Ben & Jerrys

Ben & Jerrys Situation Analysis

Ben & Jerrys

Table of Contents
Table of Contents: 2 Companys Background: 3-4 Consumer/Target Audience: 5-7 Brand/Product: 7-8 Market/Competitive: 8-11 Past and present communications: 12-14 SWOT: 14-15 Appendix: 16-28 Citations: 29

Ben & Jerrys

Companys Background
Ben & Jerrys was founded and started by two men from Merrick, Long Island, Ben Cohen and Jerry Greenfield. They both attended college, but Ben dropped out of every med school that he got into, and Jerry did not get into any med schools. They both realized that they werent doing something that they wanted to do. Therefore, Ben and Jerry decided to go into the food business, even though they both didnt know much about the food business. Ben and Jerry took a ice cream making course at The Pennsylvania State University. Furthermore, they combined their life savings of $8,000 and took out a loan from the bank of $4,000. This money would be used to lease an old gas station in Burlington, Vermont. After a lot of preparation and construction, Ben & Jerrys opened on May 5, 1978.(Ben & Jerrys History)

To produce all of their rich, delicious, and funky flavors, Ben and Jerry used an old-fashioned freezer. Lines began to form rather quickly after Ben & Jerrys opened. From there, their ice cream store and company only expanded and grew to how amazing and huge it is today.(Ben & Jerrys History)

Then, in 1981, Ben & Jerrys opened their first franchise in Shelburne, Vermont. Ben & Jerrys started out as just an ice cream shop, but because the demand for the ice cream grew, they needed to find another way to satisfy their customers. Therefore, Ben & Jerrys created pints of ice cream to distribute across the country. These pints of ice cream were put in gas stations and grocery stores for the people who cannot waste time stopping at an ice cream shop. This made things more convenient for their customers .However, Ben & Jerry used their own cars to deliver the ice cream to the stores. Furthermore, they began to expand their ice cream stores throughout the east coast, starting in Maine.(Ben & Jerrys History)

Soon, Ben and Jerry started playing around with ice cream flavors. They would add different ingredients to different ice creams creating the greatest combinations. Pretty soon, Ben & Jerrys ice cream became extremely popular and well-known for their unique names of ice cream flavors.(Ben & Jerrys History)

Ben & Jerrys has come so far. Today, they have expanded internationally. There is Ben & Jerrys located in countries from Australia to Denmark to Mexico and more! They have expanded to a total of twenty six countries. Ben & Jerrys has become more than just an ice cream shop. People from all over America, and even the world, go to Vermont for the Ben & Jerrys factory tour. This gives consumers of all ages an opportunity to learn about the process of production as well as Ben & Jerrys history, goals, and missions. At the end of the tour, all visitors are invited to try the Ben & Jerrys flavors of the day. This shows how much Ben & Jerrys cares about their consumers and wants them to have a rewarding and fun experience. (Ben & Jerrys
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History) Ben & Jerrys never forgets about the environment. It is their goal to protect the environment from violent approaches and ways to hurt society. They want to support sustainable food systems to make the environment a safe one for their consumers.They are also strong supporters of the Right to Know, GMO labeling movement, which is a movement that will make all labels that provide all ingredients in the product. (Ben & Jerrys Foundation) Ben & Jerrys is founded on and dedicated to a sustainable corporate concept of linked prosperity. Their mission consists of 3 interrelated parts: Social Mission: To operate the Company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally. Product Mission: To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment. Economic Mission: To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees. Underlying the mission of Ben & Jerrys is the determination to seek new and creative ways of addressing all three parts, while holding a deep respect for individuals inside and outside the company and for the communities of which they are a part. Ben & Jerrys have a progressive, nonpartisan social mission that seeks to meet human needs and eliminate injustices in our local, national and international communities by integrating these concerns into their day-to-day business activities. Their focus is on children and families, the environment and sustainable agriculture on family farms.(Ben & Jerrys Mission Statement,2013) Currently, Ben & Jerrys is run by Jostein Solheim, a 14-year veteran at Unilever. Solheim spent most of that time running Unilever's ice cream division in five countries and had completed a rejuvenation plan for its North American operations, focusing on rolling out new products. He promises to keep Ben & Jerry's firmly anchored in Vermont. (Hoovers Database).

