The Films of Michael Moore Essay -- Film Industry

Michael Moore, an Academy Award-winning filmmaker is known for his highly controversial documentaries. He appeals to the younger generation, trying to educate people along with addressing our unresolved social issues in the United States. He gives insight to corrupt things that our government is involved in that citizens do not know. Michael Moore continues to prove to be a monumental influence through his work in the movie industry. His main message is to get people to stop following their government blindly, but rather speak out, ask questions, get involved, and most of all shows people’s power to be able to change what needs to be changed. He proves being patriotic means taking responsibility and being knowledgeable about what’s happening in the media and all of Michael Moore’s films give the audience this. Time magazine named Michael Moore one of the World’s 100 most influential people. Through his Oscar and Emmy awards, he substantiates even a powerless author and producer with nothing more than a pen and a movie camera can make a tremendous difference. His documentary Bowling for Columbine reiterated that by a determination and persistence that not only him, but patriots can create change. He interviewed some of the surviving victims of the Columbine shootings along with Charlton Heston, the NRA president. He shows the gruesome effect of allowing guns and bullets to be so easily accessible. Kmart was his main target and he took it upon himself by going right to the top of a major corporate food chain. The documentary was about how he was able to get them to stop selling bullets completely. Getting Kmart to stop selling bullets doesn’t mean that you are going to prevent kids from going somewhere else to buy them ... ...s own opinion in public, which many people are not courageous enough to do, and for that many respect him. Michael Moore proves that one man can make a difference. He is a great example of exercising our right to free speech and questioning the government. If something doesn’t seem right he is a spokesperson for finding out the truth. Moore was a small town boy who grew up to become one of the most influential documentary film makers of our time. Works Cited Bowling For Columbine. Dir. Michael Moore. 2002. Fahrenheit 911. Dir. Michael Moore. 2004. Penn, Sean. Time.com. 18 April 2005. 8 March 2012 . Sicko. Dir. Michael Moore. 2007. The Oprah Winfrey Show. Michael Moore's Sicko. 1 January 2006. 8 March 2012 .

A Descriptive Analysis of Nigger: The Meaning of a Word by Gloria Naylo

A Descriptive Analysis of Nigger: The Meaning of a Word by Gloria Naylor What is the rhetor’s purpose? In the essay â€Å"Nigger: the meaning of a word† Gloria Naylor discusses the essence of a word and how it can mean different things to different people in a myriad of situations. Depending on race, gender, societal status and age Naylor outlines how a word like ‘nigger’ can have different meanings within one’s own environment. Naylor discusses how a word can go from having a positive to a negative connotation merely due to how it is spoken and by whom. Naylor shares a personal experience with her audience as she describes the first time she really â€Å"heard† the word ‘nigger’. A young white boy in her third grade class spit it in her face. Naylor states, â€Å"I didn’t know what a nigger was, but I knew that whatever it meant, it was something he shouldn’t have called me.† (Naylor 460) Naylor writes about her own personal experience and is obviously biased. This, while powerful, can also be seen as a limited view of the subject. Her audience only understands thorough her eyes and her experiences. Naylor is trying to educate her audience by sharing a personal experience. I think she wants her audience to sit back and think about the words they use and how others may use them and how this can affect others. Naylor wants her audience to understand how she was affected not only by a young boy but also by how she didn’t really think about the word ‘nigger’ until the moment it was used to hurt her. She is striving to make her audience think about the words they use and hear and how the context these words are immersed in can change the meaning of them. Who composes the target audiences? To be a part of Naylor’s target audience one must have obviously had experience with language and how people use it. She is targeting those who have heard and/or used the word â€Å"nigger† before. Naylor wants her audience to take on her experience and be empathetic towards her. She doesn’t do this in a seemingly pathetic way, as she seeks no pity. She outlines her experience and wants her audience to understand her view and how this view came to be. What roles or personas does the rhetor assume? Naylor assumes the role of an educator in her writing. She assumes a persona of a young girl experiencing a new way of understanding a word. ... ... She uses a conversational tone that adapts nicely to the audience. I say this because draws the reader in and he or she easily understands and accepts her experience. Naylor uses her experience to exemplify her point and to