ethical values in its business practices. Part of the important Unilever group‚ Ben & Jerry’s is now a widely extended company all around the world in constant search of new innovation such as moving into Fair Trade. Indeed in 2005 Ben & Jerry’s
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Ben & Jerry’s: Preserving Mission and Brand within Unilever By‚ Hemanth M udadla Elisa Vanzu lli You Qin Qin Fayas Faro ok “We can build a ice cream plant at 1/3rd of the cost you built yours what we cant do is build a premium brand which is what you did” Strengths: Product quality Why Acquisition Innovation Brand Sensible to Nature Social Mission Opportunities: Good topline but bad bottom line – Financial situation Ineffective operational efficiencies Organizational structure
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Executive Summary – Ben & Jerry’s Case Current Situation: Ben & Jerry’s Company is in the business of making different flavors of ice creams in USA with sales of $75 million in 1990. It is ranked # 2 in super-premium ice cream market and is 5th largest ice cream maker of any type nationwide. It has experienced explosive growth in the US market primarily through entry into new geographic markets and flavor differentiation. Ben Cohen‚ one of the founders is the majority shareholder. Chuck
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Executive Summary Ben and Jerrys is a successful ice cream company with many strengths and weaknesses. The company faces serious competition‚ financial struggles‚ economic and social influences‚ all of which are covered in my paper. I also discussed some recommendations I have for the companies success. Ben and Jerry ’s is one of the top ice cream companies around. They have had many ups and downs throughout the history of the company‚ but overall‚ they have overcome most of their hardships
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Ben and Jerry’s Introduction: Overview of the Case The corporation of Ben and Jerry’s first began on May 5‚ 1978 in a small town called Burlington located in Virginia. The founders of this ice cream parlor were Ben Cohen and Jerry Greenfield with only limited funds of $8‚000‚ they produced a famous nationwide parlor that caters to millions of people. Specialty flavors of Chocolate Chip Cookie Dough‚ Cherry Garcia‚ Rain Forest Crunch‚ and frozen yogurt are attractions and symbols to the corporation
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Strategic Analysis of Ben & Jerry’s Homemade‚ Inc. Can B&J Serve a Double Scoop of Being Green and Making Green? ESM 210 Professor Delmas Final Paper November 21‚ 2000 Alex Tuttle Vicky Krikelas 1 BEN & JERRY’S ICE CREAM Table of Contents INTRODUCTION……………………………………………………………………………. MARKET DESCRIPTION………………………………………………………………….. FIRM DESCRIPTION………………………………………………………………………. THE MISSION STATEMENT……………………………………………………………… 1 1 1 2 GENERAL CORPORATE STRATEGY…………………………………………………… 2 CORPORATE ENVIRONMENTAL
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