Ben & Jerrys

Consumer Analysis
Psychographics The psychographics of Ben & Jerrys consumers are tightly linked to their mission statement: *See the above listed mission statement in Company background When looking at the opinions of consumers, of all ages and genders, about their food preferences consumers psychographics are generally in line with the values of Ben & Jerrys. These psychological factors influence a consumer's preferences in what kind of products they prefer to purchase. (See Appendix G for actual chart; the following is just a brief summary.) In general, consumers that eat Ben & Jerrys ranked highest in preferring food that is viewed as an art form with an index of 148, preferring to eat gourmet food whenever they can with an index of 145, and they additionally enjoy trying new food products with an index of 137. Additionally, they ranked lowest in ranking regarding feeling guilty when eating sweets with an index of 91, and preferring to eat foods without artificial flavorings with an index of 91(Simmons Database). In summary, we find that consumers tend to prefer to purchase Ben & Jerrys products bec ause they are high quality foods with a variety of flavors and the consumers enjoy eating it regardless of the number of calories. Ben & Jerrys very own website shows many of their psychographic appeals to their customers. They show a focus towards honesty with their consumers by joining the cause to actively label whether there are GMOs in their products therefore being honest with their consumers, which in turn creates trust in the brand. Also Ben & Jerrys becomes involved in many causes; for example they have an activism tab on their website under which their causes and foundations are listed and explained. As well in the mission statement as seen above* Ben & Jerrys shows continuous dedication to helping the world become a better place, and showing care for their consumers (Ben & Jerrys website, 2013). These efforts create a philanthropic image for Ben & Jerrys which in turn helps to keep consumers happy with the company because they believe their money when buying Ben & Jerrys products goes to good causes. Ben & Jerrys hosts a free cone day once a year throughout the nation. This brand promotion creates the association of happiness, and enjoyment within consumers with the product. This free cone day not only creates a positive association with the product, but also thanks loyal customers by giving them a day free from being sold a product (On Brand and Behavior, 2013). Demographics We conducted many different Simmons analysis to find which segmentation of consumers is the best for Ben & Jerrys to appeal to in their marketing efforts. We found that the segmentation with the most significant numbers and clear grouping, was segmentation by age group. In the table shown below are the index numbers from the Simmons analysis we conducted. The extensive information from this analysis is shown in Appendix E. The table shown here is a simplified analysis of those numbers. The highlighted sections show that age grouping from about 25-45, are the consumers with the strongest appeal towards Ben & Jerrys.
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Age Group 18-24 25-34 35-44 45-54 55-64 65+

Ben & Jerrys: Index 122 138 132 93 68 54

From the other searches we conducted in Simmons database, we attempted to look at brand loyalty and whether consumers were especially loyal to Ben & Jerrys. In our findings, see Appendix F, we found that the index numbers were too varied from answer to answer in a nonsignificant form. Therefore it was difficult to discern whether Ben & Jerrys generates strong loyalty with their consumers, or not. From a psychographic analysis of Ben & Jerrys consumers, and how well the brand appeals to them, it would seem that overall Ben & Jerrys should have strong loyal following from their consumers if they continue to stick to their values and show their thankfulness to their consumers for their support. We then looked at Ben & Jerrys appeal at a college level. In our findings, see Appendix D, females had a higher index for Ben & Jerrys with a figure of 116, while males index number was 79. Our results on this Simmons chart had asterisks next to the values, signifying that there was not enough data overall on the college group for Simmons to generate significant analysis of college students. Therefore we decided not to focus on this grouping for our analysis. Although in the future Ben & Jerrys may consider gathering more data on college students because college students are a strong group of consumers for Ben & Jerrys, especial ly because their values line up with Ben & Jerrys values on a psychographic appeal. Therefore they may want to conduct further research into how to better target their college student followers. Insights: Females not only at a college level, but overall show a stronger lean towards Ben & Jerrys according to Appendix A&B. Also according to the findings in Appendix C, females strongest lean towards Ben & Jerrys falls within the age grouping that we targeted as their best choice for market segmentation. Because age grouping overall and the 25-45 age demographic is a slightly broad segmentation. Further research into specialized groups such as college students, and as well research into how to better appeal to females may be in Ben & Jerrys favor. Therefore there could be significant numbers to find a more clear target demographic. But overall sticking to their values stated in their mission statement, and showing appreciation
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for their consumers overall, seems to be a good steady approach for ben & Jerry s to remain ahead in its market.

Brand/Product
Core and Actual The original core products at the heart of the Ben and Jerrys company is their large variety of ice-cream flavors that come in a variety of sizes, including: pint, mini cup, quart, bulk, and in bar form. These varieties of flavors are sold in grocery and convenience stores, as well as, in Ben and Jerrys own Scoop Shops all around the world. The main principles behind their icecream are that it is made with wholesome, natural ingredients. The company has expanded and now offers other items such as greek frozen yogurt, smoothies, shakes, cakes, and chocolates. (BenJerry.com) What sets the core product apart from other competing companies, is their vast variety of flavors. The company started out with twelve flavors, and currently have a hundred and one flavors, but that number varies from time to time. Ben and Jerrys has a Flavor Graveyard to retire some flavors, but they bring certain flavors back from the dead from time to time. Ben and Jerrys flavors are also uniquely named. For example, their flavor Late Night Snack is named for Jimmy Fallon and his late night show, and the flavor Liz Lemon is a flavor for the famous 30 Rock character. Ben and Jerrys also offers a wide variety of flavors for their new line of greek frozen yogurt. Their packaging is fun, colorful, and even sports the image of cows on every package to relate to the fresh milk from the cows that help them make their icecream. Another thing that sets Ben and Jerrys apart from the competition is their mission to deliver their products in a social and environmentally responsible way. For example, cage free eggs are used and the company works closely with dairy farmers to continue improving farming practices to help protect the environment and animal welfare. They also offer a Free Cone Day, where they give free ice-cream cones to their customers to say thank you to them for their service. (BenJerry.com) Augmented The augmented products, additional service associated with Ben and Jerrys core products, include consumers being able to buy their products in grocery stores and convenience stores, as well as in their specialty Scoop Shops. Additional factors of augmented products is the variety of products Ben and Jerrys offers including: 101 flavors of ice cream, Sorbet, Greek FroYo, Frozen Yogurt, and ice cream bars which allow consumers to select a flavor that suits their preferences. Through Ben & Jerrys flavor locator consumers can select their desired flavor from a list, enter their zip code, and discover the closest location to purchase their Ben & Jerrys product in the convenience of their own home. (BenJerry.com) Insights
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The packaging features a cartoon dairy cow which symbolizes not only the wholesome dairy products they utilize but additionally represents Ben & Jerrys sustainable Dairy program known as Caring Dairy. Caring Dairy identifies 11 indicators of sustainable dairy farming that include: Animal Husbandry, Soil Fertility and Health, Soil loss, Nutrients, Pest Management, Biodiversity, Farm Economics, Energy, Water, Social Human Capital and Impact on Local Economy. The program offers farmers a practical framework for understanding, evaluating, and continuously improving the sustainability of their dairy operations based on economic, social and environmental criteria. We believe that a farm that operates in a balance of Happy Planet, Happy Farmer, Happy Cow provides a scenario that benefits all aspects of dairy farming. (BenJerry.com)