offer validity. One is drawn in by her experience as a young girl, and her evolution of understanding. Naylor makes her audience think about what it would be like to really â€Å"hear† a word for the first time, to look back and realize you had heard the word many times in a different context. What strategies are used? The language used by Naylor is common, as she doesn’t use large words one has to look up to understand. She writes in low style which is effective for her argument. This use of languages conjures an almost friendly relationship with her audience, like she is sitting down with you over a cup of coffee discussing how context can change your understanding of a word. She is sharing a part of her life and experience with the audience in order to shed light on her argument. Works Cited: Naylor, Gloria. â€Å"Nigger: The Meaning of a Word† Ed. Goshgarian, Gary. Exploring Language. Ninth Edition. Toronto: Longman, 2001. Pages 460-462

Controversial ad

Written Task 2 – A Critical response Advertisements are a specific kind of media which have the aim to sell an idea or a product to the audience they are directed at. Very often, this Idea or product is not sold in a direct way but through the use of a metaphor or another stylistic device. This leaves the reader a lot of room for interpretation about what the Idea behind the advertisement is. Often, depending on the cultural background/context of the reader, the interpretation can be very different.In the ad that will be analyzed in this response, two maln groups might have different Interpretations of the message of he ad. One of these groups is non-religious people, and the other one is religious people. The ad that will be discussed Is a poster or picture by â€Å"Antonio Federicl Gelato Italiano†. The company produced this specific ad, which was then banned for being too offensive. This already shows that there will be a group for which the ad Is too offensive, but for other people who will have a dfferent interpretation it won't.Using the big 5 tools of analysis, will give a quite general Idea of the meaning of the ad, and this idea will be close to the one in the mind of non-religious people, however or a religious audience there will be more to It. To start, one thing that can be looked at is the structure and content of the ad. There is a nun holding a pack of Antonio Federici ice cream and she is wearing quite a lot of make up. Also, there is a priest who seems to be taking his clothes off and has a very muscular body.The priest and the nun are looking at each other in a seductive manner, and the background is dark. It seems like they are in a church. Right next to the nun's hand (holding the Ice cream) there Is a piece of text made of light letters, which stands out, saying â€Å"Submit to temptation†. The main focus in the picture is on the priest's body (since everything around It Is black) and on him and the nun being together in a, what seems to be, sexual way. The tone of the picture is very seductive, because of words such as â€Å"Resist to temptation† and the exposed body of the priest.Also the colour black and the candles of the church in the background add on to this. And the mood that Is created Is very Intriguing and sexual. Clearly the audience of this advertisement does not include children, as one main tool to attract audience in this case is sex. Different interpretation of the ad come In once analysing what the purpose and meaning/theme of it might be. For a nonrellglous group of readers (who are not offended In general by sex as a tool to sell) this ad will be nothing more than another way of using sex and prohibition to sell and attract.A reader who Is not religious will not feel personally offended by seeing religion being associated with sex nor by seeing a main rule of religion being diminished for the purposes of selling. Just as a girl who Is skinny will not feel offended by an ad that makes fun of fat girls. In the case of this ad, a non-religious eader will Interpret It as yet another example of using sex and â€Å"taboos† to sell a 1 OF2 product. I nls Interpretatlon Is Oue to tne cultural DacKgrouna 0T tne reader.A non- religious individual who has not had religion as part of his education, society or as a main part of his life will not consider some aspects of this ad, as it isn't part of her/his life. This is the importance of the context of interpretation of any text, because it will completely change whether the reader will feel personally attacked or directed to when reading the text. In the case of a non-religious group there is nothing more to he interpretation of this text. On the other hand, for a religious audience this ad has an entirely different meaning.In the case of a religious individual, different factors will be considered than those a non-religious group will consider, also due to her/his cultural background. First of all, th is ad openly diminishes religion by associating it with sex and ice cream. On the picture it is clear that there is sexual tension between a priest and a nun, the priest has a muscular body, they are in a church and it's all because of ice cream. Someone who has