In this paper the author
examines the three-fold mission statement of the well known ice cream
company, Ben and Jerry's.
He relates this mission statement to how the company has achieved its continued success. The author
examines the promotional strategies that Ben and Jerry's use in order to further promote their brand. He does this by mainly looking at the website that Ben and Jerry's set up. The author examines all the aspects of the Ben and Jerry's website from the franchise
section to the children's entertainment section. He looks at how the company targets a mixed niche market of those who love ice cream, who care about the environment, waste, natural foods and political and socio-economic causes. The paper concludes with the authors own suggestions for further promoting the successful Ben and Jerry's ice cream company.