Established in 1978, Ben & Jerry’s opened its first scoop shop in Burlington, Vermont within a gas station. The local community quickly embraced the company for its all-natural ice cream made from fresh Vermont milk and cream. Throughout the years, Ben & Jerry’s has demonstrated a commitment to environmental sustainability and animal welfare through waste reduction initiatives and partnerships with the World Wildlife Fund. As an F&B company specializing in ice cream, they operate multiple official websites catering to different regions such as http://www.enjerry.com.sg for customers in Singapore and http://www.benjerry.com for customers in the United States. For this discussion, our focus will be on the Singapore website of Ben & Jerry’s. This particular website provides information about shop locations and product offerings aimed at individuals who enjoy ice cream, especially teenagers and young adults. Various factors contribute to this target customer segment.
The price range of the ice cream is not cheap, but its quality is excellent. Ben & Jerry’s primarily targets specific demographic and psychographic segments. They aim to attract teenagers and young adults through their appealing packaging. Moreover, they have promotions specifically designed for students, as they understand that some of their customers may have limited funds.
The company is focusing on targeting people’s lifestyle through psychographics. The products have a relatively high price range but also boast good quality, making them a symbol of social status. Those who consume Ben & Jerry’s are perceived to be of higher class compared to those who purchase ice cream from roadside stores. The company has effectively reached their target segments based on psychographic and demographic factors, as evident from their website. The website for Ben & Jerry’s is captivating, featuring numerous animations and an adorable design.
The website is designed to provide a highly interactive and captivating experience for users. It offers engaging activities like chocolate therapy, cowpaticus, past you eyes, and other exciting features. Additionally, users can participate in online competitions where they experiment with different ice cream flavors to invent new ones, thus offering innovative flavor ideas to Ben & Jerry’s. The site primarily focuses on showcasing information about Ben & Jerry’s products, store locations, and promotional offers.
Their main aim is to inform the public about their environmental and animal protection efforts in order to gain support. They want consumers to sympathize with them and buy their products. According to my survey, 56.7% of respondents prefer Ben & Jerry’s, making it the top choice. Haagen Dazs is the closest competitor, chosen by around 26.7% of respondents. Swensen comes in second place with a selection rate of 13.3%, while Andersen’s of Denmark Ice Cream is the least popular option at just 3.3%.
While many people who prefer another brand believe that Ben & Jerry’s has a similar level of quality, the company differentiates itself from its competitors through product differentiation, channel differentiation, and image differentiation. The brand aims to position itself as a value-focused option. By using all-natural, high-quality ingredients and offering innovative flavors, Ben & Jerry’s strategically employs product differentiation to gain a competitive edge in the ice cream market.
Ben & Jerry’s distinguishes itself from rival ice cream companies with its unconventional flavor names like Chubby Hubby, Wavy Gravy, Phish Food, and Chunky Monkey. In addition to this, Ben & Jerry’s product packaging excels compared to its competitors. The use of recycled materials in the packaging not only enhances the uniqueness of their ice cream but also helps to reduce costs. The design of their ice cream tubs is visually appealing and captivating, surpassing competitors such as Haagen Daazs, which opts for a plain design for their products.
Ben & Jerry’s has differentiated itself in terms of distribution channels for its products. Normally, ice cream is distributed through supermarkets or cafes. Unlike its competitors Swensen and Andersen’s of Denmark Ice Cream, which only have cafes, Ben & Jerry’s has adopted both distribution channels. This allows their products to reach a wider target market.
Most customers consider Ben & Jerry’s products to be high class, but they are available everywhere. Ben & Jerry’s differentiates itself through eco-friendly and animal-friendly practices. The image they attempt to portray is one of value and quality, as customers perceive their products as worth the price. Ben & Jerry’s employs internet marketing strategies to promote their high quality ice cream.
Ben & Jerry not only prioritize the taste and assortment of their ice cream, but they also consistently introduce fresh flavors over time. Their website even offers competitions where users can blend various ice cream flavors to form one-of-a-kind combinations. This inventive strategy enables Ben & Jerry to create new flavors for their ice cream. Moreover, the company places significant importance on promotional activities, such as distributing complimentary scoops of ice cream to customers in order to promote their products.
Ben & Jerry’s has a dual focus on creating environmentally friendly and animal-friendly products. They provide their offerings to customers through two primary channels. The first avenue is their cafes, including locations in Dempsey, City Hall, and The Cathay. These cafes offer customers the opportunity to sit down and savor their ice cream. The second approach involves supplying pint-sized ice cream to supermarkets, enabling them to reach a broader market and enhance product accessibility.