Market/Competitive
Ben and Jerrys has one main competitor-- Haagen Dazs. Though aesthetically different, both ice cream companies have similar elements between the two brands. For example, Ben &Jerrys is a social ice cream; they use colorful design and pop culture puns, while Haagen Dazs relies on their simplistic and signature red and gold to attract customers (Haagen-Dazs). Since the early 1920s, Haagen Dazs has manufactured ice cream with a simple mission: to find the purest and finest ingredients in the world and craft them into the best ice cream, sorbet, and frozen yogurt available (Haagen-Dazs). Haagen Dazs was a family-owned company from its inception through the 1960s (Haagen-Dazs). Haagen Dazs is now owned by the Pillsbury Company (Haagen-Dazs). Both companies are philanthropically focused. Ben & Jerrys uses unbleached packaging for their products as their contribution to being eco-friendly. In 2009, they started an initiative to sell environmentally-friendly freezers that would not leach chemicals into the atmosphere in the grocery stores in which their products are sold. (123HelpMe) Also, Ben & Jerrys annually donates $1.1 million in profits to philanthropic causes such as saving family farms and gun control (Ben and Jerrys SWOT). Haagen Dazs is focused on funding research to save honey bees through the sales of their products (Haagen-Dazs). Since 2008, they have donated over $700,000 (Haagen-Dazs). Haagen Dazs and Ben & Jerrys are concerned with making their products, and the environment, healthier. Ben & Jerrys introduced Greek yogurt ice cream to their customers in 2012, while Haagen Dazs has featured frozen yogurt since 1991 and sorbet since 1993

Ben & Jerrys

(BenJerry.com, Haagen-Dazs).

Breyers William A. Breyer created his first ice cream in 1866 in Philadelphia. Word about his ice cream
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spread quickly. Breyers ice cream was soon said to be Philadelphias greatest ice cream. (Breyers Rich History) In 1882, Breyer opened his first retail shop. Furthermore, he a nd his family opened four more shops. Breyers family set up a manufacturing plant in 1896 to continue the great Breyer ice cream. As Breyers ice cream starting to produce more and more, the Breyer family decided to expand Breyers to New York, New Jersey, Staten Island, and Washington D.C. Furthermore, in 1926, Breyers Ice Cream Company became a division of the National Dairy Products Corporation.(Breyers Rich History)

Steves Steves started in 1973 and has stores located in New York, New Jersey, Illinois, Connecticut, Pennsylvania, and Virginia. Although it has not expanded internationally like Ben & Jerrys has, Steves is definitely on the right track. Steves has numerous flavors of ice cream, and you can choose from dairy and non -dairy flavors. They have mix-ins which are healthy toppings to add to their ice cream if you would like. Their toppings include organic chocolate and bar crunches. Furthermore, the ice cream at Steves is available in pints as well.

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One percent of their sales goes to environmental groups around the world because Steves is a member of For the Planet. For the Planets mission is to try and make the world and environment more healthy. (Steves)
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Ben & Jerrys

