Analysis of Ben and Jerry's Marketing Strategy in Singapore

1630 Words May 6th, 2013 7 Pages
Introduction
Ben & Jerry’s is an ice cream brand that started in Vermont in 1979 by Ben Cohen and Jerry Greenfield. Originally started as a small parlour business, it saw steady expansion in its distribution over time. Its acquisition by Unilever in 2000 allowed the brand to undergo worldwide distribution through tapping on the conglomerate’s logistics and distribution expertise. Faced with an ever changing business environment and dynamic consumer preferences, Ben & Jerry’s has adopted unique strategies to boost its competitiveness.

Macro-environmental Factor: Technological
Due to advances in technology, smartphone availability and use is far more widespread than in the past. According to a study done by Ericsson[1], Singapore
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This is likely because they have employed a very unique value proposition, and have successfully differentiated their product from the market. Ben & Jerry’s is targeting young adults and young families, mostly from Gen Y, who were born between 1981 to 2000. With funny flavour names such as Chunky Munky and Brownie Chew Gooder, they appeal more to the hip and sociable group of people. Coupled with premium prices, they have focused on image differentiation to project a fun and exciting ice cream with a superior selection of exotic flavours.

This is in contrast to Haagen Dazs, which differentiates its product by making it seem like the most indulgent ice cream with flavours such as “Secret Sensations: Meringue and Raspberry Fondant”, and slogans such as “A world of indulgence”. Phrases such as “Waiting only makes it sweeter”[4] serve to echo the sinful delight that consumers can expect from their products. Despite selling similar products at a similar price range, Ben & Jerry’s has an entirely different value proposition, target market, and selling point. Therefore, based on the competition in Singapore, Ben & Jerry’s decided to
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