had religion as part of their education, society or every day life will feel ffended by this, because the ad is diminishing something that is a big part of their life.Also the religious group will feel that religion is being diminished by the words â€Å"Submit to temptation† because it seems that submitting to temptation (engaging in sexual activity as a priest or nun) is being promoted, or not being taken seriously. Secondly, this ad also is not respecting (or again, diminishing) an important rule of some religions: celibacy of priests and nuns. The ad is using it to create a prohibitive mood that together with sex will sell a product. The religious audience will see this as sing something sacred to them for commerc ial purposes.So the interpretation of the religious group will be, that this ad is not only selling ice cream but also diminishing religion and trivializing important religious rules. To conclude, it is clear that the cultural context of an audience will give rise to different interpretations of an ad such as this one, and will sometimes have such a big influence that the ad will be banned. It is always important to consider different possible interpretations of a text because if one group is big enough it will have a significance impact on the way it will be treated. Word count: 996

Modern Management 5_EX

The leadership behavior adopted by Toyoda was a more participative leadership, as suggestions were taken from the employees regarding business operations.   These employees were involved in making organizational decisions.   Toyoda gave more importance to each and every department in its China division.   The managers of each and every deprtmetn have to report to an executive vice-president who made decisions.   It was not necessary to wait for corporate approval from the Toyota headquarters. This was a more of a kind of bottom-up management strategy.   It was a very positive leadership style as the lower level management are making important decisions about the department.   Hence, the performance and the effectiveness would be higher.   Considering the power-based leadership style, as the lower level management makes important decisions about the department, it could be considered as a democratic leadership style.   There is a fee flow of communication and flow of ideas from the lower level management.   The lower level management also participates in making important decisions. Inaba realized that the Toyota’s US unit was not making enough profit.   He felt that a bottom-up kind of decision making was required.   He then released profit and expense information to the sales personnel so that they could understand their financial performance better.   In order to make greater profits, the manager gave price cuts to the rental companies. This improved the sales of the company.   According to the Tannenbaum and Schmidt Leadership Continuum, the decision-making process was given greater freedom by the company and hence was subordinate-centered leadership.   The manager was gave the subordinates the problem asked them ways of solving the problem and providing certain boundaries within which the decision could be made. Gravis changed his organizational structure to suit the leadership style.   He began to shift the mangers and other staff to more appropriate situations.   He adopted a more task structure kind of leadership style, in which the objectives, the work to be performed and certain situational factors, are marked. Starbuck give a lot of importance to the employee values and beliefs which in turn give rise to attitudes.   Attitudes in turn give rise to behavior.   Starbuck is known for its employee who provides a comfortable atmosphere at their coffee shops.   The company adopts a very aggressive business policy of combining with local firms that do understand the local environment or market, and trains their manager in the company headquarters for about three months.   If he suspects that the managers do not posses the right values and beliefs, he would not collaborate with them. Herman Uscategui overheard one of the managers of a local firm make an uncomfortable racial remark.   He soon decided against working with that firm as he felt that the managers did not have an appropriate belief or values that could create a suitable attitude.   In turn the behavior of the managers would not be suitable for Starbuck to achieve its objectives. The Starbuck administration is trying to create a positive attitude and behavior of its employees by generating appropriate values and beliefs in its employees.   The company gives a lot of importance to values and beliefs.   It adopts good measures to protect the environment, conserve energy and recycle material.   It supports an internal fund to help the employees that are in need.   The employees can also provide feedback about certain management decisions.   They can also provide more information of any employee action that would be in conflict with values of the company. Reference: Cresto, S. C. and Cresto, S. T. (2006). Chapter 5: Influencing, Modern Management, (10th ed), New Jersey: Upper Saddle River, pp. 299-322.         