Past & Present Communications

Ad Campaigns: In 1984, grocery stores began to sell Ben & Jerrys, taking the ice cream from small scoop shops to the freezer shelves. This did not sit well with their main competitors, Haagan Daz, who threatened to pull their ice cream from store shelves if they continued to sell Ben & Jerrys. The clash prompted Ben & Jerrys to launch their Whats the Doughboy Afraid Of? campaign (at this time, Haagan Daz was owned by Pillsbury). The publicity created by the controversy and the following campaign helped lead to a sales increase of 120% that year. A few years later, in 1987, Ben & Jerrys began giving funky and original names to their assortment of ice cream flavors, the first of which was Cherry Garcia, which remains a customer favorite today. The new catchy names gave an element of novelty to the brand and helped to create an emotional connection with consumers. Its Whats Inside That Counts Ad Print Campaign (2010 - 2011) - In 2010, Ben and Jerrys enlisted Silver + Partners (formerly Amalgamated) to create a print ad campaign that reflected the companys core values in a way that caught the consumers eye, while educating them about the brands stance on issues like cage-free eggs, Fair Trade and rBGH free dairy. The result was the Its Whats Inside That Counts campaign. The following year, several of the print ads were morphed into TV and internet spots that included a tightly-shot moving diorama version of the ads. Consumer Promotions: On May 5, 1979 Ben & Jerrys introduced Free Scoop Day, a tradition that is still continued annually in all of their American locations. By offering free samples of their product, Ben & Jerrys is able to maintain ties with their pre-existing consumers while establishing new customer relationships. Special events have continued to be a mainstay of Ben & Jerrys customer communications. Each year, the company holds a contest, challenging consumers to create new flavors and design accompanying packaging. This type of promotion encourages consumer involvement, a concept that has been shown to drive sales. Its Whats Inside That Counts Promotional Event - The intention of this event was to mirror the Ben & Jerrys 2010 ad print campaign on a large, ambient scale. A larger than life version of an overturned Ben & Jerrys ice cream pint, emulating the images found in the 2010 print ads, was placed in NYC. Consumers were able to step inside the pint and take a digital photo that was immediately uploaded to their email and, with a push mechanism, gave participants the option to upload their photo to social media sites. The event also allowed Ben and Jerrys to educate consumers on their Fair Trade message. Local Ben and Jerrys franchises were at the scene, providing free samples of the newest flavors, creating face-to-face customer relationships.

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Total Samples: 73,620 Total Impressions: 2,194,944 Total Consumer Interactions: 89,653 Social Responsibility Campaigns As winners of awards such as The quality of life award (1992) and Most sociably responsible company (2006), Ben & Jerrys prides itself on being a values-led brand. This notion is paralleled in several of the companys ad campaigns, both past and present. Lick Global Warming Ben and Jerrys partnered with the Dave Mathews Band and Save Our Evironment to launch the One Sweet Whirled flavor. Proceeds from the product went to the Bama Works Foundation, which engages in global warming research and education. In accordance with this campaign, on Earth Day 2005, Ben and Jerrys also made a clear statement to congress and their decision to open up the Arctic National Wildlife Refuge for drilling. The company created the worlds largest baked Alaska desert, using their Fossil Fuel ice cream flavor, and placed the 1,140 pound, four-foot-tall dessert in front of the Capitol to symbolize the damage drilling would have on the environment. As a result, the brand generated a great deal of publicity, receiving more than 30 million media impressions from the event, which only cost the company $40,000 to execute. Campus Consciousness Tour - Ben and Jerrys partnered with rock band Guster to create a tour in an effort to build campus awareness of global warming, while engaging consumers and creating brand awareness. The company donates ice cream to be handed out at the events in addition to offering students postcards that they can send to beseech congress to support and uphold emission-reducing efforts. In addition to upholding their reputation as a socially responsible company, Ben and Jerrys was able to create personal brand contact with an important consumer market. Social Media Campaigns: In more recent years, social media has become an extremely valuable marketing vehicle for Ben and Jerrys. They have utilized outlets such as Twitter, Facebook, and Instagram as a means of consumer communication, as a basis for new campaigns and as a medium for the extension of existing campaigns. NYC Twitter Blast - A Ben & Jerrys ice cream truck was placed in a busy NYC market for 6 weeks. Twitter users were able to tweet in flavor requests and the top-voted flavors were made available at the truck that day. This communications operation generated social media buzz and created a consumer-based experience. Capture Euphoria Instagram campaign - In 2012 Ben and Jerrys invited their 127,000 Instagram followers to capture euphoria. Users were able to upload their images to their personal Instagram pages, using the hashtag #captureeuphoria. Brand representatives then compiled the photos in a gallery entitled Capture Euphoria. The idea was to capture these
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moments of happiness and make the association of this feeling with the same euphoria consumers get from eating Ben and Jerrys ice cream. Photos included shots of kids with messy ice cream faces, wedding photos and candid pet pictures. About 20 of the images will be used by creative agency Silver + Partners (formerly Amalgamated) in a series of local print ads, billboards and other outdoor spaces (local, in this case, relates to the photographers general living vicinity). Wanna Spoon?" Facebook App - This innovative Facebook application, created by Amalgamated and Tool of North America, matches consumers with one of his/her Facebook friends based on a series of mutual likes and interests. The app then uses this information to suggest a presumable platonic yogurt spooning session. The matched Facebook friend receives a notification about the match, allowing him/her to click and redeem a coupon. The application offers an interactive aspect and allows for a user-to-user experience that is intended to create a dialogue about the Ben and Jerrys brand. Insights: From their history to current day, Ben & Jerrys has stayed on top of the game by keeping up with the trends of society, and not backing down form competitors or straying from their values along the way. The company has prided itself of being socially and environmentally responsible, and this notion is reflected in the majority of Ben & Jerrys consumer promotions and campaigns. They have also managed to stay in-tune with the cultural landscape of their target audiences by taking advantage of the social media boom of recent years.

