Ben and Jerry Situation Analysis 1

 

Ben & Jerry’s

Ben & Jerry’s Situation Analysis 

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Ben & Jerry’s

Table of Contents  Table of Contents: 2  Company’s Background: 3-4 

Consumer/Target Audience: 5-7  Brand/Product: 7-8  Market/Competitive: 8-11 Past and present communications: 12-14  SWOT: 14-15  Appendix: 16-28  Citations: 29 

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Ben & Jerry’s

Company’s Background  Ben & Jerry’s was founded and started by two men from Merrick, Long Island, Ben Cohen and Jerry Greenfield. They both attended college, but Ben dropped out of every med school that he got into, and Jerry did not get into any med schools. They both realized that they weren’t doing something that they wanted to do. Therefore, Ben and Jerry decided to go into the food business, even though they both didn’t know much about the food business. Ben and Jerry took

a ice cream making course at The Pennsylvania State University. Furthermore, they combined their life savings of $8,000 $8 ,000 and took out a loan from the bank of $4,000. This money would be used to lease an old gas station in Burlington, Vermont. After a lot of preparation and

construction, Ben & Jerry’s opened on May 5, 1978.(Ben & Jerry’s History) 

To produce all of their rich, delicious, and funky flavors, Ben and Jerry used an old-fashioned freezer. Lines began to form rather quickly after Ben & Jerry’s opened. From there, their ice

cream store and company only expanded and grew to how amazing and huge it is today.(Ben &

Jerry’s History) 

Then, in 1981, Ben & Jerry’s opened their first franchise in Shelburne, Vermont. Ben & Jerry’s

started out as just an ice cream shop, but because the demand demand for the ice cream ggrew, rew, they needed to find another way to satisfy their customers. Therefore, Ben & Jerry’s created pints of 

ice cream to distribute across the country. These pints of ice cream cre am were put in gas stations and grocery stores for the people who cannot waste time stopping at an ice cream shop. This made things more convenient for their customers .However, Ben & Jerry used their own cars to deliver the ice cream to the stores. Furthermore, they began to expand their ice cream stores throughout the east coast, start ing in Maine.(Ben & Jerry’s History) 

Soon, Ben and Jerry started playing around with ice cream flavors. They would add different ingredients to different ice creams creating cre ating the greatest combinations. Pretty soon, Ben & Jerry’s ice cream became extremely popular and well-known for their unique names of ice cream flavors.(Ben & Jerry’s History)  

Ben & Jerry’s has come so far. Today, they have expanded internationally. There is Ben & Jerry’s

located in countries from Australia to Denmark to Mexico and more! They have expanded to a total of twenty six countries. Ben & Jerry’s has become more than just an ice cream shop. People from all over America, and even the world, go to Vermont for the Ben & Jerry’s factory

tour. This gives consumers of all ages an opportunity to learn about the process of production as well as Ben & Jerry’s history, goals, and missions. At the end of the tour, all visitors are invited to try the Ben Jerry’s flavors ofto the day.a This showsand howfun much Ben & Jerry’s about their consum ers&and wants them have rewarding experience. (Ben cares & Jerry’s 3

 

Ben & Jerry’s

History)  Ben & Jerry’s never forgets about the environment. It is their goal to protect the environment

from violent approaches and ways to hurt society. They want to support sustainable food systems to make the environment a safe one for their consumers.They are also strong supporters of the “Right to Know, GMO” labeling movement, which is a movement that will

 

make all labels that provide all ingredients in the product. (Ben & Jerry’s Foundation)

Ben & Jerry’s is founded on and dedicated to a sustainable corporate concept concept of linked

prosperity. Their mission consists of 3 interrelated parts: 

“Social Mission: To operate the Company in a way that actively recognizes the central role that

business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally.  Product Mission: To make, distribute and sell the finest quality all natural ice cream and

euphoric concoctions with a continued commitment to incorporating i ncorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.  Economic Mission: To operate the Company on a sustainable financial basis of profitable

growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees.   Underlying the mission of Ben & Jerry’s is the determination to seek new and creative ways of 

addressing all three parts, while holding a deep respect for individuals inside and outside the company and for the communities of which they are a part.  Ben & Jerry’s have a progressive, nonpartisan social mission that seeks to meet human needs and eliminate injustices in our local, national and international communities by integrating these concerns into their day-to-day business activities. Their focus is on children and families, the environment and sustainable agric ulture on family farms.”(Ben & Jerry’s Mission Statement,2013)  Currently, Ben & Jerry’s is run by Jostein Solheim, a 14 -year veteran at Unilever. Solheim spent

most of that time running Unilever's ice i ce cream division in five countries and had completed a rejuvenation plan for its North American operations, focusing on rolling out new products. He promises to keep Ben & Jerry's firmly anchored in Vermont. (Hoover’s Database).

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Ben & Jerry’s

Consumer Analysis  Psychographics

The psychographics of Ben & Jerry’s consumers are tightly linke d to their mission statement:  *See the above listed mission statement in Company background  

When looking at the opinions of consumers, of all ages and genders, about their food

preferences consumers’ psychographics are generally in line with the values of Ben & Jerry’s.

