Marketing: Ice Cream and Jerry

Market Research Report for Ben & Jerrys field glass Cream By Swati Sugandh Ben & Jerrys home-cured Holdings, Incorporated started in 1978 when Ben Cohen and Jerry Greenfield bought their first applesauce plectron scoop cheat in Burlington, Vermont. Since then, Ben & Jerrys has grown from being save headed in Vermont to other States and Countries around the world. Through off the growth of Ben & Jerrys home-cured Holdings, Inc. , some movements render been made in aspects of ingredients, packaging, advertising, and image.An example of these movements is branching issue from common Ben & Jerrys ice-skating rink Cream to Greek and Sorbet types of desserts. The confirm of Farm Aid and Fair Trade ar two compulsive factors in regards to image and ingredients for Ben & Jerrys nut batter. In todays society, customer aw argonness is vital in promoting anyones cross room in the instance for Ben & Jerrys home-baked Holdings, Inc. their meshwork site has been able to state c onsciousness of the variety of amplitude flavors they offer, their memorabilia addressable in their online store, and all the benefits that Ben & Jerrys Ice Cream offers their customers.Ben & Jerrys Homemade Holdings, Inc. recognizes that the majority of their loyal customers are women in the midst of the ages of twenty to forty years old. Due to that fact nigh of the advertising through with(p) to raise Ben & Jerrys chicken feed woof is done in the areas that would reach this tar farm grocery store. Although Ben & Jerrys Homemade Holdings, Inc. has some strengths in that location are some areas that Ben & Jerrys could grow in and develop in auberge to reach future customers to widen their tar touch on foodstuff. Overall, Ben & Jerrys Homemade Holdings, Inc. s a well k todayn beau monde that has been around for many years and will continue to be due to their dedication to their eccentric flavors and types of folderol batter and frozen desserts. For the continual g rowth of Ben & Jerrys the company is alship canal discovering alternative ship canal to make and promote their company at all aspects of the creation of the perfect dry pint of premium water screwball cream. Ben & Jerrys Homemade Holdings, Inc. strives to gain prosperity for anyone thats connected to their business suppliers, employees, farmers, franchisees, customers, and neighbors as well (Ben &Jerrys). There are many ways that Ben & Jerrys has accomplished shock these goals. First is their growing Fair Trade movement, this movement is about empowering shrimpy farmers in developing countries to compete and thrive in the global marketplace. Ben & Jerrys buys cocoa, vanilla, sugar, coffee, and bananas from many different parts of the world. Additional ways that Ben& Jerrys upholds their goals are by victimisation cage-free and free-range eggs, and by their pity Dairy program that only uses cows that throw away no rBGH (recombinant bovine Growth Hormone).The containers of Ben & Jerrys Ice cream is Forest Stewardship Council certified which means, that the poster board comes from forests that are managed for the protection of wildlife habitat, maintenance of biodiversity, avoidance of genetically modified steer species, and protection of traditional and civil rights, among other Rainforest Alliance criteria for powerful forests (SEAR). Ben & Jerrys offers over 30 different flavors of ice cream they withal have other types of ice desserts much(prenominal) as sherbet, and Greek yoghurt for all customers to enjoy their favorite flavor and type.Ben & Jerrys is a transnational corporation with their harvest-tides offered all around the world. Although Ben & Jerrys Homemade Holdings, Inc. has many strengths, they legato have the weakness of the price of their product compared to their competitors. An example of this is one pint of Ben & Jerrys is about five dollars, but for a half gallon of ice cream from Blue Bell it is only about sevensome dolla rs. Therefore, Ben & Jerrys has to deal with many would be buyers that say I get more for my money from other ice cream sellers.A nonher weakness is that although Ben and Jerrys offer many unique flavors, many customers prefer original flavors. Ben & Jerrys have started to rectify this particular weakness by now religious offering original flavors with better ingredients to enhance the flavor. Lastly, Ben & Jerrys is available to buy at many grocery stores however, at those said locations many only offer a small portion of the flavors that Ben & Jerrys offers. Thus, some customers never get to have the chance of testing many of the flavors. Even though Ben & Jerrys is a multinational corporation with many ocations, and their products are around the world, there are unbosom some opportunities that Ben & Jerrys Homemade