Premium Essay

Ben and Jerry's Case Study 5

In: Business and Management

Submitted By tsilva02
Words 701
Pages 3
Silva Case study 5

1. New Belgium has effectively used integrated marketing communications over the first 20 years. Evaluate the use of one major advertising campaign to fortify and enhance the company’s brand image. 2. NBB seemed to agonize over the use of the word “folly” in its advertising campaign. What do you make of the company’s struggle with this decision? Also, how do you personally feel about the use of their word? 3. New Belgium’s focus on stain ability, whimsy, and fun is clearly rooted in its Colorado-based culture and the ethos of its founders and employees. As New Belgium’s distribution continues to expand away from the locale, how can the company make its branding and messaging respond with customers in different parts of the country? 4. Currently, New Belgium has been much more successful using social media than competitors Boston Brewing CO. and Sierra Nevada. Evaluate how social media has contributed to the firm’s marketing strategy, and make suggestions for the use of social media in the future.

New Belgium did an amazing job of using word of mouth as integrated marketing. This has been there number one form of advertising since its early days. New Belgium also did community events, and factory tours. New Belgium struck gold in the social networking industry. They really took the time tip infiltrate an ever-growing industry of social media to help their business grow. The major advertising campaign they used was a TV ad. They took a great deal of time in making sure all the pieces to puzzle where in place; they did not rush into production. They hired Dr. Douglas Holt, a cultural branding expert. Then they hired a marketing firm, Amalgamated, and set a restrictive budget. Keeping to their manifesto, and their there true image they did not do a big fishy campaign. It was straight back to their roots where...

Similar Documents

Free Essay

Ben & Jerry Homemade

...Ben & Jerry’s Analysis By:Group 2 The case presented on Ben & Jerry’s Homemade ice-cream is complex and produces a considerable amount of deliberation. In the following pages we hope to give you a synopsis of Ben Cohen & Jerry Greenfield, as well as the company they created, while attempting to carefully construct answers to the questions posed on specific issues raised by Mr. Brasel in the power point slides he provided to the class. The history of Ben Cohen and Jerry Greenfield can be dated back to when the men first met in the seventh grade. Both Cohen and Greenfield grew up in Merrick, Long Island and quickly became friends during Junior high school. After high school, Jerry finished college. His goal was to attend medical school to become a doctor, but he could not get in. (benjerry.com). On the other hand, Ben applied and was accepted to several colleges, but always dropped out of them. The beginnings for the development of Ben & Jerry’s Homemade were launched in 1977 from the front porch of Jerry’s parent’s house. Neither Ben nor Jerry knew anything about running or opening a business, but both men knew about food and shared the great passion of eating. They pondered on what type of business they would start. The men came across an AD in the local newspaper for an ice-cream-making course offered through a local college. There was a $5 fee associated with the course. Due to the extreme......

Words: 1750 - Pages: 7

Free Essay

Finance Case

...Ben & Jerry's Homemade ice cream Inc. Tutor’s Introduction This case study comes from the second edition of Business Strategy: an introduction published in 2001. It is very readable and interesting, providing students with insights into how two entrepreneurs who set up an ice cream shop in a renovated petrol station became the names behind one of the most well-known ice cream brands around the globe. Students will find out how Ben and Jerry tackled the almighty (at the time) Pillsbury and Häagen-Dazs, how they developed a brand to distinguish them from competitors which included a focus on people and giving back to society, and how they successfully used PR to come up trumps in the ‘ice cream war’. At the end of the case study you will find a series of questions for students to get them thinking critically about Ben & Jerry’s strategy from its humble beginnings to where it is now. The case also provides the opportunity for students to conduct research into the current state of play. They could find out how Ben & Jerry’s have further developed their brand and product offerings (they now have ice cream counters in cinemas, they offer a full selection of Fair Trade ice creams, etc.) and what competition they now face, if any. Students will find it helpful to read chapter 20 on social responsibililty and business ethics. They could also use this longer case study as a springboard for their work on the Strategic Planning Software (SPS), to which they have free access......

