• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Ben & Jerry's Marketing Strategy

Extracts from this document...


What’s the scoop? A report into Ben and Jerry’s Marketing strategy ________________ Ben & Jerry’s is one of the leading brands within the frozen dessert market due to a variety of factors. This report will look at those factors exploring the concepts behind each one to justify its position within the market. The company was founded in 1978, Vermont, USA where Ben Cohen and Jerry Greenfield opened their first Scoop Shop in a renovated gas station. Since then over 300 more have opened within the USA, and the company has branched out into the international market with Scoop Shops in 34 different countries including the UK, Australia and Singapore. In 2000 Unilever, the world’s largest ice cream producer and current market leader bought Ben & Jerry’s for just over £169m. As part of the takeover deal it was agreed that Ben Cohen and Jerry Greenfield, would still manage it brands integrity and watch over its social mission. One of the main factors of the brands success is placed within its marketing strategy. Ben & Jerry’s marketing mix provides a range of controllable aspects in which used to meet with the target audience. The main element of this marketing mix lies within the product itself, a luxurious treat with a variety of exciting and unique flavours, along with the brands social and economic mission. ...read more.


Ben & Jerry’s occasionally introduce offers such as ‘buy one get one free’ or money-off promotions usually within larger supermarket chains. These are cleverly devised within the marketing mix and only last for a limited amount of time, they increase consumer demand and are sometimes used when a new flavour is launched. Ben & Jerry’s sometimes create limited-edition campaigns when a specific event is taking place, in the US ‘Butter Pecan’ was renamed ‘Yes, Pecan!’ to mark Barack Obama’s inauguration as President of the USA, this was due to his campaigns uniting theme being ‘Yes, we can!’ Not only was the flavour renamed, Ben & Jerry's donated proceeds from the sales of the flavour within January to the Common Cause Education Fund. See appendix 1a for an image of the campaign. All of these aspects together have been used specifically to create this successful marketing mix, allowing the brand to be one of the market leaders, especially in the UK. Passport GMID confirms this, with Table One showing the brands shares within the UK ‘take-home’ sector, in which it has remained the market leader since 2007. Table One % retail value Company 2007 2008 2009 Ben & Jerry's Ben & Jerry Homemade Ltd 11.36 12.72 14.62 Carte d'Or Unilever UK Ltd 11.00 11.43 11.29 Häagen-Dazs General ...read more.


Another article, Culture Change from the January/February 2003 Issue of Mother Jones states ?Unilever no longer gives 7.5 percent of Ben & Jerry's pretax profits to charity.? Despite these weaknesses, there are many opportunities for Ben & Jerry?s, with today?s health conscious society, the introduction of more frozen yoghurt and low-fat ice-cream would allow the brand to expand into a new sector of the market. According to Euromonitor International, ?Ice cream's performance was underpinned by warm weather conditions and robust demand from wealthier consumers?, this means they will able to afford premium ice-cream. The article also states ?in 2009 Iran, Israel and Saudi Arabia, accounted for around 50% of total ice cream retail value sales in the Middle East and Africa region? this is a great opportunity for Ben & Jerry?s to expand their international market, with current operations launching in Israel, more could be opened within the Middle East. However being self-aware as a brand not only looks at opportunities but also at threats, the most recent of which has been the current economic downturn, which means consumers have less disposable income to spend on premium products. Although the recession threatens the brands profits, the main threat comes from major competitors such as Nestle and Haagen-Dazs. According to the Passport GMID table ?Take-home Ice Cream Brand Shares 2006-2009? used earlier, Haagen-Dazs is Ben & Jerry?s main competitor within the super-premium sector. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Dairy Milks current marketing strategy

    The text is large and can easily be read and seen. There are few images on the product, as there is only a small amount of space on which the firm has to advertise. * Protecting the product from damage and transit - Cadbury products are protected, so that they are not damaged in transit or in storage.

  2. The strategy of The Body Shop.

    entrant would be extortionate considering they would have to open an abundance of specialist shops. However, to overcome these problems the new competitors emerged using traditional distribution channels, such as through supermarkets and department stores. "The strength of the five forces varies from industry to industry, and can change as an industry evolves."

  1. Renault Marketing Project

    the prices are in the same range but when the car becomes more luxurious,the prices also increase. INTERNAL AND EXTERNAL FACTORS AFFECTING PRICING STRATEGIES: INTERNAL FACTORS: First of all,the company decides on its pricing strategy based on its product.In our

  2. The Body Shop strategy.

    Suffering from its earlier success it shows how the competition has increased. An earlier SWOT analysis would have contained more capital and expansion threats and weaknesses as they were a new company starting in a new niche market now as Body Shop become Mature and its market exposed many firms

  1. For this PEST analysis I will be analyzing the ice cream and frozen dessert ...

    The ammonia is used solely as a refrigerant. OSHA requires plants to install vapor detecting systems that set off an alarm when a certain amount of ammonia is found in the air. Also this detector needs to be capable of activating the exhaust blowers when the ammonia vapor concentration in

  2. Selfriges Marketing Analysis and Strategy

    2.3.4 Distribution Selfridges sells straight to end users that either go to the shop or purchase goods online, therefore it uses a simple channel type with 0 level of length. The distribution channel is effective, either through e-commerce or purchases at the stores and it is also used by the major competitors.


    Carib Brewery has been able to operate as a monopoly for locally brewed products in Trinidad. This attest to a strategy that works in the domestic market of Trinidad and Tobago. Recommendations after evaluating Strategic Orientation /Operational Activities and the Internal and External environment The marketing manager has no control

  2. Analysis of Pizza Hut's Marketing Strategy in Roumania.

    Market research is a key factor to get advantage over competitors. It provides important information to identify and analyze the market need, market size and competition. Also, it includes social and opinion research and is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work