When asked to think of a topic for this paper I thought to myself, "Well, let me write about something that I'm really interested in- I was at a loss, the problem being that there's TOO much I'm interested in. So, I thought, "Well, what do I really like?" ICE CREAM! And who doesn't? Therefore, I chose the two companies that dominate the global premium ice cream market and was shocked to see that two companies could be so similar but so very very different: Ben & Jerry's and Haagen-Dazs. .
The Similarities.
Each of these competitors has approximately 42% of the market, with the remaining 15% being divided up between a number of small firms that compete on either a local or national basis. What separates these two companies from their competition is how they have placed themselves in the market or how they have identified their market segmentation. They both went after a niche strategy that targets and caters to two main target markets:.
- Affluent, pleasure seeking adults who are generally brand conscious, innovators & trend followers.
- Health conscious, young adults who are interested in desserts but prefer natural ingredients, and low fat substitutes.
However, the most important thing that both companies have done is practice the marketing concept of keeping customers needs as a priority for the rest of the business to follow. Both companies continuously research their markets because this is exactly what got them both into the business in the first place. Their effective marketing is based on three key elements: the marketing philosophy, market segmentation and customer behavior. These companies have been .
noted to practice the consumer-driven philosophy as they rely on research to discover consumer preferences, desires and needs before production actually begins. This philosophy stresses the need for marketing research to be conducted in order to better understand where or who a market is and to develop a strategy targeted toward that group.
Ben and Jerry's Strategic Profile Hippies. ... These three terms are what we think of when we hear the names Ben and Jerry in this same sentence. ... The internal environment for Ben and Jerry's has historically been a sound one. ... The next strength is, of course, the innovative flavors that Ben and Jerry's develops. ... For Ben and Jerry's there are great opportunities for growth. ...
This helped protect the family farmers who supplied the milk for Ben and Jerry's ice cream. ... In 1985, the company established the Ben and Jerry's Foundation with an initial gift from Ben and Jerry. ... That same year, President Reagan named Ben and Jerry U.S. ... In 1988, Ben & Jerry's rescued Rhode Island's legendary Newport Folk Festival from oblivion by becoming its sponsor. ... Ben and Jerry's continues to support worthwhile causes by teaming up with non-profit organizations in PartnerShops, Ben & Jerry's scoop shops that are independently owned and oper...
Ben and Jerry's sell 50 different flavors of ice cream, frozen yogurt, and sorbet. ... The Ben and Jerry's web site has a "Flavor Graveyard."" ... Ben and Jerry's also has a sweepstakes offering, but there are no cash prizes. ... Ben and Jerry's and Haagen-Dazs have ice cream shops around the globe. ... Ben and Jerry's does its part to promote projects which aim to make a positive social ...
Introduction: Ben & Jerry's was founded in 1978 in a renovated gas station in Burlington, Vermont, by childhood friends Ben Cohen and Jerry Greenfield, with a $12,000.00 investment with only $4,000.00 of which was borrowed. ... This could put quite a strain on Ben & Jerry's. ... If suppliers are unwilling to sell at a price Ben & Jerry's is willing to pay, Ben & Jerry's now has greater resources to reach a greater number of possible suppliers than ever before. ... Basically, Ben and Jerry sells it and the distributors deliver it. ... Ben and Jerry's produces sup...
Did Unilever pay too much to acquire Ben & Jerry's? ... Is the culture at Ben & Jerry's likely to clash with Unilever's culture? What problems will Unilever be likely to encounter with its Ben & Jerry's acquisition? How would you like to be Yves Couette, the person Unilever chose to be Ben & Jerry's new CEO? ... The match up of Unilever and Ben & Jerry's made good business sense, giving Ben & Jerry's access to Unilever's worldwide distribution system Unilever is in an ideal position to bring the Ben & Jerry's brand, values and socially conscious...
The main story line of "Jerry Maguire- revolves around Jerry's love with Dorothy. ... Both factors affected Jerry and Dorothy. ... Jerry Maguire says, "I'm not a guy who runs. ... In "Jerry Maguire- there were two sources: Jerry Maguire and Bob Sugar. ... Only Rod agreed to stay with Jerry. ...
Jerry Lewis. Preview and Transition: In describing Jerry Lewis" life I would like to quote Congressman Les Aspin of Wisconsin in conclusion of his documented nomination of Jerry Lewis for the Nobel Peace Prize on December 27, 1976, "Jerry Lewis is a man for all seasons, all people, all times. ... Both of Jerry's parents worked in the entertainment world. ... Jerry's father introduced Jerry to comedy while he was performing with other Jewish performer's in the so-called Borscht Belt dinner theaters in upstate New York. ... Between films, Jerry produced his biography, "Jer...
Jerry Lee Lewis "Jerry Lee Lewis was known as a rebellious, rowdy piano player that would pound the keys and shock audiences. ... His older brother, Elmo Jr., died when Jerry Lee was four years old. ... Both of Jerry Lee`s sisters have recorded in the Sun Studios. ... Gospel and country were Jerry Lee's basic influences. ... Soon Jerry Lee discovered a new type of music; his own! ...
Neither Holden nor Ben have found their passion, and neither Holden nor Ben are happy. ... Ben may be content to drift along, but sooner or later you must get moving. ... Ben and Holden are both desperately searching for a woman to meet their needs; and both Ben and Holden find women to meet some of their needs. ... Similarly Ben finds temporary comfort with Mrs. ... Holden and Ben are symbols of the youth of America. ...
