We love our dogs, always asking them “who’s a good dog?” And then of course, rewarding and treating our very good dogs. One snack that dogs love to munch is ice cream. And now Vermont ice cream company Ben & Jerry’s has introduced a new line of frozen dog treats – Doggie Desserts.
Doggie Desserts is the company’s first movement into the growing markets of pet foods and treats. According to the American Pet Products Assoc., the number of U.S. households with pets grew to 84.9 million homes in 2020. During these trying Covid times, pet adoptions are at an all-time high, meaning that more pets than ever are trying to keep their humans sane. From 2015 to 2020 spending on dog treats jumped 44% to $5.5 billion.
Doggie Desserts follow the Ben & Jerry’s model and are made with fairtrade-certified, non-GMO ingredients. The company stated that it worked with a veterinary nutritionist and other consultants to make sure the non-dairy products are safe and easy for pups to digest. No one wants Spot to have an upset tummy!
There are two flavors sold in 4-ounce cups: Pontch’s mix of peanut butter and pretzel swirls, and Rosie’s Batch of pumpkin and mini cookies. Prices at $2.99 per cup (four for $4.99) and the frozen treats will be placed near popsicles in the frozen food aisles, conveniently located near Ben & Jerry’s ice cream. That’s one pint for us, and one for our dogs.
Now, who’s a good human?
Group Activities and Discussion Questions:
- Discuss the four primary marketing strategies: market penetration, market development, product development, and diversification.
- Show Ben & Jerry’s website: https://www.benjerry.com/flavors/doggie-desserts
- A video can be found at: https://youtu.be/h2lzIEeRVsQ
- Which strategy is Ben & Jerry’s using for this product? Why?
- Discuss setting SMART objectives (specific, measureable, achievable, realistic, and time-bound).
- Divide students into teams. Have each team set three SMART objectives for this strategy.
- How would these objectives change if a different market strategy was used?
- Have each team determine the marketing mix (4Ps) to support their strategy choice.
Source: Minneapolis Star Tribune; Washington Post; other news sources