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English (U.S.)
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Ben and Jerry's Ice Cream (Other (Not Listed) Sample)


The task was to explain how Ben and Jerry's Ice came to existance. The sample basically explains this in details.


Ben and Jerry’s Ice Cream Name Institution Ben and Jerry Ice Cream Ben and Jerry’s was an ice cream manufacturing corporation that was started in the year 1977. This was after former school mates, Ben and Jerry, were dissatisfied by their jobs and decided to open an ice cream manufacturing shop. They opened their first shop in Burlington in a $12, 000 investment. The investment was sand immediate success, but the winter period of the year 1980 made them come up with the idea of packing there ice cream in pints due to the low demand of their product, and sell it to retailers. In 1981, the company was able to sell as much ice cream as they could make. Their annual growth rate was sixty percent, raising need to spread some branches so as to manage the increasing demand of ice cream. Statistics showed that most demanding families had children averaging five years old, or they had old people of over fifty five years. The corporation produced different types of ice cream which included, super premium, premium, regular and economy. The super premium had a high percentage of fat and low level of air in the making of the product, making it more delicious and highly demanded. Super premium products were packed in round containers but other products were packed in rectangular containers. In the year 1988, Ben and Jerry’s were named U.S. Small Persons of the year, and this was phenomenal to the growth of the corporation. The corporation thought on how to distribute their super premium products. They used Dreyer’s Grand Ice Cream Inc, and Sut’s Ice cream for distribution. They also used local area distributors, who distributed the products within a limited area. Frusen Gradje and Steve’s were losing their distribution very fast in the year 1990. Their market distribution fell by 15% and the shares points fell by three percent points. In 1990, Ben and Jerry’s was on the top position nationally in ice cream production, and was in fifth position in ice cream makers of any type. They produced a wide range of flavours including chunky monkey and Cherry Garcia. The corporation’s growth was due to the spread to different geographical locations. It had identified twelve core markets that represented two thirds of the super premium distribution in United States of America. The other thing that contributed to the rapid growth of Ben and Jerry’s was the invention of new super premium products. In 1990, they made Rain Forest Crunch, Wild Maine Blueberry, Chocolate Fudge Brownie, and Fresh Georgia Peach Light. This step raised their sales by 15% by the end of 1990. This rapid spreading of the corporation imposed new challenges on Ben and Jerry’s. This is because they had to develop innovative market strategies, and improve management enquiries so as to satisfy the rising number of customers. Ben and Jerry’s saw that there was a need to help the people in the States. This was because Ben had grown social concerns about the society. Ben decided that the market promotion of the firm should be educational and should also cover social issues affecting the society. They supported issues such as family farm issues, and also ban the Bovine Growth Hormone. They also sponsored summer music festivals across the nation. They advocated for world peace, environment and other social issues. These activities developed a great image for Ben and Jerry’s on the process. Ingredient sourcing was also done for social purposes. For example, they bought blueberries from a farm owned by native farm group, so as to raise their life standards. They were also supplied with brownies for their chocolate fudge brownie by a New York bakery owned by homeless people. They did all this with a reason to take care of the less privileged in the society. In 1985, the company started funding community projects, and organised four hundred companies to form a group called 1% peace. The group intended to rejuvenate world peace, not for profits but for social benefits. Internally, the company decided to be caring, mostly to its employees. Employee training programmes were started, they attended work casually, and also the office meeting were organised as bashes. All the social ideas came from the founder, who said that they were not business minded and did not graduate from college when they started the ice cream parlor in 1977. This social degree of the company gave it a promotion boost, and increased the morale of the workers because they realised that the founders of the company recognised their efforts. Statistics showed that 52% of the population would pay 10% more for a product from a socially con

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