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Positive Brand image through CSRConsumers may appreciate the charitable nature of the company (McWilliams & Siegel, 2001). Ben & Jerry’s has set up a charitable foundation to help support a variety of projects based in the markets in which it operates. For example, the company set up a charitable foundation in the UK when it moved into that market(Jerry’s, Our History: Ben & Jerry’s, 1999). Ben & Jerry’s also demonstrates how they care to its consumers. Ben & Jerry’s donates 7.5 percent of pre-tax profits tocharity, while the average corporation in the United States donates 1 percent (Dennis, Neck, & Goldsby, 1998). The organizations that receive the money include environmental groups, AIDS projects, a centre for immigrant rights, American Indians and the homeless (Dennis, Neck, & Goldsby, 1998).Ben & Jerry’s also help the farmers by buying the dairy from the farmers, especially in Vermont and Netherlands for European Union Ben & Jerry’s products (Freese, 2007). Supporting family farms acknowledges their own founding principle that ‘business has a responsibility to give back to the community where we do business (Jerry’s, Our Values : Ben & Jerry’s, 2015).In addition to extending CSR to the environment, another strategy Ben & Jerry’s use is to combine marketing with their message (Neuborne, 1999). Their marketing formula incorporates basic level social activism and low budget, community focused tactics (Thompson, 2001). They use CSR to do most of the marketing work. One of the way is creating various flavours that contribute to charitable causes. In 1989, Ben and Jerry’s created the flavour Rainforest Crunch, as of the way to help spread the word about the preservation of rainforests. The label from the product read ‘money from these nuts helps to show that rainforests are more profitable when cultivated for traditional harvest than when they are cut and burned for short-term gain’ (Polk, 2014). By CSR they can get a positive brand image and the premium price charged for their product is no longer an issue for the customer. The support gained by Ben & Jerry’s towards their CSR will then help them gain fund easily and so with the profits.Product DifferentiationBen and Jerry’s produce their products in environmentally, animal friendly ways and supporting local farmers especially from Vermont (Dennis, Neck, & Goldsby,
1998). All farmers who provided dairy had agreed to use no bovine growth hormone (BGH) (Polk, 2014). This has made their ice cream become an all-natural and high quality in the same time. In 1998 Ben & Jerry’s introduced the eco-pint, the ice cream industry’s first pint container made from unbleached paperboard, avoiding the use of chlorine in the production of the packaging, a major source of dioxin and recognized as one of the earth’s most toxic chemicals(Freese, 2007). They also advertised the use of recycled materials to make their cartons (Liberman, 2011).One of their brand signature, is big chunks of added ingredients such as fruit, chocolate or cookies so people with no sense of taste can rely on the mouth feel.