DOSSIER GLOBAL BRAND MANAGEMENT:
Véronique SCART
GLOBAL & LOCAL BRANDS :
BEN & JERRY’S and BERTHILLON
BETOUX Léonor
LEROY Marion
LIEGE Oriane
SANSON Cécile
RENAUDIN Astrid
Groupe 503B
CONTENTS:
Introduction
PART 1: Marketing environment and presentation of the 2 companies P3 1) Ice-cream market in France P3 2) Presentation of Ben & Jerry’s P3 a. Brand identity P3 b. Mission & Values P4 3) Presentation of Berthillon P5 c. Brand identity P5 d. Mission & Values P6 4) Competitors P6 e. Ben & Jerry’s
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The group is present in 27 countries with over 500 stores worldwide, (25 stores in France, including 9 in Paris).
Ben & Jerry’s, the American ice cream-maker, has always had a clear and unique brand identity on their packaged goods.
Ben & Jerry’s has a fairly complex brand message, they want to combine the ideas of quality products, fun and friendliness, with social and environmental engagement.
Ben & Jerry 's in 2011
Ben & Jerry 's continues its success story with a double-digit growth for the fourth consecutive year: 16% of sales value. * A brand that continues to attract new consumers and is now present in nearly 800,000 homes in France with a reputation that continues to rise (+4 points) * A key player in social networks, including Facebook fan community now has over 300,000 members!
* Brand image: "Fair Trading" with exclusive recipes and exclusive natural based products and a range in the fair trade labels. Image: eco responsible, ethical, fun and trendy. * Target: Young adults * Brand positioning: * To ice cream lovers who don’t do things by halves (who) * Ben & Jerry’s is the ice cream (what) * That fills your face full of flavor (rational benefit) * So you can feel gloriously righteous about your indulgence (emotional benefit) * Because it’s outrageously packed full of the stuff you love to love (reason to believe)
b) Mission and values:
It’s hard to believe there are five problems with In-N-Out Burger because of how successful the company is and how delicious the burgers are. Well at least that what I heard, one of my friends that moved to California confessed to me that the reason he moved was because he loved In-N-Out Burger’s. But as I began to read I found more than five devastating problems that the Snyder family encountered as pioneers of the fast food business.
Establishing itself as an Australian brand, can be seen as iconic in the local market.
Today will we be making a peanut butter and jelly sandwich. The ingredients to making a peanut butter and jelly sandwich is simple. Go to a Grocery store and get some peanut butter. Peanut butter is a brownish color that in a glass retainer. Then try to find some jelly. You will find jelly where they keep items cold. Jelly is a purple color that is in a glass retainer. Also you will need some bread.
The company offers a modern and cool lifestyle, coined by their motto “for successful living”.
There are stores not only in Europe but also in North America, Middle East, and Caribbean and Asia- all are 253 stores in 24
The purpose of this study is to explore three companies by focusing on how the brands have been performing as well as what the customers and other stakeholders are saying about the different brands. This study will also summarize the strategic issues that the companies and those they are likely to experience in future.
In the first place we have to see in general why people buy ice creams, and what value it has to them this type of product and then we have to analyze the different types of markets because the reasons will change accordingly with the type of (children or adults, for example) and product (premium or not, for example). So basically the answer to this question is that the reason why consumers buy an ice cream depend of some variable factors that I will try to explain here. Consumers just buy a product because of the value it has to them, because it satisfy a need they had and possibly they didn´t know. In the case of Ice creams, in general people buy the normal type of ice cream because of the flavor, the ice cream is competing with other
Ben & Jerry’s is an ice cream brand that started in Vermont in 1979 by Ben Cohen and Jerry Greenfield. Originally started as a small parlour business, it saw steady expansion in its distribution over time. Its acquisition by Unilever in 2000 allowed the brand to undergo worldwide distribution through tapping on the conglomerate’s logistics and distribution expertise. Faced with an ever changing business environment and dynamic consumer preferences, Ben & Jerry’s has adopted unique strategies to boost its competitiveness.
1. What is Ben and Jerry’s mission statement? How has Ben & Jerry’s performed on the dimensions of the mission statement? Be specific.
Facebook is estimated to have over 845 million users, mostly college-aged young adults. Its explosive growth and reputation in social networking have made it not only a market leader, but also a household brand name. The audience is global (excluding China) and the site has now been translated into 70 different languages.
As we can see from Ben and Jerry's Mission Statement above, it sets out as part of its corporate strategy to implement these three integrated missions. That is to develop a high quality product whilst promoting business practices that respect and protect the environment. Whilst dedicating to achieving a sustainable economic growth under a concept of linked prosperity which they call "Caring Capitalism" which goal is to make profits but also providing career opportunities and
Ben & Jerry’s Homemade, Inc. has been in business since 1978. Approximately 40% of the world 's frozen dairy desserts, 5.6 billion liters per year, are manufactured at more than 450 U.S. ice cream plants. This makes the United States the largest producer of ice cream and related products in the world. With the world 's largest milk supply, an abundance of land, and investments in research & development, U.S. frozen dairy dessert production has remained
It has 16 sites in France and it is dedicated to warehousing merchandise, order preparation and store delivery. It is one of the three entities of the Merchandise Flow
Krispy Kreme Doughnuts was a successful privately owned business since 1937. In 1982 a group of franchises bought back the company from Beatrice Foods for $24 million, and reintroduced the old recipe of doughnuts and their “hot doughnuts now” system. In 1998 Scott Livengood became Krispy Kreme’s new