Marketing: Ice Cream and Jerry
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
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
Cited: Allen, Margarat, Emily Brockett, and Steven Allison. "Peace, Love, and Ice Cream Campaign." Ben & Jerry 's Homemade Ice Cream Company. N.p., n.d. Web. Ben & Jerry 's. N.p., n.d. Web. 11 Nov. 2012. <http://www.benjerry.com/>. King, Rachael. "Ben & Jerry 's Imagine Peace Online." Fast Company. N.p., 4 Aug. 2008. Web. 11 Nov. 2012. <http://www.fastcompany.com/955923/ben-jerrys-imagine-peace-online>. "SEAR 2011 | Ben & Jerry 's." Ben & Jerry 's. N.p., n.d. Web. 11 Nov. 2012. <http://www.benjerry.com/cms/site/us/lang/en_US/home/company/sear-reports/sear- 2011>.