By Kevin Hollowink
The brand that I chose to review out of the three ice cream brands was Ben and Jerry’s.
Link to Ben and Jerry’s website is http://www.benjerry.com
Q: Do they need to modify their marketing mix at all? Why or why not.
A: I think they need to modify the website just a little bit. It doesn’t say how it gets transported to stores and it doesn’t really mention the price that much. Overall, the website could improve with a little more detail.
Q: Product: What do you think sets the product apart? is that clear to consumers, and is there a specific reason why consumers buy this product? Explain.
A: This product looks really appealing compared to other products from other ice cream companies. I think it generally should be clear to consumers. consumers that care about the environment possibly like Ben and Jerry’s more than other ice cream companies because Ben and Jerrys packaging is environmentally friendly.
Q: Place: Is the product being sold in the right place? Where else would you sell it (list 2 types of places)?
A: Ben and Jerry’s products are being sold in grocery stores worldwide. 2 other places they could sell their products is get local ice cream trucks in communities that go around and sell there products or they could do online shipping and a refrigerated truck could drop off the ice cream to the customer.
Q: Promotion: Are they promoting it in a way that fits the brand? Name 2 other promotion ideas. Be specific.
A: Ben and Jerry’s has many different promoting ideas, including a website, coupons, tours, recipes of the ice cream, supports charity and their website has a game. 2 other promotion ideas that ben and Jerrys could use is use more commercials and mail people flyers and coupons instead of just putting them onto their website.
Q: Price: is their price reasonable? Do you think it’s based on value, competitor pricing, or cost of the product? Explain why.
A: Their price is reasonable, however, it is a little more expensive than brands just as good if not better than them. I think it is mainly based on cost of the product because there pricing ranges from $5 – $9 and it obviously isn’t based on competitor pricing because they have more expensive ice cream than Haagen Dazs and Chapman’s.