These psychological factors influence a consumer's preferences in what kind of products they prefer to purchase. (See Appendix G for actual chart; the following is just a brief summary.) In general, consumers that eat Ben & Jerry’s ranked highest in preferring food that is viewed as an art form with an index of 148, preferring to eat gourmet food whenever they can with an index of 145, and they additionally enjoy trying new food products with an index of 13 137. 7. Additionally, they ranked lowest in ranking regarding feeling guilty when eating sweets with an index of 91, and preferring to eat foods without artificial flavorings with an index of 91(Simmons Database). In summary, we find that consumers tend to prefer to purchase Ben & Jerry’s products bec ause they are high quality foods with a variety of flavors and the consumers enjoy eating it regardless of the number of calories.   Ben & Jerry’s very own website shows many of their psychographic appeals to their

customers. They show a focus towards to wards honesty with their consumers by joining the cause to

actively label whether there are GMO’s in their products therefore being honest with their consumers, which in turn creates trust in the brand. Also Ben & Jerry’s becomes involved in many causes; f or or example they have an “activism” tab on their website under which their

causes and foundations are listed and explained. As well in the mission statement as seen above* Ben & Jerry’s shows continuous dedication to helping the world become a better place, and showing care for their consumers (Ben & Jerry’s website, 2013). These efforts create a philanthropic image for Ben & Jerry’s which in turn helps to keep consumers happy with the company because they believe their money when buying Ben & Jerry’s products goes to good

causes. 

Ben & Jerry’s hosts a free cone day once a year throughout the nation. This brand

promotion creates the association of happiness, and enjoyment within consumers with the product. This free cone day not only creates a positive association with the product, but also thanks loyal customers by giving them a day free from being “sold” a product (“On Brand and Behavior, 2013).  Demographics 

We conducted many different Simmons analysis’ to find which segmentation of consumers is the best for Ben & Jerry’s to appeal to in their marketing efforts. We found that the

segmentation with the most significant numbers and clear grouping, was segmentation by age group. In the table shown below are the index numbers from the Simmons analysis we conducted. The extensive information from this analysis is shown in Appendix E. The table shown here is a simplified analysis of those numbers. The highlighted sections show that age grouping from about 25-45, are the consumers with the strongest appeal towards Ben & Jerry’s. 5

 

Ben & Jerry’s

Age Group

Ben & Jerry’s: Index  Index 

18-24 

122 

25-34

138

35-44

132

45-54

93

55-64

68

65+

54

From the other searches we conducted in Simmon’s database, we attempted to look at brand loyalty and whether consumers were especially loyal to Ben & Jerry’s. In our findings, see Appendix F, we found that the index numbers were too varied from f rom answer to answer in a nonnon significant form. Therefore it was difficult to discern whether Ben & Jerry’s generates strong loyalty with their consumers, or not. From a psychographic analysis of Ben & Jerry’s consumers, and how well the brand appeals to them, it would seem that overall Ben & Jerry’s should have

strong loyal following from their consumers if they continue to stick to their values and show their thankfulness to their consumers for their support. We then looked at Ben & Jerry’s appeal at a college level. In our findings, see Appendix D, females had a higher index for Ben & Jerry’s with a figure of 116, while males index number

was 79. Our results on this Simmons chart had asterisks next to the values, signifying that there was not enough data overall on the college group for Simmons to generate significant analysis of college students. Therefore we decided not to focus on this grouping for our analysis. Although in the future Ben & Jerry’s may consider gathering more data on college students because college students are a strong group of consumers for Ben & Jerry’s, especial ly because their values line up with Ben & Jerry’s values on a psychographic appeal. Therefore they may

want to conduct further research into how to better target their college student followers. Insights: Females not only at a college level, but overall show a stronger lean towards Ben & Jerry’s according to Appendix A&B. Also according to the findings in Appendix C, females

strongest lean towards Ben & Jerry’s falls within the age grouping that we targeted as their best

choice for market segmentation. Because age grouping overall and the 25-45 age demographic is a slightly broad segmentation. Further research into specialized groups such as college students, and as well research into how to better appeal to females may be in Ben & Jerry’s J erry’s

favor. Therefore there could be significant numbers to find a more clear target demographic. But overall sticking to their values stated in their mission statement, and showing appreciation 6

 

Ben & Jerry’s

for their consumers overall, seems to be a good steady approach for ben & Jerry’ s to remain

ahead in its market.

Brand/Product  Core and Actual 

The original core products at the heart of the Ben and Jerry’s company is their large variety of 

ice-cream flavors that come in a variety of sizes, including: pint, mini cup, quart, bulk, and in bar form. These varieties of flavors ar aree sold in grocery and convenience stor stores, es, as well as, in Ben and Jerry’s own “Scoop Shops” all around the world. The main principles behind their icecream are that it is made with wholesome, natural ingredients. ingredients. The company has expand expanded ed and now offers other items such as greek frozen yogurt, smoothies, shakes, cakes, and chocolates. (BenJerry.com)  What sets the core product apart from other competing companies, is their vast variety of  flavors. The company started out with twelve flavors, and currently have a hundred aand nd one flavors, but that number varies from time to time. Ben and Jerry’s has a “Flavor Graveyard” to retire some flavors, but they bring certain flavors “back from the dead” from time to time. Ben and Jerry’s flavors are also uniquely uniquely named. For example, their flavor flavor “Late Night Snack” is named for Jimmy Fallon and his late night show, and the flavor “Liz Lemon” is a flavor for the famous 30 Rock character. Rock character. Ben and Jerry’s also off ers ers a wide variety of flavors for their new line

of greek frozen yogurt. Their packaging is fun, colorful, and and even sports th thee image of cows on every package to relate to the fresh milk from the cows that help them make their icecream. Another thing that sets Ben and Jerry’s apart from the competition is their mission to deliver their products in a social and and environmentally responsible responsible way. For example, cage free eggs are used and the company works closely cl osely with dairy farmers to continue improving farming farmi ng practices to help protect the environment and animal welfare. They also offer a “Free Cone Day”, where they give free ice-cream cones to their customers to say thank you to them for their service. (BenJerry.com)  Augmented 

