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ben and jerrys ice cream marketing
ben and jerrys ice cream marketing
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Ben and Jerry's Premium Ice Cream Products Ben and Jerry's Ice Cream is a brand name company known worldwide. With superior marketing techniques Ben and Jerry's has positioned themselves to be the leader in manufacturing premium ice cream products. They have successfully targeted their market, and there by achieved a strong customer base. The mission statement of their product line is "to make, distribute, and sell the finest quality all natural ice cream while incorporating wholesome, natural ingredients and promoting business practices that respect the earth and the environment".(1) This company is known to be a monopolistically competitive, because there are still many firms and consumers, just as in perfect competition, but they still have control over what price they charge in their company, because Ben and Jerry's ice cream is differentiated from the other ice cream companies and they provide a lot of non price competition which will be mentioned later in the paper. Ben and Jerry's began in 1963 when Ben Cohn and Jerry Greenfield met in a New York middle school gym class. While playing together, neither realized what the future would hold in store and ultimately changed their lives forever. By 1977, Ben and Jerry moved to Burlington, Vermont and enrolled in an ice cream making class at Penn State, which required a tuition fee of only five dollars. After their exceptional performance in the class, the two made a $12,000 initial investment on May 5, 1978 to open their first ice cream shop in Burlington. (1) The small Vermont community was considered very important to Ben and Jerry and therefore they made sure that the residents of the area benefited as well as they did in their business venture. As an example, they celebrated the company's first anniversary by giving away free ice cream cones to the public. In 1980, Ben and Jerry decided to expand the business and move into an old mill where they packaged their ice cream into pints and distributed them to "Mom & Pop" stores. The company operation continued to grow in 1981 when they opened the first Ben and Jerry's Scoop Shop franchise. (1) Today, Ben and Jerry's has expanded into a multi-million dollar business, and continues to open franchises throughout the world. Maintaining their commitment to "share the wealth," these two business men have supported many charitable organizations including " 1% For Peace," "Support Farm Aid," and "One World, One Hear Festival," (1)
Madelyn McQueen - Twin Falls Idaho Have you ever wondered how the delicious, classic treat came to be? Well, any event you can think of after the date of 1938, the cookie was bound to be there. Several stories about how the country’s favorite baked good came to be, have been spread and believed by thousands. For example, Ruth Wakefield unexpectedly ran out of nuts for a regular ice-cream cookie recipe and, in desperation, replaced them with chunks chopped out of a bar of Nestle bittersweet chocolate. Another story is said that the vibrations from an industrial mixer caused chocolate stored on a shelf in the Toll House kitchen to fall into a bowl of cookie dough as it was being mixed. Sadly, all of these stories are false, says Carolyn Wyman in her recently published “Great American Chocolate Chip Cookie Book.” In her book, Wyman offers a more believable version of how the cookie came to be. Wyman argues, that Ruth Wakefield, who had a degree in household arts and a reputation for perfectionism, would not have allowed her restaurant, which was famed for its desserts, to run out of such
Product: The company produces a physical good – Cookies/Crackers. In doing this, the company became diversified by the use of several product lines, not just one line of cookie or cracker. Also, in acquiring other businesses, the company thought it best to keep the originating firm’s brand name vice-carrying its name on the new product (i.e., Sunshine company). In thins regard, Sunshine’s Cheeze-It cracker line would not risk losing customers who are accustomed to that logo on the product or the name being used in association with the product.
One of the major problems with conventional ice cream shops is the poor transition of sales into the winter months. For years traditional shops have had to find other sources of income or have had to drastically change their targets as the seasons change. Hot Snowballs is an ice cream shop with an additional coffee shop included that will ease the struggle of growing a new business through the colder months. The International Dairy Foods Association has determined that after August the sales for ice cream decline dramatically, and then rise again beginning in March (International Dairy Food Association). I have always had dreams of running a small business and I also have a passion for coffee and ice cream. Growing up, my parents shared their
Staying in touch with their customers would not enable Ben and Jerry to be as successful as they have become if their ice cream was not high quality as well. The second value the company espouses is to use only wholesome, natural ingredients. They began their operation on this premise, utilizing fresh Vermont milk and cream to create their frozen concoctions. During a period of volatility in the dairy market in 1991, the company went so far as to pay a dairy premium totaling a half million dollars to combat Vermont dairy farmers’ losses. This helped protect the family farmers who supplied the milk for Ben and Jerry’s ice cream.
