€€5.895.89 €€5.855.85

Social MissionSocial Mission  

Product MissionProduct Mission  

Economic Economic

MissionMission    

““Our aim is to make Our aim is to make the best the best possible ice creampossible ice cream, in , in the nicest the nicest

possible waypossible way…”…”

•Value PropositionValue Proposition•Point of DifferencePoint of Difference•USPUSP•Paradox Within the BrandParadox Within the Brand

““The end result of positioning is the successful creation of The end result of positioning is the successful creation of a customer focused value proposition, a cogent reason a customer focused value proposition, a cogent reason why the target market should buy the product” why the target market should buy the product” Kotter et al, 2009Kotter et al, 2009

““To those aged between 25 and To those aged between 25 and 40 with a high disposable income, 40 with a high disposable income, who are environmentally who are environmentally conscious and socially aware, conscious and socially aware, Ben & Jerry’s is a delicious Ben & Jerry’s is a delicious luxurious ice-cream made with luxurious ice-cream made with high quality ingredients while high quality ingredients while respecting our customers, our respecting our customers, our suppliers, our community and our suppliers, our community and our environment.”environment.”

100% Fair Trade by 2013 100% Fair Trade by 2013

$1.1 million of philanthropic $1.1 million of philanthropic

donations annually donations annually

"One Sweet Whirled” - "One Sweet Whirled” -

awareness of global warming. awareness of global warming.

Work against forced child labourWork against forced child labour

““Only happy cows make great Only happy cows make great

ice creamice cream””

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Acquisition of Ben & Acquisition of Ben & Jerry’s by Unilever in Jerry’s by Unilever in 20002000

Unilever acquires more Unilever acquires more socially responsible socially responsible imageimage

Ben & Jerry’s acquire Ben & Jerry’s acquire distribution network distribution network

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Customer InteractionCustomer InteractionCustomer satisfactionCustomer satisfaction

Customer Loyalty Customer Loyalty

Brand Consistency WW and All ChannelsBrand Consistency WW and All Channels

Community CreationCommunity Creation

Social Media Platform  Social Media Platform    

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