Ben & Jerry’s Ice Cream is one of super premium and famous brands, recognized by consumers around the world. It has remarkable taste of ice-creams, and made from selected quality organic ingredients. To ensure that Ben & Jerry’s products can forward happiness to all parties, by obtaining justified raw materials and has social responsibility giving to both suppliers and consumers. Not only the remarkable tastes and justified production, Ben & Jerry’s also always develops innovation to serve their consumers. These are fundamentals to have Ben & Jerry’s achievements for 42 years since it has established in 1975. Now it has served consumers over 21 countries around the world and started in Thailand in 2016.
The super premium ice cream market today is still very small in Thailand, but there has still a lot of growth potential. The right marketing strategies can lead Ben & Jerry’s to satisfy consumers’ needs. Presently, consumers’ lifestyle, behaviors and needs have changed significantly. Especially, the middle-to-upper-class ones who are our consumers are looking for satisfying experience, quality brand image and communication to find the right products.
