Posted on : 2023-11-03 03:30:34
Article : 3rd Nov 2023-Good Evening Friday-Management TASK 266 –Sometimes small business people conduct novel marketing of their fun foods.
In 1988, two young men won the title of U.S. Small Business Persons of the Year, awarded by U.S. President Ronald Reagan. This is a true business story about two close friends turned businessmen who worked hard to win their business aim. Looking a little deep it makes a sincere sense of their marvelous marketing management strategy planned on their own to raise from local to global.
Ben Cohen and Jerry Greenfield are child hood friends from New York. Jerry after graduation couldn’t get into Medical school and Ben was a school dropout. Not satisfied with their present small jobs, they quit and they wanted to venture into business. They have discussed about many business opportunities but found them not interesting. Finally they decided on making homemade ice cream shop and started in a converted gas station as scoops shop with recycled materials in Vermont. Initially they have paid $ 5 for an online learning course of ice cream manufacturing from Pennsylvania University Creamery and with this acquired knowledge they are ready for business venture.
For the initial infrastructure and business making they have pooled $ 2000 each from their parents and $4000 through a Bank loan. They have selected Vermont of Burlington as their business town which is a college town without an ice cream parlor. They made their names Ben & Jerry Homemade ice creams as brand name. Theirs is known as scoop shop as they used to make their ice cream products with hormone free milk in 5 gallons bucket and sell in scoops. Though the US favorite is Vanilla flavor ice cream, Ben & Jerry started making ice cream with chunks and using funky flavors names.
This original scoop shop has become community favorite due to its rich ice-cream and flavors. Ben & Jerry made it a point to always connect with the community by hosting a film festival and offering free ice cream on the First Anniversary of the stores, a tradition which still continues. To increase their sales beyond the store point they used to make ice creams in 5 gallons buckets and supply to hotels. They used to pack their ice creams in thermo cool boxes and supplied in an old truck which often used to go to garage for repairs . Soon they found that was not viable and started selling in pints tubs to whole sellers and super markets in their area in a refrigerated van fixed with solar panels. By then Ben & Jerry ice cream has become so popular with no much traditional marketing pattern. Reason for quick popularity for Ben and Jerry is their unique, iconic, Signature flavors and brand names suiting to the social and political situations as well as other regular funky brand names.
With increasing volumes Ben & Jerry in 1980 opened their First franchise outlet in Shelburne VT and finally Ben & Jerry was taken over by Unilever in 2000 for $316 million and soon made it global. As an honor to the founders’ names, Unilever retained the Brand name as Ben & Jerry and continuing their marketing traditions all over the global operations. The beauty of Ben & Jerry Ice creams is just not only signature, limited editions brand names but their social mission which is respected by all.
Comment your perceptive marketing patterns on Ben & Jerry Homemade ice creams before we post our Good Morning Monday Management solution for TASK 266 on 6th Nov 23.
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