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Essay / Research Paper Abstract
This 5 page paper examines a marketing case study of Ben and Jerry’s supplied by the student. The paper looks a the target market, the way the company differentiates its’ products making them distinct from other premium ice cream companies such as Haagen Dazs, how this is communicated and which elements of the marketing message are most important to Ben and Jerry’s. The bibliography cites 1 source.
Page Count:
5 pages (~225 words per page)
File: TS14_TEbenjerry.rtf
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Unformatted sample text from the term paper:
product, as such the market is one where there is sensitivity to the price, as it is not an essential and with high quality goods and the premium pricing the
first characteristics of part of the target group will be at least an average, but probably a higher than average income for regular purchases. The main purchases are made in
grocery stores and supermarkets, this also increases the level of the female purchaser as a major purchaser. However, the use of the franchise stores sees a different demographic profile, there
are more likely to be leisure purchases made by those with a younger age profiles who want a decadent product. The target market may also be identified by values
and attitude to life. The product is made with natural products and it is shown that this is the case on the product cartons, reflected I the name and also
with the high level of community support and activities that take place For example, the sue of a company in New York to provide the fudge brownies that makes use
of under skilled workers in a high unemployment area where the profits are used to help the homeless is am image that attracts publicity and will appeal to the market
which values these types of activities, 7.5% of the pre tax profits are put to good causes. This helps not only to create publicity and communicate a message but also
as a way of differentiating the product. The use of innovative different names also has the same impact, allowing association to be made and giving the impression of new innovations
in ice cream flavours. If we look at Haargen Dazs there is a cross over in the market, they are also appealing to the premium market, but are differentiating
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