4. COMPANY DESCRIPTION
Time Event
1978 Carrying pints around in Volkswagen
1985 Ben & Jerry’s Foundation created
1987 “Cherry Garcia” flavor formed
1994 Across the seas – United Kingdom
12. Product:
Use of colors:
Black lid: Regular ice
cream
Green lid: Fat-free ice
cream
Blue lid: Greek frozen
yogurt
MARKETING MIX
13. Price:
Convenience product
Not so expensive
Differentiation strategy
(unique flavors in the
market)
Upper level pricing of the
category
MARKETING MIX
18. Distribution:
Stores
Big enough to present all flavors
Eye-level rack: easier access
Scoop shops
Purchase with coupons
Ice cream cones, not only pints
MARKETING MIX
22. Product placement
Middle of the row
Eye level
Different colors
Catches eye
Helps people make faster decisions while shopping
Regular, Greek, low-fat, sorbet
PURCHASING THE PRODUCT
23. Different names
Fun and unique
Appeals to different types of people
Curiosity
Television shows
Attracts different personalities
PURCHASING THE PRODUCT
24. Target Market 1: Caucasian women, with children
May see Ben & Jerry’s as a luxury ice-cream to spoil
their children
Also could be a brand requested specifically by name
from their children
Children have a huge impact on buying behavior
Mothers may enjoy having access to history and
production of Ben & Jerry’s
MATCHING PERSONALITY WITH TARGET
MARKET
25. Target Market 2: Women (ages 20-30)
Most likely have an emotional appeal, influencing the
purchase
Diet conscious women enjoy the color differentiation
between regular, Greek, sorbet, and low-fat ice-cream
choices
Smaller container available for those who want all
the calories, but less temptation
MATCHING PERSONALITY WITH TARGET
MARKET
27. Conclusions
Product personality
=
BRAND LOYALTY
Differentiation: unique flavors,
good quality and fair trade
Convenience product, product
must be available at all times
CONCLUSIONS
28. Recommendations
Expand to other parts of the
world, incorporate other
cultures
Not change the logo name or
any of the marketing traits of
the brand
RECOMMENDATIONS