Daily tour of the company’s Waterbury ice cream factory, one of the 1st tourist attraction in Vermont

2.1 Ben Standardization of marketing efforts by franchised “scoop shops”  Investment in

community-oriented efforts (The giraffe Project, Solar powered scoop truck)  Partnershops donated
to NFPA  Supporting causes and campaigns through events  Sponsoring of big outdoor festivals
(Vermont, Chicago, San Francisco and Rhode Island)  Little media advertising and no use of an
outside advertising company Marketing Marketing actions: & Jerry’s performance

Strategy

he company clearly uses differentiation as strategy to gain competitive advantage. To do so,

founders count on quality, innovation and social involvement, three qualities resulting from
company’s mission and resources and capabilities. Mixed all together, it creates key success factors
that make replication from competitors very difficult and that allow to maintain the competitive
advantage on the long run.