Ben and Jerry's Premium Ice Cream Products

Ben and Jerry's Premium Ice Cream Products

Length: 1422 words (4.1 double-spaced pages)

Rating: Excellent

Open Document

Essay Preview

More ↓
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)

How to Cite this Page

MLA Citation:
"Ben and Jerry's Premium Ice Cream Products." 123HelpMe.com. 20 Oct 2019
    <https://www.123helpme.com/view.asp?id=163802>.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Ben & Jerry's Ice Cream Essay

- Ben and Jerry’s Ben and Jerry’s ice cream and the amazing success the company has experience over the years could be loosely summed up as a story that began with two friends coming together with a vision to create a company that did not adhere to the traditional corporate rules of running a business. They both had certain ideals and a socially and economic responsible opinion on how a capitalist business should be run. There are a lot of similarities in the way this company is run and operated when compared to South West Airlines....   [tags: essays research papers fc]

Research Papers
1398 words (4 pages)

Essay on Business Analysis of Ben and Jerry's

- Business Analysis of Ben and Jerry's Introduction: Overview of the Case The corporation of Ben and Jerry’s first began on May 5, 1978 in a small town called Burlington located in Virginia. The founders of this ice cream parlor were Ben Cohen and Jerry Greenfield with only limited funds of $8,000, they produced a famous nationwide parlor that caters to millions of people. Specialty flavors of Chocolate Chip Cookie Dough, Cherry Garcia, Rain Forest Crunch, and frozen yogurt are attractions and symbols to the corporation....   [tags: Corporations Ice Cream Ben and Jerry's Essays]

Research Papers
2274 words (6.5 pages)

Essay on Ben & Jerry's Ice Cream

- Ben & Jerry’s Ice Cream was founded on the corporate concept of linked prosperity, interrelating a three-part mission statement to focus their company’s growth. Their mission statement, which covers their product, economic and social goals, focuses both the leadership and the workforce on their key values. These values include staying in touch with the customer base, using quality ingredients, maintaining profitability and maintaining social awareness and accountability. Throughout the history of the company, its owners, Ben Cohen and Jerry Greenfield, have interacted with their customers, gaining knowledge on what people like and dislike about their ice cream....   [tags: essays research papers]

Free Essays
1257 words (3.6 pages)

Essay on Ben & Jerry's Ice Cream

- The Board of Directors of the Company has since 1988 formalized its basic business philosophy by adopting a three-part "mission statement" for Ben & Jerry's. The statement includes a "product mission," "to make, distribute and sell the finest quality all natural ice cream"; an "economic mission," "to operate the Company on a sound financial basis...increasing value for our shareholders and creating career opportunities and financial rewards for our employees"; and a "social mission," "to operate the Company in a way that actively recognizes the central role that business plays in the structure of society by initiating inno...   [tags: essays research papers]

Free Essays
1456 words (4.2 pages)

Ben & Jerry's Homemade Ice Cream - Marketing Stratgies Essay examples

- Ben & Jerrys was experiencing a steady growth within their sales figures from 1990 to 1993. However, In March 1994, Cost of Sales increased approximately $9.6 million or 9.5% over the same period in 1993, and the overall gross profit as a percentage of net sales decreased from 28.6% in 1993 to 26.2% in 1994. This loss might have been a result of several reasons, such as high administration and selling costs, a negative impact of inventory management, and start up costs associated with certain flavours of the new Smooth, No Chunks ice cream line....   [tags: GCSE Business Marketing Coursework Essays]

Free Essays
2616 words (7.5 pages)

I Scream, You Scream, We All Scream for Ice Cream Essay

- Product Category Analysis Product History: Ice cream is believed to have been made in China in 300 B.C, it was later introduced in to Europe via Italy within the thirteen century. Ice cream back then was made by taking sweet cream, custard that was then cooled down with ice. At first it was eaten by only the elite since they had access to ice therefore it was a rare treat. In the late 19th century it was consumed by Americans across all socio economic levels. There have been many technological innovations that have increased the sales of ice cream over the years....   [tags: product category analysis]

