Posted on : 2023-11-05 20:09:00
Article : 6th Nov 2023- Good Morning Monday Management Solution for TASK 266- Ben & Jerry Homemade ice-cream’s local to global journey is a marvel model.
Ben & Jerry’s marketing is very novel and away from traditional marketing. Their every marketing move is a point to learn for many startups as well as established fun food business makers. This Ice Cream Company had addressed many of social causes through launching limited edition brands with appropriate brand names on different occasions which is well appreciated and made many as Ben & Jerry brand loyal. These editions are in addition to their regular Funky named ice-cream brands Chunky Monkey, Rain forest Church and many more.
In 1983 Ben & Jerry have signed a first non-Vermont franchise in Maine. They appointed Boston Distribution Company that was also handling Häagen-Dazs of Pillsbury, and Pillsbury objected Boston for distributing the competitor ice-creams and that made Boston to withdraw Ben & Jerry. Ben & Jerry initially wanted to a file a suit against Pilsbury but did not venture to fight against a major brand, instead chosen a marketing campaign “What Dough Boy is afraid of” they have a done it a very low key manner initially by painting on Buses so that it catches large population and later in their ice cream promotions they offered T shirts with the slogan “What Dough Boy is afraid” of. Large number of people as well as Pilsbury could understand the underline of the campaign and softened on Boston handling Ben & Jerry’s ice creams distribution.
In 1986, Ben & Jerry's launched its "Cow mobile", a modified mobile home used to distribute free scoops of Ben & Jerry's ice cream in a unique, cross-country "marketing drive"—driven and served by Ben and Jerry themselves. While the super-premium ice cream market was growing, so was the competition. Häagen-Dazs and Dreyer’s were major players. Ben & Jerry’s historically outsourced some production to Dreyer’s in order to reach customers in the Western U.S. Now that Dreyer’s was becoming more of a competitor, Ben & Jerry’s had to worry about its dependence on a competitor for manufacturing and distribution.
When stock market was crashed on 19th Oct 1987 they launched a limited-edition brand “Economic Crunch” scoops of which were served for free on the Wall Street.
In 2000 international food giant Unilever purchased the Ben & Jerry’s brand for $326 million, although the deal called for Ben & Jerry’s to be operated separately from Unilever’s other ice cream brands. This unique arrangement allowed Ben & Jerry’s to continue to run its business in a socially conscious manner, which had been a trademark of the brand since its inception. Some examples of this mission include:
Ben and Jerry's, in partnership with Freedom to Marry, renamed one of their flavors "Chubby Hubby" to "Hubby Hubby," in celebration of the legalization of same-sex marriage in the company's home state of Vermont. The carton featured the image of two men getting married beneath a rainbow.
Since 2009 they started an annual charity event “Vermonster Bucket” which has 20 large ice cream sundaes which should be completed by teams of four to finish this Vermonster and win a free ice cream for a year.
The company renamed a flavor, "Yes Pecan!", in reference to Barack Obama's victory in the 2008 U.S. presidential election. They decided in January 2009 to donate all proceeds made on the sale of that flavor to the Common Cause Education Fund.
In UK in 2012 in support of equal marriage rights for same-sex couples, Ben & Jerry changed one of it ice-creams Oh! My! Apple Pie!" has become “Apple-y Ever After" and tubs would feature a gay couple atop a wedding cake decorated with rainbows.
On February 17, 2015, Cohen and Greenfield appeared on The Tonight Show starring Jimmy Fallon and unveiled their new flavor of ice cream, "The Tonight Dough", with all of its proceeds going to the Serious Fun Children's Network that supports camps for children with major illnesses.
In February 2017, three new non-dairy flavors were added: Caramel Almond Brittle, Cherry Garcia, and Coconut Seven Layer Bar and it progressed with more flavors basing on the feedback for vegan flavors.
In October 2018, Ben and Jerry’s launched a campaign for a limited-edition ice cream flavor that also held a political message focusing on resisting the US’s current governmental administration under Trump. The campaign debuted the new flavor; ‘Pecan Resist’ and included new packaging that advertised their messages. The company donated $25,000 to four organizations that supported their interests towards progress with societal issues including inclusivity, justice for people of color, women, refugees, the LGBTQ community, and issues of climate change.
Over one million free cones are given away each year, prompting the company's ad slogan "Be One In A Million." Charitable organizations are often present at the stores each year and enjoy a significant amount of fundraising success.
End point – It is strong determination and careful executable planning that makes wonders for the business success for any entrepreneur. Ben & Jerry is one among many successful businesses. Here the point is the product could be any of categories but what needs is careful treading connecting consumers in a novel way.
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