Ben & Jerrys Homemade, Inc. is a manufacturer of super premium ice cream products. Ben & Jerrys was founded in 1977 by two friends, Ben Cohen and Jerry Greenfield. Ben & Jerrys creates an assortment of premium ice cream, frozen yogurt and sorbet. In addition to ice cream Ben & Jerrys product line has increased in recent years to frozen yogurt, sorbets and novelty items such as Peace Pops and Brownie Bars. Ben & Jerrys has also made it a point to donate money to various social causes and charities through the Ben & Jerrys foundation. The Ben & Jerrys foundation donates 7.5% of its pretax profits to various organizations every year. Ben & Jerrys marketing strategy is gourmet ice cream (natural) and innovative promotions. Ben & Jerrys doesnt spend much on advertising but a lot of effort is put into the marketing of the company to the public. Ben & Jerrys relies heavily on their national distribution through supermarkets. Supermarkets generate a lot of traffic & sales and Ben & Jerrys uses that to its advantage all while being very selective of which stores sales its products. Another unique distribution strategy Ben & Jerrys uses is allowing customers to order their products by mail. As of December 1991, there were three company-owned and 137 North American franchised Ben & Jerrys ice cream parlors.Ben & Jerrys made the move to expand internationally in 1987. The company has been growing and prosperous as an international company the past 14 years. With new expansion plans on the rise Ben & Jerrys is hoping to become dominate in its industry with aspirations to expand in Western Europe and Asia....