The augmented products, ad ditional service associated with Ben and Jerry’s core products, include consumers being able to buy their products in grocery stores and convenience stores, as well as in their specialty “Scoop Shops”. Additional factors of augmented products is the variety of products Ben and Jerry’s offers including: i ncluding: 101 flavors of ice cream, Sorbet, Greek

FroYo, Frozen Yogurt, and ice cream bars which allow consumers to select a flavor that suits their preferences. Through Ben & Jerry’s flavor locator l ocator consumers can select their desired flavor from a list, enter their zip code, and discover the closest location to purchase their Ben & Jerry’s

product in the convenience of their own home. (BenJerry.com)  Insights 

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Ben & Jerry’s

The packaging features a cartoon dairy cow which symbolizes not only the wholesome dairy products they utilize but additionally represents Ben & Jerry’s sustainable Dairy program known as “Caring Dairy.”

Caring Dairy identifies 11 indicators of sustainable dairy farming that include: Animal Husbandry, Soil Fertility and Health, Soil loss, Nutrients, Pest Management, Biodiversity, Farm Economics, Energy, Water, Social Human Capital and Impact on Local Economy. The program improving offers farmers a practical framework for understanding, evaluating, and continuously the sustainability of their dairy operations based on economic, social and environmental criteria. We believe that a farm that operates in a balance of  “Happy Planet, Happy Farmer, Happy Cow” provides a scenario that benefits all aspects

of dairy farming. (BenJerry.com) 

Market/Competitive  Ben and Jerry’s has one main competitor -- Haagen Dazs. Though aesthetically different, both ice cream companies have similar elements between the two brands. For example, Ben &Jerry’s

is a social ice cream; they use colorful design and pop culture puns, while Haagen Dazs relies on their simplistic and signature red and gold to attract customers (Haagen-Dazs). Since the early 1920s, Haagen Dazs has manufactured ice cream with a simple mission: to “find

the purest and finest ingredients in the world and craft them into the best ice cream, sorbet, and frozen yogurt available (Haagen-Dazs).” Haagen Dazs was a family-owned company from its’ inception through the 1960s (Haagen-Dazs). Haagen Dazs is now owned by the Pillsbury Company (Haagen-Dazs).  Both companies are philanthropically focused. Ben & Jerry’s uses unbleached packaging for

their products as their contribution to being eco-friendly. eco -friendly. In 2009, they started an initiative to sell environmentally-friendly freezers that would not leach chemicals into the atmosphere in the grocery stores in which their products are sold. (123HelpMe)  Also, Ben & Jerry’s Jerry’ s annually donates $1.1 million in profits to philanthropic causes such as

saving family farms and gun control (Ben and Jer ry’s SWOT). Haagen Dazs is focused on funding research to save honey bees through the sales of their products (Haagen-Dazs). Since 2008, they have donated over $700,000 (Haagen-Dazs).  Haagen Dazs and Ben & Jerry’s are concerned with making their products, and the environment, healthier. Ben & Jerry’s introduced Greek yogurt ice cream to their customers in

2012, while Haagen Dazs has featured frozen yogurt since 1991 and sorbet since 1993

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Ben & Jerry’s

(BenJerry.com, Haagen-Dazs).

  Breyers 

William A. Breyer created his first ice cream in 1866 in Philadelphia. Word about his ice cream 9

 

Ben & Jerry’s

spread quickly. Breyers ice cream was soon said to be Philadelphia’s greatest ice cream.

(Breyers Rich History) 

In 1882, Breyer opened his first retail shop. Furthermore, “he a nd his family opened four more shops.” Breyer’s family set up a manufacturing plant in 1896 to continue the great Breyer ice

cream. As Breyers ice cream starting to produce more and more, the Breyer family decided to Staten aIsland, andofWashington Furthermore, expand Breyers to New York, New Jersey,became 1926, Breyers Ice Cream Company division the National N ationalD.C. Dairy Products “in Corporation.”(Breyers Rich History) 

Steve’s 

Steve’s started in 1973 and has stores located in New York, New Jersey, Il linois, Connecticut, Pennsylvania, and Virginia. Although it has not expanded internationally like Ben & Jerry’s has, Steve’s is definitely on the right track.  Steve’s has numerous flavors of ice cream, and you can choose from dairy and non -dairy flavors. They have “mix-in’s” which are healthy toppings to add to their ice cream if you would

like. Their toppings include organic chocolate c hocolate and bar crunches. 

Furthermore, the ice cream at Steve’s is available in pints as well.  

