Ben and Jerry's - the Journey to Japan

They reached an all time high sales and revenues in 1995 of $20 million; however their profit margin decreased to 4.27%.

cash receipts. Its total worth was $2.8 billion. Of this, 60% came from farm sales of milk and

had captured 20% of the U.S. toy market, with sales surpassing the $4 billion mark.6 Sourcing

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.

established line of business. By 1984, the company, with an estimated 60% to 65% share of its market,

Ben & Jerry's Homemade Holdings Inc., known as Ben & Jerry's, produces super premium ice cream, frozen yogurt and sorbets in rich and original flavors (Ben & Jerry’s 2015). They started as homemade ice cream shop in Burlington, Vermont in 1978, but today they sell their ice cream pints and franchise their ice cream scoops shops internationally (Ben & Jerry’s History 2015).  The founders, Ben Cohen and Jerry Greenfield, aimed to establish a business model that did not pursue profits above all, but focused on advancing progressive social goals (Ben & Jerry’s History 2015). They tried to apply its social mission in many ways, such as by committing 7.5% of its profits to a charitable foundation, or by buying ingredients from suppliers who employed

7-Eleven will not help Ben and Jerry’s in the marketing of its products, making Ben and Jerry’s ice-cream one of the many brands carried by the convenience store.

The case focuses on Kellogg’s Special K brand and considers how the marketing of this has changed over time. Marketing is not static – it must be developed as market conditions and customer expectations change.

Ben & Jerry 's Homemade, Inc. produces super premium ice cream, frozen yogurt, and ice cream novelties in rich and original flavors. The company sells its unique offerings in grocery stores, restaurants, and franchised ice cream shops, and it holds about one-third of the market for its products. This global company began with only a $12,000 investment to open Ben & Jerry’s Homemade ice cream scoop shop in a renovated gas station in downtown Burlington, Vermont, on May 5th, 1978. From one small shop in downtown Burlington, the company had grown to include a chain of nearly 100 franchised shops, and a line of products sold in stores across the country.

controlled 37 percent of its market with revenue of about $1.2 million. Immediately after the

All of the ingredients were of the highest quality and freshness. To ensure this, the parent company came up rigorous standards for product uniformity and quality, which were to be met by all of their suppliers regardless of the region.

As mentioned earlier, the pizza market was already a mature market at the time Papa John’s opened its first store in Indiana in 1985. In such conditions where competition is fierce, most entrants choose to compete on price in order to achieve growth and capture market share. From the beginning, Papa John’s chose to compete on quality, customer service, and creative marketing -- a stark contrast with its competition that were largely differentiating on price.

In the late 20th century, the ice cream industry market share was classified into frozen novelties and packaged ice cream, and packaged ice cream could be divided into super premium, premium and lower-price products. Dreyer’s Grand Ice cream Company mainly focused on the premium products.

$2,400,000, or 24%, of the European sales total in 1995-1996. England and Sweden were also

Pizza Hut got their start in 1958 when two brother borrowed $600 from their mother open a pizza place in Wichita, Kansas. Since, then Pizza Hut has grown from just one pizza place to having them in over 100 countries today. I believe what make this pizza company so successful is their hospitality and their quality of food.