The competitive position of the company

1. €5.89 €5.85

2. Social Mission
Product Mission
Economic Mission
“Our aim is to make the best possible
ice cream , in the nicest possible
way …”

3. “The end result of positioning is the successful creation of
a customer focused value proposition, a cogent reason
why the target market should buy the product”
Kotter et al, 2009
•Value Proposition
•Point of Difference
•USP
•Paradox Within the Brand

4. “To those aged between 25 and
40 with a high disposable income,
who are environmentally
conscious and socially aware,
Ben & Jerry’s is a delicious
luxurious ice-cream made with
high quality ingredients while
respecting our customers, our
suppliers, our community and our
environment.”

5. 100% Fair Trade by 2013
$1.1 million of philanthropic
donations annually
"One Sweet Whirled” -
awareness of global warming.
Work against forced child labour
“Only happy cows make great
ice cream”
5

6. Acquisition of Ben &
Jerry’s by Unilever in
2000
Unilever acquires more
socially responsible
image
Ben & Jerry’s acquire
distribution network
6

7. Customer Interaction
Customer satisfaction
Customer Loyalty
Brand Consistency WW and All Channels
Community Creation
Social Media Platform

9. ? 9