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Ben & Jerry’s

One percent of their sales goes go es to environmental groups around the world because Steve’s is a member of “For the Planet.” For the Planet’s mission is to try and make the world and environment more healthy. (Steve’s)  11

 

Ben & Jerry’s

Past & Present Communications  Ad Campaigns:

In 1984, grocery stores began to sell Ben & Jerry’s, taking the ice cream from small scoop shops to the freezer shelves. This did not sit well with their main competitors, competitors, Haagan Daz, who threatened to pull their ice cream from store shelves if they continued to sell Ben & Jerr J erry’s. The clash prompted Ben & Jerry’s to launch their “What’s the Doughboy Afraid Of?” campaign (at this time, Haagan Daz was was owned by Pillsbury). The publicity created by the controversy controversy and the following campaign helped lead lead to a sales increase of 1 120% 20% that year. A few years later, in 1987, Ben & Jerry’s began giving funky and original names to their assortment of ice cream flavors, the first of which was Cherry Cherry Garcia, which remains a customer customer favorite today. The new catchy names gave an element of novelty to the brand and helped to ccreate reate an emotional connection with consumers. “It’s What’s Inside That Counts” Ad Print Campaign (2010 - 2011) - In 2010, Ben and Jerry’s

enlisted Silver + Partners (formerly Amalgamated) to create a print ad campaign that reflected the company’s core values in a way that caught the consumer’s eye, while educating them about the brand’s stance on issues like cage -free eggs, Fair Trade Trade and rBG rBGH H free dairy. The result was the “It’s What’s Inside That Counts” campaign. The following year, several of the

print ads were morphed into TV and internet spots that included a tightly-shot moving diorama version of the ads. Consumer Promotions:

On May 5, 1979 Ben & Jerry’s introduced Free Scoop Day, a tradition that is still continued annually in all of their American locations. locations. By offering free samples of their pr product, oduct, Ben & Jerry’s is able to maintain ties with their pre-existing pre-exi sting consumers while establishing new customer relationships. Special events have continue continued d to be a mainstay o off Ben & Jerry’s customer communications. Each year, the company hold holdss a contest, challenging consumers consumers to create new flavors and design design accompanying packa packaging. ging. This type of promotion eencourages ncourages consumer involvement, a concept that has been shown to drive sales. “It’s What’s Inside That Counts” Promotional Event  Event - The intention of this event was to mirror

the Ben & Jerry’s 2010 ad print campaign on a large, ambient scale. A larger than life version of  an overturned Ben & Jerry’s ice cream pint, emulating the images found in the 2010 print ads,

was placed in NYC. Consumers were able to sstep tep inside the pint and ta take ke a digital photo that that was immediately uploaded to their email and, with a push mechanism, gave participants the option to upload their photo to social media sites. The event also allowed Ben and Jerry’s to educate consumers on their Fair Trade message. Local Ben and Jerry’s franchises were at the

scene, providing free samples of the newest flavors, creating face-to-face customer relationships. 

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Ben & Jerry’s

Total Samples: 73,620  Total Impressions: 2,194,944  Total Consumer Interactions: 89,653  Social Responsibility Responsibility Campaigns

As winners of awards as “The quality ofon life” award (1992)-led” and “Most responsible compan y” (2006), Bensuch & Jerry’s prides itself being a “values brand.sociably This notion is paralleled in several of the company’s ad campaigns, both past and present. ○ 

“Lick Global Warming” – Ben and Jerry’s partnered with the Dave Mathews Band and Save Our

Evironment to launch launch the One SSweet weet Whirled flavor. Proceeds from tthe he product went to the Bama Works Foundation, Foundation, which engages in globa globall warming research and eeducation. ducation. In accordance with this campaign, on Earth Day 2005, Ben and Jerry’s also made a clear statement

to congress and their decision decision to open up the Arc Arctic tic National Wildlife Refuge for drilling. The company created the world’s largest ‘baked Alaska’ desert, using their Fossil Fuel ice cream

flavor, and placed the 1,140 pound, four-foot-tall dessert in front of the Capitol to symbolize the damage drilling would have have on the environment. As a result, the bran brand d generated a great deal of publicity, than 30 cost the companyreceiving $40,000 more to execute.   million media impressions from the event, which only ○  “Campus Consciousness Tour” - Ben and Jerry’s partnered with rock band Gu ster to create a tour in an effort to build campus awareness of global warming, while engaging consumers and creating brand awareness. The company donates ice cream to be handed out at the events in addition to offering students postcards that they can send to beseech congress to support and uphold emission-reducing efforts. In addition to upholding their reputation as a socially responsible company, Ben and Jerry’s was able to create personal brand contact with an

important consumer market.  Social Media Campaigns:

In more recent years, social media has become an extremely valuable marketing vehicle for

Ben and Jerry’s. They have utilized outlets such as Twitter, Facebook, and Instagram as a

means of consumer communication, as a basis for new campaigns and as a medium for the extension of existing campaigns.  ○ 

NYC Twitter Blast - A Ben & Jerry’s ice cream truck was placed in a busy NYC market for 6

weeks. Twitter users were able to tweet in flavo flavorr requests and the top-voted flavors were made available at the truck that day. This communications operation generated social media buzz and created a consumer-based experience.  ○ 

“Capture Euphoria” Instagram campaign - In 2012 Ben and Jerry’s invited their 127,000