Ben and Jerrys SWOT

Strengths Prestigious, established, successful, global operation, with sales in USA, Europe and Asia, which is synonymous with social responsibility and environmentalism. For example, its products are packed in unbleached cardboard containers. Ben & Jerry's also donates a minimum of $1.1 million of pretax profits to philanthropic causes yearly. The company sponsors PartnerShops, which are Ben & Jerry outlets independently owned and operated by nonprofit organizations such as Goodwill Industries. The company is also involved in other good causes, including global warming, gun control and saving family farms. In 2009 Ben and Jerry's Chunky Monkey ice cream flavor was named in a top ten list of the best ice cream in London.
Weaknesses Ben & Jerrys has a reputation for new product flavors that have short life cycles. The company does not spend much money on advertising, but rather on philanthropic organizations. Due to product quality, there is an increased price of Ben & Jerrys pints of ice cream.
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Opportunities In today's health conscious societies the introduction of more fat-free and healthy alternative ice cream and frozen yogurt products. Ben & Jerrys provide allergen free food items, such as gluten free and peanut free. In 2009 Ben & Jerry's announced plans to roll out the country's first HFC-free freezers; freezers that would be sold to grocery stores and would not emit harmful chemicals into the atmosphere. In 2008 they acquired Best foods and Slim-fast which will allow them to enter a new industry of weight loss products. In turn they can now expand into new geographic marketsmore countries, like Europe, where the weight loss/management trend is taking hold. They could expand their existing product lines to compete with the 'private-in house brands' offered by supermarkets, and in developing countries. Selling Ben and Jerry's premium ice cream in South America (which is an emerging market that has yet to be capitalized upon). There is a growing demand for premium ice cream in new markets like Asia. Holding promotions, such as Free Cone Holiday, on a more regular basis may increase sales and interest. Threats Much of their target market is constantly changing its product preferences (desiring to prevent diabetes, obesity etc.). That, coupled with a decrease in household sizes and discretionary income, has left sales flat in recent years. Consumers are concerned about fattening dessert products. Especially Ben and Jerry's target market, which are accustomed to reading nutrition labels. Any contamination of the food supply, especially e-coli. Prices of all milk products are rising worldwide, due to what some call a "perfect storm" of low supply and high demand. There is a distinct possibility that their may not be enough milk to meet demand, and that there could be a global milk shortage.

Haagan Dazs SWOT

Strengths Haagan Dazs ice cream is easy to find in any type of location: grocery stores, drug stores, convenience stores and sole locations. They have two main web sites that explain their extensive product line. Haagan Dazs has strong brand identification and corporate identity. It is a novelty because it is on a higher price scale.

Weaknesses Haagan Dazs is experiences many weakness during this economic recession. They have down sized their product while still charging the same price. They lack creativity and have very hard name to pronounce; which makes it hard for the consumer to affiliate ice cream with Haagan Dazs. Opportunities
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Haagan Dazs has the option of becoming more creative with it product lines. They seem to be creating new product lines and have more innovative approach. They have created new yogurt ice cream bars.

Threats Haagan Dazs is in tough market when there is economic instability. They need to look at their competetion. Ben and Jerrys use cause marketing, they strive to be health conscious in a diet world, and they give a family feeling that Haagan Dazs lacks.

Appendix:
Appendix A:
CROSSTAB TITLE : No specific age group-just gender STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/15/2013 SELECTED BASE : STUDY UNIVERSE Total BEN & JERRY'S Total Sample 24489 1776 Total Weighted 222896.5 18753.3 Total Vertical % 100.00% 100.00% Total Horizontal % 100.00% 8.41% Total Index 100 100 Total Total % 100.00% 8.41% MALE Sample 10853 746 MALE Weighted 107983.8 8669 MALE Vertical % 48.45% 46.23% MALE Horizontal % 100.00% 8.03% MALE Index 100 95 MALE Total % 48.45% 3.89% FEMALE Sample 13636 1030 FEMALE Weighted 114912.7 10084.31 FEMALE Vertical % 51.55% 53.77% FEMALE Horizontal % 100.00% 8.78% FEMALE Index 100 104 FEMALE Total % 51.55% 4.52%

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Ben & Jerrys Copyright Experian Simmons 2011

Appendix B:
CROSSTAB TITLE : Male vs Female by Age STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/18/2013 SELECTED BASE : 18 - 24 Total BEN & JERRY'S Total Sample 2203 112 Total Weighted 25250.03 1752.25 Total Vertical % 100.00% 100.00% Total Horizontal % 100.00% 6.94% Total Index 100 100 Total Total % 100.00% 6.94% MALE Sample 1073 46 * MALE Weighted 12733.05 861.57 * MALE Vertical % 50.43% 49.17% * MALE Horizontal % 100.00% 6.77% * MALE Index 100 98 * MALE Total % 50.43% 3.41% * FEMALE Sample 1130 66 FEMALE Weighted 12516.98 890.68 FEMALE Vertical % 49.57% 50.83% FEMALE Horizontal % 100.00% 7.12% FEMALE Index 100 103 FEMALE Total % 49.57% 3.53% Copyright Experian Simmons 2011