Ben & Jerry’s Marketing Audit Essay

1 Executive Summary According to the American Marketing Association, â€Å"marketing is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders† (Kerin, 2005, p.6). I have completed a marketing audit of Ben & Jerry’s Homemade, Inc. in the following categories: Market and Distribution Channels, Manufacturing, Markets and Customers, Competition, Marketing, Objectives, Strategies and Tactics, the 4P’s (product, pricing, promotion, and place), and sales. Based on my findings, there are several factors that will play a key role in Ben & Jerry’s Ice Cream becoming number one in the ice cream industry, instead of being ranked, as number 2. They are as follows: Streamlining the variety and names of the ice cream flavors Increase sales in the non target markets Sell premium ice cream in half gallon sizes Improve brand image Ben & Jerry’s ice cream currently offers consumers Super-premium ice cream flavors that are both unique and quirky. Furthermore, some of the wackiest flavors were suggested by adults. For example, some of the flavors include, Cherry Garcia, Chunky Monkey, and Chubby Hubby (www.benjerry.com). As a result of some of the outlandish names, it becomes difficult for consumers have to figure out why an ice cream would be called chunky monkey, and secondly, what does the flavor consist of. After all, Ben & Jerry’s target customers are at the high end of the consumer spending spectrum. Haagen-Daazs’ most popular ice cream flavor is simply, vanilla. Therefore, perception becomes a vital marketing concept to attain the number one  status. Although Ben & Jerry’s has been acquired by Unilever, one of the leading food companies in the world, Haagen Dazs, which has been acquired by Dreyer’s has still been able to penetrate 42% of the super-premium ice cream mark et, while Ben & Jerry’s penetrated 38%. However, Ben & Jerry’s have been able to have 100% profitability over the last nine years, while decreasing the cost of sales. Penetrating the 20% non-target market would allow revenue to continue to climb upward by becoming more visible. Advertising can be done through supermarket circulars, television commercials, and radio announcements, and offering the super-premium ice promotions such as buy one, get one free or coupons. Thus, customers and profit margins increase. Currently, Ben & Jerry’s super-premium ice cream is sold in pint size quantities. Gallon size quantities were only sold to warehouse club stores. Selling the product to the general public in gallon sizes would allow them to infiltrate the family segment of the ice cream industry. Understanding the consumer is a vital tool in successful marketing and sales. However, careful research and planning are necessary. Thus, a recommendation is being made for Ben & Jerry’s to enter the market of â€Å"micro-branding†; a trend that is becoming more successful in the ice cream industry. â€Å"Micro-branding would allow Ben & Jerry’s to partner with a compatible and recognized national brand to develop an ice cream formulation that delivers a taste experience that is related to the national brand’s product (www.qffintl.com). Some of the companies that currently co-brand are Cool Brands International/General Mills = Yoplait Frozen Breakfast Bars, Reese’s candies and Friendly’s Restaurants. Furthermore, prior to launching this new venture, Ben & Jerry’s can conduct a survey among loyal customers. Ben & Jerry’s Ice Cream is the best illustration of the 80/20 rule. They achieve 80% of the revenues in the target market and 20% in non target markets; however, to increase sales and become No.1, they will need to increase sales in non target markets while stimulating demand in target markets. Based on corporate information (www.benjerry.com), Ben & Jerry’s Ice Cream evolved when two childhood buddies, Ben Cohen and Jerry Greenfield met in a 1963 7th grade gym class in Merrick, New York. In 1977, Ben and Jerry move to Vermont and completed a $5 correspondence course in ice cream making. Afterward, a $12,000.00 investment was made, $4,000.00 of it borrowed, and they opened their first Ben and Jerry’s homemade ice cream scoop shop in a renovated gas station in Burlington, Vermont, on May 5, 1978. The company has maintained a reputation for producing gourmet ice cream and frozen treats, as well as promotions that foster an image as an independent socially conscious Vermont company. On August 3, 2000, Ben and Jerry’s were acquired by Unilever, a British-Dutch food company with distribution in 