BEN Jerry S
Ben & Jerry’s: Preserving Mission and Brand within
Unilever
By,
Hemanth M udadla Elisa Vanzu lli You Qin Qin
Fayas Faro ok “We can build a ice cream plant at 1/3rd of the cost you built yours what we cant do is build a premium brand which is what you did”
Strengths: Product quality
Why
Acquisition
Innovation
Brand
Sensible to Nature
Social Mission
Opportunities: Good topline but bad bottom line – Financial situation
Ineffective operational efficiencies
Organizational structure can be improved
Strong growth potential in US and abroad
How did they handle acquisition
Pre- Acquisition
Leave the brand name, image and social mission.
Condition of employ contract: 2 years minimum
Contribution to the foundation
25% cash money for acquisition
After Acquisition
Organization process
Retaining most of the top executive
Giving incentive while laying off employees
Financial Transparency
CEO working in the place and not from head quarters.
Yola’s Action
Plan
Communication to employees management feelings
about
the
top
Operating in premium range, brand building would be the best thing to have loyal customer
So taking a stance is very important to maintain the brand image
Given operation effectiveness is achieved so its time to move on to the roots that separate the company from others. Achieve the informal company that gave rise to innovation and freedom
I took quite a big cut to come to Ben & Jerry’s, and I came because I had been working in corporate for years and I am sick of it. I wanted to see what was different , and it was very very very different
Is Ben and
Jerry’s still a responsible brand
YES
Example
In March 2009, "CyClone Dairy"[16] launched an advertising campaign and a website to promote its milk products, which purportedly came exclusively from cloned cows.[17] On April 1, 2009
(April Fool's Day), Ben & Jerry's announced that it was behind this fake company. Ben & Jerry's had created the
Unilever
By,
Hemanth M udadla Elisa Vanzu lli You Qin Qin
Fayas Faro ok “We can build a ice cream plant at 1/3rd of the cost you built yours what we cant do is build a premium brand which is what you did”
Strengths: Product quality
Why
Acquisition
Innovation
Brand
Sensible to Nature
Social Mission
Opportunities: Good topline but bad bottom line – Financial situation
Ineffective operational efficiencies
Organizational structure can be improved
Strong growth potential in US and abroad
How did they handle acquisition
Pre- Acquisition
Leave the brand name, image and social mission.
Condition of employ contract: 2 years minimum
Contribution to the foundation
25% cash money for acquisition
After Acquisition
Organization process
Retaining most of the top executive
Giving incentive while laying off employees
Financial Transparency
CEO working in the place and not from head quarters.
Yola’s Action
Plan
Communication to employees management feelings
about
the
top
Operating in premium range, brand building would be the best thing to have loyal customer
So taking a stance is very important to maintain the brand image
Given operation effectiveness is achieved so its time to move on to the roots that separate the company from others. Achieve the informal company that gave rise to innovation and freedom
I took quite a big cut to come to Ben & Jerry’s, and I came because I had been working in corporate for years and I am sick of it. I wanted to see what was different , and it was very very very different
Is Ben and
Jerry’s still a responsible brand
YES
Example
In March 2009, "CyClone Dairy"[16] launched an advertising campaign and a website to promote its milk products, which purportedly came exclusively from cloned cows.[17] On April 1, 2009
(April Fool's Day), Ben & Jerry's announced that it was behind this fake company. Ben & Jerry's had created the