Appendix C:
CROSSTAB TITLE : All Females by Age STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/15/2013 SELECTED BASE : FEMALE 17

Ben & Jerrys Total Total Total Total Total Total Total 18 - 24 18 - 24 18 - 24 18 - 24 18 - 24 18 - 24 25 - 34 25 - 34 25 - 34 25 - 34 25 - 34 25 - 34 35 - 44 35 - 44 35 - 44 35 - 44 35 - 44 35 - 44 45 - 54 45 - 54 45 - 54 45 - 54 45 - 54 45 - 54 55 - 64 55 - 64 55 - 64 55 - 64 55 - 64 55 - 64 65+ 65+ 65+ 65+ 65+ 65+ Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % 13636 114912.7 100.00% 100.00% 100 100.00% 1130 12516.98 10.89% 100.00% 100 10.89% 1636 19397.45 16.88% 100.00% 100 16.88% 2327 20515.79 17.85% 100.00% 100 17.85% 2925 22324.28 19.43% 100.00% 100 19.43% 2722 18115.36 15.76% 100.00% 100 15.76% 2896 22042.8 19.18% 100.00% 100 19.18% BEN & JERRY'S 1030 10084.31 100.00% 8.78% 100 8.78% 103 1238.93 12.29% 9.90% 113 1.08% 159 2272.22 22.53% 11.71% 133 1.98% 217 2643.88 26.22% 12.89% 147 2.30% 222 1669.72 16.56% 7.48% 85 1.45% 192 1178.89 11.69% 6.51% 74 1.03% 137 1080.67 10.72% 4.90% 56 0.94% 18

Ben & Jerrys Copyright Experian Simmons 2011

Appendix D:
CROSSTAB TITLE : Gender in college STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/15/2013 SELECTED BASE : FULL-TIME COLLEGE STUDENT Total BEN & JERRY'S Total Sample 949 82 Total Weighted 10401.82 892.98 Total Vertical % 100.00% 100.00% Total Horizontal % 100.00% 8.58% Total Index 100 100 Total Total % 100.00% 8.58% MALE Sample 405 32 * MALE Weighted 4392.36 296.18 * MALE Vertical % 42.23% 33.17% * MALE Horizontal % 100.00% 6.74% * MALE Index 100 79 * MALE Total % 42.23% 2.85% * FEMALE Sample 544 50 * FEMALE Weighted 6009.46 596.8 * FEMALE Vertical % 57.77% 66.83% * FEMALE Horizontal % 100.00% 9.93% * FEMALE Index 100 116 * FEMALE Total % 57.77% 5.74% * Copyright Experian Simmons 2011

Appendix E:
CROSSTAB TITLE : Grouping by Age STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 19

Ben & Jerrys DATE EXECUTED : 02/01/2013 SELECTED BASE : STUDY UNIVERSE Total Total Sample 24489 Total Weighted 222896.5 Total Vertical % 100.00% Total Horizontal % 100.00% Total Index 100 18 - 24 Sample 2203 18 - 24 Weighted 25250.03 18 - 24 Vertical % 11.33% 18 - 24 Horizontal % 100.00% 18 - 24 Index 100 25 - 34 Sample 2817 25 - 34 Weighted 37161.17 25 - 34 Vertical % 16.67% 25 - 34 Horizontal % 100.00% 25 - 34 Index 100 35 - 44 Sample 4152 35 - 44 Weighted 40080.98 35 - 44 Vertical % 17.98% 35 - 44 Horizontal % 100.00% 35 - 44 Index 100 45 - 54 Sample 5274 45 - 54 Weighted 44635.03 45 - 54 Vertical % 20.03% 45 - 54 Horizontal % 100.00% 45 - 54 Index 100 55 - 64 Sample 4803 55 - 64 Weighted 35724.23 55 - 64 Vertical % 16.03% 55 - 64 Horizontal % 100.00% 55 - 64 Index 100 65+ Sample 5240 65+ Weighted 40045.05 65+ Vertical % 17.97% 65+ Horizontal % 100.00% 65+ Index 100 Copyright Experian Simmons 2011 BEN & JERRY'S 1776 18753.3 100.00% 8.41% 100 179 2598.27 13.85% 10.29% 122 275 4322.58 23.05% 11.63% 138 362 4461.03 23.79% 11.13% 132 395 3509.28 18.71% 7.86% 93 327 2042.66 10.89% 5.72% 68 238 1819.48 9.70% 4.54% 54

