More About Ben and Jerry's

BEN AND JERRY'S 
Marketing Mix

Product

-         natural, fresh, and high quality ice cream with fun and unique names

-         packages that are easy to recognize and remember ( the cow! )

-         target mainly on small kids, families, and younger people

Price

- Premium Pricing

-  Geographical pricing : it sets different prices in different regions, 

such as countries in Europe and the United States

Place

- distributed nationwide and in selected foreign countries

- sold in supermarkets, grocery stores, convenience stores, 

franchise Ben & Jerry’s scoop shops, restaurants, and other venues

Promotion

-  Free Cone day :

an annual event held between late March and early May, 

in which Ben & Jerry's scoop shops give out free ice cream cups 

and cones to celebrate the company's birthday

-  Promotional prices during special events

SWOT Analysis

Strengths :       - Good and clear brand image

                                      - "Top of mind" brand and product

                        - Environmental awareness

           - Experienced brand

Weaknesses :    - High price compared to brand image

                    - No Low-fat ice cream for health-concious customers

Oppotunities :   - Growing premium ice cream market globally

                                    - Expansion to south american and asian market

Threats :    - Rising prices of milk and other ingredients

                        - New market entrants and fiercer competition

Position in the Ansoff Matrix

Market penetration : focused on existing product in existing market