ben and jerrys
DESCRIPTION
TRANSCRIPT
Ben Cohen and JerryGreenfield
By: Sadie Smith
“I scream, you scream, we all scream for ice cream.”
http://chef2chef.net/internship/wp-content/uploads/2008/04/ben-jerry-smaller.jpg
How it all started Ben Cohen and Jerry Greenfield both
grew up in Long Island and met itmiddle school
Their first ice cream parlor was inBurlington, Vermont in which theyinvested only $12,000
Became incredibly famous in only 1year
In the early 1980s they expanded togrocery stores
How it all started cont. Opened stores up and down the east
coast and through the gain ofinvestors and independent distributorsthey got their product in every storethroughout the New England states
Became a publicly traded stock andgrew huge
Most Popular Flavors Cherry Garcia Chunky Monkey Half baked New York Fudge
Chunk Phish Food
http://www.thisdayinrock.com/wp-content/uploads/2008/07/cherry-garcia-comic.jpg
Business Tactics
• responsibility to the community• worker happiness• creative marketing strategies• don’t be afraid of Big Business
http://freelance-zone.com/blog/wp-content/uploads/2009/07/free-ice-cream-at-ben-and-jerrys.jpg
Responsibility to Community and Environment
Social responsibility and values makebusiness thrive
Success measured by impact oncommunity, not on amount of moneyearned
Donated money to charities andfoundations all over the world
Worker Happiness
Happy workers = successful business Greenfield created the “Joy Gang”-
activities in the workplace foremployees to have fun
Cohen and Greenfield encouragedworkers to suggest new ideas forhaving fun ex. Free 15 minutemassages
Creative Marketing Strategies Ice Cream is a fun product, and should
come across that way Brightly colored ice cream cartons “Cow Mobile”- drove up and down east
coast spreading word and giving outfree samples
Had very creative and different flavornames, many related to nationalissues - caused a huge increase insales
“The Cowmobile”
Don’t Be Afraid of Big Business
Don’t be afraid to be the underdog andface the big guys
Big Business Pillsbury came after Benand Jerry’s - Cohen and Greenfield inresponse launched campaign againstthem and spread word of theircompany - grew quickly and made lotsof money - as result Pillsbury backeddown
“I think that business is the most powerfulforce in the country. When business startsusing its voice for the benefit of the countryas a whole, not just in its narrow self interest,it can really be the force that can make thechanges that need to be made.”
-Ben Cohen