Ben and Jerrys

Ben Cohen and Jerry Greenfield founded Ben and Jerry’s ice cream in 1978, in a renovated gas station in Burlington, Vermont. With a $12,000 investment, Ben and Jerry began using Vermont milk to make many different ice cream, yogurt, and sorbet flavors. Through the years, Ben and Jerry’s has grown and prospered throughout the world.

Looking at Ben and Jerry’s vibrant brochure, a sense of community jumps off the page as its public image. The brochure gives a feeling of giving back, and helping out. Throughout the brochure are images of people, of all shapes, colors, sizes, and ages. These diverse people are standing together, united. One specific image used for the Ben and Jerry’s Foundation:

This image displays unique animated people, rejoicing to a rising sun. A rising sun possibly symbolizes a better tomorrow. The Ben and Jerry’s Foundation provides for a better tomorrow. The Foundation wa

Major priority publics are other ice cream manufacturers, especially Haagen-Dazs. Haagan Dazs is another producer of premium ice cream. There is severe competition between the 2 players. If this rivalry is weak then companies have an opportunity to raise prices and earn greater profits. However, if rivalry is strong significant price competition including price wars can occur. However, other ice cream manufacturers also are a priority because of consumer wants for less expensive ice cream. With other manufacturers producing ice cream, imitations for the product are being developed more rapidly. With Haagan-Dazs and other competitors, Ben and Jerry’s need to know their market stand as well as that of the competition. Another most recent priority publics are the investors. Since Ben and Jerry’s went public, investors have put money into Ben and Jerry’s to watch its success. With a rise in competition, Ben and Jerry’s needs to make sure sales and stock do not decline.

s founded in 1985 through a donation of stock. It makes yearly donations of over $1.1 million dollars. By adding information about the Foundation to the brochure, the consumer becomes fully aware of how socially involved Ben and Jerry’s is within the community.

Ben and Jerry’s is known for their innovative marketing strategies, which are mostly socially and environmentally conscious. They reinvest their profits in to society. This is seen through the brochure, as the meaning behind specific ice creams are revealed. The brochure displays a new flavor, Vanilla for a Change. This is no ordinary vanilla ice cream. This ice cream has vanilla beans that were grown and harvested by small-scale farmers in Indonesia. The premiums that Ben and Jerry’s pays for their quality vanilla helps the farmers them re-invest in their families & communities for a positive change. Another new ice cream flavor, One Sweet Whirled, promotes Ben and Jerry’s global warming campaign. For this campaign Ben and Jerry’s teamed up with the Dave Matthews Band to spread awareness of how consumers can lower CO2 emission into the environment.

As Ben and Jerry’s promote their socially and environmentally

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