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Ben & Jerry's Consumer Behavior

Outline:

I - Background Information 3
1.1 Historical Background 3
1.2 Mission Statement 4

II - Market Analysis 5
2.1 SWOT Analysis 5
2.2 Business Analysis 7
Segmentation 7
Targeting 8
Positioning 9
2.3 Marketing Mix: 4 P’s 10
Product 10
Price & Place 11
Promotion 12

III - Consumer Behavior Portfolio 13
3.1 Consumer Decision Making Process 13
3.2 Characteristics Affecting Consumer Behavior 16

VI - Conclusion and Recommendations 27

I - Background Information

1.1 Historical Background

It all began in junior high gym class in Merrick, Long Island. Two boys, running around the athletic field, had found a common bond. Ben Cohen & Jerry Greenfield hated running, but they loved food. In 1978 they decided to go into business together. With diplomas from a $5 correspondence course & their life savings ($8,000), they converted an old abandoned gas station in Burlington, Vermont, into the original Ben & Jerry’s & stated making Vermont’s Finest ice cream. They used only fresh Vermont cream & milk, & the best & biggest chunks of nuts, fruits, candies & cookies. It wasn’t long before the lines for ice cream stretched out the door, & that was only the beginning. Ben & Jerry wanted to run a business that would share its rewards with its employees & with the community.

Ben & Jerry soon became popular in the local community for their innovative flavors, made from fresh Vermont milk and cream and large portions of whatever ingredients they felt tasted good on the day of making! While they both disagreed at times over flavor combinations, what they did both agree was that they were in this business to enjoy themselves as well as earn a living. Jerry’s motto was "If it's not fun, why do it?"

Over the following years, Ben & Jerry's moved from being a one operation to manufacturing tubs of their increasingly famous ice cream...