Ben And Jerry's

Good Essays
Ben and Jerry’s was founded in 1978 by childhood friends Ben Cohen and Jerry Greenfield. They had a dream of starting a company together but they didn’t have any experience in business. Due to their love for food, they came up with the idea of making bagels or ice cream, but the cost of the equipment for bagels was much higher so they chose to produce homemade ice cream (citation). They learned only from small business pamphlets and a correspondence course from Penn State University (citation).
When developing a business plan, they thought that their target market, the group that they would market their product to, should be college students in warm climates (citation). However, through environmental scanning when they surveyed campuses looking
…show more content…
Ben had sinus problems which meant that he couldn’t taste well and this caused them to put two to four times the recommended amount of flavor into the batches of ice cream, and also accounted for the variety of textures. They began with 12 flavors when they opened in May of 1978. The strong flavors and textures were a hit with customers and the scoop shop frequently sold out of ice cream.
Ben and Jerry’s took a proactive approach to the ice cream off season by sponsoring contests and carnivals in the fall to draw in customers. These events allowed them to be personally active in the community. This created an atmosphere of customer loyalty and enabled them to personally deliver value by getting to know the customers on a personal level.
However, at the end of the first year the company was just scraping by and they realized that they needed to be innovative. They instituted a new marketing strategy that involved packaging their ice cream. This allowed them to increase their distribution area to include local restaurants and grocery stores. This worked as hoped and increases their sales but soon demand was higher than their ability to supply and they looked to purchase a new production facility. They bought an old spool and bobbin mill and converted it into a manufacturing

You May Also Find These Documents Helpful

  • Good Essays

    Ben and Jerry's

    • 971 Words
    • 4 Pages

    “Ben & Jerry’s – Japan” Assignment 2 1. Which way would you recommend B&J enter Japan: with Mr. Yamada or with 7-11? Support your answer with rationale. Let’s see the advantages and disadvantages for Ben and Jerry’s to enter the Japanese market with Mr. Yamada or with 7-Eleven Japan; Entering Japanese market with Mr. Yamada: Advantages: * Ken Yamada was a third generation Japanese American from Hawaii, with his excellent marketing skills and knowledge of the Japanese market and…

    • 971 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Ben and Jerry's

    • 1064 Words
    • 5 Pages

    business – Level Strategy? The business level strategy that Ben and Jerry’s Inc. adopted was one of entering the Superpremiuim ice cream market, by creating a product that was targeted and had a high perceived value. Ben and Jerry’s Inc entered the industry in 1978, their not straddlers nor where they an organization that had to reposition itself. There strategy was to introduce a product that was both unique and high quality, Ben and Jerry’s Inc was an organization that conducted and had a good mix…

    • 1064 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Ben & Jerry's

    • 3544 Words
    • 15 Pages

    Ben & Jerry's Joy Gang History: The Ben & Jerry's Joy Gang was started in 1987 in response to the increasing demands upon our employees. Our first Joy activities included pizza and 15 minute massages for our manufacturing employees who were working 12 hour marathon shifts. Jerry suggested that we should try to make fun an official part of our company culture. The Joy Committee changed its name to the "Joy Gang" due to the fact that we felt the word "committee" was too official. Mission:…

    • 3544 Words
    • 15 Pages
    Powerful Essays
  • Satisfactory Essays

    Ben and Jerry's

    • 382 Words
    • 2 Pages

    Ben & Jerry's omemade Inc.: Y'o! I'm Y'our CEO!" This case was prepared by Katherine A. Auer of (he lndlOno University and Alan N. Hoffman of Bentley College. Ben & Jerry's Grows Up -Boston Globe Ben, Jerry Losing Their Values ' -Washington TImes Ben & Jerry's Melting Social Charter -Washington Post The headlines said i( all. Ben & Jerry's, the company that had built its success as much on its down-home image and folksy idealism as on its superrich ice cream, was at a crossroads…

    • 382 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Ben and Jerry's

    • 1454 Words
    • 6 Pages

    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…

    • 1454 Words
    • 6 Pages
    Better Essays
  • Good Essays

    Ben and Jerry's

    • 2724 Words
    • 11 Pages

    Ben and Jerrys marketing stratgies Ben & Jerry¡¦s 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…

    • 2724 Words
    • 11 Pages
    Good Essays
  • Good Essays

    Ben And Jerry's Essay

    • 560 Words
    • 3 Pages

    named Ben & Jerry’s. Founded in 1978 in Vermont, this once small time ice cream shop has developed into one of the world’s largest ice cream producers with sales in excess of $237 million as of 2000. Ben Cohen and Jerry Greenfield’s unique relationship has proved successful for the past 30 years in part because of their social consciousness and their down-to-earth attitudes. This article is divided mainly into two parts; first the author summarizes the social consciousness of Ben & Jerry’s Homemade…

    • 560 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Case study: Ben & Jerry’s Homemade 1- Ben & Jerry’s fulfilled its mission statement: The mission statement consisting of the social mission, product mission, and economic mission: - the product mission was fulfilled by making, distributing and selling the finest quality all-natural ice cream and related products in a wide variety of innovative flavors made from Vermont dairy products. - The economic mission was fullfiled by operating the company on a sound financial basis…

    • 777 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Ben & Jerry's Leadership

    • 355 Words
    • 2 Pages

    LEADERSHIP & ORGANISATION * Ben Cohen: CEO * Jerry Greenfield: Chairman * Started the business not to get rich but to make a liveable wage and contribute to society * Both never had the expertise to expand the business further and hired a new CEO. HISTORY * Ben & Jerry’s started in 1977 * In the 1980’s the company was doing very well * In 1990 Ben & Jerry was selling in all Major * markets in the US, Mom& Pop’s accounted for majority of ice…

    • 355 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Ben and Jerry's Case

    • 3503 Words
    • 15 Pages

    edu Managing Social Responsibility and Growth at Ben & Jerry’s INTRODUCTION Ben Cohen and Jerry Greenfield opened their first ice cream shop on May 5, 1978, in a converted gas station in Burlington, Vermont, investing $12,000 in secondhand equipment. Their business credentials consisted of much enthusiasm and a $5 Pennsylvania State University correspondence course in ice cream making. Driven by Cohen and Greenfield’s 1960s ideals, Ben & Jerry’s Homemade, Inc., has grown to be a very successful…

    • 3503 Words
    • 15 Pages
    Powerful Essays