If Ben & Jerry's sold more units of its Bonnaroo Buzz Fair Trade-sourced super premium ice cream to U.S. consumers as a result of increased promotion while keeping its price per pint the same, it would be using a __________ strategy.

Question

Quizplus · Accepted Answer

Market penetration strategy is used when a company wants to increase its market share in the existing market with its existing products. In this case, Ben & Jerry's is increasing promotion of its existing product (Bonnaroo Buzz ice cream) to sell more units to U.S. consumers without changing the price. Therefore, it is an example of market penetration strategy.

If Ben & Jerry's Sold More Units of Its Bonnaroo