Ben & Jerry's was founded in 1978 in Vermont by Jerry Greenfield and Bennett Cohen. It has grown from its first ice cream shop to an international brand known for its unique flavors and social mission. Ben & Jerry's uses high quality ingredients and creative flavors along with a marketing strategy that targets younger, culture-interested consumers. The brand is also known for its strong commitment to progressive social and environmental causes, donating a portion of its profits to related organizations. Ben & Jerry's works to operate fairly and sustainably through practices like Fair Trade partnerships with suppliers. It has become a culture in its own right through diverse community events and tie-in products that extend its values and fun image.

1. Florence PERNET & David RODRIGUEZ

4. I/ HISTORIC OF THE BRAND
The founders: Bennett Cohen & Jerry Greenfield
« Our history is as legendary as our ice cream is euphoric »

5. I/ HISTORIC OF THE BRAND
Important Dates:
1978: Openning of the first ice cream parlor
1996: Ben & Jerry’s in France
2000: Acquisition of the brand by Unilever
2007: the beginning in Supermarkets

7. Source: entreprise-business.com

8. II/ Ben & Jerry’s activities
1) A simple aim : create the best ice-cream with
natural ingredients and delicious recipe
Type of product: Ice Cream
“The magic recipe” = Products of quality
+ Unusual tasty ingredients
+ A lot of good mood

9. II/ Ben & Jerry’s activities
Their comitment: “Make ice cream out of this world”.
Being fair trade Adopting new farming Reducing its wastes
ambassador practices more and protect the
respectful of animals planet

10. II/ Ben & Jerry’s activities
2) The ice cream market :

11. II/ Ben & Jerry’s activities
The ice cream premium american market
OTHERS
Source: Nielsen Study 2011

12. II/ Ben & Jerry’s activities
3) The Marketing Strategy
Targeting :
 Between 18 and 40 years old
 Rather « Boho » :
Young, urban, eager for culture,
natural products lover, eco citizen
Positioning :

13. II/ Ben & Jerry’s activities
4) The MIX Marketing
Product
• Tens of flavors
• Various forms: frozen yogurt, sorbet ...
• Packaging inspired by the bright 1970′s
• Very creative and funny names
“Cherry Garcia”, “Peace pops”, “Chunky Monkey”
Woody, the mascot

14. II/ Ben & Jerry’s activities
4) The MIX Marketing
Price Place
A penetration
strategy with Hyper market
lower prices than
the rest of the
market. Special scoop shops
Price/l: 10,93€
Cafes, local shops,
video stores,
cinemas…
Price/l: 15,23 € Price/l: 13,57 €**
* Carrefour prices

15. II/ Ben & Jerry’s activities
4) The MIX Marketing
Promotion
Few TV and radio campaigns
Product placement in movies and TV shows
Website, blog and social networks
A communication very collaborative
and interactive with consumers

16. III/ THE PARTICULAR AURA OF THE COMPANY
1) The brand image
 A 3 points mission statement…

17. III/ THE PARTICULAR AURA OF THE COMPANY
2) The Fair Trade’s dimension in Ben & Jerry’s strategy
More than a simple ice-cream…it’s a comitted ice-cream

18. III/ THE PARTICULAR AURA OF THE COMPANY
“The fair trade allows the producers to receive their slice of the
cake. This concept tallies with the values which are the most
important for us. Nobody wants to buy what is stemming from the
other one exploitation…”
Jerry Greenfield, Ben & Jerry’s cofounder

19. III/ THE PARTICULAR AURA OF THE COMPANY
3) Original product, reflection of remarkable commitment
Rainforest Crunch, became famous not
only because of its buttery, rich flavors,
but also because :
 Part of the sales profits were to be
reinvested in the preservation of the
rainforest in Brazil.
 The nuts used in the Rainforest
Crunch are harvested from the forest
by traditional nut gatherers, who
have done this for years without
harming the forest environment.

20. III/ THE PARTICULAR AURA OF THE COMPANY
Supports the War 10 p (or 15 cents €) of Supports Ben & Jerry’s
Child Foundation, the purchase price Climate Change
which works to goes to the Mercury College where young
rehabilitate child Phoenix Trust, the people learn how to
soldiers in war-torn charity set up in Freddy become climate
countries Mercury’s memory change activists

21. III/ THE PARTICULAR AURA OF THE COMPANY
For a European Directive on Toward environmental efforts in
dairy cow welfare Vermont's Lake Champlain
Watershed

22. III/ THE PARTICULAR AURA OF THE COMPANY

23. III/ THE PARTICULAR AURA OF THE COMPANY
 A perpetual brand visibility…

24. III/ THE PARTICULAR AURA OF THE COMPANY
All of the ice-cream flavours,
free and served by Jerry
himself !
A « climaticaly neutral »
festival with public
transportation
One part of the ticket
purchase price goes to the
first wind power project in
Madagascar
Many numbers,
entertainment and
concert…

25. III/ THE PARTICULAR AURA OF THE COMPANY
« The best way to thank
all our customers,
neighbours, farmers
and partners by
offering free ice-cream
during one whole day
per year »

26. III/ THE PARTICULAR AURA OF THE COMPANY
 A lot of tie-in products

27. CONCLUSION
Two charismatic founders
A successful marketing strategy, relieved by
the internet support and community events
A committed, independent and responsible
brand with simple values
An incredible creativity in the product
conception
In short…Ben & Jerry’s It’s more than a brand,
it’s a culture & a real way of life!

28. THANKS
A LOT « Fair »
End !