Ben And Jerry's Case Study

Market Description

Ben and Jerry 's ice cream business operates within a highly competitive market. They manufacture premier quality ice cream which is considered to be rich in greater characteristics than the other ice cream brands and commands a premium price. Ben and Jerry 's two main competitors are Haagen Dazs and Dreyer’s Grand Ice Cream Company. Nestle, Starbucks and Healthy choice are the other main competitors.

Ice cream is a Fast Moving Consumer Good (FMCG) in the market and known to be very competitive to be established in the mindset of the consumers unless there is a strong plan for differentiation and positioning of the brand. Ben and Jerry’s ice cream is one of the most famous example for brand positioning and

According to Ben and Jerry’s, they use all natural, high quality ingredients and inventive flavors of high quality as the differentiation strategy to acquire the competitive advantage in the ice cream business. Differentiation is done by means of using these values. Using peculiar names for the flavors such as Chunky Monkey, Wavy Gravy, Cherry Garcia and Chubby Hubby also set Ben and Jerry’s at a distance from their competitors. Moreover, the usage of recycled and unbleached paper and materials in packaging add outstanding value to Ben and Jerry’s ice cream and also reduces the

By using brand management the perceived value of the product can be increased. Brand equity is another function which is used to generate more revenue using the brand name. Brand equity can be defined as the value of having a well-known brand name in order to generate more revenue than a less known brand name where consumers think a product with well-known brand name is better than a product with a less known name.

Developing a strong relationship with the target segment is important in brand management. Usually brand management is an intangible element as it deals with the mindset of the consumers. Nevertheless tangible elements of brand management do exist. They are the product, packaging and the price etc. tangible elements will provide the experience to the customer to have a relationship with the brand and leads to position and accumulate in the consumer’s mindset.

Brand management is relatively a long term process. It takes time to sink and accumulate in consumers mind as it’s an intangible process. It enhances brand equity and brand health. Usually these type of firms need more resources to do brand management and maintain good brand equity and brand health. As Ben and Jerry is a new company of lacking resources so they need immediate results with more revenue it’s not advisable for them to follow brand management and