“Ben & Jerry’s, to know it is to love it”.
“I scream, you scream, we all scream, for ice cream.”
----------- -By Laura Teacher, Sara
Matharu, Sara Butler and Aman Johal
This marketing project investigates the marketing of Ben and Jerry ice cream in the UK.
Ben and Jerry have a difficult job to do because they have competitors –Haagen
Daaz, who have a 44% share of the one and a quarter billion pound UK ice cream
market, compared to Ben and Jerry’s share of 36%, Carte d’Or – who want to
increase their market share through continuous TV advertising, Wall’s – the UK’s
national ice cream company who don’t want the foreign competition to take away all
their customers, and the smaller niche market companies like Green and Black, and
Thornton’s, both known as excellent manufacturers of chocolate products.
To help them achieve their marketing objectives, Ben and Jerry have published their
mission statement, which 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"
That is why B&J’s is so successful. They are not just selling ice cream, They are not
only just selling the product of ice cream but also they are popularizing the
importance of protecting the global environment. For example, they think that
global warming threatens our very existence. Therefore, all of their freezers now
won’t contribute to global warming nor the deterioration of the earth’s ozone layer,
and also, years ago, they established the Lick Global Warming campaign: teach
people learn how to reduce their own CO2 emissions and to pressure Congress to
take action against global warming. In 2006, they are also begun sourcing their new
containers from a paper supplier that has strong track record in sustainable forestry...