An Analysis of Ben and Jerry's Marketing Strategies Essay

Ben and Jerrys marketing stratgiesBen Jerrys was experiencing a steady growth within their sales figures from 1990 to 1993. However, In March 1994, Cost of Sales increased approximately 9.6 million or 9.5 over the same period in 1993, and the overall gross profit as a percentage of net sales decreased from 28.6 in 1993 to 26.2 in 1994. This loss might have been a result of several reasons, such as high administration and selling costs, a negative impact of inventory management, and start up costs associated with certain flavours of the new Smooth, No Chunks ice cream line.Ben Jerrys selling, general and administrative expenses increased approximately 28 to 36.3 million in 1994 from 28.3 million in 1993 and increased as a percentage of net sales to 24.4 in 1994 from 20.2 in 1993. This increase might reflect the increase in marketing and selling expenses and the increase in the companys administrative infrastructure.Ben Jerrys loss was not solely due to their employee orientated approach, but they appeared to have taken out a vast amount of capital lease in their aim to automate their production to keep up with the intense competition.As reflected in the balance sheet, Ben Jerrys had reinvested huge amounts of property and equipment in 1994 increasing their long-term debts by almost 45 in 1993.Alternatives available to the consumer now, and in the foreseeable futureHaagen Dazs is currently the main competitor in the concentrated market place for super premium ice cream. Substitutes are however available. There are other ice creams not in the super premium category. To an extent, these are real competitors. However for the market BJ caters for the up market 25-40s with a high disposable income their strategies should not have a great impact on BJ. The frozen yogurt lines which BJ now provides, has a number of direct competitors to deal with. Dealing with other substitutes is not that simple. Expensive (or not) chocolate, cakes, croissants...

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