Ben & Jerry’s first is establish in the year of 1978 and opened it first scoop shop from gas station in Burlington, Vermont. Soon, they began to establish themselves and soon became popular in the local community for the finest all natural ice cream made from fresh Vermont milk and cream. Through the years, they decided to do some good for the environment and animals by taking some actions like reducing waste and collaboration with World Wildlife Fund. Ben & Jerry’s is consider as F&B products because they selling ice cream. Ben & Jerry’s have more than one official website for example http://www.benjerry.com.sg which is the website that cater to people in Singapore whereas http://www.benjerry.com is the website for US people. Since we are in Singapore, I am going to talk about the Singapore website. The Ben & Jerry’s site is basically to inform the consumers about their shop locations as well as the products.
Target Customer Segments & Their Needs/demands
Ben & Jerry is basically targeting the people who like to eat ice cream. However, they are mostly targeting at the teenager and young adult. There are several factors in making this conclusion. First of all, the price range of the ice cream itself is not so cheap and besides that, the quality of the ice cream is also good. Ben & Jerry’s target the demographic and psychographic segments. The demographic is targeting at the teenager and young adult. This is can be shown as the Ben & Jerry is always having good packaging which can attract the buyers. Besides that, they also have promotions especially for the student. Ben & Jerry understand that the teenager which is some is students may not have lots of money. Therefore they come out with the student promotions. As for the psychographic, the company is targeting at the lifestyle of the people. The price range of the products is quite high with good quality of the products and so it actually also portrayed the social status of someone. People...
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