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Welcome to the 2007 Marketing Case Competition Judge: Martin Westerman Date: March 5 th 2007
Angela Rennert Miki Naganuma Samantha Wilder Tony Le Heidi Myhre
Case ,[object Object]
Ben & Jerry’s Background Information ,[object Object],[object Object],[object Object]
Problems Ben & Jerry’s face: ,[object Object],[object Object],[object Object],[object Object]
Proposal ,[object Object],[object Object],[object Object],[object Object],Everybody loves yogurt
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Analysis: New Product line
[object Object],[object Object],[object Object],[object Object],[object Object],Analysis: New Product line
[object Object],[object Object],[object Object],[object Object],The Product; 100% Organic Yogurt Let’s go get yogurt!
Organic Food Industry Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Current Organic Food Industry ,[object Object],[object Object],[object Object]
Current Organic Food Industry Source: OTA’s 2006 Manufacturer Survey. Category and growth estimates derived from survey responses, Nutrition Business Journal ’s organic industry model, SPINS retail data, and other sources. Organic foods have shown fairly consistent annual growth rates of 15% to 21% 18.3 $1,360 Bread & Grains 13.2 $1,940 Beverages 23.6 $2,140 Dairy 10.9 $5,369 Fruits & Vegetables Growth % Sales (M) Organic Food Categories
Organic Yogurt Industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Implementing New Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Current Marketing for Products *Website* *Reliance on brand name*
 
Proposed Marketing for New Product ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]

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BCMU

  • 1. Welcome to the 2007 Marketing Case Competition Judge: Martin Westerman Date: March 5 th 2007
  • 2. Angela Rennert Miki Naganuma Samantha Wilder Tony Le Heidi Myhre
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  • 12. Current Organic Food Industry Source: OTA’s 2006 Manufacturer Survey. Category and growth estimates derived from survey responses, Nutrition Business Journal ’s organic industry model, SPINS retail data, and other sources. Organic foods have shown fairly consistent annual growth rates of 15% to 21% 18.3 $1,360 Bread & Grains 13.2 $1,940 Beverages 23.6 $2,140 Dairy 10.9 $5,369 Fruits & Vegetables Growth % Sales (M) Organic Food Categories
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  • 15. Current Marketing for Products *Website* *Reliance on brand name*
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