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

Extract

[...] 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. [...]

[...] This technique would be more coherent with the brand policy's specificity CSR policy Since its creation, Ben & Jerry's has always maintained a perspective of respect for the environment and social responsibility. The policy of the company is closely linked with the way of Corporate Social Responsibility. This close link is due to: The ingenious choice of its suppliers and their social responsibility, and the awareness of the environmental impact of their businesses. The foundation, which supports specific causes and associations. [...]

[...] The Price policy Ben & Jerry's ice creams are sold at prices between 5.30 to 6.50 for 500 ml tubs (depending on distribution channels) and from 2.50 for 1x150 ml tub to 3.99 for 2x150 ml tubs. Thus they are rather high prices. Apart from recording a higher turnover, the price strategy has been chosen to respect coherence with its range, its brand and its high quality image. It also answers to the cost constraints, and is tied to their commitment to sustainable development, and to the constraints of the distribution channel. [...]

[...] If the risks of such strategy are considered high, the company could sell its ice creams in special shops owned by the company, which would preserve the authenticity of the products of Ben & Jerry's. The promotion policy Following a new marketing strategy, Ben & Jerry's should think about new tools of promotion. Many tools can be chosen without affecting the socially responsible image of the brand, such as the sponsorship of some events related to sustainable development, including the promotion of sustainable agriculture, respect for the environment and so on Ben & Jerry's could also advertise in special magazines, which target, socially responsible customers, who care about the respect for the environment. [...]