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Going by catchy slogans such as “lick global warming” and “from cow to cone” is Ben & Jerry’s, an American ice cream company. The company, a division of Unilever Conglomerate manufactures ice cream, sorbet, frozen yoghurt and a number of other ice cream products. The company is headquartered in Vermont with its main factory located in Waterbury, Vermont. Currently, the company operates in 28 countries (benjerry.com). Ben & Jerry’s is famed as an innovative market leader in a super premium industry. The company blends various strategies bearing on environmental responsibility, social activism while enhancing its growth, expansion and profitability.
Segmentation strategy
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