Words: 2418 - Pages: 10

Premium Essay

Bren&Jerry Case Study

...FREEZING OUT BEN & JERRY: CORPORATE LAW AND THE SALE OF A SOCIAL ENTERPRISE ICON Antony Page* & Robert A. Katz**† INTRODUCTION The perfect duo. Ice cream and chunks. Business and social change. Ben and Jerry.1 Nobody wants to end up like Ben and Jerry’s, where soon after a multinational acquired it, key facets of its social mission were cut from the company.2 Ben & Jerry’s Homemade, Inc. was once the darling of proponents of social enterprise and social entrepreneurship.3 It was a for-profit corporation that seemingly did not put profits first. Rather, it pursued, in the parlance, a “double bottom” line, seeking to advance progressive social goals, while still yielding an acceptable financial return for investors. It advanced its social mission in many ways, such as by committing 7.5% of its profits to a charitable foundation; conducting in-store voter registration; and buying ingredients from suppliers who employed disadvantaged populations.4 Ben & Jerry’s founders, Ben Cohen and Jerry Greenfield, held out their double bottom line approach (they called it the “double-dip”) as a model for others who wished to “Lead With [their] Values and Make Money, Too.”5 * Professor of Law at Indiana University School of Law—Indianapolis. ** Professor of Law at Indiana University School of Law—Indianapolis and Professor of Philanthropic Studies at the Indiana University Center on Philanthropy. † Thanks to the organizers of the symposium “Corporate Creativity: The Vermont L3C & Other...

Words: 21309 - Pages: 86

Premium Essay

Ben & Jerry's Case Study

...Ben & Jerry: Case Study 1. How has Ben & Jerry’s fulfilled its mission statement? Ben & Jerry’s has 3 dimensions on its mission statement: * Product: Ben & Jerry are making and distributing the finest quality of all natural ice cream with innovative flavors. For example they created Chocolate Fudge Brownie flavor but also Chubby Hubby, Chunky Monkey and Bovinity Divinity, which all are innovative and creative flavors with original names. For instance, they successfully avoided to ship back an amount of frozen brownie, a decision that you have both hurt Ben & Jerry and the supplier and created a new flavor with the frozen brownie. * Economic: In 1994 Ben & Jerry issued 75,000 shares at $10.5 per share exclusively to Vermont residents allowing the first supporters of Ben & Jerry to profit from its success. That both a financial and social decision. Later, the shares were listed on the NASDAQ to offer greater liquidity and capital. Ben & Jerry were also successful to cut expenses when they moved to their plant in Waterbury: instead of spending money to eliminate liquid waste they made a deal with a local farmer that would feed his pigs with the milky water. They later loaned money to the farmer to purchase 200 more pigs to eliminate all the liquid waste of Ben & Jerry. This satiation was profitable for both parties and was a financial and social success. However, at the end of the 60’s Ben & Jerry were not making......

Words: 1093 - Pages: 5

Premium Essay

Ben and Jerry Case Study

...Ben and Jerry Case study By Shelly Lee May 22, 2011 History: The Company was founded b y two friends who were unhappy in their current jobs. Deciding that being business owners would make them happier they decided to go into business. The first venture in to bagels did not work out. Upon taking a class from Penn University in ice cream they opened a dip shop. The company carried the owners resolve to live in a more rural culture. The company experienced a lot of growth, rapid, and the owners did not have the business knowledge to control the company strategically nor did they want or like the idea of creating a large business. Ben Cohen wanted a company that created loyalty, motivation, and pride which is what the 5 -1 ratio represented to him. One of the core competencies is the following that Ben & Jerry’s create products that represents its rural values. These need to be nurtured as they are the reason that the company has such continued growth. I fell the company has a strategy; the social mission that they have is a good strategy for the company to have. Key Management: Ben Cohen had very set ideals for this company. He wanted to get back to the simplicity of rural life. He also wanted his business that way. He believed that the company should keep upper management pay tied to the entry level employees with a 5-1 ratio for pay increases. He did not have any formal business training and did not have a business mind. He was not in business to get......

Words: 822 - Pages: 4

Free Essay

Strategic Management

... | |Student name: |      |Student P number: | | |Programme: |Business Portfolio | |Module: |Strategic Management and Sustainability      |Module Level (4, 5, 6): |6 | |Module code: |M3X9111 |Contribution to Overall |50% | | | |Module Assessment (%): | | |Lecturer: |Vic Saunders |Internal Verifier: |Ian Jackson | |Assignment Title: |Ben and Jerry’s – A commitment to quality |Assignment No (x of x): |1 of 1 | |Hand Out Date: |Monday September 28th 2015 |Submission deadline: |Thursday November 12th 2015 | |Return date of provisional |Thursday December 10th 2015 | |marks & written feedback:...

