Ben and Jerry's was founded in 1978 in Burlington, Vermont by Ben Cohen and Jerry Greenfield. They grew the business significantly over the years and sold the company to Unilever in 2000 for over $208 million. Ben and Jerry's uses a premium pricing strategy for its luxury ice cream and focuses on market penetration and product extensions for growth. It has a large share of the high-end ice cream market in the UK and is experiencing fast growth.

1. Ben and Jerry’s "Ben & Jerry's, to know it is to love it". “I scream, you scream, we all scream, for ice cream” By Laura Teather, Sara Matharu, Sarah Butler and Aman Johal

2. Who are Ben and Jerry’s Ben Cohen and Jerry Greenfield 1978, founded the ice cream in Burlington, Vermont, USA 1999, sold more than $208 million worth of ice cream, frozen yogurt & sorbet products 2000, acquired by Unilever 23 countries worldwide Environment

3. Development of Ben and Jerry’s

4. Advertisement in the USA & UK UK Newspapers Cinema Word of mouth 1996 – Cool Britannia USA TV commercials Free Cone Day TV shows 2008 – Launch new flavour.

5. 2008 2006 2004 Example advertisements

6. Marketing mix The Marketing Mix consists of 4 P’s, which are used to “describe the combination of marketing tactics used by a business to reach their objectives” (Chartered Institute of Marketing, P.1). Product Price Place Promotion

7. Pricing strategies Luxury ice cream Prices in supermarkets Comparison with Haagen-Dazs Pricing strategy used – Premium pricing

8. The ice cream market “ The total West European Deserts Market was worth Euros 112.4 billion in 2007 (Including UK) and the Top-10 West European companies supplied 39.1% of this market” (Just-food, 2008). Going green in the next 12 months (Lewis, 2006, Just-Food) “ Ben and Jerry’s ice cream has the largest share of the luxury ice cream market and is experiencing the fastest growth in the UK” (IRI convenience sales, Nov 2007-March 2008)

9. Ansoff Matrix The Ansoff Matrix (Taken from: Meldrum and McDonald 2007, P.126) What is the Ansoff Matrix? Ben and Jerry’s – Market penetration Ben and Jerry’s product extension Market Penetration Product extension Market Development Diversification Products Market New New Existing Existing

10. Boston Matrix Taken from: GT Web Marque (2008) Stars: High Growth, High Market Share Cash cows: Low growth, high market share Dogs: Low growth, low market share Question Marks: high growth, low market share Ben and Jerry’s: Cash cows/Question marks

11. Defining segmentation “Segmentation is the process of splitting customers in market, into different groups or segments, within which customers share a similar level of interest in the same or comparable set of needs”. (Market Segmentation, 2008)

12. Ben and Jerry’s segmentation Products available

13. Sales value

14. Positioning Hippy image Competitive advantage Porter’s five forces Ice cream industry

15. Volume Large segment in the ice cream industry Ben and Jerry’s premises Growth of Ben and Jerry’s Increased sales

16. Questionnaire

17. References Ben and Jerry’s.,(2008). Our story. [Online]. Ben and Jerry’s. Available at: http:// www.benjerry.co.uk/ourstory / [Accessed 11 November 2008]. Ben and Jerry’s.,(2002). Support Home Page: Cost of Ben and Jerry’s. [Online]. Ben and Jerry’s. 15 December 2002. Available at: http://benjerry.custhelp.com/cgi-bin/benjerry.cfg/php/enduser/std_adp.php?p_faqid =22&p_created=919122479&p_sid=DqEWx1jj&p_accessibility=0&p_redirect=& p_lva =& p_sp =cF9zcmNoPSZwX3NvcnRfYnk9JnBfZ3JpZHNvcnQ9JnBfcm93X2NudD0yMjcsMjI3JnBfcHJvZHM9JnBfY2F0cz0mcF9wdj0mcF9jdj0mcF9zZWFyY2hfdHlwZT1hbnN3ZXJzLnNlYXJjaF9ubCZwX3BhZ2U9MQ**& p_li =& p_topview =1 [Accessed 22 November 2008]. Dibb, S., et al., (2006). Marketing concepts and strategies. Fifth European edition. Boston: Houghton Mifflin Company. P.46-47, 662 Gilbert, S.,(2007). Haagen-Dazs vs. Ben & Jerry’s: Battle of the Brands. [Online]. Blogging Stocks. 13 April 2007. Available at: http://www.bloggingstocks.com/2007/04/13/haagen-dazs-vs-ben-and-jerrys-battle-of-the-brands/ [Accessed 22 November 2008].