Name: Terri Heller
Company Name:
Sample
Ben & Jerry’s
Logo:
Ben & Jerry’s is founded on and dedicated to a sustainable corporate concept of linked prosperity. Our
mission consists of 3 interrelated parts shown below:
Mission Statement:
Product Mission: To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a
continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect
the Earth and the Environment. Economic Mission: To operate the Company on a sustainable financial basis of
profitable growth, increasing value for our stakeholders and expanding opportunities for development and career
growth for our employees. Social Mission: To operate the company in a way that actively recognizes the central role
that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and
internationally.
Strategic Business Units (SBU)
Aviance
Axe/Lynx
Ben & Jerry's
Blue Band
Dove
Flora/Becel
Heartbrand
Sunsilk
Societal Marketing Example:
Owned by:
Uniliver
Hellman’s
Knorr
Lipton
Lux (soap)
Omo/Surf (detergent)
Rexona/Sure Sunsilk
Wish-Bone
TIGI (haircare)
Ben & Jerry’s is out to start a revolution! This time, it’s a technological revolution – by introducing a new
kind of clean, green freezer to the United States. These new freezers use alternative refrigerants that, unlike current freezer gases, do not
contribute to global warming or the deterioration of the earth’s ozone layer if released to the atmosphere. That’s two big leaps forward on the
path to more environmentally friendly refrigeration.
SWOT Analysis:
Competitive Advantage: Types of Competitive advantage include (Cost, Product Differentiation or Niche Strategies)
be sure to explain your choice with an example.
Ben & Jerry’s establish a competitive advantage by using product differentiation. They have a strong brand name and
they are product innovators. They also use niche marketing as another form of a competitive advantage. They have
unique flavors and there are strong believers in societal marketing. They are also working to eliminate the underlying
causes of environmental and societal problems.
BCG Matrix
Stars
Cash Cows
Question Marks
Dogs
Smart Objectives: Based on your research please write or locate two smart objectives for your company.
Remember Smart Objectives must be Realistic, Time Specific, and Measurable. Be sure to label the type of objective.
1. Market Share Objective: The first choice ice cream in Singapore through its rich contents of nutrients, minerals and
vitamins formula to achieve a 30% market share by 2013.
2. Branding Objective: To take the lead promoting global sustainable dairy practices with farmers worldwide by 2015.
Ansoff Strategic Opportunities Matrix:
Market Penetration:
Definition: Increase market share among existing customers.
Example: Free Cone day for existing customers.
Market Development:
Definition: Attract new customers to existing products.
Example: Ben and Jerry’s ice cream now sold in Finland
Product Development:
Definition: Create new products for present markets.
Example: Ben & Jerry’s creates Schweddy Balls ice cream
Diversification:
Definition: Introduce New Products to New Markets
Example: Ben and Jerry’s ice cream to be sold on Royal Caribbean Cruises
Marketing Mix:
Product: Example: Chubby Hubby Ice Cream
Price: Example: Store pricing varies but a pint usually costs around $3.50
Place: Example: Sold in all Ben & Jerry’s ice cream stores. Not available in most grocery store locations.
Promotion: Example: Chubby Hubby to Hubby Hubby, in celebration of the legalization of same-sex marriage in
the company's home state of Vermont. The product's packaging will feature two men in tuxedos getting married.
A wedding-themed Ben & Jerry's truck will hand out free "Hubby Hubby" across Vermont. Scheduled stops
included the Vermont Capitol, where lawmakers passed a gay-marriage law. Ben & Jerry's six Vermont ice
cream parlors also plan to sell special "Hubby Hubby" sundaes during September.
."