Words: 2904 - Pages: 12

Premium Essay

Finance Manager

...UV0273 BEN & JERRY’S HOMEMADE Jerry: What’s interesting about me and my role in the company is I’m just this guy on the street. A person who’s fairly conventional, mainstream, accepting of life as it is. Ben: Salt of the earth. A man of the people. Jerry: But then I’ve got this friend, Ben, who challenges everything. It’s against his nature to do anything the same way anyone’s ever done it before. To which my response is always, “I don’t think that’ll work.” Ben: To which my response is always, “How do we know until we try?” Jerry: So I get to go through this leading-edge, risk-taking experience with Ben—even though I’m really just like everyone else. Ben: The perfect duo. Ice cream and chunks. Business and social change. Ben and Jerry. —Ben & Jerry’s Double-Dip As Henry Morgan’s plane passed over the snow-covered hills of Vermont’s dairy land, through his mind passed the events of the last few months. It was late January 2000. Morgan, the retired dean of Boston University’s business school, knew well the trip to Burlington. As a member of the board of directors of Ben & Jerry’s Homemade for the past 13 years, Morgan had seen the company grow both in financial and social stature. The company was now not only an industry leader in the super-premium ice cream market, but also commanded an important leadership position in a variety of social causes from the dairy farms of Vermont to the rainforests of South America. Increased competitive...

Words: 5401 - Pages: 22

Premium Essay

Advertising Plan

...Marketing at Ice Cream Shops: Baskin-Robbins, Ben & Jerry’s and Cold Stone Creamery Introduction This purpose of this paper is to compare and contrast services marketing at three ice cream scoop shop companies: Baskin-Robbins, Ben & Jerry’s, and Cold Stone Creamery. In a Mintel report on ice cream shops published in 2009, “roughly seven out of 10 respondents say that ice cream is the first thing that they think about when wanting a tasty treat” (Ice Cream). Given that consumers are easily drawn to ice cream as a product, ice cream shops are not necessarily challenged at attracting customers to eat ice cream, but instead must focus their marketing efforts on selling the experience and service that comes with a customer’s visit to an ice cream shop. Some focus is also placed on marketing the quality of the product as an extension of the service experience. As described throughout this paper, all of the companies use both similar and differing tactics to market their service experience to their customers. Company Overviews Baskin-Robbins is a subsidiary of Dunkin’ Brands, Inc., based out of Canton, MA. It was founded in 1945 in Glendale, CA by Burt Baskin and Irvine Robbins. At the end of 2009, the company consisted of 6,207 franchised locations worldwide, in 33 countries and 46 states (Dunkin’ (a)). It has created over 1,000 flavors of ice cream in its lifetime, and serves over 300 million customers each year (Dunkin’ (b)). Ben & Jerry’s is a wholly owned subsidiary of......

Words: 5453 - Pages: 22

Premium Essay

Ben & Jerry

...MARKETING PLAN BEN & JERRY’S 2012-2015 TABLE OF CONTENTS Page 1. CURENT COMPANY SITUATION……………………………………. 2 2. MISSION STATEMENT………………………………………………….3 3. MARKET SHARE INFORMATION…………………………………….3-6 4. MARKET ANALYSIS……………………………………………………6-8 5. MARKET COMPETITORS……………………………………………. 8-11 6. NEW PRODUCT……………………………………………………….. 11-12 7. FUTURE MARKETING STRATEGY………………………………… 12-15 8. FINANCIAL FORECAST……………………………………………….15-17 9. CONCLUSION…………………………………………………………. 17 10. LIST OF REFERENCES…………………………………………… 18-19 1. CURENT COMPANY SITUATION 1.1 Short History Ben & Jerry’s it’s an American company, producing super-premium ice cream that was founded in 1978 through the collaboration of two friends: Ben Coben and Jerry Greenfield. The two began the business by opening a shop in a renovated gas station in Burlington, Vermont, in 1984 following the first factory to be opened. The company’s product range is plentiful with several flavors including cream, frozen yogurt or sherbet, made with natural ingredients. 1.2. Ben & Jerry’s Today In April 2000, Ben & Jerry's sold the company to British-Dutch multinational food giant Unilever. With superior marketing techniques Ben and Jerry's has positioned themselves to be the leader in manufacturing premium ice cream products. They have successfully targeted their market, and there...

