Ben and Jerry's - the Journey to Japan

1230 WordsNov 3, 20085 Pages
Ben and Jerry's - The Journey To Japan  Ben and Jerry's Homemade, Inc. originated as an ice cream shop founded by Ben Cohen and Jerry Greenfield in Burlington Vermont in 1978. It produced a line of ice creams regarded as "super premium" on account of their containing at least 12% butterfat (compared with about 6-10% for regular ice creams) and their high density.  Haagen-Dazs (founded in New Jersey in 1961) was the only major competitor in the super premium market. While Haagen-Dazs promoted a sophisticated image, Ben and Jerry's promoted a funky (embodied by its flavor names), caring, image with a strong social mission.  By 1994 sales were $149 million and distribution was in every state of the union…show more content…
Single serving cups (about 120 ml) accounted for about 45% of sales.  Though Haagen-Dazs’ financial figures were not published by its parent (Pillsbury, and in turn Diageo), market intelligence suggested that the ice cream maker had Japan sales of about $300 million, with Japan providing the highest margins of any of its markets.  Haagen-Dazs had managed to capture nearly half the super premium market in Japan. It entered the market as an imported product, and later began production in Japan at a joint venture plant. Haagen-Dazs’ flavors were generally the same as US flavors, with some modification. Alternative Strategies for Ben and Jerry's To Enter into Japan  In 1995, Ben and Jerry’s co-founder Jerry Greenfield was sufficiently intrigued by the Japan market to visit the country and consider such diverse distribution channels as Amway Japan, a major American pizza company, and department stores.  One of his meetings was with the Japanese distributor of Dreyer’s, an American company which had licensed its trademark to a joint venture operation in Japan in 1990. Sales had been poor, and its biggest customer in Japan, Seven-Eleven, was viewed as demanding in its need to drop flavors on short notice and its requirement for just-in-time deliveries.  Another meeting was with a high level team of Seven-Eleven executives, including Bob Iida, the Senior Managing Director, and Yasayuki Nakanishi,

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