Marketing

Marketing Ben & Jerry¡¦s was experiencing a steady growth within their sales figures from 1990 to 1993. However, In March 1994, Cost of Sales increased approximately $9.6 million or 9.5% over the same period in 1993, and the overall gross profit as a percentage of net sales decreased from 28.6% in 1993 to 26.2% in 1994. This loss might have been a result of several reasons, such as high administration and selling costs, a negative impact of inventory management, and start up costs associated with certain flavours of the new ¡§Smooth, No Chunks¡¨ ice cream line. Ben & Jerry¡¦s selling, general and administrative expenses increased approximately 28% to $36.3 million in 1994 from $28.3 million in 1993 and increased as a percentage of net sales to 24.4% in 1994 from 20.2% in 1993. This increase might reflect the increase in marketing and selling expenses and the increase in the company¡¦s administrative infrastructure. Ben & Jerry¡¦s loss was not solely due to their employee orientated approach, but they appeared to have taken out a vast amount of capital lease in their aim to automate their production to keep up with the intense competition. As reflected in the balance sheet, Ben & Jerry¡¦s ben, jerry, market, ice, bj, company, cream, consumer, jerry¡¨s, price, marketing, needs, rivalry, high, companies, social, share, premium, new, image, however, costs, competition, changes, 1994, suppliers, supplier, should, sales, profits, products, product, perfect, due