Ben & Jerry

1927 Words8 Pages
Case Study Analysis: Ben & Jerry’s and Unilever The Bohemian and the Behemoth Introduction: Ben & Jerry’s is an ice cream making company set up by Ben Cohen and Jerry Greenfield with an investment of $12000 and has been sold to Unilever in the year 2000 for $ 326 million. The value of the company grew because of its social consciousness and it has struggled to continue the legacy after its acquisition by Unilever. Dreyer’s, an ice cream producer offered Ben & Jerry’s to buy the company for $ 35 per share but Ben & Jerry's has been sold to Unilever for $43.6 per share. Below are the problems that have been identified after the acquisition of Ben & Jerry’s by Unilever. Problem 1: Budget allocation for Advertisements: Problem Statement: Ben & Jerry’s before the acquisition by Unilever has never spent a penny on TV advertising and preferred to market it by unusual means. After the acquisition by Unilever, an advertising agency has been appointed through which the advertisements have been made in order to market the products. Decision: Yves Couette made a decision that the company would spend more on the marketing activities instead as he was more interested in increasing the revenues rather than decreasing the marketing expenses. Analysis: Ben & Jerry's reputation was lost because of the acquisition by Unilever. People did not want Ben & Jerry's to be sold to Unilever because they thought that the company would be lost in Unilever’s plethora of products and would be ignored by Unilever. In order to rebuild the reputation, Yves Couette would have made this decision of increasing the marketing budget. Alternatives: The Company could have used the promotional activities such as the below mentioned events. Pro of this alternative is that the company can claim the exemption under the charitable contributions. Con of this alternative is that the company
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