100 countries. This acquisition would allow the Ben & Jerry brand ice cream to cross over into national and international markets. The ice cream was made with fresh V ermont cream and milk, and the best and biggest chunks of nuts, fruits, candies, and cookies† (www.benjerry.com). Currently, Ben & Jerry’s sell 18 Mio gallons of ice cream per year, and more than â€Å"$200 Mio in annual sales worldwide including Europe, the Mideast, and Asia† (Kerin, 2006, p.2). This makes them one of the top maker’s of premium ice cream, matching  rivals Nestlà ©Ã¢â‚¬â„¢s Haagen-Dazs, and Godiva. Some of the first flavors included French Vanilla, Mint with Oreo Cookie, Maple Walnut, Butter Pecan, and Dastardly Mash. In order to maintain its status as a leader in the premium ice cream industry, new flavors are constantly being marketed, as well as measures to determine what the ice cream consumer wants now and in the future. The corporate vision is built around three strategic goals (missions) that support Ben & Jerry’s corporate concept of linked prosperity. These goals are: 1. The product mission: Become the leading distributor of freshly made quality ice cream, utilizing natural ingredients that do not violate the environment. 2. The economic mission: Achieve capital growth for the corporation, the stakeholders, and the employees. 3. The social mission: Be a pioneer in creating innovative business practices that make a positive impact on society nationally and internationally. 1.2 Market and Distribution Channels The company currently markets flavor ice cream, frozen yogurt and sorbet in packaged pints, for sale primarily through four channels: 1. Supermarkets, and other grocery stores 2. Convenience stores 3. Retail food outlets and in bulk primarily to restaurants. 4. Ben & Jerry’s company-owned franchised scoop shops. Ben & Jerry’s Ice Cream currently distribute their products throughout the United States primarily through independent distributors targeting certain markets including New England, New York, the Mid-Atlantic region, Florida, Texas, the West Coast and selected other major markets, including the Midwest and Denver areas. In 1999, approximately 77% of the sales of the Company’s packaged pints were attributed to these target markets (www.benjerry.com). Also, the ice cream products are also available in â€Å"non-target† markets in the United States, the United Kingdom, France, Israel, Canada, the Netherlands, Belgium, Japan, Singapore, Peru and Lebanon. 1.3 Manufacturing The company manufactures Ben & Jerry’s super premium ice cream and frozen yogurt pints at its plant in Vermont. This plant manufactures Ben & Jerry’s ice cream, frozen yogurt, frozen smoothies and sorbet in packaged pints,  12oz. and single serve containers at its St. Albans, Vermont plant. However, in 1999, the company shifted the manufacturing of its frozen novelty line of business from a company-owned plant in Springfield, Vermont, to third party co-packers to improve the company’s competitive position, gross margins and profitability. As a result of this restructuring, the company was able to write-off `assets associated with the ice cream novelty business, asset impairment charges of other manufacturing assets and costs associated with severance for those employees who do not accept the Company’s offer of relocation. The implementation of this manufacturing restructuring program resulted in a pre-tax special charge to earnings of approximately $8.6 Mio in the fourth quarter of 1999 that was primarily non-cash. The plan was executed in 2000. Thus, outsourcing its novelty business will enable the Company to introduce a wider range of novelty products in future periods. 1.4 Markets and Customers Ben & Jerry’s ice cream is packaged in pints, quarts,  ½ gallons, single serve containers and novelty products primarily through supermarkets, other grocery stores, convenience stores and other retail food outlets. The company markets ice cream, frozen yogurt and sorbet in 2  ½ gallon bulk containers primarily through franchised and company-owned Ben & Jerry’s scoop shops, through restaurants and food service accounts, such as stadiums, airports, cafeterias, and hotels. The ice cream is distributed through independent ice cream distributors; with some exceptions, only one distributor is appointed for each territory for supermarkets. In most areas, sub-distributors are used to distribute to the smaller classes of trade. Company trucks and other distributors distribute products that are sold in Vermont and