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Ethics, sustainable development and corporate social responsibility: Ben & Jerry's case study

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documents in English
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case study
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5 pages
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  1. SWOT analysis of Ben an Jerry's
  2. Strategy and marketing mix of Ben an Jerry's
    1. The product policy
    2. The price policy
    3. The place policy
    4. The promotion policy
  3. Corporate social responsability policy

Ben & Jerry's have evolved on a growing market. This is why the influence of customers and competitors is significant. Nevertheless, these threats have do not have a huge impact on the company, because the growth enables each competitor to find its own position. Even if prices are falling in mass retail, it does not impact Ben & Jerry's results directly, as mass retail represents only 17% of their shares of sales in France. Ben & Jerry's have a lot of advantages which are a result of their tie-up with Unilever, and their commitment to sustainable development. Thanks to these, the brand managed to increase its sales drastically and gain a position of leadership in France. Nevertheless, it has a low presence in mass retail, which could be linked with the types of packaging offered.

[...] As a part of Unilever, Ben & Jerry's adopts the same strategies, which allows the brand to be present in about 24 countries all over the world, and to offer a large range of ice creams, in different flavors and packaging. This case also provides us with precise information about the main target of Ben & Jerry's. Their customers are between 20 and 35 years old, live in big cities, have a trendy way of life through the radios they listen to, their food, their shopping habits or their taste for fashion etc. [...]


[...] Policy of dynamic innovation Innovation through light versions of products Ben & Jerry's benefits from a lot of strengths, which result from their membership with Unilever, and from their commitment to sustainable development. Thanks to these factors, the brand managed to increase its sales drastically, and to gain a position of leadership in France. Nevertheless, it has a low presence in mass retail, which could be linked with the types of packaging offered. In the future, the decision to depend on small producers might be a problem when the need for raw materials increases with Ben & Jerry's sales in mass retail Strategy and marketing mix of the brand Ben & Jerry's The Ben & Jerry's company belongs to the Unilever Group. [...]

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