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analysis of ben and jerry's Ben and Jerry's marketing strategies Ben & Jerrys were experiencing a steady growth within their sales figures from 1990 to 1993. However,
it possesses beyond what it is in itself (i.e. a good tasting ice cream) is something that will be difficult to emulate. It is a question of ?I wouldn?t be seen dead
beyond what it is in itself (i.e. a good tasting ice cream) is something that will be difficult to emulate. It is a question of ?I wouldn't be seen dead eating another
Submitted by shanhumbles on July 28, 2006
Category: Business
Words: 1673 | Pages: 7
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Ben & Jerry's Case Study
Company History
Ben Cohen and Jerry Greenfield founded Ben & Jerry's Homemade Ice Cream in 1978. Over the years, Ben & Jerry's evolved into a socially-oriented, independent-minded industry leader in the super-premium ice cream market. The company has had a history of donating 7.5% of its pre-tax earnings to societal and community causes. Ben and Jerry further extended their generosity by offering 75,000 shares at $10.50 per share exclusively to Vermont residents, so that they may help those who first supported the company; Ben and Jerry's wanted residents to profit from their venture as well. In addition, steady growth and a widely recognized brand name helped Ben and Jerry's obtain 45 percent of the premium ice-cream market, yet the company stock price remained stagnant at $21 a share for several years.
Key Management
Ben Cohen and Jerry Greenfield, the founders of Ben and Jerry's, gave the firm a very specific spirit. While the majority of corporate managers were under constant pressure to meet their shareholders' demands, Ben and Jerry were quite the opposite, frowning upon traditional business biases based on short-term interests and large profits. Initially, their quick business growth frightened them, as they both thought about severing ties with the fast growing company. However, what was supposed to be a threat to their ideals turned out to be a way to strengthen their campaign for social change. It was through their social ideals that they introduced "caring capitalism", a philosophy which spread throughout a host of educational, environmental and social events. The founders did not place emphasis on cash, equipment and inventories; the "tangible assets" of the firm. Instead, their focus was on "intangible assets" such as reputation, quality of life, joy, social concerns; all of which they considered to be as valuable as material assets. As a result, Ben and...
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