Instagram followers to “capture euphoria”. Users were able to upload their images to their

personal Instagram pages, pages, using the hashtag #captureeuphoria. Brand representatives then compiled the photos in a gallery entitled “Capture Euphoria”. The idea was to capture these 13

 

Ben & Jerry’s

moments of happiness and make the association of this feeling with the same euphoria consumers get from eating Ben and Jerry’s ice cream. Photos included shots of kids with messy ice cream faces, wedding photos and and candid pet pictures. About 20 of the images will be used by creative agency Silver + Partners (formerly Amalgamated) in a series of llocal ocal print ads, billboards and other outdoor spaces (local, in this case, relates to the photographer’s general

living vicinity).  ○

 

“Wanna Spoon?" AppAmerica, - This innovative application, Amalgamated and Facebook Tool of North matchesFacebook consumers with one ofcreated his/herby Facebook friends based on a ser ies of mutual “likes” and “interests”. The app then uses this information

to suggest a “presumable platonic yogurt spooning session.” The matched Facebook friend

receives a notification about the match, allowing him/her to click and redeem a coupon. The application offers an interactive aspect and allows for a user-to-user experience that is intended to create a dialogue about the Ben and Jerry’s brand.  Insights:

From their history to current day, Ben & Jerry’s has stayed on top of the game by keeping up with the trends of society, and not backing down form competitors or straying from their values alongthis thenoway. c ompany company itself of being socially and environmentally responsible, and tionThe is reflected in has the prided majority of Ben & Jerry’s consumer promotions and campaigns. They have also managed to stay in-tune with the cultural landsca landscape pe of their target audiences by taking advantage of the social media boom of recent years. 

Ben and Jerry’s SWOT  Strengths 

Prestigious, established, successful, global operation, with sales in USA, Europe and Asia, which is synonymous with social responsibility and environmentalism. For example, its products are packed in unbleached cardboard containers.  ●  Ben & Jerry's also donates a minimum of $1.1 million of pretax profits to philanthropic causes yearly. The company sponsors PartnerShops, which are Ben & Jerry outlets independently owned and operated by nonprofit organizations such as Goodwill Industries. The company is also involved in other good causes, including global warming, gun control and saving family farms.  ●  In 2009 Ben and Jerry's Chunky Monkey ice cream flavor was named in a top ten list of  the best ice cream in London. 

● 

Weaknesses 

●  ● 

Ben & Jerry’s has a reputation for new product flavors that have short life cycles.  

● 

Due to product quality, there is an increased price of Ben & Jerry’s pints of ice cream. 

The company does not spend much money on advertising, but rather on philanthropic organizations. 

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Ben & Jerry’s Opportunities 

In today's health conscious societies the introduction of more fat-free fat -free and healthy alternative ice cream and frozen yogurt products. 

● 

●  ● 

Ben & Jerry’s provide allergen free f ree food items, such as gluten free and peanut free.  

In 2009 Ben & Jerry's announced plans to roll out the country's first HFC-free freezers; freezers that would be sold to grocery stores and would not emit harmful chemicals into the

 

atmosphere. ●  In 2008 they acquired Best foods and Slim-fast which will allow them to enter a new industry of weight loss products. In turn they can now expand into new geographic marketsmore countries, like Europe, where the weight loss/management trend is taking hold.  ●  They could expand their existing product lines to compete with the 'private-in house brands' offered by supermarkets, and in developing countries.  ●  Selling Ben and Jerry's premium ice cream in South America (which is an emerging market that has yet to be capitalized upon). There is a growing demand for premium ice cream

in new markets like Asia.”  ●  Holding promotions, such as ‘Free Cone Holiday,’ on a more regular basis may increase

sales and interest. 

Threats 

 

● Much of their target market constantly itsinproduct preferences prevent diabetes, obesity etc.). That, is coupled with changing a decrease household sizes and(desiring to

discretionary income, has left sales flat in recent years.  ●  Consumers are concerned about fattening dessert products. Especially Ben and Jerry's target market, which are accustomed to reading nutrition labels.   ●  Any contamination of the food supply, especially e-coli.  ●  Prices of all milk products are rising worldwide, due to what some call a "perfect storm" of low supply and high demand. There is a distinct possibility that their may not be enough milk to meet demand, and that there could be a global milk shortage.  

Haagan Dazs SWOT  Strengths 

●  ○  ●  ●  ● 

Haagan Dazs ice cream is easy to find in any type of location:  grocery stores, drug stores, convenience stores and sole locations.  They have two main web sites that explain their extensive product line.   Haagan Dazs has strong brand identification and corporate identity.  It is a novelty because it is on a higher price scale.  Weaknesses  

●  ○  ○ 

Haagan Dazs is experiences many weakness during this economic recession.   They have down sized their product while still charging the same price.  They lack creativity and have very hard name to pronounce; which makes it hard for the consumer to affiliate ice cream with Haagan Dazs.  Opportunities  15

 

Ben & Jerry’s

● 

Haagan Dazs has the option of becoming more creative with it product lines. They seem to be creating new product lines and have more innovative approach. They have created new yogurt ice cream bars.  Threats 

● 

Haagan Dazs is in tough market when there is economic instability. They need to look at their

  use cause marketing, they strive to be health conscious in a diet world, and ●  competetion. Ben and Jerry’s they give a family feeling that Haagan Dazs lacks. 