upstate New York. In the late 90’s, Ben & Jerry’s redesigned its distribution network to enable more company control over sales and improve efficiency in the distribution of its products. Under the redesign, Ben & Jerry’s increased direct sales calls by its own sales force to all grocery and chain convenience stores and has a network where no distributor of Ben & Jerry’s products has a majority percentage of the Company’s distribution. In addition, a joint venture of the U.S. ice cream operations of Nestle and the Pillsbury Company distributes Ben & Jerry’s products in specified territories; the balance of domestic deliveries are distributed primarily by  Dreyer’s Grand Ice Cream. Under the redesign, no single distributor is expected to handle over 40% of Ben & Jerry’s distribution, as compared with Dreyer’s distribution activities accounting for approximately 57% of the company’s net sales in 1997 and 1998. 1.5 Competition â€Å"The ability to create innovative marketing strategies is crucial to a company’s competitiveness† (Magrath, Allan, 1992, p.1). Competition in the premium ice cream industry is fierce. Initially, Nestle, Dreyer’s, and Blue Bell were Ben & Jerry’s top three top competitors. In July of 2003, Nestle merged its operations with Dreyer’s, which makes Edy’s and Haagen-Dazs ice cream (www.dreamery.com). Other significant competitors are Columbo, Healthy Choice, and Starbucks, which are all distributed by Dreyer’s. According to research, Haagen- Dazs uses several approaches to keep the status of being number one in the ice cream industry, and they are as follows: a. Substantial visibility in more foreign markets than Ben & Jerry’s. b. More shares of the markets. c. Cookies and candies are used as a part of the ingredients. In addition to competing with the number one competitor, Dreyer/Nestle, Ben & Jerry’s also has to face competition from other players including: Berkeley Farms Blue Bell CoolBrands Dunkin Friendly Ice Cream Gifford’s Schwan’s (Competitor’s cont’d) Stewart’s Shops Stonyfield Farm YoCream 2 Marketing Ben and Jerry’s Ice-cream introduced themselves to the marketplace as unusual and comical, with the hopes of appealing to the ice cream lover’s sense of humor. Thus, allowing them to acquire a loyal following. However, many adult  consumers did not find their advertising funny, as a result market research revealed confusion. Although the packaging of the ice cream was amusing, patrons were often trying to figure out why a company, that wants to sell premium ice-cream, would come up with an ice cream flavor such as â€Å"Chunky Monkey† and â€Å"Chubby Hubby†. The playful packaging was viewed as being too juvenile to necessitate its luxury price. In 1998, the company re-launched its entire pint line. â€Å"The design of the ice cream packaging was changed to a more polished grown up design utilizing collages of illustrations, photography and textures. The polished grown up designs cleared the confusion, strengthened the brand, and matched the quality of the ice cream. A superb premium look accompanied the price, and was created without forfeiting the trademark Ben & Jerry’s eccentricity† (www.fitch.com). Changing the packaging design helped the company to be taken more serious by the premium ice cream consumer market. To sustain their brand and marketing strategy, Ben & Jerry make sure all marketing activities are aimed at building brand equity, a solid reputation for the company, and most importantly, profitable customer relationship. The company’s marketing strategy includes: 1. Emphasizing the high quality, natural ingredients in its products. 2. Highlighting commitment to social change through innovative promotional and advertising campaigns facilitating brand awareness through Public Relations, magazines, radio, TV coverage, and the internet. The company now distributes its ice cream products internationally in the United Kingdom, Israel, certain parts of Japan, Ireland, France, Canada, the Netherlands, Belgium, Singapore, Peru, and Lebanon. Furthermore, all of the scoop shops are franchised, which contributes significantly to the growth of the brand. 