Ben & Jerry's Website Review and How it Applies to Marketing

Ben & Jerry's marketing strategy seems to commit to social and environmental issues on a local and global scale; and still market's itself as a traditional, homemade style of operation. After pouring through their pages, I found a great deal of emphasis on their social issue agenda, which actually was more of a turn-off to me than if they were to concentrate on the best product and even a top focus on their economic mission.

The organization's mission statement is three-fold: Product, economic, and social. The product mission is to make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment. The economic mission is to operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders & expanding opportunities for development and career growth for our employees. Finally, the social mission is to operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally & internationally. Central to the mission is the belief that all three parts must thrive equally in a manner that commands deep respect for individuals in and outside the company and supports the communities of which they are a part. (Ben & Jerry's Website, 2004). Ben & Jerry's marketing strategy is consistent with its mission. A great deal of effort seems to be put on the Social Issue agenda for this business. The products being the highest-quality and the like was explained in the "From Cow to Cone" part of the website and seemed to impress upon the viewer the wholesome way their ice cream is processed. Environmental emphasis was displayed through their discussion of refrigerants and improvements they are studying and making to clean up their operations to be more environmental friendly.

Does B & J's appear to be a customer-oriented organization? How is the company using its web site to build relationships with its customers? Ben & Jerry's appear to be a customer-oriented organization because of several features. They are: Quality products appealing to a wide audience, Extensively showing how their products are made, Asking for suggestions of new flavors from the public, Fun flavors that appeal to a range of ages, The Ben & Jerry's Foundation providing funds for various social and environmental improvements, Offering information such as "From Cow to Cone" to be viewed so that everyone understands how their product is made, Use of organic products to appeal to organic customers, and Market their company like common people making quality ice cream.

This is only some of the ways the organization appears to be customer-oriented. In addition, the organization asks its customers and website visitors for input. This request gives customers "buy-in" or product input that would make the customer feel more a part of Ben & Jerry's business; thus, making the customer more apt to buy the product. The company using its web site to build relationships with its customers by providing interactive pages; create a flavor suggestions; fun craft section; gift shop; ice cream by mail; the way the web site is developed (user friendly, fun, a bit cartoony, informative, bright colors, using real video feeds as a movie inside the Cow to Cone presentation, etc.); an appeals to a wide range of demographics. Also, when a customer makes a flavor suggestion, they receive an email (immediately) from the site letting the customer know that the suggestion has been received. This is what it says:

"Hello Kimberly,

Your idea has been logged into our Random Genius Ideas Database. If we decide to use it, you'll be hearing from us.
Idea Type: Flavor
Idea Name: Chai Latte Caramel Crunch
Description: Chai Latte Flavored ice cream ribboned with caramel, with graham cracker crust-like chunks....YUM!
Thanks again for your idea.
Consumer Assistance
Ben & Jerry's"

This immediate response gives the customer a feeling of appreciation and would likely make other suggestions that could possible be used (therefore influencing the economic part of the mission).