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Essay / Research Paper Abstract
This 3-page paper discusses the potential market for Greek Yogurt with Honeynut Clusters, a new flavor introduced by Ben & Jerry's. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: AS43_MTgreeaudi.doc
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Unformatted sample text from the term paper:
frozen yogurt dubbed "Greek Frozen Yogurt with Honey Nut Clusters" into the marketplace. The audience at which this product would be aimed are health-conscious 25-40-year-olds. The writer has been asked
to analyze the target audience, and to do so, it would be a good idea to take a look at both the markets perception of Ben & Jerrys and the
healthful benefits of Greek yogurt. First of all, this wouldnt be Ben & Jerrys first foray into use of Greek yogurt for its
confections. A quick glance at the website shows a variety of flavors with a Greek yogurt base - the problem, however, is that the combinations include shortbread, peanut butter and
fudge chunks - none of which could be considered healthy by any stretch of the imagination. This is the next issue thats
faced, which is that of the perception of Ben & Jerrys. Though the company itself is well-known for its corporate citizenship and its attention paid to sustainable practices, it is
still known as a manufacturer, marketer and distributor of premium ice cream with plenty of butterfat (Colbert, 2012). It sells its frozen treats under names such as Cherry Garcia, Chunky
Monkey and Karamel Sutra (Colbert, 2012). Furthermore, in response to concerns from Washington DC-based public health non-profit Center for Science in the Public Interest, Ben & Jerrys removed the term
"All Natural" from its products, especially those containing processed or artificial ingredients (Colbert, 2012). None of this helps the image that Ben & Jerrys needs to promote to a health-conscious,
younger market. Now, the market perceives a lot of benefits when it comes to regular Greek yogurt. For one thing, the taste
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