Ben & Jerry's: Virksomhedsanalyse og marketingstrategier

Ben & Jerry was found in 1978 by Ben Cohen and Jerry Greenfield. Ben had a decreased sense of taste and that’s why the big lumps of chocolate, fruit and nuts are a part of Ben & Jerry’s products signature. They produce their own products and that makes them a production company, but at the same time they have some stores located different places around the world, and that makes them a retail company as well. Ben & Jerry has a 3-part mission statement witch include a Social Mission, Product Mission and an Economic Mission. The Social Mission is that they wish to run the business on a way that actively recognizes the central role, as a company plays in the community. The product Mission is that they wish to produce, distribute and sell the best ice cream and shakes at the market with a constantly focus on the environment. The economic Mission is that they wish to run the business on a sustainable economic base with a profitable growth.

The Marketing Mix/ The 4 P’s

Product: Ben & Jerry’s products is Ice Cream, shakes, ice coffee and smoothies. The unique ting about their products is that e.g. the ice creams they are selling have some funny names such as Chucky monkey, Baked Alaska and Caramel Chew Chew.