Research Papers
1022 words (2.9 pages)

Ben And Jerry's Case Analysis Essays

- Ben & Jerry's Case Study Company History Ben Cohen and Jerry Greenfield founded Ben & Jerry's Homemade Ice Cream in 1978. Over the years, Ben & Jerry's evolved into a socially-oriented, independent-minded industry leader in the super-premium ice cream market. The company has had a history of donating 7.5% of its pre-tax earnings to societal and community causes. Ben and Jerry further extended their generosity by offering 75,000 shares at $10.50 per share exclusively to Vermont residents, so that they may help those who first supported the company; Ben and Jerry's wanted residents to profit from their venture as well....   [tags: Business, Case Study, solution]

Research Papers
1673 words (4.8 pages)

Essay on Ben & Jerry's Homemade, Inc.

- Ben & Jerry’s Timeline Ben & Jerry’s Homemade, Inc. is a leading manufacturer of super premium ice cream, frozen yogurt and sorbet in unique and regular flavors. The Ice Cream Company embraces a philosophy of being real and “down to earth”, being humorous and having fun, being non-traditional and alternative and, at times, being activists around progressive values. Co-founders, Ben Cohen and Jerry Greenfield, have been seen as role models for running a business that is both profitable and socially responsible and committed to using only natural ingredients in its products....   [tags: essays research papers]

Free Essays
890 words (2.5 pages)

Essay about Ben and Jerry's Competitors and Competitive Rivalry

- Ben and Jerry's Competitors and Competitive Rivalry In the market of premium ice cream Ben and Jerry's have a strong rival. Haagen Dazs is currently the main competitor in the concentrated market place for super premium ice cream. Substitutes, however, are available. There are other ice creams not in the super premium category. To an extent these are real competitors. However for the market Ben and Jerry's caters for, the 25-40’s with a high disposable income, their strategies should not have a great impact on Ben and Jerry's....   [tags: Papers]

Free Essays
376 words (1.1 pages)

Essay on Icecream Industry

- The origins of ice cream go way back to the 4th century B.C. In the 13th century, Marco Polo learned of the Chinese method of creating ice and milk mixtures and brought it back to Europe. It became a fashionable treat in Italy and France. Definition of an ice cream To call a product "ice cream," two basic requirements must be met: • The treat must be at least 10-percent milk fat • Use sugar as the sweetener. Though there is a potential market for fat-free and sugar-free ice creams, the country's food laws don't permit them yet....   [tags: Case Study History Ice Cream Global]

Free Essays
1421 words (4.1 pages)