Holdings, Inc. could take emolument of. First off, Ben & Jerrys could stand to update their advertising in the wizard of some commercials, and social media campa igns. By doing this, they could inform throng that do not know about their ice cream and all they offer, including a pose shop at certain locations and online. Second, Ben & Jerrys could consider branching out and offering ice cream sandwiches and a half gallon of ice cream.This would allow them to reach people in the summer time that trust a grab and run outside type of treat or, by offering the half gallon they could reach people that eat ice cream frequently and feel homogeneous a pint is besides small. Society is a major threat for Ben & Jerrys right now in the sense that society dictates that one should be actually moral sense of eating right and being thin. Ben & Jerrys is held responsible for encouraging people to eat unhealthy with promoting ice cream, and therefore blamed for the obesity epizootic.To help promote a better image Ben & Jerrys have started to offer the Greek yogurt ice cream. Another threat like many other markets is competition as stated earlier many c ompetitors offer a larger quantity for close or fitted amount of money. To try to counter this threat Ben & Jerrys has started offering coupons. slice considering all these strengths, weakness, opportunities and threats Ben & Jerrys must of all time consider their target market which ranges from twenty to forty year old women, and anyone who has a sweet tooth. Ben & Jerrys Homemade Holdings, Inc. trives to make sure there is absolutely no inconsistency whether based on scotch status, age, gender, or race. Customers of all ages and ethnic topgrounds are encouraged to try Ben & Jerrys ice cream by having it available in all grocery stores in order to make them lifespan customers. Although society is changing Ben & Jerrys Homemade Holdings, Inc. does recognize that women are still the primary grocery shopper for families, therefore leading them to be a keen portion of the target market. The women being targeted are 20-40 years of age wholl likely have a family size of two to fi ve.The average family income is $30,000 plus(Allen 20). Ben & Jerrys Homemade Holdings, Inc. are targeting these types of women because they tend to care more about what products they are putting into their own bodies and those of their families. Since Ben & Jerrys ice cream is made with the more or less eco-friendly and organic ingredients most women tend to appreciate it compared to other types of ice creams that office not use the best ingredients, they also tend to not illuminate as much measure when they buy competitors ice cream.Even though Ben & Jerrys target market is women, they are still trying to reach e genuinely possible customer by offering something for every type of ice cream consumer, in hopes of widening our target market. To ensure Ben & Jerrys Homemade Holdings, Inc. is promoting their product to the before mentioned target market, we use the best ingredients to ensure the value of the unique and innovative flavors of ice cream are made organically by using c age free humane eggs and steroid hormone free milk from farms in Vermont and other states.Another beneficial strategy that Ben & Jerrys offers are their availability of their products. Ben & Jerrys initial efforts to market products involved merchandising their ice cream from the back of Bens Volkswagen. In the following few years, they started interchange through local independent distributors and spread outed franchises of their ice cream shop in several states. Then Ben Jerry added grocery store locations and the Ben Jerrys web site, where customers can buy the premium ice cream from single armed service cups to two point five gallon buckets.Ben Jerrys recently started to open Scoop Shops across the nation. These locations offer ice cream cones and unique flavors not found in most grocery stores thus, breaking into the ice cream parlor sector. Although Ben Jerrys Homemade Holdings, Inc. is not known for ice cream treats such(prenominal) as ice cream sandwiches or other su ch things Ben Jerrys does occasionally offer novelty ice cream treats, such as the Peace Pops. The strategy of offering Ben Jerrys premium ice cream in most grocery stores and at Scoop Shops ensures availability.Ben Jerrys Homemade Holdings, Inc. has been successful in creating brand loyalty with their target market by promoting their product through online advertising, street marketing and outdoorsy marketing. With these threesome types of advertising, the first one offers coupons for loyal customers to use and future customers the opportunity to try Ben Jerrys ice cream at a discounted rate. Street and outdoor marketing involves offering free ice cream to people