Appendix: Appendix A:  CROSSTAB TITLE : No specific age group-just gender STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/15/2013 SELECTED BASE : STUDY UNIVERSE Total BEN & JERRY'S Total Sample 24489 1776 Total Weighted 222896.5 18753.3 Total Vertical % 100.00% 100.00% Total Horizontal % 100.00% 8.41% Total Index 100 100

Total MALE MALE MALE MALE MALE MALE FEMALE FEMALE FEMALE FEMALE FEMALE

Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index

FEMALE

Total %

100.00% 10853 107983.8 48.45% 100.00% 100 48.45% 13636 114912.7 51.55% 100.00% 100

8.41% 746 8669 46.23% 8.03% 95 3.89% 1030 10084.31 53.77% 8.78% 104

51.55%

4.52% 16

 

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Copyright Experian Simmons 2011

Appendix B: CROSSTAB TITLE : Male vs Female by Age A ge STUDY NAME : Fall 2009 NHCS Adult Study 12-month

STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/18/2013 SELECTED BASE : 18 - 24 Total Total Sample 2203 Total Weighted 25250.03 Total Vertical % 100.00% Total Horizontal % 100.00% Total Index 100 Total Total % 100.00% MALE Sample 1073 MALE Weighted 12733.05 MALE Vertical % 50.43% MALE Horizontal % 100.00% MALE Index 100 MALE Total % 50.43% FEMALE Sample 1130 FEMALE Weighted 12516.98 FEMALE Vertical % 49.57% FEMALE Horizontal % 100.00% FEMALE Index 100 FEMALE Total % 49.57% Copyright Experian Simmons 2011

BEN & JERRY'S 112 1752.25 100.00% 6.94% 100 6.94% 46 861.57 49.17% 6.77% 98 3.41% 66 890.68 50.83% 7.12% 103 3.53%

* * * * * *

Appendix C:

CROSSTAB TITLE : All Females by Age STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/15/2013 SELECTED BASE : FEMALE 17

 

Ben & Jerry’s

Total

BEN & JERRY'S 1030 10084.31 100.00% 8.78% 100

Total Total Total Total Total

Sample Weighted Vertical % Horizontal % Index

13636 114912.7 100.00% 100.00% 100

Total 18 - 24 18 - 24 18 - 24 18 - 24 18 - 24 18 - 24 25 - 34 25 - 34 25 - 34 25 - 34 25 - 34

Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index

100.00% 1130 12516.98 10.89% 100.00% 100 10.89% 1636 19397.45 16.88% 100.00% 100

8.78% 103 1238.93 12.29% 9.90% 113 1.08% 159 2272.22 22.53% 11.71% 133

25 - 34 35 - 44 35 - 44 35 - 44 35 - 44 35 - 44 35 - 44 45 - 54 45 - 54 45 - 54 45 - 54 45 - 54 45 - 54 55 - 64 55 - 64 55 - 64 55 - 64 55 - 64 55 - 64 65+ 65+ 65+ 65+

Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal %

16.88% 2327 20515.79 17.85% 100.00% 100 17.85% 2925 22324.28 19.43% 100.00% 100 19.43% 2722 18115.36 15.76% 100.00% 100 15.76% 2896 22042.8 19.18% 100.00%

1.98% 217 2643.88 26.22% 12.89% 147 2.30% 222 1669.72 16.56% 7.48% 85 1.45% 192 1178.89 11.69% 6.51% 74 1.03% 137 1080.67 10.72% 4.90%

65+ 65+

Index Total %

100 19.18%

56 0.94% 18

 

Ben & Jerry’s

Copyright Experian Simmons 2011

Appendix D:

CROSSTAB TITLE : Gender in college STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/15/2013 SELECTED BASE : FULL-TIME COLLEGE STUDENT Total BEN & JERRY'S Total Sample 949 82 Total Weighted 10401.82 892.98 Total Vertical % 100.00% 100.00% Total Horizontal % 100.00% 8.58% Total Total MALE MALE MALE MALE MALE MALE FEMALE FEMALE FEMALE FEMALE

Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal %

100 100.00% 405 4392.36 42.23% 100.00% 100 42.23% 544 6009.46 57.77% 100.00%

FEMALE Index 100 FEMALE Total % 57.77% Copyright Experian Simmons 2011

100 8.58% 32 296.18 33.17% 6.74% 79 2.85% 50 596.8 66.83% 9.93%

* * * * * * * * * *

116 * 5.74% *

Appendix E:

CROSSTAB TITLE : Grouping by Age STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 19

 

Ben & Jerry’s

DATE EXECUTED : 02/01/2013 SELECTED BASE : STUDY UNIVERSE

Total Total

Sample Weighted

24489 222896.5

BEN & JERRY'S 1776 18753.3

Total Total Total 18 - 24 18 - 24 18 - 24 18 - 24 18 - 24 25 - 34 25 - 34 25 - 34 25 - 34

Vertical % % Horizontal Index Sample Weighted Vertical % Horizontal % Index Sample Weighted Vertical % Horizontal %

100.00% 100.00% 100 2203 25250.03 11.33% 100.00% 100 2817 37161.17 16.67% 100.00%