Appendix F:
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Ben & Jerrys CROSSTAB TITLE : Brand Loyalty STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/01/2013 SELECTED BASE : STUDY UNIVERSE BEN & Total JERRY'S Total Sample 24489 1776 Total Weighted 222896.5 18753.3 Total Vertical % 100.00% 100.00% Horizontal Total % 100.00% 8.41% Total Index 100 100 1 FAR BELOW AVERAGE Sample 4290 332 1 FAR BELOW AVERAGE Weighted 42574.79 3958.05 1 FAR BELOW AVERAGE Vertical % 19.10% 21.11% 1 FAR BELOW Horizontal AVERAGE % 100.00% 9.30% 1 FAR BELOW AVERAGE Index 100 110 2 BELOW AVERAGE Sample 3779 250 2 BELOW AVERAGE Weighted 34897.35 2720.66 2 BELOW AVERAGE Vertical % 15.66% 14.51% Horizontal 2 BELOW AVERAGE % 100.00% 7.80% 2 BELOW AVERAGE Index 100 93 3 AVERAGE Sample 7159 508 3 AVERAGE Weighted 67627.54 5965.6 3 AVERAGE Vertical % 30.34% 31.81% Horizontal 3 AVERAGE % 100.00% 8.82% 3 AVERAGE Index 100 105 4 ABOVE AVERAGE Sample 4016 293 4 ABOVE AVERAGE Weighted 34901.26 2485.43 4 ABOVE AVERAGE Vertical % 15.66% 13.25% Horizontal 4 ABOVE AVERAGE % 100.00% 7.12% 4 ABOVE AVERAGE Index 100 85 5 FAR ABOVE AVERAGE Sample 5245 393 21

Ben & Jerrys 5 FAR ABOVE AVERAGE Weighted 5 FAR ABOVE AVERAGE Vertical % 5 FAR ABOVE Horizontal AVERAGE % 5 FAR ABOVE AVERAGE Index Copyright Experian Simmons 2011

42895.54 19.24% 100.00% 100

3623.56 19.32% 8.45% 100

Appendix G:
CROSSTAB TITLE : Consumer Psychographics about Food STUDY NAME : Fall 2009 NHCS Adult Study 12-month STUDY TYPE : Population START FIELD DATE : 11/05/2008 END FIELD DATE : 12/04/2009 DATE EXECUTED : 02/13/2013 SELECTED BASE : STUDY UNIVERSE Total Total Total Total Total Total Total I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I OFTEN SNACK BETWEEN MEALS I FEEL GUILTY WHEN I EAT SWEETS I FEEL GUILTY WHEN I EAT SWEETS I FEEL GUILTY WHEN I EAT SWEETS I FEEL GUILTY WHEN I EAT SWEETS I FEEL GUILTY WHEN I EAT Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index 24489 222896.5 100.00% 100.00% 100 100.00% 15117 145769.9 65.40% 100.00% 100 65.40% 9748 83551.84 37.48% 100.00% 100 22 BEN & JERRY'S 793 7908 100.00% 3.55% 100 3.55% 509 5540.7 70.06% 3.80% 107 2.49% 300 2687.87 33.99% 3.22% 91

Ben & Jerrys SWEETS I FEEL GUILTY WHEN I EAT SWEETS I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I NORMALLY COUNT THE CALORIES OF THE FOODS I EAT I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM I PREFER FOOD THAT IS PRESENTED AS AN ART FORM NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT NUTRITIONAL VALUE IS THE MOST IMPORTANT FACTOR IN WHAT FOODS I EAT MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING

Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total %

37.48% 5303 44441.62 19.94% 100.00% 100 19.94% 4154 31763.01 14.25% 100.00% 100 14.25%

1.21% 210 1501.67 18.99% 3.38% 95 0.67% 156 1664.2 21.04% 5.24% 148 0.75%

Sample

12133

374

Weighted

100391.1

3594.78

Vertical %

45.04%

45.46%

Horizontal %

100.00%

3.58%

Index

100

101

Total %

45.04%

1.61%

Sample

7439 23

281

Ben & Jerrys MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING MOST OF THE TIME I AM TRYING TO LOSE WEIGHT BY DIETING I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I FREQUENTLY EAT SWEETS I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN I TRY TO EAT GOURMET FOOD WHENEVER I CAN MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY

Weighted

63864.57

2369.03

Vertical %

28.65%

29.96%

Horizontal %

100.00%

3.71%

Index

100

105

Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total %

28.65% 10641 102384.4 45.93% 100.00% 100 45.93% 4629 38836.09 17.42% 100.00% 100 17.42%

1.06% 369 3653.59 46.20% 3.57% 101 1.64% 200 1996.03 25.24% 5.14% 145 0.90%

Sample

12978

399

Weighted

122620.8

4005.86

Vertical %

55.01%

50.66%

Horizontal %

100.00%

3.27%

Index

100 24

92

Ben & Jerrys MOST SNACK FOODS PEOPLE EAT THESE DAYS ARE NOT HEALTHY I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I LIKE TO TRY OUT NEW FOOD PRODUCTS I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT I OFTEN FEEL I OVER-EAT OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS OFTEN I CAN BE SWAYED BY COUPONS TO TRY NEW FOOD PRODUCTS I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I EAT THE FOODS I LIKE

Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total %

55.01% 12152 111779.9 50.15% 100.00% 100 50.15% 11012 101229.3 45.42% 100.00% 100 45.42%

