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Ben & Jerrys Case Study: Developing Premium Food Brands Through Innovative Marketing


Description: This report on Ben & Jerrys forms part of our case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

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Gain insight into the methods used by important industry players to give them a competitive edge

Identify specific areas for operational improvements

Capitalize on the knowledge of experienced companies when entering a new niche or market


Contents:
ABOUT US 2

WHAT IS THIS REPORT ABOUT? 3

LIST OF FIGURES 5

LIST OF FIGURES 5

INTRODUCTION 6

Company background 6

CASE STUDY 7

From niche consumers to mass market appeal 7

Creating a positive, identifiable image for your target audience 8

Staying true to your roots 8

Referencing popular culture 9

Maintaining a fun-loving image through all aspects of the product 10

CONCLUSIONS 11

RESEARCH METHODOLOGY 12

RELATED RESEARCH 13

List of Tables

Figure 1: Ben & Jerrys Cherry Garcia ice cream - the brand retains the same name in every market 7

Figure 2: Ben & Jerrys charity bus 8

Figure 3: The Full Vermonty ice cream - references the popular British film, The Full Monty 9

Figure 4: Toe wrestling championship - one of various events Ben & Jerrys has sponsored 10




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