Heavy Weights
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Clash of the Heavy Weights
There are two companies which have risen above the rest to become leaders in the ice cream industry. Ben and Jerry's and Baskin Robbins are considered to be the most popular ice cream makers. Even though both companies were founded over thirty years apart, they have become most successful franchises in the ice cream industry.
Both companies have gone in different directions. Ben and Jerry's has aimed its products to be sold in local grocery stores and convenience stores, but they have diversified themselves by opening countless scoop shops around the United States. On the other hand Baskin Robbins has concentrated on the ice cream parlor market. Yet, the sheer number of Baskin Robbin parlors (over 4500) have made it the largest chain of ice cream specialty stores.
In the early 1980's Baskin Robbins attempted to introduce its pint and gallon sized ice cream varieties into super market and grocery stores. This immediately caused Ben and Jerry's to go into a panic. They began pricing their pints more competitively and began a rigorous advertising campaign...