1.80% 440 4620.59 58.43% 4.13% 117 2.07% 344 3382.92 42.78% 3.34% 94 1.52%

Sample

8216

307

Weighted

77186.87

3333.94

Vertical %

34.63%

42.16%

Horizontal %

100.00%

4.32%

Index

100

122

Total % Sample Weighted Vertical % Horizontal % Index

34.63% 13795 132428.8 59.41% 100.00% 100 25

1.50% 441 4715.79 59.63% 3.56% 100

Ben & Jerrys REGARDLESS OF CALORIES I EAT THE FOODS I LIKE REGARDLESS OF CALORIES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES I LIKE TO TRY NEW RECIPES EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY EATING FATTENING FOODS MAKES ME FEEL GUILTY THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME THE KITCHEN IS THE MOST IMPORTANT ROOM IN MY HOME I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS

Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total %

59.41% 13052 119231.9 53.49% 100.00% 100 53.49% 9125 77239.97 34.65% 100.00% 100 34.65%

2.12% 442 4378.57 55.37% 3.67% 104 1.96% 256 2321.76 29.36% 3.01% 85 1.04%

Sample

8451

291

Weighted

67139.26

2854.78

Vertical %

30.12%

36.10%

Horizontal %

100.00%

4.25%

Index

100

120

Total %

30.12%

1.28%

Sample

4420

198

Weighted

40270.53

1958.93

Vertical %

18.07%

24.77% 26

Ben & Jerrys I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I EAT SEVERAL SMALL MEALS THROUGHOUT THE DAY I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS I USUALLY ONLY SNACK ON HEALTHY FOODS DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH DINNER IS MORE IMPORTANT THAN BREAKFAST OR LUNCH THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME

Horizontal %

100.00%

4.86%

Index

100

137

Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total % Sample Weighted Vertical % Horizontal % Index Total %

18.07% 9385 81514.22 36.57% 100.00% 100 36.57% 6789 55657.89 24.97% 100.00% 100 24.97% 3954 36782.53 16.50% 100.00% 100 16.50%

0.88% 352 3294.93 41.67% 4.04% 114 1.48% 226 2081.08 26.32% 3.74% 105 0.93% 137 1614.1 20.41% 4.39% 124 0.72%

Sample

13002 27

401

Ben & Jerrys TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME THERE IS NOTHING WRONG WITH INDULGING IN EATING FATTENING FOODS FROM TIME TO TIME I AM CURRENTLY DIETING I AM CURRENTLY DIETING I AM CURRENTLY DIETING I AM CURRENTLY DIETING I AM CURRENTLY DIETING I AM CURRENTLY DIETING WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS WHEN SHOPPING FOR FOOD, I ESPECIALLY LOOK FOR ORGANIC OR NATURAL FOODS I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS

Weighted

119700.9

4293.64

Vertical %

53.70%

54.29%

Horizontal %

100.00%

3.59%

Index

100

101

Total % Sample Weighted Vertical % Horizontal % Index Total %

53.70% 6020 52138.28 23.39% 100.00% 100 23.39%

1.93% 217 1907.05 24.12% 3.66% 103 0.86%

Sample

6770

250

Weighted

52489.05

1971.95

Vertical %

23.55%

24.94%

Horizontal %

100.00%

3.76%

Index

100

106

Total % Sample Weighted

23.55% 12157 100818.2

0.88% 355 3252.78 28

Ben & Jerrys WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES I PREFER TO EAT FOODS WITHOUT ARTIFICIAL ADDITIVES Copyright Experian Simmons 2011

Vertical % Horizontal % Index Total %

45.23% 100.00% 100 45.23%

41.13% 3.23% 91 1.46%

Works Cited
"Ben and Jerry's Competitors and Competitive Rivalry :: Papers." Ben and Jerry's Competitors and Competitive Rivalry :: Papers. N.p., n.d. Web. 10 Feb. 2013. "Ben and Jerry's SWOT." Ben and Jerry's SWOT. N.p., n.d. Web. 10 Feb. 2013. Ben and Jerry's Mission Statement. (2013). Retrieved 2013, from Ben and Jerry's: http://www.benjerry.com/activism/mission-statement

"Breyers - An American Classic Since 1866." Breyers. N.p., n.d. Web. 18 Feb. 2013.

Byers, Scott. "Burlington, VT- Vermont's Queen City Tales, Ben & Jerry's Ice Cream- How Did It All Start?" Vermonter. Alpine Web Media LLC, n.d. Web. 23 Jan. 2013. <http://www.vermonter.com/vermont-towns/benandjerrys.asp>. "Haagen-Dazs." Haagen-Dazs. N.p., n.d. Web. 11 Feb. 2013. "On Brand Behavior." On Brand Behavior RSS. N.p., n.d. Web. 13 Feb. 2013. "Our History." Ben & Jerry's. N.p., n.d. Web. 13 Feb. 2013. <http://www.benjerry.com/company/history>. Steves Ice Cream Home. N.p., n.d. Web. 13 Feb. 2013. <http://stevesicecream.com/>.
29

Ben & Jerrys

"Timeline." Ben & Jerry's. N.p., n.d. Web. 13 Feb. 2013. <http://www.benjerry.com/company/timeline>. "Welcome | Ben and Jerry's Foundation." Welcome | Ben and Jerry's Foundation. N.p., n.d. Web. 13 Feb. 2013. <http://www.benandjerrysfoundation.org/>.

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