ying li sherry liu. ben & jerry’s myth 1977, jerry’s parents’ house in merrick, long...
TRANSCRIPT
Ying LiYing Li
Sherry LiuSherry Liu
Ben & Jerry’s Myth
• 1977, Jerry’s parents’ house in Merrick, Long Island
• Jerry: Salt of the earth, man of the people
Ben: Adventurer, challenges everything The perfect Duo!• Wanted to start a business… Must be something we enjoy!
Ben & Jerry’s Myth• Brainstorming:
– Becoming popular in big cities– College town– A lot of interaction with customers– What we like to eat…– What about: Ice-cream!
• Research, research, research!– Weather, population, competition, etc.
• Burlington, Vermont• By Jan, 2000, major premium ice cream
producer with over 170 stores worldwide
Ben & Jerry’s Myth
Social Consciousness
• Socially progressive cause and strong commitment to community– Generous donation– Recruiting volunteers from its staff
and public– Annual free cone day– Social-value-led marketing strategy
• Special flavor – social awareness for tropical-rainforest
Financing Decisions
• May, 1984, first public equity financing• 75,000 shares at $10.50 a share for
Vermont residents• However, not always follow traditional
investor-relations practices• Conversation with the Wall Street
Journal:– “I got no idea.”
» Ben Cohen
Corporate Operating Decisions
• Interest in community welfare• New plant in Waterbury
– Feed pigs in local farm with disposed milky water
– Loaned local farmer to buy more pigs– Win-win situation
• Mission Statement: – Product, Economic & Social– Problem!!!
What’s next?
• Dreyer’s Grand Ice CreamPro: Distribution by direct store-
delivery system, Pro-community support
Con: Ben & Jerry’s obligation, Stock purchase price
• UnileverPro: Diversified portfolio, largest producer of
ice cream, bid priceCon: Social mission, quality vs. quantity
• Meadowbrook Lane CapitalPro: Socially responsible,
tender offer indeedCon: New management team,
portfolio
• Chartwell InvestmentsPro: Independence, experienceCon: Board of Directors, new
management team
What’s next?
Fighting Back
• Will the social mission survive?• What about the shareholders?• Which bid is the best bid?
• How do we optimize shareholder value?
• Can we continue to grow?
Choose your flavor
Who did you recommend?A. Dreyer’s GrandB. UnileverC. Meadowbrook LaneD. ChartwellE. None - Stay the same!
The End…or is it?