2006) Socially Responsible Marketing vs B&J’s 1. Cause-related Marketing “A viable marketing tool for improving corporate performance while helping worthy causes” (Mohr and Webb‚ 1998) “84% of Americans agree they have a more positive image of products or companies that do anything meaningful "to make the world a better place.“ (Marketing to Women‚ 2012) How? B&J Foundation: 7.5% pre-tax profit donated to non-profit charities (Entrepreneur‚ 2012)‚ Community Involvement Promoting Causes and Political
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Presentation of Ben & Jerry’s: Ben & Jerry’s is a very famous ice-cream brand‚ founded in 1978 by Ben Cohen and Jerry Greenfield and is now a division of the British-Dutch Unilever conglomerate. Since it has been bought by Unilever in 2000‚ this brand dominates the ice-cream‚ frozen yogurt‚ sorbet market. This success can be explained by Ben & Jerry’s strategy‚ based on two major points: a strong distribution network (franchised shops‚ large-scale retailing‚ shops)‚ and an efficient
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The Consolidated Life Case Analysis Summary: This case is about Mike‚ a fresh graduate that entered a large insurance company. Given that he is inexperienced‚ he still exceled in his job and was promoted immediately. Apparently‚ he has been offered the same position at a different firm and accepted it. After some time‚ his past employer asked him to come back. He came back to the company and found out that there was a new VP. The new VP’s leadership style has changed the organization; it was
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Acquisition of Consolidated Rail – Case Study 1. Background Info - Conrail 1.1. Formed from the remains of the six bankrupt North-eastern railroads in 1973 1.2. Earned its first profit in 1981- $39.2m on revenues of $4.2bn. Privatised through an IPO in 1987 1.3. Major player in North-eastern cities and their connection with major Mid-western hubs 1.4. In 1995‚ had 23‚510 employees‚ operated 10‚701 miles of track and controlled 29.4% of the eastern rail freight market 1.5. Financial indicators-
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Strengths: Ben & Jerry’s is an innovative leader in the super premium ice cream industry. They have a product line that consists of ice cream‚ low-fat ice cream‚ frozen yogurt‚ sorbet‚ and a few novelty products. All of their products are sold through supermarkets‚ grocery stores‚ convenience stores‚ franchised Ben & Jerry’s scoop shops‚ and restaurants. Ben & Jerry’s also incorporates a commitment toward being a socially active and environmentally responsible ice cream manufacturer. Ben & Jerry’s
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Ben & Jerry’s in Brazil! MK0389ZNN: Global Marketing and Communication Student ID : W13032776 Word count : 2188 Introduction For this assessment‚ we have chosen to focus on Ben & Jerry’s brand. Ben & Jerry ’s is an American ice cream company‚ a division of the Anglo-Dutch Unilever conglomerate‚ that manufactures ice cream‚ frozen yogurt‚ sorbet‚ and ice cream novelty products. These are manufactured by Ben & Jerry ’s Homemade Holdings‚ headquartered in Burlington‚ Vermont‚ United
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The United States Department of Labor has singled out companies who demonstrate positive corporate citizenship for special recognition. With over 800 employees‚ Ben & Jerry’s is one such company. One of the things that makes Ben & Jerry’s so different from other companies is their management style. More and more corporations are realizing that if they’re going to attract the best employees and motivate the ones they have‚ they need to start dealing with the issue of values and social concerns. Just
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Ben & Jerry’s Homemade‚ Inc.‚ produces super premium ice cream‚ frozen yogurt‚ and ice cream‚ filled with big chunks of cookies and candy. Ben & Jerry’s was founded in May 1978. Ben Cohen and Jerry Greenfield opened an ice cream shop in Burlington‚ Vermont. In the beginning‚ Ben & Jerry’s store was selling 12 flavors‚ producing with an old-fashioned rock salt ice cream maker and locally made milk and cream. Currently‚ I can say in United States‚ the company is leading the market with their more than
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Table of Content 1.Introduction 2 2.Brief History 2 3.Missions of the Ben & Jerry’s Homemade 2 4.Problem Statement 3 5. Analysis 3 5.1. Strenghts 3 5.2. Weaknesses 4 5.3. Opportunities 4 5.4. Threats 4 5.5. Summary 4 6. Proposed Strategy 5 1.Introduction This report begins with the brief history of Ben & Jerry’s homemade and than explains the missions of the company. The study group reviewed problem statement and offers. The company’s strenghts‚ weaknesses‚ opportunities
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Ben & Jerry’s : Marketing case. Helping marginalised people‚ promoting sustainable agriculture‚ economising resources‚ and using organic products… Ben & Jerry’s‚ the American ice-cream maker‚ has‚ since its foundation in 1978‚ included many ethical values in its business practices. Part of the important Unilever group‚ Ben & Jerry’s is now a widely extended company all around the world in constant search of new innovation such as moving into Fair Trade. Indeed in 2005 Ben & Jerry’s
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