Words: 3289 - Pages: 14

Premium Essay

Warren Buffet

...Jer ry: Ben: Jerry: Ben: Jerry : Ben: What's interest ing abo ut me a nd my role in the company is, I'm j ust this guy on the street. A pe rson who 's fai rly conventional , mainstream. accepting of life as it is. Salt ofthe earth. A man of the pe opl e. But then I'v e go t this friend , B en, who challenges everything. It' s against his nature to do anything the same wa y any one 's ever do ne it befo re. To which my response is always , " I don 't think that'll wo rk." To which my response is always, "How do we know till we try ?" So I get to go through this leading -edge, risk -takin g exp erience with Beneven tho ugh I' m really ju st like everyo ne else. The perfect duo. le e cream and chunks. Business and social chonge. Ben and Jerry. • - Be n & Jer ry 's Double Dip , As Henry Morgan's plane passed over the snow-covered hills of Vermont' s dairy land, throngh his mind passed the events of the last few months. It was late January 2000. Morgan, the retired dean of Boston University'Sbusiness school, knew well the trip to Burlington. As a member of the board of directors of Ben & Jerry's Homemade over the past This case was preparedby Professor Michael J. Schill with researchassistancefrom D aniel Burke. VernHines. Sangyeon Hwang, Won sang Kim, Vincente Ladinez, andTyrone Taylor. It was written as a basis forclass discus sion rathe than to illustrat effectiveor ineffectivehandlingof an administrative situation Copyright 0 2001 by r e . the University of Virginia......

Words: 5655 - Pages: 23

Premium Essay

Ben and Jerry

...Company Description Ben & Jerry's is an American ice cream company owned by Unilever that manufactures ice cream, frozen yogurt, sorbet and ice cream novelty products. Ben & Jerry's Homemade Inc. was founded in 1978 and is currently based in South Burlington, Vermont. From the company’s inception more than thirty years ago, their plan was to provide quality ice cream while also creating a company that was socially conscious about the world and its environment.  Ben and Jerry’s currently have 346 scoop shops across 25 countries all around the world, with countries like the UK, US and India some of the countries they operate in. Apart from these establishments, products are also distributed to supermarkets and convenience stores globally. Ben and Jerry’s benefited heavily from the merger with Unilever by leveraging on Unilever’s global reach. Operating in the highly competitive premium ice cream industry, product innovation is crucial to satisfy changing consumer needs. Ben and Jerry’s integrate product quality with social and environmental responsibility whilst still enjoying economic success. It donates 7.5% of pretax profits to the Ben and Jerry’s foundation for philanthropic causes and uses only Free trade certified ingredients in an effort to give back to the community. In 2000, Ben and Jerry’s was purchased by Unilever. Despite the merger, Ben & Jerry’s continues with its commitment towards sustainability. The Caring Dairy programme was recognized with......

Words: 7244 - Pages: 29

Premium Essay

None

...on Friday, April 5. Topic Selection and Approval: You will be able to choose the topic of your paper, but only one person is allowed to select each topic. Thus, early approval is more you are likely to get your first choice. Topic requests must come to me no later than class time on Friday, March 1. A sign-up sheet for topics will be available in class. Former students in the class have often identified topics for the paper in one of three ways: 1. A topic discussed in class or the text that interests them. You might look ahead to chapters that haven’t been discussed yet. This could include a topic on a type of PR work, but it could also be one of the examples used in the text/class. 2. A possible work/career area – for example, someone who wants to go into political communication may do something on political PR or PR for a certain campaign. Someone interested in sports information may discuss the PR activities of a favorite team or league. Someone majoring in Spanish may look at Hispanic PR Firms. 3. A topic that they’ve read about or that they’ve heard about. In addition to just watching/reading the news, you could turn to industry websites for the latest articles/issues: PR Week US: http://www.prweekus.com/ or MediaPost Publications: http://www.mediapost.com/publications/ If you change your subject after having one approved, please check the new subject with me right away. Options: You have two general options for this assignment. You can prepare a case study that deals......

