Ben & Jerry's Marketing
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1.History
3. Icecream
2. Mission
4. Green
1. The Holistic
Marketing Concept and B&J’s
Holistic
Marketing
Model
“An approach to marketing that attempts to recognize and reconcile the scope and complexities of marketing activities”
(Keller and Kotler, 2006)
2. Focus on
‘Socially Responsible
Marketing’ in relation with B&J’s
(Keller and Kotler, 2006)
Socially Responsible Marketing vs B&J’s
1. Cause-related Marketing “A viable marketing tool for improving corporate performance while helping worthy causes” (Mohr and Webb, 1998)
“84% of Americans agree they have a more positive image of products or companies that do anything meaningful "to make the world a better place.“ (Marketing to Women, 2012)
How?
B&J Foundation: 7.5% pre-tax profit donated to non-profit charities (Entrepreneur, 2012),
Community Involvement
Promoting Causes and Political Messages: Cameron Chew Chew, Cheesecake Clegg
& Gordon Fudge Brown(ie) (Beckett, 2010)
Creating Jobs worldwide: Rainforest Crunch (Entrepreneur, 2012)
2. Commitment to the Environment
Green Business Practice: Technology, animal treatment, fair-trade, carbon footprint
1. PESTLE
“A management method that examines the effect that events or influences from outside may have on the performance of a company or organization” (Cambridge University
Press, 2011)
(IgniteStrategicSolutions, 2011)
2. Focus on
SOCIAL Environment
In relation with
Ben & Jerry’s
The Social Environment
Trends in Consumer Attitudes and Opinions
Growth in ethical consumption
“Despite the economic downturn, sales of ethical goods and services have remained resilient, going up almost 9% last year from £43bn to £46.8bn (The Cooperative, 2011)”
How do Ben & Jerry’s Respond to these Trends?
Technology Image
Attempts to create technology which reflects their brand and is more environmentally friendly, e.g The Ben and Jerry’s Cleaner Greener Freezer
(Ben and Jerry’s, 2012)
Brand Image
Setting high ethical goals and maintaining
1.History
3. Icecream
2. Mission
4. Green
1. The Holistic
Marketing Concept and B&J’s
Holistic
Marketing
Model
“An approach to marketing that attempts to recognize and reconcile the scope and complexities of marketing activities”
(Keller and Kotler, 2006)
2. Focus on
‘Socially Responsible
Marketing’ in relation with B&J’s
(Keller and Kotler, 2006)
Socially Responsible Marketing vs B&J’s
1. Cause-related Marketing “A viable marketing tool for improving corporate performance while helping worthy causes” (Mohr and Webb, 1998)
“84% of Americans agree they have a more positive image of products or companies that do anything meaningful "to make the world a better place.“ (Marketing to Women, 2012)
How?
B&J Foundation: 7.5% pre-tax profit donated to non-profit charities (Entrepreneur, 2012),
Community Involvement
Promoting Causes and Political Messages: Cameron Chew Chew, Cheesecake Clegg
& Gordon Fudge Brown(ie) (Beckett, 2010)
Creating Jobs worldwide: Rainforest Crunch (Entrepreneur, 2012)
2. Commitment to the Environment
Green Business Practice: Technology, animal treatment, fair-trade, carbon footprint
1. PESTLE
“A management method that examines the effect that events or influences from outside may have on the performance of a company or organization” (Cambridge University
Press, 2011)
(IgniteStrategicSolutions, 2011)
2. Focus on
SOCIAL Environment
In relation with
Ben & Jerry’s
The Social Environment
Trends in Consumer Attitudes and Opinions
Growth in ethical consumption
“Despite the economic downturn, sales of ethical goods and services have remained resilient, going up almost 9% last year from £43bn to £46.8bn (The Cooperative, 2011)”
How do Ben & Jerry’s Respond to these Trends?
Technology Image
Attempts to create technology which reflects their brand and is more environmentally friendly, e.g The Ben and Jerry’s Cleaner Greener Freezer
(Ben and Jerry’s, 2012)
Brand Image
Setting high ethical goals and maintaining
Bibliography: Mohr, L A. and Webb, D J. (1998) “A typology of consumer responses to cause-related marketing: From skeptics to socially concerned” Journal of Public Policy & Marketing, vol • Unilever (2012) Ben and Jerry’s [Online] Available at: Schiffman, L. and Kanuk, L. (7th ed.) (2000) Consumer Behavior. Upper Saddle, New Jersey: PrenticeHall, Inc. 2020 Reseach (2011), More mileage from Hybrids: The continuing evolution of hybrid designs http://www.2020research.com/moremileagefromhybrids/ Accessed 25 February 2012