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College of Economics and Management /HES
M A L K Elizabeth T We N G M A N A G At the M At the N Capital t 2
(Based on Armstrong and Kotler, Marketing an Introduction, © 2009) EXAM CASE BEN & JERRY'S
Code: MM2VP1ES03 as well as MM2VP1FA03 (T4)
Date: May 31st, 2010 Time: 18. 15 hrs-20. 15 hours
All exam questions must be answered
on the supplied SOLUTION SHEET
Allowed: Non-digital book (book), pen, pencil & draft daily news. Not allowed: Whatever other than allowed.
Number of points every question:
twenty Case study inquiries, A & B. More 10 points per question Grade = (Total number of points)/20
Fill in Term, Number and Class around the separate Q& A bed sheet
The entire set of the Q & A bedsheets, including the top sheet must be handed in receive a quality.
MM2 CIRCUMSTANCE: BEN & JERRY'S
Ben & Jerry's Homemade, Incorporation., a wholly-owned subsidiary of Unilever, is known as a Vermont-based corporation which manufactures and markets super high grade ice cream, freezing yogurt, your favorite ice cream novelties and sorbet. Their products are produced in pints, 500 cubic centimeters cups, installment payments on your 4-gallon tubs, single-serve cups and specific novelties. Ben & Jerry's products will be distributed countrywide and internationally in supermarkets, grocery stores, convenience stores, Scoop Retailers, restaurants and other venues. Ben & Jerry's was founded in 1978 in a refurbished gas place in Burlington, Vermont, simply by childhood friends Ben Cohen and Jerry Greenfield with a modest $12, 000 expense. The company is now a leading goodies manufacturing organization known worldwide due to its innovative flavors and all-natural ingredients created from fresh Vermont milk and cream.
MARKETPLACE DESCRIPTION THE ICE CREAM MARKETPLACE
Ben & Jerry's operates in the highly competitive super premium ice cream, freezing yogurt and sorbet organization. Super high grade ice cream is normally characterized by a larger richness and density than any other kinds of ice cream and directions a relatively larger price. You can actually two primary competitors include Haagen-Dazs (a member of the Ice Cream Lovers organization) and Dreyer's Grand Ice Cream Firm, which launched its Godiva and Dreamery super premium ice cream collection in the show up of 99. Other significant competitors consist of Healthy Choice, Nestle and Starbucks (SEC Report, 1999).
The U. S. your favorite ice cream market grew 24% between 1998 and 2003, because manufacturers strongly launched new products and extensions to existing product lines. Nevertheless , the market is usually driven simply by children, and the Census Bureau projections of declining children populations through 2010 will force manufacturers to develop products attractive to partaking adults. According to Mintel International's (Chicago) " The U. S. Ice Cream Market" report, ice cream is loved universally. The industry grew nearly 24% between 1998 and 2003, not surprising considering 93% of all homeowners surveyed take in ice cream items. Yet, homeowners with children are lead buyers of ice cream, with 34% of such homeowners consuming several or more gobelet of ice cream monthly, compared to twenty percent of people without children. Frozen novelties were twenty percent more likely to can be found by homeowners with children than those with no. Continued regarding ice cream product sales demands almost constant advancement and an in depth watch for the marketplace. The buzzword in the early nineties was " healthful"; suppliers had to develop products with lower excess fat and sugar content. When ever demand for more healthy ice cream goods eroded during the 10 years, manufacturers increased the offerings of clement, super-premium products and met with great results. Now, consumers are seeking more-healthful choices again, and several companies, including marketplace leaders including Good Humor-Breyers (Green These types of, Wis. ) and Dreyer's (Oakland, Calif. ), have developed new variations of their products to accommodate these consumers. Yet , at the same time, sales of high quality and super-premium products always...
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