Blue Bell Case

Situation Analysis Continued:

Blue Bell is an established ice cream company that is well known throughout the southern part of the U.S. Their most popular flavor, homemade vanilla, strengthens the core of the brand. Over the years they’ve added new items to their menu like low fat ice cream, sherbet, no sugar added vanilla and the exciting holiday flavors revealed towards the end of the year. The ice cream is produced in what they’ve established as “creameries” which are open to the public.

Blue Bell is a southern traditional favorite that families will always stick with, but their top three competitors are Breyers, Ben & Jerry’s and Haagen-Dazs. However, due to last year’s listeria crisis it caused the company to take a big hit halting

production and in result a decline in sales. After the crisis, Blue Bell still had their loyal customers buying ice cream when production resumed but without a social media presence it made their return stagnant. Unfortunately, with an outdated website and a lack of social media it puts them behind the competition.

Also, Blue Bell is only sold in 23 out of 50 states which is a reason they are the number four ice cream brand in the world. During the latter part of the year ice cream sales decline due to the season change which contributes to consumers buying less ice cream. Creating a more in-depth social media presence would enhance their following increasing the number states selling the ice cream. With branding, an interactive website is a portfolio that informs spectators about the company and the products they offer. Placing an emphasis on developing coupons during the winter months and partnerships with school and universities would reverse the declining sales. Creating new holiday flavors like Hot Chocolate ice cream or commercials offering unique ways to eat more ice cream in the winter would invite more consumers.