This paper looks at the marketing and promotional ideas of the Ben and Jerry's company.
Written in 2006; 1,135 words; 2 sources; MLA; $ 39.95
Paper Summary:
In this paper the author examines the three-fold mission statement of the well known ice cream company, Ben and Jerry's. He relates this mission statement to how the company has achieved its continued success. The author examines the promotional strategies that Ben and Jerry's use in order to further promote their brand. He does this by mainly looking at the website that Ben and Jerry's set up. The author examines all the aspects of the Ben and Jerry's website from the franchise section to the children's entertainment section. He looks at how the company targets a mixed niche market of those who love ice cream, who care about the environment, waste, natural foods and political and socio-economic causes. The paper concludes with the authors own suggestions for further promoting the successful Ben and Jerry's ice cream company.
From the Paper:
"The website itself offers a unique mix of their 3 core values highlight in the mission statements. It drives customers to a local scoop shop or retailer to purchase the products, gives detailed information on how the products are made, and also gives detailed information on the causes they support through community networks via their foundation. In fact, by being a successful niche product and using a niche marketing strategy, they've reached more customers while better meeting the needs of the originally intended market."
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