2.1 Objectives, Strategies and Tactics Competition in the premium ice cream industry is fierce. The company’s two principal competitor’s are the Haagen-Dazs operation of Ice Cream Partners and Dreyer’s/Edys, which introduced Dreamery. Other significant frozen dessert competitors are Columbo, Healthy Choice and Starbucks. â€Å"Haagen-Dazs is the industry leader with 42% of the super-premium business, and No.2 Ben & Jerry’s, with 38 percent† (Emert, Carol, San Francisco Chronicle,p.1)  however Ben and Jerry are looking at becoming No 1 and the 4Ps analysis below illustrate how they want to achieve that goal. 2.2 4P’s – Product The packaged ice cream industry includes economy, regular, premium, premium plus and super premium products. Super premium ice cream is generally characterized by a greater richness and density than other kinds of ice cream. This higher quality ice cream generally costs more than other kinds and is usually marketed by emphasizing quality, flavor selection, texture and brand image. Other types of ice cream are largely marketed on the basis of price (www.benjerry.com). Ben & Jerry’s Homemade makes its products at facilities in Vermont. They make over 40 different Super-premium Ice Cream flavors (www.hoovers.com) Super-premium Flavors: Brownie Batter Butter Pecan Cherry Garcia Chocolate Chip Cookie Dough Chocolate Fudge Brownie Chocolate Therapy Chubby Hubby Chunky Monkey Coffee Coffee Heath Bar Crunch Dave Matthews Brand Magic Brownies Dublin Mudslide Everything But The†¦ Fudge Central Fossil Fuel Half Baked In A Crunch Karamel Sutra Martha Martha Marshmallow Mint Chocolate Cookie New York Super Fudge Chunk Peanut Butter Me Up Phish Food Uncanny Cashew Wich Frozen Yogurt Cherry Garcia (low-fat) Chocolate Fudge Brownie Half Baked Phish Food Super Premium Ice Cream, Super Premium Frozen Yogurt, and more recently, Super Premium Sorbet have become an important part of the frozen dessert industry reaching â€Å"$3.5 billion in annual ice cream sales (Emert, Carol, p.1) Super premium ice cream is the fastest growing segment in the ice cream industry. Sales in the low-card ice cream market skyrocketed to close to $76 Mio in January of 2005. Research shows, â€Å"66% of carbohydrate conscious consumers are seeking low fat products† (www.qffintl.com). In response to the demand for lower fat and lower cholesterol products, Ben & Jerry’s introduced its own super premium low fat frozen yogurt and lactose-free and cholesterol-free sorbet, as well as a new line of low fat ice cream. 2.3 Pricing Based on information provided by Information Resources, Inc., a software and marketing information services company, the total annual U.S. sales in supermarkets at retail prices of super premium and premium plus ice cream, frozen yogurt and sorbet were approximately $572 Mio in 1999 compared with about $518 Mio in 1998. During the 2001-2003 period sales grew by 11.6% In 2004, sales were approximately $260 Mio, and 2004 sales were $272 Mio. Ben and Jerry’s product is considered an affordable luxury because of the high quality and quantity of the ingredients. However, individual retailers set their own retail pricing. A reflection of the variation of pricing depends on local market conditions, as illustrated in the table below. Retail/Grocery Store Convenience store Pathmark Shoprite WaWa CVS Ben & Jerry $3.89 $3.79 $3.99 $3.69 Dreyer/Haagen-Dazs $4.19 $3.99 $4.29 $3.89 2.4 Place Competition and consumer demand are increasing in the premium ice cream industry. Because of limited shelf space within supermarkets, visibility becomes minimal for many ice cream manufacturers. As a result, some brands have been forced out of some markets. In most supermarkets that were visited, Ben & Jerry’s have their own section of shelf space to advertise there product. This is done by having their product advertised in a separate freezer space. In markets where they do not have their own shelf space, they tend to use a seasonal adjustment strategy. 2.5 Promotion Ben & Jerry’s use community involvement to advertise their ice cream. The company hosts a yearly folk festival which has about 50,000+ attendees. Free cones are given away at this annual event. In addition, the company has guided tours of its facility in Vermont. This is a non-traditional marketing approach. Currently, the company does not advertise in retail papers, nor do  they solicit buyers in television ads. As a result, it is difficult to quantify investment and return on investment (ROI). However, being able to double profit within five years illustrates Ben & Jerry’s ability to successfully market and drive sales. 2.6 Sales Cohen and Greenfield began packing the ice cream in pints for sale in local grocery stores in 1980. The first franchise followed in 1981. The company earned national exposure that year when Time magazine hailed their product as â€Å"the best ice cream in the world.