...alented young managers in this area need to be aggressively obtained for long term growth. For a quick fix, this service should be outsourced to handle current needs. Distribution channels need to improve as well. Currently, competitor’s products are easily found at major retail channels. Nestle is in the position to gain a strong hold on the home dessert market for ice cream. Ice-fili needs to compete more aggressively in this portion of the market. In addition franchises and fast food chains should be targeted for partnerships or joint ventures so Ice-Fili’s ice cream can grow in association with a post meal dessert opposed to simply impulsive snack purchases. A key avenue to explore is an Initial Public Offering. This would generate enough funds to continue capital investment in technology desperately needed as well as promoting international market growth.
Tom Scott and Tom First started Allserve, a floating convenience store serving boats in the Nantucket Harbour during their summer holidays in college. After graduation, during the winter of 1990, First recreated a peach fruit juice drink that he came across in Spain and started a side business selling fresh juice. Everyone loved the product and they went on to open the Allserve General Store on Nantucket's Straight Wharf. They named the fruit juice "Nantucket Nectars".
subject to review by the Board of Directors from time to time in light of the
Marketers are often accused of marketing to children to gain higher profits. Young children are targeted because they usually do not know right from wrong. Many people have criticized McDonald’s for advertising the Happy Meal towards young children for higher profits. Some people consider it unethical because the Happy Meal is so unhealthy. However, McDonald’s has taken many initiatives to show that it is a corporation that does not manipulate children for profit and that they care for children. The Ronald McDonald House Charities organization was created by McDonalds in 1974 to help children in need. The organization believes that helping one child will go a long way, and they express their commitment in their vision statement, “We believe when you change a child’s life, you change a family’s, which can change a community and, ultimately, the world” (Ronald McDonald House Charity). McDonald’s also provides donations for many other children’s charities and has taken steps to improve the Happy Meals by providing healthier options. McDonalds works hard towards making children all ove...
The company offered stock options to its hometown of Vermont where it began when it decided to expand into other cities. Ben & Jerry’s wanted the community who supported its beginning to be the first to benefit from its success.
M&M's candies has a broad target market, everyone can enjoy eating M&M's. M&M's cartoon characters are colorful, friendly, and funny. The same cartoon commercials that allure kids contain adult humor and sexual innuendos. M&M's are sold in every grocery store, and gas station so that they cover middle class and lower class. Specialty M&M's are sold over the Internet, which are aimed at the higher class. M&M/Mars doesn't have a specific target market. The company markets to all sectors of the market through distinctive marketing schemes they utilize mass marketing to target a large market at once. Some major markets are: children, Latino's, middle-aged women, people on the run, etc.
In addition to that, the article will be evaluated and summarized for its ability to justify its arguments. The article in question is titled “Monopolies Don’t Give Us Nice Things” by Barry Ritholtz. It is a fascinating read to anyone who is interested in learning
Ben Cohen and Jerry Greenfield, the founders of Ben and Jerry's, gave the firm a very specific spirit. While the majority of corporate managers were under constant pressure to meet their shareholders' demands, Ben and Jerry were quite the opposite, frowning upon traditional business biases based on short-term interests and large profits. Initially, their quick business growth frightened them, as they both thought about severing ties with the fast growing company. However, what was supposed to be a threat to their ideals turned out to be a way to strengthen their campaign for social change. It was through their social ideals that they introduced "caring capitalism", a philosophy which spread throughout a host of educational, environmental and social events. The founders did not place emphasis on cash, equipment and inventories; the "tangible assets" of the firm. Instead, the...
If one were to survey one hundred people of varying ages, and ask, "What is one of America's favorite frozen treats", ice cream would undeniably be a top answer. Consumed in the quantity of 1.6 billion gallons a year in the U.S. alone, ice cream is a part of many American "food" traditions and has popularity that extends even beyond our borders (The History of Ice Cream). In exploring the topic of ice cream, it doesn't take long to realize it has a rich history, it has stayed the same and yet has certainly evolved over time thanks to advances in technology, and it is often confused with other frozen treats such as gelato.
The second market structure is a monopolistic competition. The conditions of this market are similar as for perfect competition except the product is not homogenous it is differentiated; thus having control over its price. (Nellis and Parker, 1997). There are many firms and freedom of entry into the industry, firms are price makers and are faced with a downward sloping demand curve as well as profit maximizers. Examples include; restaurant businesses, hotels and pubs, specialist retailing (builders) and consumer services (Sloman, 2013).
In addition, J&Y Co. has set the net weight and pricing based on a comparison analysis on the potential competitors such as Nestlé and Special K. In order to compete with them, J&Y Co. has set a relatively lower price compared to the two competitors and more weight in the product.