DEEPAK SINGH 4109012012

SUMMARYy 1978- $5 CORRESPONDENCE COURSE y BEN COHEN & JERRY GREENFIELD = $ 12000 y NOW $ 140 Mn COMPANY y MAIN RIVAL

HAAGEN DAZS y DONATIONS & POLICIES PROMOTING CORPORATE RESPONSIBILITY LEADS TO SUCCESS

MID 1994

SALES FLAT PROFIT DECREASE

STOCK PRICE DECREASE

CONTESTy YO ! I AM YOUR CEO! y BEN

STEP DOWN FROM CEO POST. y SALARY CAP y 22500 ASPIRANTSy STRATEGY BEHIND CONTESTy BRAND PROMOTION y MARKETING y INTERNATIONAL EXPOSURE

WINNERy R. HOLLAND, AGE 55, POEM y PARTNER AT McKINSEY & Co. y EXECUTIVE RECRUITMENT FIRM y TWO FINALIST y EXPERIENCED IN TURNING TROUBLED Co y SALARY- $250,000 + 180,000 STOCKS = BONOUS

UPTO $ 125,000

OLD DAYSy FAMOUS FOR INNOVATIVE FLAVOURS y 3 PART MISSION y TEAM - FAMILY ORIENTED ATMOSPHERE y JOY COMMITTEE y RELATION NWITH THEIR SUPPLIER y rBGH, DRUG y 7.5% PRETAX PROFIT- DONATE y MEDIA COVERAGE ON SOCIAL VALUES GIVES

THEM PROMOTION & PUBLICITY

RECENT TROUBLESy NEW FDA RULE y POOR QUALITY OF PRODUCT y INCREASED COMPETITION H & J y PRICE WAR y NESTLE HELPS EDY s y LESS CONCENTRATION ON EXPORT /

RESTAURANT y PROBLEMS IN NEW St.ALBANS PLANT y MANAGEMENT

INDUSTRY LANDSCAPE1994 US SALES

SUPER MARKET SUPER PREMIUM MARKET

$3.6 Bn

GROSS MARGIN 30 %

$415 Mn

MARKET SHARE1989-93 =14% GROWTH RATE Ben & JERRY = INCREASED BY

120 %Relation with distributers &

suppliers

FINANCEy 1988- 1992 =SALES INCREASED 30% y 1993 =SALES DECREASED 6 % y 1991 =NET INCOME 42 % & SALES 26 % y 1992 =NET INCOME 81 % & SALES 36 % y COMPANY PROFIT MARGIN = 5.1 % y INDUSTRY PROFIT MARGIN = 3.4 %

MARKETINGy SUPER PREMIUM ICECREAM IN CHUNKY y y y y

SMOOTH ICECREAM LOW FAT YOGHURT R&D TEAM BROWNIE BAR= FAILED PEACE POPS = SUCCESS

PLACEy SUPERMARKET, GROCERY STORES,CONVINIENCE

STORES y 105 LICENSED SCOOP SHOPS y INCREASE DISTRIBUTION BY OFFERING GIFTS VIA MAIL y RESTAURANT WAS IGNORED

PRICES & PROMOTIONy BEN & JERRY GREW AT HAAGEN-DAZS COST y HD IS A GIANTCo. y EDIBLE ACTIVISM y MUSIC FESTIVALS y TOURIST ACTIVITTY IN PLANT y IN-HOUSE AD

OPERATIONy PLANT y WATERBURY y SPRINGFIELD y St. ALBANS- NEW ONE y ONLY 1 NEW MACHINE SO FAR y AGAINST AUTOMATIO AS IT WILL ELIMINATE

JOBS.

HRy IMPORTANT ASSETSy A- BEN y B- JERRY y EMPLOYEES ARE PART OF DECISION y LOTS OF BENEFITS TO EMPLOYEE y HOLLAND RESIGNED IN 2 YEARS BY STATING A

NEED OF PERSON FROM CONSUMER PRODUCT EXPERT.

