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of brownies per day. The Greyston Community Network uses the profit for such programs as
gousing and job training.
Rainforest Crunch ice cream and Peace Pops use cashews and nuts from Brazilian
rainforests. As an alternative to destroying these resources, profits from the ice cream are
reinvested in the people who harvest the nuts. The money is used to develop factories
cooperatively owned and operatedby the rainforest people.
Maines Passamaquoddy Indian tribe sells its blueberry crop Ben & Jerrys to make
Wild Maine Blueberry ice crea. There is a message about First Group, the nonprofit
organization that supports Native American life, on evert container of this product. The
profits support the Indians economic development and way of life.
Another flavor of Conscious Concotions is Fresh Georgia Peach Light. Ben & Jerrys
buys all the peaches from a family farm in Georgia as a way to support the endangered
livelihood of the family farmer.
Marketing Strategy
Ben & Jerrys has areputaion for producting gourmet quality natural ice cream, and
for creating innovative lighthearted promotions. Most of Ben & Jerrys marketing revolves
around sponsoring peace, music, and art festivals all over the country. During these events,
the company draws attention to many social causes as it promotes its products. Ben & Jerrys
uses a more 6 precent of its earnings to advertise, and most ofthis is used to fund music
festivals. The primary goals is to use advertising dollars to return something to the consumer
and promote consumer activism.
With a low marketing budget, Ben & Jerrys relies heavily on free publicity to
generate product awareness. Says one industry analyst, does not spend much on
advertising, but they are very good at marketing. By supporting a variety of social causes, it
is able to stay in the news often enough to make it pay off.
The company also relies on sample promotions. At all company-sponsored events, it
distributes ice cream, sometimes free of charge. Ben & Jerrys also promotes its products
through the renowned circusmobile. This unique vehicle travels from city to city
performing free vaudeville shows and giving out samples. In keeping with the companys
social consciousness, the circusmobile bus uses solar energy to supply the power needed
for the shows. Another promotional strategy is to provide free ice cream to any legitimate
charitable gropu that asks for it.
Sice 1995, Ben & Jerrys has also expanded onto the Internt to provide company
information from flavor lists to whens and wheres of the social awareness events. The
company has also creatyvley used the packaging of some of its products, such as the Peace
Pops, to invite customers to learn about these social causes on its Website.
Distribution Strategy
Ben & Jerrys markets its pint ice crem, frozen yogurt, sorbet, and novelty itmes at the retail
level primarly through supermarkets, grocery stores, convenience stores, and similar outlets.
The company also markets ice cream and frozen yogurt in 2/2 gallon bulk containers through
franchised and company-owned ice cream shops and through restaurants. Mail order channels
are also used. And licensing arrangements have been developed for international sales.
Exhibit I provides a diagram of Ben & Jerrys distribution channel structure.
Supermarket Distribution