100.00% 8.41% 100 179 2598.27 13.85% 10.29% 122 275 4322.58 23.05% 11.63%

25 - 34 Index 100 35 - 44 Sample 4152 35 - 44 Weighted 40080.98 35 - 44 Vertical % 17.98% 35 - 44 Horizontal % 100.00% 35 - 44 Index 100 45 - 54 Sample 5274 45 - 54 Weighted 44635.03 45 - 54 Vertical % 20.03% 45 - 54 Horizontal % 100.00% 45 - 54 Index 100 55 - 64 Sample 4803 55 - 64 Weighted 35724.23 55 - 64 Vertical % 16.03% 55 - 64 Horizontal % 100.00% 55 - 64 Index 100 65+ Sample 5240 65+ Weighted 40045.05 65+ Vertical % 17.97% 65+ Horizontal % 100.00% 65+ Index 100 Copyright Experian Simmons 2011

138 362 4461.03 23.79% 11.13% 132 395 3509.28 18.71% 7.86% 93 327 2042.66 10.89% 5.72% 68 238 1819.48 9.70% 4.54% 54

Total

Appendix F: 20

 

Ben & Jerry’s

CROSSTAB TITLE : Brand Loyalty STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/01/2013 SELECTED BASE : STUDY UNIVERSE Total 24489 222896.5 100.00%

BEN & JERRY'S 1776 18753.3 100.00%

100.00% 100

8.41% 100

4290

332

Weighted

42574.79

3958.05

Vertical % Horizontal %

19.10%

21.11%

100.00%

9.30%

Index Sample Weighted Vertical % Horizontal % Index

100 3779 34897.35 15.66%

110 250 2720.66 14.51%

100.00% 100

7.80% 93

7159 67627.54 30.34%

508 5965.6 31.81%

100.00% 100 4016 34901.26 15.66%

8.82% 105 293 2485.43 13.25%

4 ABOVE AVERAGE 4 ABOVE AVERAGE

Sample Weighted Vertical % Horizontal % Index Sample Weighted Vertical % Horizontal % Index

100.00% 100

7.12% 85

5 FAR ABOVE AVERAGE

Sample

5245

393

Total Total Total Total Total 1 FAR BELOW AVERAGE 1 FAR BELOW AVERAGE 1 FAR BELOW AVERAGE 1 FAR BELOW AVERAGE 1 FAR BELOW AVERAGE 2 BELOW AVERAGE 2 BELOW AVERAGE 2 BELOW AVERAGE 2 BELOW AVERAGE 2 BELOW AVERAGE 3 AVERAGE 3 AVERAGE 3 AVERAGE 3 AVERAGE 3 AVERAGE 4 ABOVE AVERAGE 4 ABOVE AVERAGE 4 ABOVE AVERAGE

Sample Weighted Vertical % Horizontal % Index Sample

21

 

Ben & Jerry’s

5 FAR ABOVE AVERAGE 5 FAR ABOVE AVERAGE 5 FAR ABOVE AVERAGE 5 FAR ABOVE

Weighted

42895.54

3623.56

Vertical % Horizontal %

19.24%

19.32%

100.00%

8.45%

100

100

AVERAGE Index Copyright Experian Simmons 2011

Appendix G: CROSSTAB TITLE : Consumer Psychographics about Food STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/13/2013 SELECTED BASE : STUDY UNIVERSE

Total Total Total Total Total Total I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I FEEL GUILTY WHEN I EAT SWEETS I FEEL GUILTY WHEN I EAT SWEETS I FEEL GUILTY WHEN I EAT SWEETS I FEEL GUILTY WHEN I EAT SWEETS I FEEL GUILTY WHEN I EAT

Sample Weighted Vertical % Horizontal % Index Total % Sample

Total

24489 222896.5 100.00% 100.00% 100 100.00%

BEN & JERRY'S

793 7908 100.00% 3.55% 100 3.55%

15117

509

Weighted

145769.9

5540.7

Vertical %

65.40%

70.06%

100.00%

3.80%

100

107

Total %

65.40%

2.49%

Sample

9748

300

Weighted

83551.84

2687.87

Vertical %

37.48%

33.99%

100.00% 100

3.22% 91

Horizontal % Index

Horizontal % Index

22

 

Ben & Jerry’s

SWEETS I FEEL GUILTY WHEN I EAT SWEETS I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING

Total %

37.48%

1.21%

Sample

5303

210

Weighted

44441.62

1501.67

Vertical %

19.94%

18.99%

100.00%

3.38%

100

95

Total %

19.94%

0.67%

Sample

4154

156

Weighted

31763.01

1664.2

Vertical %

14.25%

21.04%

100.00%

5.24%

100

148

Total %

14.25%

0.75%

Sample

12133

374

Weighted

100391.1

3594.78

Vertical %

45.04%

45.46%

100.00%

3.58%

100

101

Total %

45.04%

1.61%

Sample

7439

281

Horizontal % Index

Horizontal % Index

Horizontal %

Index

23

 

Ben & Jerry’s

MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY

Weighted

63864.57

2369.03

Vertical %

28.65%

29.96%

100.00%

3.71%

100

105

28.65% 10641 102384.4 45.93% 100.00% 100

1.06% 369 3653.59 46.20% 3.57% 101

Total %

45.93%

1.64%

Sample

4629

200

Weighted

38836.09

1996.03

Vertical %

17.42%

25.24%

100.00%

5.14%

100

145

Total %

17.42%

0.90%

Sample

12978

399

Weighted

122620.8

4005.86

Vertical %

55.01%

50.66%

100.00%

3.27%

100

92

Horizontal %

Index

Total % Sample Weighted Vertical % Horizontal % Index

Horizontal % Index

Horizontal %

Index

24

 

