Marketing: Ice Cream and Jerry

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Market Research Report for Ben & Jerry’s Ice Cream
By: Swati Sugandh

Ben & Jerry’s Homemade Holdings, Incorporated started in 1978 when Ben Cohen and Jerry Greenfield bought their first ice cream scoop shop in Burlington, Vermont. Since then, Ben & Jerry’s has grown from being only offered in Vermont to other States and Countries around the world. Throughout the growth of Ben & Jerry’s Homemade Holdings, Inc., many movements have been made in aspects of ingredients, packaging, advertising, and image. An example of these movements is branching out from common Ben & Jerry’s Ice Cream to Greek and Sorbet types of desserts. The support of Farm Aid and Fair Trade are two imperative factors in regards to image and ingredients for Ben & Jerry’s ice cream. In today’s society, customer awareness is vital in promoting anyone’s product in the instance for Ben & Jerry’s Homemade Holdings, Inc. their web site has been able to inform awareness of the variety of premium flavors they offer, their memorabilia available in their online store, and all the benefits that Ben & Jerry’s Ice Cream offers their customers. Ben & Jerry’s Homemade Holdings, Inc. recognizes that the majority of their loyal customers are women between the ages of twenty to forty years old. Due to that fact most of the advertising done to promote Ben & Jerry’s ice cream is done in the areas that would reach this target market. Although Ben & Jerry’s Homemade Holdings, Inc. has many strengths there are some areas that Ben & Jerry’s could grow in and develop in order to reach future customers to widen their target market. Overall, Ben & Jerry’s Homemade Holdings, Inc. is a well known company that has been around for many years and will continue to be due to their dedication to their unique flavors and types of ice cream and frozen desserts. For the continual growth of Ben & Jerry’s the company is always discovering alternative ways to make and promote their company at all aspects of the creation of the perfect pint of premium ice cream.

Ben & Jerry’s Homemade Holdings, Inc. strives to “create prosperity for everyone that’s connected to their business: suppliers, employees, farmers, franchisees, customers, and neighbors alike” (Ben & Jerry’s). There are many ways that Ben & Jerry’s has accomplished meeting these goals. First is their growing Fair Trade movement, this movement is about empowering small farmers in developing countries to compete and thrive in the global marketplace. Ben & Jerry’s buy’s cocoa, vanilla, sugar, coffee, and bananas from many different parts of the world. Additional ways that Ben& Jerry’s upholds their goals are by using cage-free and free-range eggs, and by their Caring Dairy program that only uses cows that have no rBGH (recombinant Bovine Growth Hormone). The containers of Ben & Jerry’s Ice cream is Forest Stewardship Council certified which means, “that the paperboard comes from forests that are managed for the protection of wildlife habitat, maintenance of biodiversity, avoidance of genetically modified tree species, and protection of traditional and civil rights, among other Rainforest Alliance criteria for healthy forests” (SEAR). Ben & Jerry’s offers over 30 different flavors of ice cream; they also have other types of ice desserts such as sherbet, and Greek yogurt for all customers to enjoy their favorite flavor and type. Ben & Jerry’s is a multinational corporation with their products offered all around the world.

Although Ben & Jerry’s Homemade Holdings, Inc. has many strengths, they still have the weakness of the price of their product compared to their competitors. An example of this is one pint of Ben & Jerry’s is about five dollars, but for a half gallon of ice cream from Blue Bell it is only about seven dollars. Therefore, Ben & Jerry’s has to deal with many would be buyers that say I get more for my money from other ice...
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