MISSIONPRODUCT

TO MAKE SELL DISTRIBUTE THE FINEST QUALITY , ALL NATURAL ICECREAM& RELATED PRODUCTS IN A WIDE VARIETY OF INNOVATIVE FLAVOURS MADE FROM VERMONT DAIRY PRODUCT. TO OPERATE THE COMPANY IN A WAY THAT ACTIVELY RECOGNISES THE CENTRAL ROLE THA T BUSINESS PLAYS IN THE STRUCUTRE OF SOCIETY BY INITIATING INNOVATIVE WAY TO IMPROVE THE LIFE BROAD COMMUNOITY TO OPERATE THE COMPAANY ON A SOUND FINANCIAL BASIS OF PROFIT GROWTH,INCREASING VALUE FOR OUR SHAREHOLDERS, & CREATING CARRIER OPPORTUNITIES & FINANCIAL REWARDS FOR OUR EMPLOYEES

SOCIAL

ECONOMIC

VISIONy TO MAINTAIN THE SOCIAL RESPONSIBILITIES

ALONG WITH TAPPING THE MARKET TO BECOME THE MARKET LEADER IN ICE CREAM INDUSTRY.

SWOT ANALYSISWEAKNESS LACK OF PROFESSIONALISM LESS MARKETING IGNORANCE OF OTHER MARKET

STRENGTH EMPLOYEES SOCIAL VALUES INNOVATIVE PRODUCTS ENVIRONMENTAL RESPONSIBLE

OPPORTUNITIES OVERSEAS MARKET RESTAURANT 5 TO 14 AGE GROUP MORE HEALTHY PRODUCTS

THREAT TASTE CHANGE CONTAMINATION IN FOOD SUPPLY SHORTAGE OF MILK COST OF SKIMED MILK POWDER

PEST ANALYSISPOLITICAL SUFFERED B COZ OF FDA NEW RULE ECONOMICAL SUFFERED IN PRICE WAR AS PRICES OF INGREDIENTS WERE INCREASING & PRICE WAR ALSO

BEN & JERRY

SOCIAL HEALTH CONSCIOUS CHANGE IN TASTE

TECHNOLOGICAL NO EFFECT AS SUCH R&D

ENVIRONMENTAL ANALYSISy DIRECTLY ENVIRONMENT DO NOT AFFECT

CORPORATE CULTURE & BASIC VALUESy HELATHY WORKING ENVIRONMENT y JOY COMMITTEE y SALARY PAID TO EXECUTIVE

NOT MORE THAN 7 TIMES LEAST PAID EMPLOYEE SALARY y MINORITY /WOMEN y SOCIALY RESPONSIBLE y DONATES A PORTION OF PROCEEDS FROM SALES

MARKET ANALYSISy FUTURE PROSPECTS ARE VERY GOOD y GROWTH RATE 12 % y IN INDIA

INDUSTRY IS WORTH OF Rs 2,000 Cr. y PER CAPITA CONSUMPTION IS VERY LOW- 300 ml ,WHILE 22 ltrs = US, 18 ltrs = AUSTRALIA , 14 ltrs IN SWEDEN y Profit margin upto 100 %

ICE CREAM INDUSRY

BRANDED MARKET

GREY MARKET

100 Mn ltrs, Rs 800 cR

COMPETITION ANALYSIS

THREAT OF NEW ENTRY

THREAT OF SUBSTITUTE

INTENSITY OF COMPETITION

FIVE FORCE MODEL

POWER OF SUPPLIER

POWER OF BUYER

PRESENT CHALLANGESy DIOXIN CHEMICAL y SUBSITUTES FOR DSSERTS y POOR INFRASTRUCTURE / LACK OF

INFRASTRUCTURE y RURAL PENETRATION y POWER SUPPLTY y BIG PLAYERS

SHARE HOLDERS VALUE CREATIONy INVESTORS SUFFERED y COZ COMPANY INVEST HUGE IH SOCIAL ASPETS y DIVERSION OF REVENUE y INCREMENTAL CAPEX