Ben & Jerry’s

MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I EAT THE FOODS I LIKE

Total %

55.01%

1.80%

Sample

12152

440

Weighted

111779.9

4620.59

Vertical %

50.15%

58.43%

100.00%

4.13%

100

117

50.15% 11012 101229.3 45.42% 100.00% 100

2.07% 344 3382.92 42.78% 3.34% 94

Total %

45.42%

1.52%

Sample

8216

307

Weighted

77186.87

3333.94

Vertical %

34.63%

42.16%

100.00%

4.32%

100

122

Total %

34.63%

1.50%

Sample

13795

441

Weighted

132428.8

4715.79

Vertical %

59.41%

59.63%

100.00% 100

3.56% 100

Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index

Horizontal %

Index

Horizontal % Index

25

 

Ben & Jerry’s

REGARDLESS OF CALORIES I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS

Total % Sample Weighted Vertical % Horizontal %

59.41% 13052 119231.9 53.49% 100.00%

2.12% 442 4378.57 55.37% 3.67%

Index Total %

100 53.49%

104 1.96%

Sample

9125

256

Weighted

77239.97

2321.76

Vertical %

34.65%

29.36%

100.00%

3.01%

100

85

Total %

34.65%

1.04%

Sample

8451

291

Weighted

67139.26

2854.78

Vertical %

30.12%

36.10%

100.00%

4.25%

100

120

Total %

30.12%

1.28%

Sample

4420

198

Weighted

40270.53

1958.93

Vertical %

18.07%

24.77%

Horizontal % Index

Horizontal %

Index

26

 

Ben & Jerry’s

I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME

Horizontal %

100.00%

4.86%

100

137

Total %

18.07%

0.88%

Sample

9385

352

Weighted

81514.22

3294.93

Vertical %

36.57%

41.67%

100.00%

4.04%

100

114

Total %

36.57%

1.48%

Sample

6789

226

Weighted

55657.89

2081.08

Vertical %

24.97%

26.32%

100.00%

3.74%

100

105

Total %

24.97%

0.93%

Sample

3954

137

Weighted

36782.53

1614.1

Vertical %

16.50%

20.41%

100.00%

4.39%

100

124

Total %

16.50%

0.72%

Sample

13002

401

Index

Horizontal % Index

Horizontal % Index

Horizontal % Index

27

 

Ben & Jerry’s

TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME I AM CURRENTLY DIETING I AM CURRENTLY DIETING I AM CURRENTLY DIETING I AM CURRENTLY DIETING I AM CURRENTLY DIETING I AM CURRENTLY DIETING WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS

Weighted

119700.9

4293.64

Vertical %

53.70%

54.29%

100.00%

3.59%

100

101

53.70% 6020 52138.28 23.39% 100.00% 100 23.39%

1.93% 217 1907.05 24.12% 3.66% 103 0.86%

6770

250

Weighted

52489.05

1971.95

Vertical %

23.55%

24.94%

100.00%

3.76%

100

106

23.55%

0.88%

12157 100818.2

355 3252.78

Horizontal %

Index

Total % Sample Weighted Vertical % Horizontal % Index Total %

Sample

Horizontal %

Index

Total % Sample Weighted

28

 

Ben & Jerry’s

WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES Copyright Experian Simmons 2011

Vertical % Horizontal % Index Total %

45.23%

41.13%

100.00%

3.23%

100

91

45.23%

1.46%

Works Cited  "Ben and Jerry's Competitors and Competitive Rivalry :: Papers." Ben and Jerry's Competitors and Competitive Rivalry :: Papers. Papers . N.p., n.d. Web. 10 Feb. 2013.

 

"Ben and Jerry's SWOT." Ben and Jerry's SWOT . N.p., n.d. Web. 10 Feb. 2013.  “Ben and Jerry's Mission Statement.” (2013). Retrieved 2013, from Ben and Jerry's:

http://www.benjerry.com/activism/mission-statement  "Breyers® - An American Classic Since 1866." Breyers® Breyers®.. N.p., n.d. Web. 18 Feb. 2013.

Byers, Scott. "Burlington, VT- Vermont's Queen City Tales, Ben & Jerry's Ice Cream- How Did It All Start?" Vermonter . Alpine Web Media LLC, n.d. Web. 23 Jan. 2013. 2013 . .  "Haagen-Dazs." Haagen-Dazs Haagen-Dazs.. N.p., n.d. Web. 11 Feb. 2013.   "On Brand Behavior." On Brand Behavior RSS. RSS. N.p., n.d. Web. 13 Feb. 2013.  "Our History." Ben & Jerry's. Jerry's. N.p., n.d. Web. 13 Feb. 2013. .  Steve’s Ice Cream Home.

N.p., n.d. Web. 13 Feb. 2013. .  29

 

Ben & Jerry’s

"Timeline." Ben & Jerry's. Jerry's. N.p., n.d. Web. 13 Feb. 2013. .  "Welcome | Ben and Jerry's Foundation." Welcome | Ben and Jerry's Foundation Foundation.. N.p., n.d.

 

http://www.benandjerrysfoundation.org/>. >. Web. 13 Feb. 2013.