Ben & Jerry's Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: September 19, 2021
Marketing Strategy of Ben & Jerry's analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Ben & Jerry's marketing mix, help the brand succeed.
Ben & Jerry's marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Ben & Jerry's Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Ben & Jerry's Product Strategy:
The product strategy and mix in Ben & Jerry's marketing strategy can be explained as follows:
Ben & Jerry's is a popular ice-cream and yogurt brand, having a wide scale reach. The main product of Ben & Jerry's is ice-cream which they manufacture, distribute and sell.
It has a large variety of flavors such as Cherry Garcia, Chocolate chip cookie dough, mint chocolate cookie and many more. It reinvents new flavors from time to time as a part to attract the costumers. It has products for lactic intolerant and diabetic patients as well. For health-conscious persons, it has started light ice-cream, so they can also enjoy it and it also increased the market share. They give a lot of importance to the manufacturing process and quality of the product. They have strict standards for the raw material which they purchase from the farmers.
Cakes & Yogurts
Ben & Jerry's also make ice cream cakes and frozen yogurts. It has a wide offering as a part of its marketing mix product portfolio. They provide delivery and catering services to direct consumers. The ice cream can come from single serve cups to 2.5-gallon containers.
Ben & Jerry's Price/Pricing Strategy:
Below is the pricing strategy in Ben & Jerry's marketing strategy:
Ben & Jerry’s pricing strategy tries to attract the consumers who are looking for quality and uniqueness and can add a value to their status.
Many people who choose this particular brand are very loyal and for them the price doesn’t matter. The pricing of the product lies in the premium segment with approximately $7 for a 16oz pack. It does not offer discount from its own store but discount can be get from other retailer like Walmart. They follow the same price everywhere policy which means that there would not be much price variation between different countries. The brand generates close to $800 million annually.
Following is the distribution strategy in the Ben & Jerry's marketing mix:
Ben & Jerry's sells their product through multiple channels. The products can be sold through company owned shops or online website, through retailers and supermarkets like Walmart. They also provide home delivery and catering services. Today Ben & Jerry's has presence in more than 40 countries although all the services are not provided everywhere. They also sell their product to restaurants and grocery store.
It also plays the role of acquiring the raw material from farmers, manufacturing and inventory storage and distributing.
Ben & Jerry's Promotion & Advertising Strategy:
The promotional and advertising strategy in the Ben & Jerry's marketing strategy is as follows:
Promotion of the brand is very important to Ben & Jerry's. As ice cream is believed to be food item for kids and teenagers, they try to target segment very well by naming and kids’ friendly designs on the SKUs. Once every year, they celebrate free cone day where they give free cone ice cream to everyone which attracts a lot of customers to try their product. They advertise their product on social media by creating picture challenges. They have taken strong stance on social issues and campaigns with public to make them more aware which adds a lot to their promotion. They also advertise through the billboards and newspaper ads. They also design their product to instantly catch the eye. Hence this concludes the marketing mix of Ben & Jerry's.
About Ben & Jerry's:
Ben & Jerry's is an ice cream and yogurt manufacturing company founded by Ben Cohen and Jerry Greenfield in 1978 Vermont, USA. In 2000, it was acquired by Unilever group and is still operated by them. The company has three primary mission statements. The first one is to manufacture, distribute and sell ice cream, the next is to have a sustainable financial growth.
The final mission of the company is to innovate high quality and numerous flavors of ice-cream and make world a better place to live. Apart from this, the company have strong positions relating to issue like democracy, global climatic condition, fairness to every stakeholder, takes dairy and eggs from non-genetically modified animals and radical justice towards racism or any other kind of injustices.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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