† After opening its first out-of-state franchise in Maine in 1983, Ben & Jerry’s Homemade first went public in a Vermont-only stock offering (to keep ownership local) in 1984. Sales that year surpassed $4 Mio. The fat-free mania of the 1990s prompted the ice-cream producer to introduce frozen yogurt nationally in 1992 and nonfat frozen yogurt in 1995. Stiff competition and plant expansion in 1994 caused Ben & Jerry’s to suffer its first-ever loss. In 2000, Unilever acquired the company for about $326 Mio. Since its purchase of Ben & Jerry’s, Unilever has not fully integrated the company into its freezer-full of North American ice cream brands. However the parent has plans to boost the brand into its global portfolio. While most Ben & Jerry’s is exported from Vermont, limited production of the product has begun in Europe. Since its purchase of Ben & Jerry’s, Unilever has not fully integrated the company into its freezer-full of North American ice cream brands. However the parent has plans to boost the brand into its global portfolio. While most Ben & Jerry’s is exported from Vermont, limited production of the product has begun in Europe. After a slow spell in its retail growth, Ben & Jerry’s has announced it will step up store openings around the US. To share the cost of nabbing prime retail locations, the company is partnering with its Vermont neighbor Green Mountain Coffee Roasters to add coffee and pastries to its SCOOP SHOP menu — and hopefully extend sales into times of the day when people aren’t typically eating ice cream. An analysis of net sales for the last 9 years reflects a significant growth that is a result of: A better market penetration.  A reduction of cost of sales throughout the years (operational efficiency, improved sales and marketing) Improved gross profit over the years (reflects increased efficiency) In fact, based on the above analysis, Ben & Jerry’s are in a position to beat out their number one competitors, Dreyer’s and Nestle. 3 Recommendations Based on the findings in conducting a Marketing Audit for Ben & Jerry’s Super-Premium Ice Cream, Ben & Jerry’s Ice Cream is the best example of how to turn a dream into a successful business venture. In fact, they have achieved the No.2 player in the Super- Premium Ice Cream market. Their next goal is to become No.1. To achieve their goal, Ben & Jerry’s have to address the following issues that were identified in the Marketing Audit: They have to stream – line the variety of flavors. In fact, the current offering tends to confuse the consumer especially given the associated luxury price tag. They have to increase sales in the non target markets by increased marketing as an effort to become more visible to consumers. Sample marketing and advertising channels include television commercials, supermarket circulars, and radio advertisements. In fact, Ben & Jerry’s Ice Cream is the best illustration of the 80/20 rule. They achieve 80% of the revenues in the target market and 20% in non target markets; however, to increase sales and become No.1, they will need to increase sales in non target markets while stimulating demand in target markets. References Anonymous. Ben & Jerry’s 10-405K Report. Retrieved December 28, 2005, from http://www.benjerry.com/our company/research library/fin/1999/10k.html. Anonymous. Ben & Jerry’s 10-405K Report. Retreived December 28, 2005, from http://www.benjerry.com/our company/press_center/press/press_release.cfm. Anonymous. Packaging, Brand Communications and Consumer Environment. Retrieved from http://www.fitvh.com/case-study Anonymous. (2005).USA summer ice cream scene: Novelties, Co-Branding and Something for Everyone. Retrieved December 28, 2005 from http://www/qffintl.com/pdf/july_2005/95.cfm Chevron, J, (1998). The Delphi Process: Strategic Branding Methodology, (15)3, 1-2. Retrieved December 28, 2005 from http://www.jrcanda.com?art_delphi.html Emert, Carol. (1999). Dreyer’s enters the cold war. New Dreamery line is going cone to cone with Haagen–Dazs and Ben & Jerry’s. Retrieved January 10, 2006, from http://www/sfgate.com/cgi-bin/article.cgi Kerin, Roger, Hartley, Steven.(2005) Marketing. Eighth, Retrieved December 5, 2005 from University of Phoenix database Magrath, A. (1992). Six pathways to marketing innovation. Business & Company. Resource Center. Retrieved December 10, 2005 from http://galenet.galegroup.com Murray, B. Ben & Jerry’s homemade inc. Hoovers A D&B Company. Retrieved December 12, 2005, from http://www.hoovers.com

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