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None Provided21

None Provided21 Ben & Jerry’s Homemade, Inc. is a manufacturer of super premium ice cream products. Ben & Jerry’s was founded in 1977 by two friends, Ben Cohen and Jerry Greenfield. Ben & Jerry’s creates an assortment of premium ice cream, frozen yogurt and sorbet. In addition to ice cream Ben & Jerry’s product line has increased in recent years to frozen yogurt, sorbets and novelty items such as Peace Pops and Brownie Bars. Ben & Jerry’s has also made it a point to donate money to various social causes and charities through the Ben & Jerry’s foundation. The Ben & Jerry’s foundation donates 7.5% of it’s pretax profits to various organizations every year. Ben & Jerry’s marketing strategy is gourmet ice cream (natural) and innovative promotions. Ben & Jerry’s doesn’t spend much on advertising but a lot of effort is put into the marketing of the company to the public. Ben & Jerry’s relies heavily on their national distribution through supermarkets. Supermarkets generate a lot of traffic & sales and Ben & Jerry’s uses that to its advantage all while being very selective of which stores sales it’s products. Another unique distribution strategy Ben & Jerry’s uses is allowing customers to order their products by mail. As of December 1991, there were three company-owned and 137 North American franchised Ben & Jerry’s ice cream parlors. Ben & Jerry’s made the move to expand internationally in 1987. The company has been growing and prosperous as an international company the past 14 years. With new expansion plans on the rise Ben & Jerry’s is hoping to become dominate in it’s industry with aspirations to expand in Western Europe and Asia. Bibliography:

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