What Are The Strengths And Weaknesses Of Ben & Jerrys

Marketing- Infilling a market lead ethos thought out, researching on external opportunities to understand current and potential customers, developing the marketing plan and strategy. Managing budgets and market success.

Before proceeding with the next section (objectives), it is recommended that you complete the Marketing Plan Worksheet. Ask the academic mentor in the learning community for this if you do not have it.

What differentiates Breyers from it’s competition is it’s “pledge of purity” or the guarantee that it’s product is made with the finest all natural ingredients available. Breyers ingredients are simple and easy to read which is great for health conscious consumers who like read the labels.

Ben & Jerry were able to fulfill their mission statement with the finest quality all-natural ice cream, profitable business and by improving the community. Ben & Jerry stated, they would make and distribute the finest quality all natural ice cream with a wide variety of innovative flavors, which they fulfilled. They created interesting names such as Chubby Hubby, Chunky Monkey and Phish Food with flavors to match. With the great flavors and names produced a profitable business, which was one of the points in their mission statement.

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

The third table is to outline some of the activities we might find at each stage of the marketing process; this is brief summary of the importance of the different stages.

1. What is Ben and Jerry’s mission statement? How has Ben & Jerry’s performed on the dimensions of the mission statement? Be specific.

7-Eleven will not help Ben and Jerry’s in the marketing of its products, making Ben and Jerry’s ice-cream one of the many brands carried by the convenience store.

Ben & Jerry 's Homemade, Inc. produces super premium ice cream, frozen yogurt, and ice cream novelties in rich and original flavors. The company sells its unique offerings in grocery stores, restaurants, and franchised ice cream shops, and it holds about one-third of the market for its products. This global company began with only a $12,000 investment to open Ben & Jerry’s Homemade ice cream scoop shop in a renovated gas station in downtown Burlington, Vermont, on May 5th, 1978. From one small shop in downtown Burlington, the company had grown to include a chain of nearly 100 franchised shops, and a line of products sold in stores across the country.

Whereas the mission defines the scope of a business or business unit and the goals define its strategic performance dimensions, its business unit competencies determine the means for achieving success.

As we can see from Ben and Jerry's Mission Statement above, it sets out as part of its corporate strategy to implement these three integrated missions. That is to develop a high quality product whilst promoting business practices that respect and protect the environment. Whilst dedicating to achieving a sustainable economic growth under a concept of linked prosperity which they call "Caring Capitalism" which goal is to make profits but also providing career opportunities and

Ben & Jerry’s is a renowned Ice Cream company which becomes a social enterprise icon since it was founded in 1978 (Kazs, Page, 2013).And it is claimed that Ben & Jerry’s ice cream is the best in the world for its comfortable environment, equitable system, and being kind to its cows by Time Magazine in 1981(Dennis et al, 1998).

Through the comparison of the product strategy of B&J and Haagen Dazs, our group came to a conclusion that B&J is a better choice than Haagen Dazs. In terms of product variation, we find that B&J has more innovative and special flavours which caters to the younger consumers. Unlike Haagen Dazs which offers less unique flavours that caters to adults more, where there are less consumers of ice cream. Although Haagen Dazs has more flavours, they are not special and do not appeal to consumers as much as Ben and Jerry’s especially since the youth nowadays like creativity and are open to trying new flavours. In addition, B&J flavours have very unique and interesting names, for example Chunky Monkey and Brown Sugar Blondie. While Haagen Dazs has very normal names like Coffee and Baileys. Hence these innovative names will attract consumers too. Next, the product design of B&J is more fun and colourful and thus will attract younger people. And lastly, the product packaging of B&J is more environmentally friendly than Haagen Dazs. It uses Forest stewardship council (FSC) certified paperboard which is more environmentally friendly and prevents the ice cream from melting quickly. Hence, after analyzing and comparing the product strategy of both the companies, our group decided that B&J is better and more worth it. (Ben and Jerry's, n.d.) (Refer to Appendix C Product variation, Design

“Setting objectives for a marketing plan is not simple and straightforward matter. It is an iterative process whereby objectives are set, strategies and action plans are developed, and then it is decided whether the planned objectives are impossible, achievable or easy. Marketing objectives should be difficult, but they must be achievable. The aim is to set objectives that a challenge, but can be achieved with effort. They must be motivating rather than discouraging.” (Westwood, 2002).

Marketing activities do not take place in a vacuum, and in developing the marketing mix the marketing environment must be taken into account. There may be legal/morale restrictions on advertising, for example cigarette companies are governed by huge restrictions on advertising their product, so they must find legal and morale ways of gaining consumer awareness. Also certain products have to pass health and safety standards, especially children's toys. In order to do this the design may have to be changed slightly, possibly moving away from the aim of consumer satisfaction. This suggests that it may be difficult and sometimes impossible to maintain the aim of consumer satisfaction, as there may be external factors prohibiting it. However it is the consumer who will inevitably decide the fate of a company, so a firm would do well to conduct its marketing activities as best it can with the consumer central and maintain a close and watchful eye on the dynamic nature of the macroenviroment and microenviroment.