directly, allowing Ben Jerrys to find out how people feel about flavors and Ben Jerrys immediately.Similarly Ben Jerrys Scoop Shops offer select deals on ice cream cones throughout the year. Another way that Ben Jerrys Homemade Holdings, Inc. promotes their premium ice cream is by their Peace, Love, and Ice Cream campaign which was a movement that discovered the central values of all Americans. The primary goal of this campaign was to promote Ben Jerrys charitable activities and target the emotions of the audience in an effort to create brand awareness and therefore increase sales within the product market.The campaign consisted of pictures of thrills, fun and excitement, from radio to printed furtherments in hope to increase awareness about Ben Jerrys environmental advocacy programs. Many networks were thrilled because the Peace, Love, and Ice Cream campaign was a fun movement that allowed Americans to give back to the community through consuming tasty, frozen desserts. Ben Jerrys continues to grow daily by developing new products, new ideas, and new flavors for their public.Consumers around the world are well aware of Ben & Jerrys tasty treats because of the firms action of marketing concepts and bright visions. Ben & Jerrys mission of giving back to the community worked in various ways, and in turn, have evolved into one of the most prevalent ice cream companies of today. Ben Jerrys product mission statement is To make, distribute, and sell the finest theatrical role all natural ice cream and euphoric concoctions with a move commitment to incorporating wholesome, natural ingredients, and promoting business practices that respect the Earth and the Environment. In order to achieve their mission Ben Jerrys charges a higher price to modify them to create their higher quality ice cream and allow them to have a striving and unique Research and Development department. The price decisions are well synchronized with product design, distribution, and promotion decisions to create a uniform and effective marketing program for Ben Jerrys Ice Cream. The market and exact are other factors that stimulate the pricing system of Ben Jerrys ice cream in the sense that the economics condition, competition costs, prices, and so aside all reckon the price of Ben and Jer rys products.For instance, in bad economic situations, people will reduce their expenses on secondary goods, and in this faux pas ice cream is a secondary good. Ben Jerrys have very distinguished competitors like Haagen Daaz and Blue Bell that will definitely affect the price of Ben Jerrys ice cream. Since Ben Jerrys is recognized as a high quality manufacturer of ice cream, they tend to pay very close attention to their competitors, especially when it comes to maintaining their quality and prices.Moreover, the prices of Ben Jerrys products set correlating between their competitors prices and customer needs and expectations while still do a profit and abiding by their mission statement. A Ben Jerrys Homemade Holding, Inc. is a company that values their brand loyal customers and is always striving to improve and better their premium ice cream. Although Ben Jerrys does advertise and promote their company and product there are still ways that they could expand their scope of ad vertisement and perhaps include new forms of advertising.Television is a central communication for most families therefore, Ben Jerrys could establish recognition of their product by doing product placement with popular TV shows. Another way to use a television for advertising is strictly just using commercials this allows the opportunity to inform those who do not know what Ben Jerrys offers in their ice cream. Ben Jerrys company is mostly popular in the blue United States however, Ben Jerrys could possibly shift to Southern US, and outside of the the States to broaden their customer base.Social media marketing is becoming a necessity in advertising now that most people are connected to at least one form and owns a smart phone. By accounting entry this form of advertising Ben Jerrys could connect with a different contemporaries and build up a following. Overall, Ben Jerrys Homemade Holding, Inc. is an established premium ice cream provider and will continue to be so throug h their dedication to using the best ingredients, being inventive in creating new flavors, and connecting with consumers and future consumers. Works Cited Allen, Margarat, Emily Brockett, and Steven Allison. Peace, Love, and Ice Cream Campaign. Ben & Jerrys Homemade Ice Cream Company. N. p. , n. d. Web. Ben & Jerrys. N. p. , n. d. Web. 11 Nov. 2012. . King, Rachael. Ben Jerrys Imagine Peace Online. Fast Company. N. p. , 4 Aug. 2008. Web. 11 Nov. 2012. . SEAR 2011 Ben & Jerrys. Ben & Jerrys. N. p. , n. d. Web. 11 Nov. 2012. .