Words: 1215 - Pages: 5

Premium Essay

Ben&Jerry Marketing Plan

...INTRODUCTION 1.1 Company Brief History Ben & Jerry’s (B&J) Ice Cream first started in 1978, where their very first scoop shop opened in a renovated gas station in Burlington, Vermont. It was founded by two friends, Ben Cohen and Jerry Greenfield, who started the business out of their passion for eating. It has slowly expanded its scoop shops to other states and started distributing its ice-creams in pints. In 1988, B&J introduced its 3-part mission statement which shows their desire and dedication to being socially and environmentally responsible in running its business. B&J also produces its ice-creams from fresh Vermont milk and cream. With its funky and interesting themes and its high quality ice-cream at affordable prices, it quickly gained popularity and have succeeded in expanding internationally, including countries like Singapore. 1.2 Mission Statement B&J’s mission statement is made up of 3 components; social, product and economic mission.[pic] Figure 1.2a: Ben & Jerry’s Mission Statement The factor that sets B&J apart from its competitors is its strong emphasize on its social mission. It did not just make an empty claim but has delivered its social mission through its development of a more recyclable packaging and entering a partnership with Nature Energy which provides clean energy alternatives. 1.3 Company Business Portfolio [pic] Figure 1.3a: Ben & Jerry’s Business Portfolio B&J is in a highly......

Words: 4345 - Pages: 18

Free Essay

Blue Ocean Strategy

...Instructor: Dave Power 617.694.2472 President, Power Strategy dave@powerstrategy.com Office Hours: Before class and by appointment ------------------------------------------------- About the Course Course Description and Overview Growth companies are the engines of product innovation, market expansion and value creation. But sustaining the growth of these dynamic private companies -- typically with revenues of $10 to $100 million -- requires a unique set of skills, different from those required in either startups or large public companies. Many promising growth companies stall as their business models mature and they outgrow the processes and teams responsible for their early success. Using a mix of case studies, group discussions, interactive exercises and written assignments, this course provides a general management perspective of growth companies: strategy, execution, team, and capital. You first learn different growth strategies, including market disruption, “white space” discovery, and business model innovation. You then connect strategy with execution through market selection and positioning, “lean” development of new offers, and pipeline management. Because execution depends on team effectiveness, you explore team alignment and meeting rhythms, and the role of leadership in creating a growth culture. Finally, you learn about raising growth capital, managing boards and planning for a successful exit. Readings draw......

Words: 2422 - Pages: 10

Premium Essay

Manager

...Aligning Strategy and Sales 2012 December 2 - December 7, 2012 Schedule for Sunday, December 2, 2012 Time 11:00 - 3:30 PM 4:00 - 5:45 PM Event Registration Opening & Introductory Case Session Instructor: Frank Cespedes Location McArthur Hall Program Office McCollum 101 Cabot Pharmaceuticals, Inc. (510030) 5:45 - 6:30 PM 6:30 - 7:30 PM 7:30 PM Opening Reception Opening Dinner Individual Preparation McArthur Hall Lounge Kresge South Terrace Copyright 2012 President and Fellows of Harvard College Aligning Strategy and Sales 2012 December 2 - December 7, 2012 Schedule for Monday, December 3, 2012 Time 7:00 - 8:00 AM 8:00 - 8:45 AM 9:00 - 10:15 AM Event Breakfast Discussion Groups Case: Ben & Jerry's Homemade Ice Cream, Inc.: A Period of Transition Instructor: John Wells Location Kresge Boardroom Assigned Living Group McCollum 101 Ben & Jerry's Homemade Ice Cream, Inc.: A Period of Transition (796109) 10:15 - 10:30 AM Class Photo 10:30 - 10:45 AM Break 10:45 - 12:00 PM Lecture: Strategy Articulation Instructor: John Wells 12:00 - 1:00 PM 1:00 - 1:40 PM 1:45 - 3:00 PM Lunch Discussion Groups Case: Edward Jones in 2006: Confronting Success Instructor: Frank Cespedes Kresge Boardroom Assigned Living Group McCollum 101 Baker Library McArthur Hall Lounge McCollum 101 Edward Jones in 2006: Confronting Success (707497) 3:00 - 3:15 PM 3:15 - 4:15 PM Break Lecture: Making & Articulating Strategic Choices Instructor: Frank Cespedes 4:15 - 6:15 PM......

Words: 944 - Pages: 4