Ben and Jerry's has the lead in manufacturing premium ice cream. Their market strategy involves the use of natural ingredient to achieve their goal of a gourmet quality product. Ben and Jerry's is a market segment in which they specialize by product. They sell to everyone. Ben and Jerry's line of specialized products consists of gourmet premium ice cream, frozen yogurt, and sorbet. They also sell ice cream themed novelties, but focus mainly on the specialty of ice cream.
Consumers who buy Ben and Jerry's are heavy users. They know exactly what they are buying: the best premium quality ice cream. Ben and Jerry's consumers enjoy this product because they get a high status satisfaction from using a world-known brand. Their ice cream is not only available in the United States, but is also sold throughout the reset of Europe. Consumers elsewhere may also enjoy Ben and Jerry's as it can even be ordered online.
Ben and Jerry's is a very successful company having differentiated itself from other companies like Breyer's or Homemade. Breyer's and Homemade are companies that are mostly sold in grocery stores and they are not that well known for their quality as Ben and Jerry's. Although there is a competition for Ben and Jerry's coming from Hagen Daz company, that also provides the quality ice cream. Ben and Jerry's also has a very unique brand image and sets itself above its competitors. "Ben and Jerry's ice cream did a wonderful job of developing brand uniqueness, which enabled it to become a successful company."(4) The instant recognition of Ben and Jerry's ice cream is now legend. That is to say that the outside label design is readily identified as an American staple.
The central business focus of Ben and Jerry's mandates a specific marketing mix. Principally, the product is highly specialized, yet in a way that allows for gross variation while still appealing to a broad consumer base. Acknowledgement, access, and affordability mitigate this range of appeal. Such necessitates an overall marketing strategy that effectively communicates the uniqueness of their product, which due to their premium quality, are priced above average. Concordantly, growth then becomes a function of the range of distribution; thus scalability within the corporation culture of the independent Vermont based company is reliant upon strong relationship with distributors. By staying competitive in their market segment, Ben and Jerry's have maintained market supremacy.
Ben and Jerry's marketing is characterized by a strategic discipline that continues to build brand equity and a solid reputation for the company overall. More importantly, they continue to build a profitable relationship with consumers by being receptive to their tastes and responding with new products and non-price competition like Super Premium ice cream, frozen yogurt, and, most recently, Super Premium sorbet. It was in response to the demand for lower fat and lower cholesterol, that the company introduced Super Premium low fat frozen yogurt in 1992. (1) In February of 1996, they released lactose-free, cholesterol-free sorbet. By 1997, Ben and Jerry's had successfully launched an entire line of low fat ice cream. (1) In 1999 the company introduced fourteen new flavors and three new novelty products. (1). Flavors consisted of the now number one ranking flavor, Cherry Garcia, inspired by the legendary guitarist Jerry Garcia, Cookie Dough, Dilbert's World, Totally Nutz, S'mores, and Phish Food, after the rock band Phish.
In January 2004, Ben and Jerry's introduced "true desert diversity"- a new line of non-bodacious options to delight everyone from sugar busters to people of low-carb diets" (10) This new product development strategy serves to expand customer base. Cleverly coining the term "Carb Carma" Ben and Jerry's copes to clinch the calorie conscious consumers. (11) Reinforcing the marketing ploy such as "sooth your soul with only two to five grams of net carbs per serving" they have readily targeted their expanded market base. (10)
The Ben and Jerry's brand successfully invites the ice cream lovers through promotion and advertising. Their current approach involves free ice cream, music, and in 2004 they had an opportunity to have a voice in the past presidential election. Ben and Jerry's Scoop Shops across the country and around the world are offering their customers a chance to enjoy a free cup or cone of their favorite flavor. Last year they've added a new twist to Free Cone Day called "ETOV-Turn it around!" (1) Through a partnership with Rock the Vote, customers could have registered to vote at their local Ben and Jerry's Scoop Shops. As the first initiative in this coadunation, Ben and Jerry's developed Primary Berry Graham; a new flavor to supported the partnership's goals to educate young people on political issues registered them to vote, and mobilized them to turn out at the polls.
As advertising is a key to their overall market strategy, Ben and Jerry's devote its resources accordingly. Ben and Jerry's achieve wide distribution through a variety of methods. Their initial efforts to market products involved selling their ice cream from the back of Ben's Volkswagen Squareback. In the following few years, they began to sell through local independent distributors and opened franchises of their ice cream shop in several states. By the early nineties, Ben and Jerry's were selling inter-continentally.
Ben and Jerry's continue to grow daily by developing new products, new flavors, and new ideas for the public. With the company's direct vision and execution of marketing concepts, consumers are aware of Ben and Jerry's tasty treats throughout the world. Ben and Jerry's always manage to give back to the community in various ways, and in turn, have evolved into one of the most popular ice cream companies to date.

Cited Sources
(1) http://www.benjerry.com
(2) http://workz.com/cgi-bin/gt/tplpage.html,template=1content=2121
(3) http:// pigseye.Kennesaw.edu/-adye/case3/.htm
(4) http://money.cnn.com
(5) http://www.findarticles.com
(6) Horovitz, Bruce "Makers put Fattening Ice Cream on a Diet," June 21, 2004; pg. A.01.USA Today.
(7) Fischer, Jeff and Rick Munarriz "The Emperors of Ice Cream," June 27, 2003. The Motley Fool
Return to 123HelpMe.com